What are guest personas, and why do they matter
A guest persona is a detailed profile of your ideal guest. Not a stereotype. A specific character with a name, background, goals, and concerns. Personas have age, income level, travel motivations, family situation, and preferred communication channels.
For example, “families with teenagers” is too broad. But “Janice, a 42-year-old nurse practitioner with two teenagers who values outdoor activities and complete relaxation during vacation” is specific enough to guide real marketing decisions.
The power of personas is laser focus. Instead of creating generic marketing that appeals to no one particularly well, you craft targeted campaigns that motivate specific guest types to book. A marketing message that resonates with a remote worker (fast Wi-Fi, dedicated workspace, flexible check-in) might completely miss a couple looking for romance (hot tub, privacy, local dining recommendations).
Personas force you to answer critical questions: Who actually stays at my property? What time of year do they visit? What amenities matter most to them? Where do they look for rentals online? This clarity transforms your entire marketing strategy from guesswork to strategy.
Identifying your vacation rental guest personas
Start by examining your actual guests. Review past bookings. Which guests gave five-star reviews? Which periods fill fastest? What types of properties attract which guests?
If you’re just starting, research comparable properties in your area. What guest feedback patterns emerge? Which properties fill during which seasons?
Use the Vacation Rental Health Check Quiz to identify operational gaps that reveal which guest types you’re currently serving and which you might be missing. This assessment helps clarify your strongest guest segments and opportunities for targeted growth.
Then, create 3-5 detailed personas representing your ideal guests. Include:
- Name and age
- Job title and income level
- Family situation (single, couple, family with children, etc.)
- Travel motivation (relaxation, adventure, family time, work)
- What they value in accommodations (space, location, amenities, privacy)
- Where they search for rentals
- Budget expectations
- Pain points they want solved
The more specific you become, the more useful your personas become for marketing decisions.
Attracting remote workers and digital nomads
Remote workers represent one of the fastest-growing segments of guests. They need reliable high-speed internet, comfortable workspaces, and flexible check-in/check-out times. They often book for extended periods, giving you consistent occupancy.
Remote workers aren’t choosing between your property and a hotel. They’re choosing between your property and another property with better work amenities. If you target this persona, emphasize these details:
- Internet speed (include specific Mbps in your listing)
- Dedicated desk or work table with ergonomic chair
- Quiet spaces separate from common areas
- Proximity to coworking spaces, if available
- Flexible cancellation policies
- Extended stay discounts
Remote workers often book during off-peak seasons when families can’t travel. Marketing specifically to this group fills those calendar gaps. They also stay longer, which reduces turnover costs and increases total booking value. Consider listing on Furnished Finder to reach this audience directly.
Set up automation tools that send personalized messages to remote workers, highlighting workspace details, check-in flexibility, and reliable connectivity. Automated welcome messages can set expectations about quiet hours and productivity support, reinforcing the experience you’ve promised in your marketing.
Marketing to couples seeking romance and connection
Couples without children have entirely different needs from those with children. They seek privacy, atmosphere, and experiences that feel special or luxurious. Their ideal property offers intimacy without interruption.
For couples, the property should emphasize the hot tub, privacy, and peaceful settings. This messaging wouldn’t appeal to families with teenagers. For couples, it’s perfect.
Marketing to couples effectively requires:
- Photos highlighting romantic settings (bedroom lighting, bathroom ambiance, outdoor views)
- Amenities promoting togetherness (hot tubs, wine glasses, quality bedding, outdoor seating for two)
- Quiet location or sound isolation mentioned explicitly
- Partnership with local restaurants, wineries, or experiences
- Romantic accessories (candles, robes, premium toiletries)
Couples often travel during the shoulder seasons and have higher budgets per booking, making them a lucrative target despite lower volume.
Serving pet owners as a specific market
Pet owners represent a dedicated, underserved market willing to pay premium rates for pet-friendly accommodations. They’re not just adding a pet to their booking. They’re choosing where to vacation based on whether their pet will be welcome and comfortable.
Rather than simply allowing pets, position your property as genuinely pet-friendly with specific accommodations. This attracts pet parents who make booking decisions based on whether their pet will be treated as a valued guest, not tolerated as an inconvenience.
Pet owner personas need:
- Clear pet policies (size limits, breed restrictions, fees)
- Dog-friendly outdoor space (fenced yard, nearby trails)
- Pet amenities (bowls, beds, treats, waste bags)
- Information about local veterinarians and pet services
- Photos showing how the space works for pets
- Testimonials from guests who traveled with pets
Pet owners book year-round, aren’t constrained by school schedules, and stay loyal once they find properties that treat their pets well.
Special interest personas: Niche travelers
Some properties attract highly specific personas. Rather than marketing generically, create dedicated landing pages answering questions specific to guests with unique needs. This niche marketing attracts ideal guests who value your property’s specific offering.
Identify if your property has niche appeal:
- Beachfront? Target water sports enthusiasts.
- Near hiking trails? Market to active outdoor travelers.
- Rural property? Emphasize solitude and nature for digital workers or couples.
- Historic property? Appeal to history enthusiasts and educational travelers.
Niche personas have less competition because fewer properties target them specifically. This reduces pricing pressure and creates loyal repeat guests.
Creating targeted marketing for each persona
Once you’ve identified your personas, customize your marketing across channels:
Listings
Create distinct versions for various platforms, highlighting the specific values that each persona prioritizes. For families, highlight safety and space. For remote workers, highlight the internet and workspace. Use a channel manager to sync listings across Airbnb, VRBO, and Booking.com while maintaining persona-specific descriptions on each platform.
Website and landing pages
Create dedicated pages or sections for different personas. “Perfect for families,” “Ideal for remote workers,” “Romantic getaway,” speaking directly to each group. Build a direct bookings website where you have complete control over how each persona is addressed and can create custom landing pages tailored to specific guest types.
Social media content
Share content your personas actually want. Families want activity ideas. Remote workers want workspace and connectivity tips. Couples want inspiration for romantic experiences.
Email marketing
Segment your email list by persona type and send relevant offers. A family might love your “school break special.” A remote worker might value “long-stay discount” messaging. Use a unified inbox to manage all guest communications and track which personas respond best to different messaging approaches.
Partnerships
Align partnerships with what your personas value. Families appreciate local activity partnerships. Couples value restaurants and experience partnerships. Pet owners need veterinary clinics or pet service connections.
Technology that supports persona-based marketing
Smart home automation helps deliver on promises to different personas. For families, smart thermostats maintain comfort automatically. For remote workers, smart WiFi ensures connectivity. For all personas, smart locks enable seamless self-check-in, a feature every persona appreciates.
Hostfully Devices integrates 200+ compatible devices across smart locks, thermostats, and WiFi systems. Google Nest and Ecobee thermostats are recommended for reliability. Smart locks from August and Igloohome eliminate key coordination. Netgear Cloud Managed WiFi ensures strong connectivity for remote workers.
These devices sync directly with your booking calendar, automatically adjusting access codes and climate control based on guest type and reservation dates. This automation supports the experience you’ve promised in your persona-based marketing.
FAQs
How to market vacation rentals for families?
Highlight child-friendly amenities explicitly: toys, safety gates, and outdoor play areas. Feature family testimonials. Emphasize proximity to family activities. Use photos showing communal gathering spaces that families value.
How to create vacation rental listings for families?
Include specific details about rooms and layout. List exact amenities (cribs, high chairs, games). Show safety features. Feature photos of spaces where families gather. Mention nearby attractions for kids.
How to make vacation rental marketing plans for remote workers?
Emphasize internet speed explicitly. Highlight a dedicated desk workspace with comfortable seating. Mention quiet areas separate from common spaces. Offer flexible cancellation. Include extended stay discounts prominently.
How to target pet-friendly vacation rental guests?
Don’t just say “pets allowed”; showcase a genuine pet welcome. Feature fenced yard photos. List pet amenities: bowls, beds, waste bags. Include veterinarian information. Share testimonials from pet-owning guests specifically.
How to attract business travelers to your vacation rental?
Highlight dedicated workspace and fast WiFi. Emphasize proximity to business districts. Offer flexible cancellation for schedule changes. Feature professional furnishings. Include parking information clearly. Mention business amenities: printing, conference calls, and spaces.
