Your Airbnb is in a desirable location, you charge a competitive nightly rate, and consistently get five-star reviews. So why are you getting fewer bookings than other nearby businesses?
The problem is likely that nobody can see your listings. Either they’re buried on the Airbnb algorithm or they’re just not standing out on the page.
While marketing may not be your first priority, it’s fundamental to Airbnb management. You must weave it into every aspect of your processes to attract guests, get the booking, and finally get them to return.
Our guide explains all the Airbnb marketing strategies you need to finally get your listing noticed. We include Hostfully team insights from working alongside customers and tips from experienced Airbnb operators and marketers.
What is an Airbnb marketing strategy?
An Airbnb marketing strategy is the way you define your brand, promote your business, and drive bookings. While this starts with your listing page, it encompasses every touchpoint with your guests. For example, many short-term rental businesses factor their guest communication and reviews into their plans.
As the travel industry gets more competitive, vacation rental marketing strategies have become sophisticated. “I’ve watched this market get louder and more crowded every year,” says Katie Valentine, host and investor in The Framery, “It’s not enough to have a nice cabin anymore, you need a story and a clear point of view.”
Why is an Airbnb digital marketing strategy important for your business?
Great Airbnb marketing isn’t just about filling up your calendar. When done right, it can help you keep your business running smoothly and even help you expand.
Here are a few of the key benefits to expect:
- Extra visibility: Optimizing your listing helps you rank higher on the algorithm, especially when you first start your Airbnb business. It also ensures you stand out from other properties so you make the most of the visibility.
- Increased trust: Strong branding makes guests more confident in their decision to book with you. They’re more likely to feel as though you’re professional and take care of every aspect of your business.
- Better fit guests: Marketing tells potential visitors what to expect. This means your target demographic is more likely to choose you and, providing you deliver on your promises, have a positive experience.
- Improved scalability: When you add new properties or expand into new areas, a strong Airbnb brand means guests are more likely to notice and trust you.
- Fewer expenses: Effective marketing tactics drive more bookings so you don’t have to resort to costly strategies like outreach or bookings to fill gaps.
- Higher revenue: If you market your business well, you can justify raising your Airbnb prices. You won’t have to reduce them to win over guests.
What are the core elements of Airbnb’s marketing strategy?
An effective Airbnb marketing strategy is made up of six core pillars. Each plays a role in helping your listing reach the right guests, build trust, and drive bookings.
Platform optimization
Platform optimization is how well your listing performs within Airbnb’s system. This includes how high it appears on the algorithm and how much it stands out to browsers.
The Airbnb algorithm prioritizes listings based on:
- Overall positive ratings and reviews
- Booking frequency
- Detailed descriptions
- High-quality photographs
- Up-to-date content
None of these factors is more important than the others. They all tell the Airbnb Algorithm that you’re an active and trustworthy host who’s likely to drive them extra bookings and revenue.
Ratings, reviews, and reputation
Besides helping you rank higher on the algorithm, ratings and reviews are a great marketing initiative by themselves. They’re often the deciding factor when users are comparing options. When faced with two similar properties side-by-side, people are likely to choose the ones with the higher ratings.
Great feedback is also one of the criteria for an Airbnb Superhost status. If you consistently maintain a 4.8 out of 5 or higher, you get a badge and extra visibility on the platform. This gives you extra credibility in the eyes of users.
Guest communication
Messages not only serve a function but also tell guests about your business. You can use them to show how you serve your target market, live up to your values, and express your unique brand voice.
As Airbnb limits how much you can personalize your listing, guest communication is one of the most powerful ways to market yourself.
Search Engine Optimization (SEO)
While Airbnb only lets you search by location, specific keywords can help your listing page appear high on search engines and social media platforms. For example, Airbnb properties are frequently the first thing you see when you look for vacation rentals on Google.
Keywords also attract potential guests’ attention. If they’re looking for somewhere close to the center, for example, they’ll be more likely to click on your listing if it mentions its location or proximity to attractions.
Branding
Great marketing means having a consistent and cohesive brand across all touch points. This includes but isn’t limited to the following:
- Name
- Values and goals
- Tone of voice
- Color palette
- Logo
- Typography
- Pricing strategy
Branding makes you more instantly recognizable on and off the Airbnb platform. For example, guests can see which rental properties belong to you as they scroll through the listings but also quickly tell that your direct booking site is associated with your company.
Paid ads, partnerships, and social media marketing
Airbnb doesn’t offer marketing services but nothing is stopping you from launching ad campaigns on external channels like Google, social media, and other websites. These can help you reach niche audiences and drive more traffic to your listing. For example, Facebook has a sophisticated algorithm that finds the best people for your business.
User-generated content (UGC) is also a great way to reach and build trust with new audiences. Ask bloggers and travel influencers to stay at your property for free (or a generous discount) and publish content about their Airbnb experience. You can include links to your listing for quick access.
How to market your Airbnb: 6 practical strategies
What’s the best way to use these pillars? In this section, we outline some strategies that all types of Airbnb users can benefit from.
1. Tailor messaging to your target audience
Define your target audience by analyzing your business data. Property management systems (PMS) like Hostfully usually collect details about Airbnb guests automatically so you can review this via the dashboard.
Afterwards, make sure you tailor messaging to this target audience at every touchpoint. Valentine’s brand designer, Ericka Saurit, says they’ve achieved this by considering every interaction people have with the business. “We map out the entire guest experience,” she says, “From pre-stay to post-stay, to ensure we’ve thought of everything in the design, and to encourage reviews, repeat bookings, and email capture.”
This strategy isn’t about reworking your business but building upon what you already have. For example, you might notice your city apartment attracts a lot of digital nomads. You could look for other property features that would appeal to this demographic, like proximity to coworking places and transport hubs.
2. Develop a unique brand tone of voice
Effective Airbnb marketing is about the ‘how’ as much as the ‘what’. Every interaction must use a consistent tone that reflects your brand identity. For example, a casual vibe works best for families while a professional one is better suited to corporate travelers.
GPTs are a great way to keep all your messaging consistent. You can create branding guidelines and add samples of writing you like. Afterward, you can run all written communication through the GPT to check whether it matches your tone.
PMS like Hostfully can help you personalize and deliver these messages to guests at the right time. Our email automation has fields and triggers so it can automatically populate emails with details. It also lets you schedule messages to guests through our robust Airbnb integration.
3. Create compelling visuals
Photos are the first thing your guest sees. Valentine says that’s why, “Good photography is one of the best investments you’ll make in marketing your property. If you want to stand out, it’s one of the most important ways.”
Saurit agrees, saying Airbnb hosts don’t need to invest much to make the right impression. “Why spend so much money on the interior design and the amenities if your photos don’t capture exactly how special that experience can be for your guest? Even if you’re just shooting details and more intimate moments with your iPhone, it offers a moment of storytelling that can differentiate the stay.”
4. Highlight your standout features
Guests look for unique travel experiences so include and emphasize your unique features. This means going beyond what other local businesses offer to stand out.
For example, Valentine isn’t just relying on her mountainside property with its beautiful views to draw guests. She’s introduced new services to set her business apart. Saurit says, “She’s offering them thoughtful touchpoints like a pillow menu, scent options, and custom meal kits to select from before they arrive, which not only helps them feel like they’re creating their own unique experience, but gives them something to think about and anticipate before they start packing.”
5. Prompt guests to leave reviews
Good ratings drive more bookings by increasing your visibility on Airbnb and building trust with users. That’s why it’s essential to get satisfied visitors to leave you a review.
The trouble is that even the most well-intentioned guests forget. Send them a message a few days after they leave to thank them for choosing you and nudge them to leave a review. By that time, they’ll have recovered from the journey back and will feel more ready to write you some positive feedback.
Automated messaging lets you take this further. PMS like Hostfully sends an email with a link to a form and captures the review. You can check it later and decide whether you want to publish it to your direct booking website.
6. Meet every promise you make
Airbnb marketing can backfire if you give users an unrealistic idea of your property and disappoint them. Misled guests are less likely to return and more likely to leave negative reviews.
What’s more, Airbnb’s policy says your listing must be accurate. Hosts must be honest about features like the number of rooms, amenities on offer, and parking spots. Otherwise, Airbnb may refund guests the full amount and suspend you from the platform altogether.
To avoid issues, consider what promises you’re making with your listing. For example, you might say you have a “beachside property” but is there a clear view of the sea? Are there any buildings in the way? How quickly can guests walk there?
What does the future of Airbnb marketing look like?
Marketing will continue to play a pivotal role in Airbnb management over the next few years. However, Saurit says it’s likely to have more emphasis on personalization and story.
She says, “As AI and automation become more common, the properties that stand out will be the ones that feel deeply human. We’re leaning into that now, helping hosts and investors craft experiences that really lean into the place where they’re located. Telling that story of what makes a location really different from anyplace else is so key!”
So it seems the most successful Airbnb businesses will balance automation and personalization. They’ll leverage platforms like Hostfully to save time and maintain consistency so they can spare more time and resources for high-level marketing strategy.
Keep Airbnb marketing simple yet effective with Hostfully PMS
Airbnb operators don’t need to become overnight marketers to successfully promote their listings. You just need to understand some basic principles and focus your energy on the right areas.
This starts with investing in the right tools. PMS like Hostfully can make marketing easier by automating key parts of the process, like review management and guest communication. Our platform also includes a digital guidebook and a no-code web builder so you can easily scale your marketing efforts.
While Airbnb marketing is a chance to get creative, success really comes down to repeatable and reliable processes. That’s what helps you stay organized, maintain consistent branding, and save time and resources for your best ideas.
FAQs
How can I market my Airbnb for free?
You can market your Airbnb for free by optimizing your listing, using social media platforms, and encouraging guest referrals and word of mouth. These methods help increase visibility without spending on ads, especially when combined with great photos and guest reviews.
What’s the best marketing channel for Airbnb?
Airbnb itself is the best marketing channel due to its built-in audience. However, you can complement the platform with a direct booking site, social media, and paid ads.
How do I get more bookings on Airbnb?
To get more bookings on Airbnb, you must appeal to potential guests. This involves optimizing your listing, keeping your information up to date, and maintaining high ratings and positive reviews.
Do I need a website to promote my Airbnb?
No, you don’t need a website to promote your Airbnb but it’s a good idea. A website can make your vacation rental business look more professional and trustworthy to potential guests.
How important is SEO for Airbnb listings?
SEO is important for Airbnb listings because it affects whether your properties will appear high in search engine results. However, it’s less critical than listing optimization and guest reviews for driving bookings.
