3 Categories Of Stays - Find Yours

You might not agree with this...

I'm starting to realize most stays can fit into one of three categories. Each category has a different marketing strategy.

I have worked with stays in:

• Rural America. 3+ hours from any major city.

• Beach towns full of winter tourists.

• Big cities throughout the country.

• Small ski resort communities in the western mountains.

Each with guests who are different on almost every level.

Except for how they find things to buy.

Each stay can be bundled into one of three categories. I call them:

• The stay is the thing

• The stay near the thing

• The stay

Let me explain:

The 3 Categories

• The stay is the thing. People are attracted to this property because it's unique and visually appealing. These places are likely hard to find.

• The stay near the thing: This place is near a popular attraction (the thing). Like a national park or beach. Demand is often abundant.

• The stay: This property isn't unique or in a high demand geo area.

Each of these categories requires a different marketing approach. Here's how it should look:

The Stay Is The Thing:

The problem: People don't know you exist and won't search for you.

The solution: You need to find them.

Here's how:

• Post on Instagram

• Run Meta ads

• Work with Influencers

This category sells itself. Mentioning:

• Things to do

• Where to eat

• Sometimes the price

Is usually secondary. Here's a litmus test to see if your stay falls under this category. First:

• Consistently post on Instagram for 45 days.

• Advertise on Facebook and Instagram.

• Follow influencers and comment on their posts.

Then, this should happen:

• Your 45th post did substantially better than your first.

• More people are liking, commenting and sharing your stuff.

• Clicks from ads are almost free.

• Influencers want to work with you.

The social media algorithms push new ideas and businesses.

The Stay Near The Thing

The problem: You need to stand out to tourists in a saturated rental market.

Solution: Be everywhere people search for stays like yours.

Here's how:

1. Use the Spoke & Wheel SEO Strategy

2. Run Google Search Ads

Use The Spoke & Wheel SEO Strategy

If people are visiting the cool place near you, they are looking for things to do.

Create blogs that cover popular tourist attractions, hiking trails and restaurants. If people are searching for those things, they probably need a place to stay.

Bonus: OTAs don't do this.

Run Google Search Ads

You probably won't beat Airbnb on Google when someone searches "airbnb near {park}." But, you can beat them for terms like "vacation rental near {park}"

Running Google Search Ads means you're paying to be top of page. This gets you to stand out above everyone else.

The Stay

The problem: People don't know you exist, aren't searching for you and the geo region isn't cool - yet.

There are two solutions for this category.

1. Own a subject matter.

2. Somewhat become the local tourism voice and convince people to visit the area.

Own a Subject Matter

Folks in your nearest big city are searching things like:

• Vacation rentals for families

• Cabins for rent on a lake

• Rentals one hour from {city}

Their demands are simple. They need a stay that fits the subject matter.

Use Google Keyword Planner or Semrush to find what people are searching for. Once you find 1-3 topics (keywords) that work, use the same strategy as our friends who have a "stay near the thing."

Become the Tourism Voice

This is a dance of using both social and search marketing strategies.

Since people don't know you exist and aren't searching for you, social media is needed.

80% of your content should be about the area and all the things it offers. 20% is about your stays.

You'll also need to own a subject matter and run Google Search Ads to capture any attention that comes your way.

This is a longer game. Team up with other businesses or the Chamber of Commerce to promote the area and each other. Rising tide lifts all boats.

Final Thoughts

These categories aren't black and white. I've seen hybrids.

Either way, be okay with trial and error.

I just pivoted an entire marketing strategy from "the stay near the park" to "the stay." You might not get it on attempt #1.

If you agree with this article, rate it "so good!" below. If you disagree, rate it "meh"

That's all for today. I'll see you in the next article.

Before you go

I just launched my brand new direct booking marketing agency, Lodge Social.

We help rental operators get more guests to like, share, and book.

Apply to work with me and my team here.

Links you might like:

1. The SEO strategy for “stays near the park.”

2. Which is better? Google vs Meta ads.

3. My 10 rules for short term rental advertising.

4. If you have a unique stay, I made this for you.