Local Flavor: Using Your Destination to Strengthen Your STR Brand
Guests book for the space, but stay for the experience.
Short-term rentals aren’t just about a cozy bed or stylish décor. Today’s travelers crave more than just a place to sleep; they want to feel connected to the destination. That’s where your brand can shine. By weaving in touches of local culture and community, you transform a simple stay into a story guests can’t wait to tell (and review).
Here’s how to make your property feel less like “just another Airbnb” and more like a curated local experience:
Infusing Local Culture Into Your Brand
Every city, town, and neighborhood has its own personality. Use that to your advantage:
Design details: Showcase local art, textiles, or photography in your space.
Welcome gifts: Swap generic snacks for something regionally loved (think pralines in New Orleans, green chile salsa in Santa Fe, or locally roasted coffee anywhere).
Brand language: Incorporate local lingo or cultural nods into your house manual or check-in notes.
These small touches make your brand feel authentic and rooted in place.
Partnering With Local Businesses for Guest Perks
Partnerships can elevate your STR while also supporting your community.
Team up with a local coffee shop to offer a free pastry with every coffee.
Negotiate a discount code for your guests at a nearby yoga studio, bike rental, or winery.
Create a “local favorites” bag with coupons and samples from nearby businesses.
Not only does this boost the guest experience, but it also gives your brand a network of local ambassadors who may send business back your way.
Creating In-Room Guides That Match Your Brand Aesthetic
Your welcome book or guide isn’t just functional, it’s an extension of your brand.
Format: Think beyond a boring binder. Consider a sleek printed booklet, a QR code that links to a branded digital guide, or even a curated Instagram highlight.
Tone: Match your voice, whether that’s playful (“Best tacos within 10 minutes, no regrets guaranteed”) or refined (“Our hand-picked list of fine dining spots”).
Visuals: Use your brand colors, fonts, and design style so the guide feels cohesive with your overall guest experience.
When your guide looks and feels intentional, it turns from “helpful info” into “Instagrammable moment.”
Leveraging Local Events to Drive Bookings
Your city’s calendar can be a goldmine for filling gaps in your bookings.
Seasonal events: Market your listing around festivals, concerts, or fairs (“Walking distance to the Annual Jazz Fest!”).
Sporting events: Highlight proximity to stadiums or arenas during peak weekends.
Hidden gems: Promote lesser-known local traditions that give guests the “insider” experience.
By aligning your marketing with what’s happening locally, you position your property as the obvious choice for travelers planning around those events.
CTA:
Add one new local experience to your guest welcome materials this week. Whether it’s a restaurant recommendation, an event calendar, or a locally sourced snack, it’s the details that make your guests say, “This place felt like home.”
