An introductory guide to marketing your holiday rental wherever you are & strategies that work without relying on the big companies.

Marketing your holiday accommodation effectively can feel challenging, especially without the backing of major platforms. Luckily, there are proven strategies that allow property owners to attract guests and maximize profits independently. By tailoring your approach and utilizing the right tools, you can position your rental as a sought-after and desirable accommodation.

Understanding Your Property’s Target Audience

The foundation of any good marketing strategy is understanding who your guests are. Identifying and segmenting your ideal audience can significantly increase the chances of reaching travellers who are most likely to book your property.

Identifying the Right Audience

Who’s most likely to enjoy staying at your property? This starts by looking at your property type. A cosy chalet in a mountain village will appeal to a different group than a beachfront villa. Location, amenities, and unique touches can attract families, business travellers, or adventure seekers so ensure you have a list ready of any you can think of.

Once you’ve assessed the basics, dig deeper into guest preferences. Do they want fast Wi-Fi for remote work? Or are they looking for luxury amenities like hot tubs and private pools? Tailor your messaging to highlight features that appeal to these travellers.

Choosing Platforms That Align with Your Audience

Not all booking platforms cater to the same audience. For example, Instagram works well for visual storytelling, while Facebook can help promote local community rentals, LinkedIn’s excellent for professionals, whereas X is often more for Celebs & suchlike. By selecting platforms that match the habits of your target guests, you’ll focus your energy on channels that matter most (then simply copy/paste to the others of course to guarantee coverage).

Creating an Outstanding Online Presence

We see from our experience working on property lets globally, that a professional but friendly approach seems to be the most globally successful attitude to take when building online presence for your rental and the stability of this method brings credibility, helps you stand out to money spending masses and feel familiar to the mainstream public (a safe area to capture first).

Optimizing Your Listings

Your listing is your first impression. Good photos, craft keyword-rich descriptions that mention amenities, nearby attractions, and unique qualities and lots of info are all a must when you are starting out. Don’t forget guest reviews linked to social proof to reassure potential visitors – and don’t be afraid to offer your guest a free glass of wine to rate or leave a review, you may be surprised how many do it and how much it helps in the future.

Photography & Video

High-quality photos (+video/360/aerial etc.) that showcase your property’s best features are very necessary in this day and age! Long gone are the days when people said that “it’s probably just a little old lady taking the pics with old tech – and the room is probably much nicer in real life”, No.  If the images do not look pleasing then you are screwed. OK, some novice enthusiasts with a good eye and new camera-phone may pull off some inconsistent but nice stuff if the surroundings and natural light is just perfect at different times of the year, but to guarantee that right look and showcase your property at its best, source a talented & enthusiastic professional photographer who has a proven history in making the most bleak surrounding appear pleasing. If you select the right photographer, they will make your property look inviting, with natural lighting and angles (even if they have used artificial lighting). Ensure that they do not use ridiculous ultra-wide angle lenses with bizarre perspectives if not needed, as this really makes guests angry when they arrive and see it all so differently than their memory of the photos. 

Website & Apps

Having a dedicated website ensures you aren’t solely relying on third-party platforms. A responsive website that adjusts & adapts to all screen sizes is imperative. Try to maintain the quality of your images despite converting to web optimised (good platforms do this automatically by creating many different sizes/shapes upon upload of each image – to present the most suitable each time depending on the visitors device etc, Use concise descriptions with keyword rich phrases that you know your potential guests search for.

Booking System

An easy booking system, with instant payment is essential. Our analytics show clearly how many people get to the point of wanting to book and for any number of reasons fail to complete. If you’ve put lots of effort into everything up until this point, and then lose them due to a payment procedure, that’s sad. There are many ways that you can ensure everyone finds a reliable and trusted payment option that suits them (even if using online deposit then balance in cash).

Info & Blogging

Compiling unique posts (just as we have done here right now to capture you) will certainly make you stand out from the others. Chat about local attractions or travel tips or whatever as any can boost organic search traffic. One of our clients has a regular income now due to a simple post about their dog – a visitor had the same breed and now frequently books with them. Any blogging, news or info can bring hits and lead to guests that’s for sure.

Optimisation

There are very few effective shortcuts to implementing Search Engine Optimisation (SEO) practices – unless you fancy investing obscene amounts of money. So the good old rules like meta descriptions in your posts and using location-based keywords to rank higher on Google will ensure you get noticed on the web – an area we excel in here at GuestIncome.com! Similar to you waffling with keywords in your posts, backlinking etc. (but this time strategically used to avoid being penalised by search engines), here your H1,H2 etc ‘Heading tags’ for example, now ensure that you attract the right type of people for the correct reasons. Again we are following these same age old rules right now in this paragraph – and you found us… proving it works.

Direct Booking Strategies

Whilst encouraging direct bookings to eliminate third-party fees enhances profitability, a careful mix of both can work the best. The most effective is using these large companies to attract attention, but offering exclusive discounts or special packages to guests who book directly through your website. Subtle pop-ups or early-bird discounts can be effective in securing these bookings, but your site & booking system must look professional to achieve this. A PayPal button & Gmail address are not enough to gain the trust of someone’s money, they need to see that stereotypical smooth flowing process to make it to the payment complete page.

Tapping into Digital Marketing Tools

Digital marketing if done correctly can help expand your reach without breaking the bank. Use targeted strategies that best suit you and your budget to get noticed. Remember that if it’s not useful, these ads, posts & emails etc. will just be annoying for the recipient – and therefore a waste of your resources.

Social Media Marketing

Platforms like Instagram and Facebook let you visually share your property’s charm. Use photos, videos, and stories to engage travellers. For instance, highlight sunsets from the balcony or showcase local festivals your guests could enjoy. Try to avoid that unflattering picture of a boring breakfast or sad story with no meaning – these all make it obvious you are just doing it for clicks.

Email Campaigns for Repeat Guests

Targeting past guests through email campaigns is a cost-effective way to gain bookings. Create personalized emails with segmentation – whether for families, couples, or solo travelers. Highlight return-guest discounts or upcoming events to spark interest. Our clients find the ‘Coupon’ option perfect for this as most can’t resist something that appears free – and if they never use it you’ve lost nothing. Remember, they are an existing client, meaning your email should go straight to their inbox and not to spam/junk. 

Using Paid Advertising Effectively

Use paid ads, like Google Ads or Facebook Ads with caution, they can chew through your budget in a second. Concentrate on proven targeted specific demographics and locations to ensure you are paying for the right people to see your ad. Focus on promoting key booking seasons you need filled or offering time-sensitive deals as opposed to just random ads – but definitely start small and adjust later based on the most effective campaigns.

Harnessing Guest Experiences & Feedback

Guests’ experiences are your most authentic marketing asset for sure, no one believes anyone more than an actual previous guest. Positive feedback whether shared publicly or sent privately builds trust and loyalty and sharing those words is always a favourite to smooth sailing. 

Encouraging Authentic Guest Reviews

Ask for reviews from guests after their stay. A simple email or message with a direct link to your review page makes the process easy. Incentives like discounts on their next trip can encourage participation. But always make it simple for them to do.

Building Trust Through Testimonials

Showcasing guest testimonials on your website or social media is powerful. Pair their quotes with images (with permission of course) for a personal touch. User-generated content, like guests tagging your property on Instagram, or sharing a pic on Facebook also helps create authenticity.

Capitalizing on Emerging Trends

Modern travellers expect more than just a place to sleep. Adapting your offerings to meet these expectations can give you an edge in the market. Including: More unforgettable stay options, Unique, one-of-a-kind experiences, being a ‘hidden gems’ or off-the-grid escape, Sustainability approach, Longer stay offers for digital nomads, Wellness/health retreat options, Pet-friendly accommodation, Having Cutting-edge technology to transform a guest’s experience

Remote Work Stays and Longer Bookings

With many people embracing remote work, properties with strong Wifi, dedicated workspaces, and quiet environments are in high demand. Promote special packages for digital nomads or offer discounts for extended stays.

Catering to Niche Travel Interests

Travelers often look for properties tailored to their hobbies or values. Sports travelers, eco-conscious guests, and families with young kids are examples of niche markets to explore. Highlight features like kids games & toys, child-proof furniture, or proximity to particular nearby facilities that you know someone would appreciate even if you don’t.

Conclusion

Marketing your holiday accommodation may require some effort, but the rewards are so worth it – and we can certainly do it for you with ease. By focusing on your target audience, creating a stellar online presence, and staying responsive to travel trends, you’ll enjoy greater control and higher profits. Tailored, guest-centric strategies ensure you’re not just competing in the vacation rental world – you’re thriving with great profits.

Remember, the key is creating an unforgettable experience that keeps guests coming back, whilst simultaneously connecting with those most compatible with your property’s unique offerings.

(sorry, the free riding lessons are made up – but it made you look right?)

These are just some of the actionable tips (of many) that are proven to work and by applying them, success is within reach for every rental owner, with any type of space and anywhere in the world.

For more help & advice, please see our info section.