Marketing Differentiates the Winners

The short‑term rental market is booming and saturated

The boom of vacation rentals after COVID has lured many new hosts, while professional operators added thousands of units to their portfolios. Supply growth is still strong despite cooling demand. In 2024 the global short‑term‑rental (STR) market added 9 % more listings and guest capacity than a year earlier, with Africa and Asia leading the surge (guest capacity up 25 % and 22 %, respectively)mylighthouse.com. Europe alone now hosts over 4.34 million listed propertiesmylighthouse.com. In the U.S., demand rose by ~7 % year‑over‑year in early 2025, while supply increased only 4.7 %stayfi.com; however, oversupply in certain markets pushed the national Airbnb occupancy down to about 50 %mashvisor.com. Analysts now consider 55 % occupancy “good”mashvisor.com and warn that oversupplied beach towns are seeing occupancy below 35 %mashvisor.com.

This means that simply listing a nice apartment on Airbnb and waiting for guests to appear doesn’t work anymore. In popular districts like Prague’s Vinohrady or tourist hotspots across Europe, hundreds of similar listings compete for visibility. Passive listings quickly drift to page 4 of search results, while professional operators dominate page 1.

Passive vs. strategic hosting: what the data show

What successful hosts do differently

1. Invest in professional photography and visuals

• High‑quality photos are not just cosmetic; they drive revenue. Airbnb’s own studies show that upgrading to professional photos results in 118 % more listing views and up to 40 % more earningsdigitaljournal.com. Clooper reports that professional photography increases booking potential by up to 24 % and allows hosts to charge around 20 % higher nightly ratesclooper.com, while additional studies note 26 % higher bookings and 40 % higher revenueclooper.com.

• Smoobu’s data (from our earlier research) revealed that professional photos boost bookings by ~28 %, raise earnings by 20 %, and allow nightly rates 26 % higher than DIY imagessmoobu.com; most hosts recover the photography cost within a single booking nightsmoobu.com.

• Airbnb’s own statistics show that active listings contain more than 175 million photos, averaging over 20 images per listingphotoaid.com. In a marketplace full of polished images, a handful of dark, crooked pictures will get skipped.

2. Write guest‑focused descriptions

Generic descriptions like “Nice 2‑bed flat” no longer persuade travelers. Successful hosts describe experiences and benefits, not just facts. For example: “Wake up to birdsong in this leafy Vinohrady oasis, just 10 minutes from Prague’s Old Town. Cook in a fully equipped kitchen, enjoy fast Wi‑Fi for remote work and relax at the cozy window desk.” The description speaks to remote workers and couples, highlights local features and anticipates questions.

3. Use dynamic pricing and maintain an updated calendar

• A 2025 study by Your.Rentals found that using a dynamic pricing tool increased total bookings by 46.2 % and lowered cancellation rates by 20 %your.rentals. Dynamic pricing adjusts rates based on demand patterns, events and competitor pricing, ensuring that listings remain attractive during low‑demand periods and maximise income during peak events.

• StayFi’s 2025 statistics highlight that AI‑driven pricing systems can boost RevPAR by 10.7 %, adding about $144 per listingstayfi.com. The same report notes that 83 % of U.S. bookings were made online and 74 % of hosts use channel managers or property‑management systems, illustrating how widespread professional tools have becomestayfi.com.

• AirDNA’s 2025 outlook reveals that professional hosts who actively manage pricing and calendars maintain around 60 % occupancy, while non‑professional hosts who “set and forget” see occupancy fall to 54 %help.airdna.co.

4. Solicit and highlight guest reviews

• Reviews are critical to Airbnb’s search algorithm and traveler trust. According to Rentals United, 90 % of bookings are influenced by positive reviews and overall scoresrentalsunited.com.

• Airbnb’s 2024 Global Quality Report notes that 85 % of all reviews on the platform are five‑star reviewsnews.airbnb.com. More than 100 five‑star reviews are posted every minutephotoaid.com, showing how quickly reputations can grow — or stagnate.

• Encourage every guest to leave feedback. Thank them privately, address issues promptly and respond publicly to reviews. Listings with dozens of recent reviews climb search rankings, while those with outdated feedback slip.

5. Build a social‑media presence and direct‑booking funnel

• Social media is now a major travel discovery channel. Around 35 % of consumers use social media for travel inspiration and 37 % of Americans use Instagram to research travelphotoaid.com. Another 78 % of Americans say social‑media influencers have prompted them to explore new destinationsphotoaid.com.

• Regularly post photos and stories on Instagram, TikTok and Facebook to showcase your property across seasons. Feature user‑generated content — guests’ own photos have higher engagement rates than professional shotsdigitaljournal.com. Promote local events, highlight hidden gems and share behind‑the‑scenes moments to build a community.

• Capture guest emails via Wi‑Fi portals or booking forms. Send newsletters with special offers and encourage direct bookings to avoid platform fees.

6. Treat your listing like a hospitality business

The days of passive hosting are over. Oversupply and rising standards mean that running an STR is essentially running a small hotel. To stay competitive:

• Invest in amenities: Good Wi‑Fi, comfortable workspaces, thoughtful touches (fresh coffee, local guides) and unique experiences (rooftop views, spa access) justify higher rates and attract longer stays.

• Monitor regulations: Many cities (e.g., New York, Amsterdam, Barcelona) enforce stricter registration and occupancy rules. Stay compliant to avoid fines and listing removal.

• Diversify channels: Cross‑listing on Airbnb, Booking.com, Vrbo and niche platforms increases exposure. In Q4 2024, Booking.com’s short‑term‑rental bookings grew 19 % year‑over‑year, while Airbnb’s nights booked grew 12 %guesty.com — evidence that guests use multiple platforms.

• Analyse local data: Use tools like AirDNA or Mashvisor to track occupancy, ADR and RevPAR trends. For example, Mashvisor’s 2025 growth trends highlight that small secondary cities can achieve 86 % occupancy, while oversupplied beach towns drop below 35 %mashvisor.com. Understanding these nuances helps you select markets and price effectively.

Bottom line: marketing separates booked‑up properties from forgotten ones

In 2025, an Airbnb listing is just the starting point. Global supply continues to risemylighthouse.com and occupancy rates are normalizingmashvisor.com, so the algorithm and guests reward listings that appear active, appealing and trustworthy. Professional photos, compelling descriptions, dynamic pricing, prompt reviews and strategic social media are no longer luxuries — they’re essential operating tools. Hosts who treat their properties like brands, understand what their guests care about and continuously adapt to market data will see full calendars, higher nightly rates and repeat business. Those who don’t risk watching their beautiful apartments sit empty amid a sea of polished competitors.

Want to learn how to market your property like a pro?

Explore our guides on:

• How to write a guest-focused listing description
• Using Google Business Profile to drive direct bookings
• How to create a simple Instagram strategy