In today’s short-term rental market, being “nice” isn’t enough. A clean space with basic furniture and white linens might have worked in 2017. But in 2025? Guests want more. They want meaning, aesthetic, and a feeling—something they can Instagram, write home about, or return to again and again.
If your STR listing feels a little…flat, this is your sign to stop selling a space and start selling a story.
What Does It Mean to “Sell a Story”?
When travelers book a stay, they’re buying into more than beds and baths. They’re chasing a mood, a lifestyle, even a fantasy. Your job is to help them see your listing as the stage for that story to unfold.
Step 1: Give Your Property a Vibe
Let’s be real—most guests are scrolling dozens of listings. To stand out, you need an identity that sticks.
- Retro beach shack? Think surf art, pastel signage, and a record player.
- Forest hideaway? Add plaid throws, nature books, and cozy fire pit shots.
- Boho-chic loft? Use rattan, jewel tones, and draped linens to evoke the vibe.
Pro Tip: Pick 3–5 adjectives to describe your listing’s “mood” and let those guide all your design, copy, and photos.
Step 2: Tell the Story in Your Listing Copy
Forget generic. Use words that evoke scenes, not specs. A line like “2BR/1BA, close to hiking” isn’t wrong—but it doesn’t sell the experience.
Try something like:
“Unwind where the pines meet the stars—this cozy cabin backs up to national forest trails and features a stargazing deck, fire pit, and hammock for lazy afternoons.”
Step 3: Curate a Welcome Book Guests Actually Want to Flip Through
Instead of the usual plastic binder, create a mini-magazine that feels thoughtful and styled:
- A welcome letter that sounds like you
- Insider tips from a local’s POV (“Our favorite sunset lookout is actually 2 blocks past the trailhead…”)
- Branded icons, color palette, and a voice that feels consistent with your listing
This is one of the easiest ways to make your stay feel more boutique hotel, less borrowed Airbnb.
Step 4: Brand Everything—From Your Photos to Your Soap Labels
Yes, even your keycode sign can be branded. The more you unify your visuals, the more legit your STR feels—and the more likely you’ll see repeat bookings, social shares, and higher rates.
- Use consistent colors, fonts, and photography filters across:
- Your Airbnb/VRBO listing
- Instagram or Facebook page
- Email follow-ups
- Physical signage and labels
Don’t forget: Your “brand” isn’t a logo. It’s the emotional vibe your space gives off.
Why Branding Matters (a Lot More Than You Think)
Branding builds trust. It creates emotional connection. It helps people remember you.
And in a sea of white-sheeted, beige-walled rentals, it’s how you go from meh to magnetic.
Need Help Creating a Brand Guests Obsess Over?
At Lumos Host, we specialize in STR brand kits that elevate your entire listing—from visuals to voice. Whether you need a logo, a vibe strategy, or a full relaunch with photos and SEO copy, we’ve got you.
Let’s build your story together.
