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In today’s competitive holiday rental market, it is not enough to list your property on popular platforms like Airbnb or Booking.com and hope for the best. Owners who truly succeed are those who treat their holiday home like a business, paying attention to every detail of their listing, from photography to guest communication. If you want to boost your bookings and help your property stand out, here are a few key strategies to market your holiday home more effectively.

1. Invest in Professional Photography

First impressions are everything. When potential guests are scrolling through dozens of listings, you have just seconds to catch their eye. That’s why high-quality, professional photography is essential. A good set of images not only enhances the appearance of your listing but also improves its visibility. Online Travel Agents (OTAs) often prioritise professionally photographed listings at the top of search results, giving your property abetter chance of being visible.

It is important to understand that holiday rental photography differs from estate agency photography. You are not simply showing a property, you are selling the dream of a holiday. Focus on creating images that evoke a feeling, whatever it may be. One that can be well associated with your property. Do you have a countryside retreat? Evoke calm, seclusion and rest. Do you have a luxury apartment in a busy city? Evoke excitement, style and comfort. Arlington and Row specialise in luxury properties in the Cotswolds, so we know full well that a well-styled shot of a steaming coffee beside an open book, or a cosy fireplace with a blanket draped over a chair, can help guests picture themselves unwinding in our homes. These small touches foster an emotional connection, which can translate into more bookings.

2. Tailor Your Listing to Your Target Audience

Consider the type of guests you would like to attract. Are you marketing to families, couples, or outdoor enthusiasts looking for a rural retreat? Once you have identified your ideal audience, make sure your listing speaks directly to them. Highlight features that cater to their specific needs, such as a family-friendly garden, a romantic bistro dinner setting, or proximity to walking trails and attractions.

Your listing description is your chance to paint a picture of the experience on offer. Avoid generic phrases and instead highlight what makes your property unique. Is there a beautiful sunrise view from the bedroom? Is the kitchen fully equipped for preparing gourmet meals? Include details that excite potential guests and make them want to experience your property for themselves.

3. Engage with Your Guests, But Keep It Professional

Guest feedback is essential to building a successful holiday rental business. Positive reviews can significantly enhance your reputation, while even minor issues can provide valuable insights for improvement. However, how you handle feedback is just as important as the feedback itself.

One common mistake is publicly addressing private concerns in reviews. While it’s natural to want to respond to everything, discussing issues in a public forum can sometimes draw unnecessary attention to problems. It’s usually best to keep public responses focused on thanking the guest and reinforcing positive points. For private feedback, use direct messaging — this allows you to address concerns in a more personal, constructive way. Maintaining a professional tone throughout all interactions demonstrates to potential guests that you take feedback seriously, while preserving a positive and welcoming brand image.

4. Don’t Forget the Small Touches

In today’s crowded market, little things can make a big difference. Thoughtful touches, such as a welcome hamper filled with local treats or a well-curated guide to nearby restaurants and attractions, can help create a truly memorable experience for your guests. These details often lead to better reviews and repeat bookings.

Equally, ensure your check-in and check-out processes are seamless. Whether you use a lockbox, keyless entry, or greet guests in person, a smooth, stress-free arrival and departure will leave a positive impression.

Final Thoughts

Marketing a holiday home is about more than simply listing it online, it’s about creating an experience guests will remember. By investing in professional photography, tailoring your listing to your ideal audience, managing guest communication with care, adding thoughtful details, and exploring alternative uses for your property, you can help it stand out from the competition. Remember, your goal is not just to provide a place to stay, but to offer an experience that people will seek out.

If you’d like more advice or assistance on improving your holiday let, please don't hesitate to get in touch. We are always happy to help, and we have additional ideas beyond those mentioned above!

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