How to become a local attraction

If you have an Airbnb or hotel in a not-so-popular area without easy access to:

• Major airports

• Big cities

• National parks

• Anything else cool people like to visit

This article is for you.

I've always been curious if a single Airbnb or hotel could be interesting enough to make a guest travel for just that.

Then we worked with a rental operator in this exact situation.

Curiosity = gone

Answer = yes

Here's how to do it:

• Own a specific known style

• Focus on awareness

• Capture attention

There are groups of people who love traveling for the sake of traveling.

• These folks love simple experiences

• And don't prefer the popular attractions everyone else likes

But, you gotta find them. They aren't looking for you because they don't know you exist.

Once you do, they'll tell their friends. Making you into a local attraction.

Let's dive in... But, first take a sip of your coffee. I need you to be dialed in for this one.

My lobby serves cold brew every morning so that's what I got in the mug. Two sugar, no cream.

Ok this is irrelevant. Let's go:

Step 1: Own a specific known style

Let's say I owned a couple dome tents in Plum City, Wisconsin. No one will search for me.

I used to live 30 minutes from that town and never heard of it.

But, if I positioned myself as a "Glamping Stay Near Minneapolis", now I have a market.

You have to market yourself as a style of stay that is commonly known.

Then, own that in your area. Examples:

• Campground

• Ocean view mansion

• Aframe

• Hill top cabin

Don't market the town or area. No one cares. Otherwise we wouldn't be in this pickle.

Instead, focus on your concept or stay style.

• Identify your uniqueness (dome tents).

• Match that to a popular concept (glamping).

• Make it known all over your website that you are this concept.

Step 2: Focus on awareness

This is where Facebook and Instagram (Meta) ads come in.

Meta Ads are interruptor ads. You pay to interrupt people online whether they're thinking about you at that moment or not.

Which is perfect. No one will be thinking about my glamping site in Plum City, Wisconsin.

Two reasons why this works:

1) People will follow you. Post often to take advantage of this free advertising.

2) If you are exactly what someone wants, they won't waste time on OTAs. They'll go to your website through Instagram or Facebook.

When you run Meta Ads, make sure you focus on your concept from Step 1. I.e. Glamping Stay Near Minneapolis

Then always talk about:

• Drive time from the city

• What people could do during their short stay

• Who should be visiting (i.e. couples)

Step 3: Capture attention

If you have no way to capture attention, you'll always have to pay for it through ads. Which is fine if your name is "money bags mcgee."

If not, create a lead magnet.

Most people coming off an ad aren't ready to book.

But, they'll want to make progress towards that goal.

Offer them something in exchange for their email address. Examples:

• Discounts

• Travel guide

• Coupon book to local businesses

Don't skip this.

Sending emails is where bookings are made for this strategy.

How to become a local attraction

It's possible. But, a tall task.

First, you gotta call your stay something people know.

Don't be the "peaceful wooded retreat 20 minutes from [podunkTown], Massachusetts."

Be the "Lakehouse Two hours from Boston."

Then, focus on brand awareness for months (step 2). These ads are cheap but bookings come later through your lead magnet and email list (step 3).

That's it!

You got this.

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

P.S. Writing this from Boston. Found a Minnesota bar to watch the Vikings game. Most people were from MN. Felt like home. As you can imagine, there was a lot of talk about the weather, hunting, fishing and how unlucky of a sports culture we have.

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running Lodge Social.

Our marketing team will help you get more guests to like, share and book.

Work with me and my team here.

Links you might like:

1. The 8 best road trips in the USA (Wander)

2. (2026) The best direct booking website option (The Lodge Social)

3. How to add amenities that boost bookings (Unique Stays)

4. How to turn a farm stay into a thriving destination (Farm Experience Blueprint)