Marketing your vacation rental might feel overwhelming, but with the right plan, you can stand out from the crowd and attract your ideal guests. Whether you’re new to short-term rentals or ready to scale your business, this guide breaks down how to market your vacation rental property effectively and grow your bookings. At Cascadia Getaways, our team has been marketing vacation rentals for over a decade and are happy to share tips!
Why Vacation Rental Marketing Matters
Marketing your vacation rental is the key to keeping your calendar full and your income steady. With competition growing fast on platforms like Airbnb and VRBO, a solid marketing strategy helps you:
- Get more bookings
- Build trust with future guests
- Increase visibility online
- Stand out in a crowded marketplace
In a nut shell, marketing increases eye balls on your property. Bookings are eye balls times conversion. Increasing eye balls means rates can increase and yield more even with a decline in conversion. A good revenue manager can help identify elasticity to know by how much. Schedule time to chat with Cascadia Getaways to learn more.
Step 1: Know Your Guest
Before you start marketing, get clear on who you’re marketing to. Create a guest persona: Are they families? Couples? Remote workers? Outdoor adventurers? Understanding your audience helps you craft messages and visuals that appeal directly to them. Is your property geared towards more of one than the other? Look at your past guests to learn more about who you should focus on.
A good Property Management Software (PMS) will allow you to have different descriptions for different distribution channels to further optimize this.
Step 2: Build a Strong Brand
Your brand is more than just a logo—it’s the vibe and story your property tells. Keep your photos, messaging, and style consistent across all platforms so guests recognize and remember you.
Branding Tips:
- Choose a memorable name
- Use consistent colors and fonts
- Share the story behind your property
We have some properties people have been repeat guests for over a decade across four different management companies because they could remember the home’s name. A brand should carry through more than just the marketing message but how the experience makes you feel.
Step 3: Optimize Your Listings
Your listing is often the first impression a guest will have. Make it count!
Tips to Boost Your Listing:
- Use professional, high-quality photos
- Write a clear, friendly, and detailed description
- Add keywords naturally (like “family-friendly cabin near Mt. Rainier”)
- Highlight what guests need to know and distances from points of interest.
- Keep your calendar and pricing up to date
- Respond quickly and with hospitality
It is important to keep in mind marketing partners earn their revenue by conversions. Anything you can do to boost conversion will be rewarded by the ranking algorithms. These include instilling trust in guests, making them feel like there is real value and that their guests will be happy with their selection. No one wants to be blamed for booking a bad vacation.
Step 4: List on Multiple Platforms
Don’t rely on just one booking site. Spread the word by listing your rental on:
- Airbnb
- VRBO
- Booking.com
- Cascadia Getaways
- Niche platforms that match your property type or location
Check out our article on booking platforms for your vacation rental!
At Cascadia Getaways we have partnership relations with our channel partners, evaluate new options and make distribution strategy decisions to optimize more revenue for our homeowners. Want to nerd out on distribution? Lets talk!
Step 5: Create Your Own Website
Having your own direct booking site gives you control and helps build trust. It also makes it easier to:
- Share your brand story
- Capture direct bookings
- Improve SEO with blog posts
- Own your destiny
If a guest has booked with you once, make sure they book with you without the middle platform fees!
Step 6: Invest in SEO
Search engine optimization (SEO) helps your property show up in Google searches. Use relevant keywords in your website, blog, and listing descriptions.
Quick SEO Tips:
- Add location-specific keywords (e.g., “vacation rental in Bend, Oregon”)
- Use alt text for images (have images)
- Focus on readability
- Write helpful blog posts about your area
- Make sure you are adding value
- Make sure your site is connected to Google Search Console and site is indexed
- Write copy AI can easily digest
SEO is a long game but rewards you in long term savings and guest loyalty.
Step 7: Get Social
Social media is a great way to connect with potential guests and build a loyal following.
Where to Focus:
- Instagram: Post beautiful photos and behind-the-scenes content
- Facebook: Share reviews, local tips, and special offers
- Pinterest: Pin travel inspiration and links to your property
Step 8: Use Email Marketing
Collect emails from past and potential guests. Email helps you stay top-of-mind and bring people back.
Email Ideas:
- Announce seasonal discounts
- Share guest stories
- Send travel tips for your area
Email marketing is about staying in front of people, keeping your brand in mind for when they go to travel. They may not be ready at that moment but increasing mind share helps you stand out in the future.
Step 9: Try Paid Advertising
If your budget allows, ads can give your marketing a boost.
- Google Ads for location-based searches
- Social Media Ads to reach specific audiences
At Cascadia Getaways we do search ads but also social media retargeting. We have found cart abandonment emails and paid ads are some of the highest ROI campaigns to get started with. Look into adding a Meta pixel to your site.
Step 10: Build Local Partnerships
Work with local businesses to offer guest perks or cross-promotions. It helps you:
- Offer more value to guests
- Get exposure in your local community
We are huge proponents of building and supporting the community. Short term rentals are allowed to exist as long as they are a net positive for the community. We are welcoming guests into our communities so we should be good stewards of them.
Step 11: Encourage Reviews & Referrals
Guest reviews build trust and can sway new guests to book. After every stay, ask for a review and encourage guests to share their experience on social media.
Pro Tips:
- Offer a small discount or gift for referrals!
- Review all your guests
- Have proactive messaging to ask for reviews
Referrals are the social credit that makes people feel comfortable bookings.
Step 12: Keep Improving
Reinvest some of your earnings into improving your property and marketing. This could mean upgrading your photos, refreshing your decor, or trying new marketing tools like digital guidebooks.
Reviews offer fantastic ideas on how to improve your business. Companies spend a lot of money to hear what their customers are saying, you can get it for free with reviews!
FAQ: Vacation Rental Marketing
How do I market a seasonal vacation rental?
Focus on the experiences tied to the season—cozy fireplaces in winter or lake access in summer. Update your photos and description regularly to reflect the time of year. At Cascadia Getaways we collect seasonal photos of many of our properties and rotate them based on the booking window.
What are the best platforms to list my vacation rental?
Start with Airbnb, VRBO, and Booking.com, then explore smaller platforms like Savvy, Whimstay or niche sites for pet-friendly, luxury, or eco rentals. Check out our article on listing sites if your feeling adventurous.
Should I hire a vacation rental marketing agency?
It depends on your time and budget. Agencies can help with branding, SEO, and advertising. But if you’re hands-on, you can DIY with the right tools. Make sure to do the math in what lift they can deliver and what your spend is to make sure there is an ROI. Many agencies may not make sense unless your doing a lot of revenue or manage other properties.
How can I get more bookings?
Optimize your listing, use high-quality photos, offer competitive pricing, stay active on social media, and always ask for reviews. Or talk with Cascadia Getaways and see how we can help!
Is a website really necessary?
Yes! A direct booking site builds trust, saves you from platform fees, and gives guests more information about you. Make Property Management Software comes with a simple site out of the box!
Final Thoughts
Marketing your vacation rental doesn’t have to be complicated. With the right mix of branding, online visibility, guest communication, and local charm, you can turn your property into a thriving business.
Need help or want to partner with a team that gets it? Contact Cascadia Getaways today to learn how we can help market, manage, and grow your vacation rental.