The Sightline Report is the strategic playbook Aria produces about your business. It is what Aria reads from before it writes copy for your site.
It is also a document you can act on directly — share it with your team, brief your marketing person, hand it to your photographer.
This article covers what is in it, what Aria does with it, and how to get one for your portfolio.
What's inside the report
Three sections. About 15 minutes to generate.
1. Strategic Brief
Who you are and how to position yourself in your market.
Positioning statement — the one-sentence version of what makes your portfolio different and worth booking direct
Ideal-guest personas — the two or three guest archetypes most worth chasing, with the booking triggers for each
Voice attributes — the words and tone that match how your guests actually write about your properties (and the words to avoid)
Value propositions — the claims you can credibly make, with the evidence behind each one
Every claim in this section links back to the evidence. You can trace any positioning statement to the reviews, market data, or your own brief that justified it.
2. Market Landscape
What your market actually looks like.
Competitive set — the other operators or brands competing for your guests
Search demand — what travelers in your markets are searching for, ranked by volume
AI-search opportunities — what ChatGPT, Perplexity, Gemini, and Google AI Overviews are surfacing in your markets, and where the gaps are
Traveler archetypes — the segments your markets are pulling, beyond just your own current bookings
3. Site Recommendations
What to actually do.
Homepage structure — what the hero should say, what sections to lead with
Property page templates — how to write property descriptions that pull on the right emotional triggers
Blog topics — the content clusters that will pull AI-search traffic into your site
SEO strategy — the keyword map, schema priorities, site architecture
Entity naming rules — how to name your brand, your properties, the places you operate in, so AI search engines can confidently quote you
Trust signals — which review themes to surface, what credibility cues guests need to see before booking
The four signals Aria reads
To generate the report, Aria pulls four data streams in parallel:
Signal | What it covers |
Portfolio | Every property, every amenity, every room. Pulled from your PMS via the integration. |
Reviews | All the guest reviews across your portfolio, analyzed for themes, language, delight moments, and what kind of guest each property is pulling. |
Search market intelligence | Live keyword demand, competitive gaps, AI-search behavior in your markets — pulled from third-party data providers. |
Brand vision | Your own input on positioning, voice, audience focus, repositioning intent. Collected from the operator (today through a guided intake with the CraftedStays team). |
Aria synthesizes these in about 15 minutes, then validates the output across 12 quality dimensions before it lands in your dashboard.
How Aria uses the report
When you ask Aria to write copy ("rewrite the homepage hero" / "write descriptions for our new properties" / "build a landing page for ski-trip groups"), Aria reads the relevant section of your Sightline Report and anchors what it writes to what is in there.
That means:
The voice matches your real voice attributes (not generic "luxury rental" speak)
The value props are ones you can actually back up
The headlines hit the search queries your real guests run
The personas Aria writes for are the ones your portfolio actually attracts
Without a Sightline Report, Aria still works. It just leans more on portfolio data and less on positioning strategy. With one, every page Aria builds is grounded.
Generating a Sightline Report for your account
You can generate a Sightline Report directly from your dashboard.
Open your CraftedStays dashboard and look for the Sightline Report card.
Click Generate Report. A short wizard walks you through a brand intake — about 5 to 10 minutes of questions Aria needs answered to do its job well (your origin, your audience focus, what you want your brand to stand for, what you are repositioning away from). Answer in your own words, in as much detail as you want.
Aria starts the analysis. You will get an email when the analysis is underway, and another when the report is ready in your dashboard.
Total time from kickoff to a ready report is about 15 minutes.
If you don't see the Sightline Report card in your dashboard, reach out to your CraftedStays contact or message us in Intercom. We are staging the rollout and may not have it flipped on for your account yet. We will get you sorted.
Reading the report once it lands
The report shows up on your dashboard as a 3-tab view: Strategic Brief, Market Landscape, Site Recommendations. Click through and read it like the strategy doc it is.
A few patterns we recommend:
Read the Strategic Brief end to end first. Don't jump to the Site Recommendations until you understand the positioning behind them.
Argue with it. If the positioning doesn't feel like you, tell us. The report has an Edit path so your team can override fields — and the next regeneration will incorporate your feedback.
Share the relevant section with the right person. Photographer gets the imagery direction. Marketing person gets the keyword map. Operations gets the trust-signal recommendations.
What if the report misses something
Two ways to fix that:
Regenerate. You can regenerate the report from your dashboard when your portfolio, reviews, or market changes meaningfully. There is a monthly cooldown to prevent accidental re-runs.
Tell us. If a specific finding is off, reach out to your CraftedStays contact. We can override fields in the report and use that feedback to sharpen the next regeneration.
Frequently asked
Does Aria need a Sightline Report to work?
No. Aria builds your site even without one. But the copy is much more grounded with a Sightline Report in place.
How often can I generate a Sightline Report?
Each account gets one Sightline Report run per month. Most operators will find that is plenty, especially if your portfolio is stable. If you add a meaningful number of properties, enter a new market, or do a deliberate repositioning, use your monthly run at that point to capture the updated picture. We will update this as the feature evolves.
Can I export the report?
Yes. You can email a read-only copy from the report viewer, or ask your CraftedStays contact to send one to your team or external collaborators.
I don't see the Sightline Report option in my dashboard.
We are staging the rollout, so it may not be flipped on for your account yet. Reach out to your CraftedStays contact or message us in Intercom and we will get you sorted.