Berlin
A market that punishes pretension.
Everything else in this trade is about looking expensive. Berlin is the exception. Gold, marble, black tie and the word elite land as parody here — the city's wealth is deliberately undressed, and its clients read overt luxury as provincial or fake.
Tone is the whole problem
That does not mean cheap. It means restraint without ornament: excellent typography, real photographs, no adjectives. Confidence instead of costume.
English is the default
Berlin's client base is international and its working language is English, Germans included. A German-only site narrows you for nothing; a German version is a nice-to-have, not a foundation.
Younger clients behave differently
Berlin's clients skew younger than Vienna's or Geneva's. They screen you the way they screen everything — on a phone, at speed, at midnight. That raises the price of three things: load speed, mobile layout, and a booking form that works with a thumb.
In Berlin the most expensive-looking thing you can do is stop trying to look expensive.
Your name. Your rules. Your own stage.
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