A stunning property and a five-star guest experience aren’t enough in today’s competitive short-term rental landscape. If your marketing strategy isn’t dialed in, you’re likely leaving bookings and revenue on the table.
At Bluetent, we help vacation rental managers grow their direct bookings and build high-converting websites that work 24/7. We’ve seen what works and what doesn’t. Let’s break down five common marketing mistakes we see repeatedly and how you can fix them today.
Mistake #1: Not Capturing OTA Guest Info and Missing Lifecycle Cadences
Many property managers rely on OTAs to fill rooms, but neglect to capture guest contact info during or after OTA stays. Without email addresses or phone numbers, you can’t nurture these guests, offer incentives, or drive repeat bookings.
Fix It:
Make it a priority to collect guest data during the stay or post-checkout, even if they booked via an OTA. Then, funnel them into an email marketing journey that encourages direct booking next time. Use personalized messages, incentives, and content that reinforces the benefits of booking direct, like better rates, flexible check-in, or VIP perks. Our automation tools can help you segment and engage OTA guests the right way, so they become loyal, direct-booking customers. Check out our FREE Customer Journey E-book
Mistake #2: Underestimating the Power of Social Proof
Today’s travelers rely heavily on reviews and testimonials—but many property managers fail to showcase this social proof.
Fix It:
- Embed guest reviews directly on your website. Use quotes, star ratings, or even short video clips.
- Post user-generated content (UGC) from past guests on your social media, and tag them when possible.
- Add a “Why Guests Love Us” section to your homepage or booking page to reinforce trust.
Positive guest feedback builds credibility and improves confidence in booking directly through your site.
Mistake #3: Inconsistent Branding Across Channels
Your logo says one thing, your listing copy another, and your photos… well, they may be sending the wrong message entirely. Inconsistent branding causes confusion and weakens trust.
Fix It:
Create a cohesive visual identity across your website, listings, social media, and emails. Use the same color palette, tone of voice, and messaging everywhere. A strong brand builds trust and keeps your property top-of-mind. Not sure where to start? Our creative team can help you bring your brand to life.
Mistake #4: Ignoring SEO and Content Marketing
You could have the best property in town, but travelers won’t find it if your website doesn’t rank in search results. Many short-term rental owners skip SEO altogether or rely on outdated tactics.
Fix It:
Use search engine optimization (SEO) to target travelers looking for stays in your area. Optimize your website content with local keywords, create blog posts about nearby attractions, and ensure your site loads fast on mobile. Bluetent websites are built with SEO in mind, so you get found faster.
Mistake #5: Not Leveraging Automation Tools
Manually managing guest communication, social media posts, and ad campaigns takes time, and increases the chance for missed opportunities or errors.
Fix It:
Use marketing automation to save time and boost efficiency. Schedule social posts in advance, automate confirmation and upsell emails, and use tools like Google Ads automation to reach the right audience. With Bluetent’s marketing suite, property managers can streamline these efforts and focus on what they do best—delivering exceptional guest experiences.
You Don’t Have to Go It Alone
Marketing your short-term rental business doesn’t have to feel like guesswork. We build custom websites, deliver powerful digital marketing strategies, and help vacation rental professionals drive more direct bookings with less stress.
Ready to fix your marketing and fill your calendar?
Schedule a free demo and see how Bluetent can help your business thrive!
Your California Privacy Choices