Need advice on marketing for small Italy travel advising form

Hi,

I recently started a small travel advising firm that specializes in Italy. My niche is authentic, unhurried travel, and also affordable travel. It's not budget travel, but the thing I'm emphasizing is that the real Italy isn't 5-star hotels and expensive restaurants. The genuine article is outside the tourist centers, small hotels run by families, local restaurants. All of this is very modestly priced naturally, and the more you spend in Italy, the farther away you get from Italy.

But here's the catch. I don't know if I should feature "affordable" on my website too prominently. Does affordable make people think "budget" and mediocre, cheap hotels, backpacking, etc. Or is affordable something that most people want even if they have more they can spend. I don't need luxury travelers, but it would be good not to drive away those who have a bit more money.

Any thoughts on this would really helpful.