Long gone are the days when you can solely rely on Airbnb or VRBO for traffic for reservations. You need to start building your brand now, taking real estate within your market search rankings for your vacation rental business. After all, that is what it is... a business!
In the competitive short-term rental market, getting STR direct bookings can help guests save on commission fees and make you more money. Ultimately relying less on their traffic so you can be a self-sufficient short-term rental business. It also helps build long-term relationships with guests getting repeat bookings by trusted guests.
By using important strategies like social media marketing, advertising, partnerships, and guest communication, you can boost direct bookings. Also, make sure to optimize your direct booking website for better results. Let’s explore these tactics in detail. The last one is the most important!
1. Post on Social Media
Social media platforms like Instagram, Facebook, and TikTok are powerful tools for promoting your short-term rental. Posting regularly with high-quality images, videos, and engaging stories about your property, your amenities, and special promotions.
By showcasing your property’s unique features—whether it's a stunning view, Instagram-able moments, or local experiences—you can attract potential guests who may be interested in booking directly. Use relevant hashtags and geotags to boost your reach, and engage with your audience by responding to comments and DMs.
2. Run Meta Ads
Meta ads, which include Facebook and Instagram ads, are a highly targeted way to reach travelers interested in short-term rentals. With precise audience targeting tools, you can create campaigns that reach specific demographics, behaviors, or interests, such as vacationers, families, or digital nomads.
Paid ads can highlight special offers, last-minute deals, or showcase the lifestyle experience your property offers. The key is to create compelling visuals and copy that catch attention, combined with clear call-to-actions (CTAs) that direct users to book directly through your website or contact you via message.
You can also leverage these ads to build an email list of interested guests. We have driven hundreds of leads for our clients for $2 per lead. This is all part of your direct booking marketing strategy.
3. Content Creator Partnerships
Partnering with influencers and content creators is another way to generate direct bookings. Influencers with engaged followings in the travel, lifestyle, or local niche can promote your property in a way that feels authentic to their audience.
Offering a stay at your property in exchange for social media posts, exposure or blog features can help you tap into their followers. This collaboration can also generate high-quality content for your own marketing efforts, while their endorsement increases credibility and trust.
4. Email or Text Past Guests
Past guests are an excellent resource for securing repeat direct bookings. Keep in touch with them through personalized emails or text messages offering exclusive deals or early access to booking dates.
You can remind them of their previous stay and encourage them to return with discount codes or tailored offers based on their preferences. Maintaining communication with past guests fosters brand loyalty and encourages word-of-mouth referrals.
Automated email marketing platforms can help streamline this process while staying personal. We use Stayfi to capture the emails of every guest who accesses our WiFi network. This way you collect more data than just the booker -- exponentially increasing your customer list.
5. Be Active in Facebook Groups
Facebook groups related to your specific market for travel or lodging, short-term rental groups, or specific rental niches (like family-friendly stays or pet-friendly properties) can be great places to promote your rental and engage with potential guests.
Be active by offering advice, answering questions, and sharing tips about the area. A lot of travelers come to these groups looking for specific dates and to book directly. If someone directly is asking you can comment with your link. This works great!
6. List on Houfy and Google Vacation Rentals
Diversifying your property’s visibility by listing on platforms like Houfy and Google Vacation Rentals can significantly boost your direct booking potential. Houfy is a commission-free marketplace that allows hosts to list their properties and connect directly with travelers.
Similarly, Google Vacation Rentals lets you appear in search results when travelers are looking for vacation stays. You must use an approved partner channel manager to be listed here. Both platforms can drive direct bookings without the added fees of traditional booking sites, giving you more control over the guest relationship.
7. Well-Built Direct Booking Website Focused on SEO
A direct booking website is essential for cutting out third-party commissions and owning the guest experience from start to finish. Own the traffic and build your rank within your market. Ensure that your website is well-designed, mobile-friendly, responsive, and optimized for search engines (SEO).
Integrate a channel manager booking engine widget to leverage their guest vetting, insurance, chargeback protection and payment processing. We prefer Hospitable but Hostaway, and Owner Rez are also great. Use keywords related to your property’s location, amenities, and type of stay (e.g., "luxury vacation rental in Nashville" or "Nashville Airbnb with hot tub"). Use an experienced direct booking website builder like Maverick STR.
Include a blog section, showcase your reviews across all platforms, and what value your property has to offer. Leverage SEO tactics to rank your website higher on Google, making it easier for potential guests to find you directly. Here's a great example!
By leveraging these strategies, you can significantly increase direct bookings, reduce your dependency on third-party platforms, and build stronger relationships with your guests for long-term success.
If you're looking for a custom-built STR direct booking website to take your vacation rental business to the next level book a call with us!
We also build websites for management companies.
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