How Destination Marketers Can Leverage Longer Short-Term Rentals

With websites like Airbnb, STRs have boomed in popularity. And with a few taps on a smartphone, anyone can schedule days, weeks, or months at a rental in their target destinations.

As Globest reported, STR listings are expected to grow faster in 2022 than in the previous ten years. So clearly, now is the time to make the most of your short-term rentals — and encourage travelers to stay at them longer. Here are some thoughts on leveraging your short-term rentals in tourism marketing.

Advertise to Work-from-Home Employees

More people are working from home than ever before. According to data projections from Ladders, a quarter of professional North American jobs will be remote by the end of 2022, and those numbers are set to increase into 2023. 

Even as COVID-19 fears lessen, employees are fighting to maintain remote work options and the flexibility that comes with them. 

As a result, more people can work as they travel, even weaving vacation getaways into their work days. You can respond to this trend by providing exciting WFH short-term rentals in popular tourist destinations. Target workers who want space to get things done as they explore new areas. 

For example, Bentonville, Arkansas, has started to advertise “come work and stay here” for short-term properties. You’ll appeal to those seeking hybrid work-leisure vacations with rentals including cozy desks or other workstations.

Promote Your Destination as a Place to Relocate

Before moving to a new city, most people will visit first to ensure it’s a good fit for their work and life. STRs can offer a place for travelers to “try out” a location before deciding if they want to relocate. 

DMOs can leverage STRs to promote a destination as a place to build a life and grow a career. That might include using hashtags like #lifein[insertdestination], specialized ads, or promotions targeting those looking for a new adventure. 

Destinations can also partner with economic development organizations to encourage more people to relocate, beginning with “try it out” periods through their rentals. Short-term rentals benefit the whole destination (and the entire community) economically, as guests will spend money visiting restaurants, bars, and other amenities around the rental.

Young professionals are most likely to relocate to new destinations year-round. Still, with the rise in remote workers, people of all ages can try out working in new cities and — if they like them — relocate without the need to switch jobs.

Encourage Longer Rental Periods

After two years of pandemic-related canceled plans, travelers are scheduling longer holidays to make up for the lost time. In addition, many companies have started offering better work-life balance benefits, such as more PTO and remote work options, that make longer vacations possible. 

For these reasons, travelers are spending more of their holiday time at once. That means destinations are facing lower occupancy rates during the off-season. 

Thankfully, destinations can offset the valleys by encouraging off-season visitors to book STRs for longer periods of time. Offer promotions and discounts for more extended stays, and perhaps spend more on advertisements highlighting what your rentals have to offer. 

Also, keep in mind that off-season travelers might include different demographics, which you’ll need to consider in your marketing strategy.

Increase the Attractiveness of Your Short-Term Rental

STRs offer unique advantages for visitors, including better prices and opportunities to test run a new location. Getting the most out of your STRs might require creativity and shifts in your marketing strategy. But overall, these rentals can make your destination more attractive while offering remarkable possibilities for travelers.

Like what you see? Want to know more? Contact us today.

If you’d like to learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts, please contact us today.

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