2026 Marketing Strategy for Short-Term Rental Owners: What We’re Actually Doing This Year

Welcome to the first Brand & Market Podcast episode of 2026. Instead of sharing generic predictions or trend lists, I’m pulling back the curtain on what we’re actually implementing across our own short-term rental portfolio this year.

If you walk away with even one idea you can steal and implement today, this post has done its job.

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A Quick Update on the Podcast (and What’s Changing)

After reviewing listener feedback, the podcast is shifting slightly in 2026:

• More solo episodes
• One guest episode per month
• Deeper focus on:
  • Branding & marketing for short-term rentals
  • Co-hosting
  • Systems & operations
  • Real estate acquisitions

You asked for more strategy and less fluff — so that’s exactly what’s coming.

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Why This Year’s Episode Is Different

Last year’s first episode focused on marketing anti-trends. While insightful, it didn’t resonate the way I hoped.

So this year, I’m doing something different:
sharing our real-world marketing plan for our short-term rentals in 2026.

No theory. No hype. Just what we’re testing, tracking, and investing in.

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Key Social Media Insights Shaping Our Strategy

One of the most useful reports I reviewed came from Metricool, a social media scheduling and analytics platform. The biggest takeaways:

TikTok = #1 Platform for Organic Reach

TikTok currently delivers the highest organic reach of any social platform. Content posted there is simply shown to more people.

That said — you don’t have to be a TikTok creator to benefit.

Instagram Engagement Is Down (Across the Board)

If your Instagram engagement feels low, it’s not just you. Data confirms this decline platform-wide.

What still works on Instagram:

• Carousels outperform all other post types
• About 30% higher performance than Reels
• Static posts perform worst

If Instagram is still part of your strategy:
Shift your content toward carousels instead of relying solely on short-form video.

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How We’re Using TikTok Without Creating Content

If you don’t want to actively post on TikTok, there’s still opportunity through influencer partnerships.

Our 2026 Influencer Strategy

For our Southern Virginia property, we’re targeting:

• Mom influencers
• Located within a 2–4 hour drive radius
• Cities like Charlotte, Raleigh, Greensboro, Richmond, and Bristol

Why moms?
Because the property was designed specifically for families:

• Bunk room + Toniebox
• Kid-friendly fire pit
• Creek exploration
• Stargazing dome
• High chair, pack-and-play, kid dishes, and more

Tracking ROI (This Part Matters)

Each influencer receives a unique discount code.
This allows us to:

• Track bookings directly tied to each collaboration
• Measure ROI clearly
• Decide who we partner with again

If you’re paying for collaborations, you need a way to track results.

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Leveraging Local Partnerships for Revenue Growth

Affiliate Referrals (You’re Already Doing This)

At our Kentucky property on the Bourbon Trail, guests constantly ask for:

• Distillery tours
• Transportation services

Instead of offering free referrals, we’re:

• Partnering with tour companies
• Using affiliate links or referral agreements
• Monetizing recommendations we already make

Reverse Referrals (Local Businesses Sending Guests to You)

One of the best examples: wedding venues

Venues book 12–18 months out and often share preferred vendor lists. Being included:

• Puts your rental in front of guests early
• Drives high-intent bookings
• Works even if your property can’t host the full wedding party

Think beyond you referring guests — where else can guests discover you?

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On-Property Affiliate Income (Yes, This Works)

We’re adding QR codes inside our rentals that link to curated affiliate storefronts.

How It Works:

• Guests scan a QR code in their room
• It links to items they’re using:
  • Mattress
  • Linens
  • Furniture
  • Decor

We’re currently using LTK (affiliate-based and application-only) and have:

• Storefronts organized room by room
• Products tied directly to each space

Guests already ask where items came from — this simply monetizes that curiosity.

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HostCo: Simple Upsells That Add Up

We implemented HostCo at the end of 2025 and are expanding it in 2026.

It allows you to:

• Charge for early check-in & late checkout
• Handle pet fees outside Airbnb (avoiding higher platform fees)
• Collect payment for lost-and-found shipping
• Offer experiential upgrades like:
  • Massages
  • Private chefs
  • Local vendors

HostCo takes a fee — but it’s significantly lower than Airbnb’s 15.5%.

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Why Direct Booking Matters More Than Ever

Airbnb recently shifted its fee structure:

• Hosts using PMS systems now pay the full 15.5% service fee
• This impacts growing portfolios and seasonal markets most

Should Everyone Have a Direct Booking Site?

Not necessarily.

But if you plan to:

• Scale your portfolio
• Hire a co-host
• Use a PMS
• Reduce platform dependence

Then yes — it’s worth considering.

Smart Way to Use Direct Booking

• Let guests book on Airbnb the first time
• Capture emails during or after their stay
• Incentivize repeat bookings directly

Tools include:

• Rental agreements
• WiFi login tools like StayFi
• QR codes with return-guest discounts

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SEO vs. GEO (And Why You Need Both)

SEO (Search Engine Optimization)

Optimizing your site to rank on Google using keywords your guests search.

GEO (Generative Engine Optimization)

Optimizing your content to appear in AI-driven tools like ChatGPT.

Example:
Instead of “Airbnb in Kentucky,” people now search:

“I’m traveling with kids, grandparents, and a dog near the Bourbon Trail — where should we stay?”

Your blog content should answer that question directly.

This is where itineraries, family-focused content, and experience-driven pages shine.

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Email Marketing Starts Before You Open

One of the most effective strategies we used:

• Creating a waitlist before closing
• Sharing:
  • Design inspiration
  • Renovation updates
  • Brand story
• Offering early booking discounts to subscribers

This builds warm leads before your listing goes live.

Your direct booking site should always include:

• Email opt-ins
• Incentives
• Automated nurture sequences

Set it once. Optimize quarterly.

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Final Takeaways

You do not need to implement everything at once.

Pick:

• One social strategy
• One revenue add-on
• One marketing improvement

Momentum beats perfection.

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Free Resources & Next Steps

If you’re planning to buy a short-term rental in 2026, download the Free Short-Term Rental Acquisition Checklist (linked in the show notes). It walks through:

• Market analysis
• Due diligence
• Post-closing setup
• Going live on Airbnb

And if this post left your head spinning — I offer free 30-minute clarity calls to help you choose the right next step.

Here’s to being the best in your brand and your market.