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6 Ways To Emanate "Lifestyle Brand" Vibes

Matt Landau

Ambassador
Staff member
I use the term "lifestyle brand" to describe a vacation rental business whose marketing leads not with the property, but the vibes (or lifestyle) guests experience when staying there. You can immediately feel a lifestyle vacation rental brand when you come in contact with it.

For instance, @Kristi and Starship Landing Retreat. The property itself is still there. But it's not the centerpiece of the photography: rather a component of the greater "being there" experience.

Screen Shot 2021-03-31 at 6.13.29 AM.png

If you were to draw a spectrum, lifestyle branding is polar opposite real estate branding where the property is the product: typically technical/objective/transactional.

With vacation rentals, the product (vacation time with loved ones full of meaning, purpose, and memories) is actually a byproduct of the property itself.
And a vacation rental lifestyle brand is one whose imagery is based on this more evolved definition "product" that our guests are seeking.

Perhaps it evokes emotional connections using staging like @Robin with Chateau Mirador of Moving Mountains.

Screen Shot 2021-03-31 at 7.38.58 AM.png

While not all of us own/manage opulent ski chalets, we do offer vibes of cozy, warm, elegant, picturesque....etc.

I believe independent vacation rental marketers are ideally positioned to emanate lifestyle vibes because we already curate those vibes for a living. With a little packaging, we evoke aspirations and the reaction: I want that for my vacation!

Here are some ideas to rise above normal vacation rental marketing levels and enter the territory of lifestyle brand vibes featuring a handful of Inner Circle stewards:

1. Piggyback on a lifestyle brand like Peloton, Tesla, or YETI


If you're looking for a quick hack to lifestyle branding vibes, find a company that already does this well and integrate.
@KirstenK (Kirsten King) of Big Sky Vacation Rentals invested in Peloton bikes for select homes.
Screen Shot 2021-03-31 at 6.15.38 AM.png

@BobG has a Tesla charging station.

Screen Shot 2021-03-31 at 6.17.04 AM.png

@CJ of Southern Comfort Cabin Rentals sends his repeat guests YETI mugs and thermoses.
Note: CJ loves the YETI but they're simply too expensive for him to buy in bulk and so he buys similar ones that cost 1/2 the price.

giftwithpurchase.jpg

2. Take 'About Us' photos that embody interests & attitudes

@SScurlock and
Scurlock Farms's community of guests who adore farm life is not being created out of thin air: it already exists. So she shows it (along with her team/family) on the About Us page.

Screen Shot 2021-03-31 at 6.25.26 AM.png

3. Curate culture


To adapt the great Rumi quote, "your property is not a drop in the destination: It's the destination in a drop."

Rather than simply being a part of the local community, show your vacation rental business as an active participant and connector in the community. @ROster of Oster Golf Houses nails this with his drone video tours of the local golf holes.

Be more than the hotel that people stay in when they visit a location; be the lifestyle portal.
Stephanie Farr does this (as she does with most things lifestyle branding) exceptionally well in the form of Maya Luxe adventure experiences.

Screen Shot 2021-03-31 at 6.32.17 AM.png


4. Ask lifestyle bloggers to do it for you

@Kim and
The Houses on Manzanita Beach made an arrangement with the Pretty Life Girls Blog to host in exchange for photos. And as you can see, the photos are less focused on any single property/feature and more on "scenes" or vignettes. Employing the artful eye of influencers and social media influencers with their own esthetic is a great way to hack this process.

Screen Shot 2021-03-31 at 6.40.53 AM.png


5. Ditch age-old design advice for simplicity

@LMejias and
Fixie Lofts in Dominican Republic does this as well as anyone. There’s a reason every product and their sister for sale is utilizing the ultra-simple esthetic.

Screen Shot 2021-03-31 at 6.37.12 AM.png

6. Embrace scenes or vignettes

For @Barry of
Carmel Retreats and his newly achieved Instagram Fame, branding is about more than a room or property feature or facade: it's about a scene or vignette: a miniature story with things going on. Instagram (the world’s biggest lifestyle brand marketplace) is perfect for this and you can take the same logic to your own website.

Screen Shot 2021-03-31 at 7.45.40 AM.png

Questions for the community:
  • Do you have any instances of companies that do the lifestyle branding thing really well?
  • Have you struck a chord in any of your marketing that achieves this lifestyle vibe?
  • Is there another way to describe this style of marketing (lifestyle brand can sound frou frou)?
 

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AFirmani

Counselor
Inner Circle
I would like to reply as a "guest"... you see, we travel a lot and I do believe that we look for homes that do more than give us a place to sleep and eat. We carefully peek at each possibility and look for the vibe that matches our goals. My middle son was just recently planning a trip and I watched him hunt for a "funky, cool vibe" to enjoy with his girlfriend - something two young adults would enjoy. Also, we appreciate the owners who take the time to give a special feeling and point out the interesting things in the home and surrounding areas. As for us, we have the think ITALIAN VILLA vibe going on... all things cozy, family, foodie, etc. and we play a lot on that! Finding that VIBE is the most important for us as travelers... that is for sure!
 

JPrugh

Envoy
Inner Circle
I'm not the best guy to address "lifestyle brand vibes." In my opinion, Airbnb's markets its "lifestyle brands" with curated destinations, properties and hosts, which is good for them, since they don't really own those properties. They perform this well, as they should, given their depth of expertise in this arena.
  • Piggyback on lifestyle brand like Peleton, Tesla or YETI: My market wouldn't be attracted to the first two, but maybe the third. Peleton is expensive ($1895) but becomes somewhat more affordable at $49 per month for 39 months. Then I'd have to figure out where to put it. Tesla is great for charging Teslas, but perhaps not for other EVs. (The city owns a used Tesla and has its own charging station about a block away from our properties.) General Motors is partnering with EVGo with offer both the CHAdeMO dcfc and SAE Combo (J1772). I'll leave it up to @BobG whether his Tesla charging stations will work for other EVs. Here is Yeti's corporate giving site: https://www.yeti.com/en_US/corporate-gifting.html. We sweat the details of providing Voss (Norwegian) water and another treat.
  • We can certainly work on an "About Us"photo, but it wouldn't be on our property. There's a pony-sized Dala horse at one of our small businesses that we could gather around could gather around - just have to get back there soon!
  • While we certainly curate the Swedish culture, we don't really have adventure experiences that other small businesses in the area provide for visitors. Lindsborg's CVB and small businesses direct guests to find these adventures on their own. That said, the CVB is curating a kite flying event at Coronado Heights this month, hosted by a kite company out of Wichita, so that's something.
  • Lindsborg's CVB is curating lifestyle bloggers for the entire city. We are a part of that, but since we're not a destination unto itself, such as @SScurlock Farm - we have do play the hand that's dealt.
  • We don't seem to have a problem with guests turning down our properties because they aren't designed well. Virtually all of them are so surprised that these properties exist at all in this small town.
  • I'm embracing scenes and vignettes on Instagram by employing photographic editing tips by National Geographic photographer Jim Richardson, using Snapseed (free) primarily. And I'm bringing in more guests into Mailchimp audience with StayFi. I'll never be on par with @Barry of Carmel Retreats, but then again, I don't think that I need to do that.
I plan to reach out to a production company behind a new Amazon series who plans to film an episode in Lindsborg later this year.

I know that @Matt is tired of hearing this, but properties with "lifestyle brand vibes" will cater to wealthier guests so that these amenities could be included.
 

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Jefferson

Attaché
Inner Circle
Well said Matt!

The only thing I would add is that you don't have to guess on what vibe to create. Let the guest do it for you.

I'm in the middle of reading "Nail it then scale it" which emphasis the importance of getting on the phone with you customers and talking to them. I have recently started calling every single one of the guests we've had in the last 6 months and learned that we have been accidentally appealing to the "birthday" guest. Over 70% of the guests I've talked to have come for a kids birthday. So now we are honing our experience to be more catered to kids birthday parties and upselling catering, party favors, character visits, etc.
 

Christina

Counselor
Inner Circle
Vintory
These are fabulous -
1) love the Rumi adaptation, remind me to tell you my Rumi story
2) great ideas about focusing on NOT the property but the STORY (i.e. not a commodity)
3) Thanks Jefferson for the book recommendation - Amazon should have it here by next week
4) we need more story and less commodity in our brand
 

StacyW

Counselor
Inner Circle
Accelerator
Awesome sauce!!! We are trying to get our ducks in a row on operations so we can take on my latest idea of taking our great homes and do a boutique type business with them. Then see if that is sustainable and either grow our others in that direction or drop them.
 

MichelleR

Counselor
Inner Circle
I do love the feelings that the lifestyle brand can evoke. It pulls at the emotional side which is the one that often pulls the trigger to make the booking.

I don't know if others feel this way but I find myself having a hard time narrowing in on who our guests are....We have large houses (3-5 bedrooms) so cater to large groups but that can either be families (ranging from babies to grandparents), groups in traveling together (of all different ages). Therefore when I do our social marketing I find it challenging as I tend to try to cater to both and therefore don't know if I actually nail either.

I am open, excited to receive, any feedback on if I am trying to appeal too broadly to everyone.
 

SScurlock

Envoy
Inner Circle
Yellow Jersey
Wow - I like the way you are thinking! I had to think about it for a minute, and all I can go by are my experiences when renting vacation rental homes and guests reactions to my rentals and their experiences, their comments when here, and their reviews. I will make some comments on the post. And by the way, thanks for including Scurlock Farms in it!!

Obviously, the property plays into the lifestyle vibes guests get while visiting. I think the farm entry gate and area is inviting and makes people realize they are entering a different world than most are used to. The majority of my guests come from much larger cities, with sirens, people piled on top of each other, and noise. Many, many guests have told me over the years they literally felt their stress melt away as they entered the farm - and they hadn't even stayed yet!

I believe the free tours I give around the farm where I show guests the river, fossils, fishing spots, farm animals and where the feed and horse brushes are, the chickens, the produce gardens, and the boys let the kids play on the tractors and show them how they work - all of these things lend themselves to letting people feel like they are experiencing my lifestyle for a weekend or a month or two.

For those that want to, they can help gather eggs, feed the chickens, feed the animals or bale hay. I will be glad , hopefully in the next few months, when people can again ride on the jump seat in the big, cabbed tractor with David as he bales and picks up 10 square bales at a time with an accumulator. Some guests grew up farming and miss it and love sitting in chairs and just watching the equipment work in the pasture near the houses. Others have never seen anything like it and are fascinated with how everything works, and some families have all wanted to ride while a large, round bale was baled up.

I have found that very few guests put on makeup when they are visiting - they are relaxing! So, I don't get "gussied up" for them either. I am totally myself and dress and act the way I do every day, and I think it comes across as friendly and neighborly.

Once guests know the lay of the land, they are free to come and go about the property as they want. We frequently meet them in the pastures or hiking down the drive on their way somewhere around the farm - to hike the spring-fed creed and look for fossils, or hiking to the bluff and watch the spectacular sunsets, out bird watching, headed to the river with their fishing poles, going to check out the gardens, etc., etc. We let them be the indicator of how much time they would like to spend visiting and chatting. Most guests love visiting and getting their questions answered. Many times we have to cut it off to get on with what we are doing. Again, I think this lets guests feel immersed in the lifestyle we are living.

This is a review posted on Airbnb this week: A charming cottage with stunning views and trails located on a lively family farm. We were in the area for a work event and the pallet pad offered an ideal escape from the throng of activity. We enjoyed the atmosphere and provenance of the cabin itself, but most notable (aside from the gorgeous hill country views) was the experience of walking through the orchard with grazing cows down to the river’s edge. What a treat for us humans as well as our pup! Thank you for sharing such an inspiring place.

They were one of the few that did not want a tour, due to time, and I never met the couple, but Daniel and David saw them out a couple of times and chatted with them and answered questions.

I have found that meeting and visiting with several members of the family during their visits REALLY resonates with guests. The boys are great with taking time to visit with them, and many times they are in similar age groups. Those guests almost always comment in the guest reviews, both online and in the homes, how much they enjoyed our family.

Matt, I think of my tours around the farm kind of like you probably thought of your walking tours with your guests in Panama.

The decor in the homes is somewhat Texas/Western themed with cowhide rugs, etc. But, they are comfortable and relaxed. I did not want them to look or feel like a hotel room or something out of a magazine that they could not relax in and enjoy.

Each of the homes has a notebook that has stories my Mom put together about how they found the farm, gathered the rocks for the homes from the river, hand laid the fireplaces and walls, how she became a well-known Texas landscape artist and one of President Lyndon Johnson's favorites, and how they worked and paid for the farm. Guests LOVE reading them and tell me it makes the home seem so much more alive and they "get it".
 

DMartinez

Ambassador
Inner Circle
Wing Fighter
We have been closed now for over a year 🤦‍♀️ first due to construction and extended due to COVID's impact on that progress. Meanwhile, our community has been on the warpath against STRs, especially as more people booked to escape the infection to work from home or home school in nature.

My goal is to set the stage for an expectation of a "required" lifestyle- one of quiet, one of following the rules. Ultimately I not only want to reveal our remodeled home as it progresses but also to set the stage for not upsetting our neighbors. I've been doing this mostly via our Instagram, linking the photos back to locations on my website for further info.

Without the benefit of influencer models, I have only my family and friends. Thankfully they have given me permission to use them.

Given guests must first travel the edge of the continent, they must really want to get there!
From our Instagram: “He saw nothing except the endless ribbon of road unfolding in twisting narrow curves.”⁠

Screen Shot 2021-03-31 at 9.41.27 AM.png
See IG post
Linked to: Directions: Sea Ranch Road Trip


They have also helped me have insight into how others may use my home (my daughter and grandkids...and yes, for the sofa back jumpers in the world, I purchased a sturdy sofa and placed it this way to survive this exact scene.)

Screen Shot 2021-03-31 at 9.50.11 AM.png
See IG Post

And while I'm closed for now- my goal for those who are visiting other homes is to understand our community's lifestyle and expectations. In that way, we may actually remain open come the next year. Modeling good behavior is our Vizsla, "Ana" Kissed by Rose.

Screen Shot 2021-03-31 at 10.07.59 AM.png
See IG post
Though this photo is not linked, the photos of baby seals are linked to my experience as a seal docent.
 

StaySavvy

Counselor
Inner Circle
Accelerator
I translate the 'lifestyle' aspect of branding as 'experiential' travel... Coming from a dense hospitality background, it's all about the experience which, as Matt pointed out, is a byproduct of the property itself.

One strategy we use to create the 'character' of a property is a unique onboarding process in which we conduct a "sleep-through" as opposed to a walk-through. We spend 2-3 nights staying at the home as typical guests and press hard to find the unique traits of both the property and surrounding area. By the time we leave, we not only have a game plan for how to furnish and design the space, but also a very real sense of the personality we want to create, and the emotions that we want to evoke in our marketing. We then reserve time for 1-2 quality assurance stays throughout the year to continue building on the personality and make adjustments where needed.

For example, we have a property called "Relax House" in Palm Springs, CA which revolves around sun-bathing in the pool area. The captions, copy, and photos all point to this experience, often drawing CA residents who literally book this place for the sole purpose of relaxing (vs. vacationing).

Piggybacking off of @Jefferson, we've also learned that assumptions are great to have when starting out but it's important to actively challenge those assumptions. When we opened up our first property in Hawaii, we assumed we'd get families and friend groups. After the first 6 months, we found that we completely missed the working professionals niche. We adjusted thereafter and were perfectly positioned to capitalize on the remote WFH trend on the tail-end of COVID.

We also have a process for tagging each reservation with a kind of purpose identifier that lets us know the primary reason for staying (i.e. local event, family, anniversary). We then use this data to find guest patterns at each property and make sure we're not overlooking specific trends.
 

StaySavvy

Counselor
Inner Circle
Accelerator
Well said Matt!

The only thing I would add is that you don't have to guess on what vibe to create. Let the guest do it for you.

I'm in the middle of reading "Nail it then scale it" which emphasis the importance of getting on the phone with you customers and talking to them. I have recently started calling every single one of the guests we've had in the last 6 months and learned that we have been accidentally appealing to the "birthday" guest. Over 70% of the guests I've talked to have come for a kids birthday. So now we are honing our experience to be more catered to kids birthday parties and upselling catering, party favors, character visits, etc.
Love this idea! Curious to know how you set the stage for the call and what the flow of conversation sounds like?
 

Toby

Counselor
Inner Circle
When it comes to pictures on Airbnb and VRBO I stick with the house. But with my Instagram account, I tend to go more towards the lifestyle aspect. I have found that it broadens my market and allows me more flexibility in the pictures that I can post.

I have toyed with the idea of doing more lifestyle type pictures for Airbnb and Vrbo, but my calendar is doing good and I’m not sure what the benefit is of messing with something that is working.
 

Sallie

Envoy
Inner Circle
Yellow Jersey
We can't ignore the reason why people go to a destination, and, like @JPrugh posed, if we're targeting the Not-Luxury market.

What if my property is one of 1,000 similar condos in a popular tourist destination, and competitively priced at a nearly identical rate? When potential guests are searching for a property, are they looking for a lifestyle experience from my condo, or from my location?

We need to assess:
a) what can we profitably afford to provide that's meaningful to guests coming to our destination​
b) will that show up in OTA search filters, and​
c) how can it be captured in photos​

No matter the location or property, we know photos can instantly set a property apart from all others—when the property is thoughtfully and distinctly furnished, and staged for professional photography.

Consider your photos are the story board for the vacation movie playing in your guests' imaginations.

Tell a story showing "This is what you'll wake up to," "Imagine yourself doing this," "Little things can make lasting memories," "Doesn't this look inviting?" and so on. The photos Matt posted do this.

Then caption your photos to enrich the story—Wake up to goats bleating in the pasture, Everyone can relive their day over dinner, Your children will find their favorite cereals in the kitchen, Put your feet up on the coffee table for drinks by the fire.
 

DMartinez

Ambassador
Inner Circle
Wing Fighter
When it comes to pictures on Airbnb and VRBO I stick with the house. But with my Instagram account, I tend to go more towards the lifestyle aspect. I have found that it broadens my market and allows me more flexibility in the pictures that I can post.

I have toyed with the idea of doing more lifestyle type pictures for Airbnb and Vrbo, but my calendar is doing good and I’m not sure what the benefit is of messing with something that is working.
Lifestyle photos are important! It allows the guest to visualize- "This could be you" moments.
 

JStokinger

Counselor
Inner Circle
Something to consider... when emitting "lifestyle vibes" it is important to come authentically.

Be you, show your colors, and showcase your "product"; but also be conscientious that those that actually live that lifestyle will see through fluff.

If you are coming from a place that is just "checking boxes" then you are coming from the wrong place.
 

JeffJ

Counselor
Inner Circle
I use the term "lifestyle brand" to describe a vacation rental business whose marketing leads not with the property, but the vibes (or lifestyle) guests experience when staying there. You can immediately feel a lifestyle vacation rental brand when you come in contact with it.

For instance, @Kristi and Starship Landing Retreat. The property itself is still there. But it's not the centerpiece of the photography: rather a component of the greater "being there" experience.

View attachment 3911

If you were to draw a spectrum, lifestyle branding is polar opposite real estate branding where the property is the product: typically technical/objective/transactional.

With vacation rentals, the product (vacation time with loved ones full of meaning, purpose, and memories) is actually a byproduct of the property itself.
And a vacation rental lifestyle brand is one whose imagery is based on this more evolved definition "product" that our guests are seeking.

Perhaps it evokes emotional connections using staging like @Robin with Chateau Mirador of Moving Mountains.

View attachment 3919

While not all of us own/manage opulent ski chalets, we do offer vibes of cozy, warm, elegant, picturesque....etc.

I believe independent vacation rental marketers are ideally positioned to emanate lifestyle vibes because we already curate those vibes for a living. With a little packaging, we evoke aspirations and the reaction: I want that for my vacation!

Here are some ideas to rise above normal vacation rental marketing levels and enter the territory of lifestyle brand vibes featuring a handful of Inner Circle stewards:

1. Piggyback on a lifestyle brand like Peloton, Tesla, or YETI


If you're looking for a quick hack to lifestyle branding vibes, find a company that already does this well and integrate.

Kirsten King of Big Sky Vacation Rentals invested in Peloton bikes for select homes.
View attachment 3912

@BobG has a Tesla charging station.

View attachment 3913

@CJ of Southern Comfort Cabin Rentals sends his repeat guests YETI mugs and thermoses.
Note: CJ loves the YETI but they're simply too expensive for him to buy in bulk and so he buys similar ones that cost 1/2 the price.

View attachment 3921

2. Take 'About Us' photos that embody interests & attitudes

@SScurlock and
Scurlock Farms's community of guests who adore farm life is not being created out of thin air: it already exists. So she shows it (along with her team/family) on the About Us page.

View attachment 3914

3. Curate culture


To adapt the great Rumi quote, "your property is not a drop in the destination: It's the destination in a drop."

Rather than simply being a part of the local community, show your vacation rental business as an active participant and connector in the community. @ROster of Oster Golf Houses nails this with his drone video tours of the local golf holes.

Be more than the hotel that people stay in when they visit a location; be the lifestyle portal.
Stephanie Farr does this (as she does with most things lifestyle branding) exceptionally well in the form of Maya Luxe adventure experiences.

View attachment 3915


4. Ask lifestyle bloggers to do it for you

@Kim and
The Houses on Manzanita Beach made an arrangement with the Pretty Life Girls Blog to host in exchange for photos. And as you can see, the photos are less focused on any single property/feature and more on "scenes" or vignettes. Employing the artful eye of influencers and social media influencers with their own esthetic is a great way to hack this process.

View attachment 3918


5. Ditch age-old design advice for simplicity

@LMejias and
Fixie Lofts in Dominican Republic does this as well as anyone. There’s a reason every product and their sister for sale is utilizing the ultra-simple esthetic.

View attachment 3917

6. Embrace scenes or vignettes

For @Barry of
Carmel Retreats and his newly achieved Instagram Fame, branding is about more than a room or property feature or facade: it's about a scene or vignette: a miniature story with things going on. Instagram (the world’s biggest lifestyle brand marketplace) is perfect for this and you can take the same logic to your own website.

View attachment 3920

Questions for the community:
  • Do you have any instances of companies that do the lifestyle branding thing really well?
  • Have you struck a chord in any of your marketing that achieves this lifestyle vibe?
  • Is there another way to describe this style of marketing (lifestyle brand can sound frou frou)?
Last year we made several changes at Opulent Vacations. The first was a new name and brand. It took us two years to transition from Utopian LVH to Opulent Vacations. It is now a brand name we can build upon as we grow.

Second, we have wine that has been private labeled as part of a welcome basket for each guest. We have done the coffee mug gift as well.

With that said, our most important guest is our homeowner and them getting behind our brand has been a big deal. We swag them, as a surprise at least once a year. Recently we have live lucky hats with our logo, we also have gone with artic for our coffee mugs and water glasses and golf shirts for him/her. Last, we have launched a tv series in each of our markets to support our brand, community awareness and the lifestyle we create. Pelotons, we are doing that, in all the high end homes and available upon request for a fee. We have also really taken on the concierge side of the business with YourWelcome.

Most all of our vendors are now signed up and paying referral fees. We hired, as President, the former head of Vegas.com with his experience running 400 concierges to build out the guest services side of our business. We have also developed the OS (operating system or Opulent System) to run dash boards for each department. In essence, no more manual spreadsheets which has been our band aid for years. I was able to save our team somewhere between 30-50% of their time by creating systems for operations, accounting, sales, concierge, etc. The OS will be a product we offer to the industry over the coming years. It is PMS agnostic so it doesn't matter which system you are using it will work to make operating your business much easier.

Last, but certainly not least we have made acquisitions in La Jolla and Lake Tahoe. We are in the process of integrating their brands with Opulent and beginning to seek additional acquisitions. We are raising our first capital make make the next two acquisitions this year. To tie it all together from a marketing perspective, I am a launch ambassador for Scott Miller, franklin covey, called Marketing Mess to Brand Success. There are 30 challenges that are all nuggets that you can implement in your businesses to help create your brand.

 

RuthM

Envoy
Inner Circle
I love this thread. @Matt Landau I think of it as "anima" (which means SOUL in Italian). Italian culture considers things all the time with this perspective: "putting your soul into something" or "does this feed my soul". The examples you give above speak to our emotions, the experience we want to have as vacationers to these beautiful properties and ultimately to the HEART and SOUL that these Inner Circle members are putting into their businesses, from large to small. This type of communication is the ultimate LIMITED EDITION because you can highlight your own properties AND your personalised experience of your destination and invite your guests to make the experiences their own. This thread is a handy guide to the holy grail of vacation rental marketing! Thanks !
 

Catherine

Envoy
Inner Circle
I do love the feelings that the lifestyle brand can evoke. It pulls at the emotional side which is the one that often pulls the trigger to make the booking.

I don't know if others feel this way but I find myself having a hard time narrowing in on who our guests are....We have large houses (3-5 bedrooms) so cater to large groups but that can either be families (ranging from babies to grandparents), groups in traveling together (of all different ages). Therefore when I do our social marketing I find it challenging as I tend to try to cater to both and therefore don't know if I actually nail either.

I am open, excited to receive, any feedback on if I am trying to appeal too broadly to everyone.
Seems like you appeal to "gatherings" ....families and travelers who gather together: meet and stay at your place and enjoy being able to all connect for a unified, fun experience
 
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