Photo by KR Real Estate Media
The short-term rental market has exploded in recent years- and with it, so has the competition. If you’re a host or investor, you’ve probably felt the shift. Listings are up. Booking rates are down. And scaling your business? It’s starting to feel like a climb.
But here’s the good news: guests are still traveling. They’re still booking. The opportunity hasn’t disappeared… it’s just harder to grab. And the single most important thing you can do to rise above the noise is this: stand out.
So how do you actually do that? As a designer, host, and frequent guest myself, I’ve seen firsthand what works (and what doesn’t). The three pillars that move the needle most are:
- Design that speaks directly to your target guest
- Amenities that enhance and elevate the experience
- A compelling, cohesive story that ties it all together
Let’s break it down.
Photo by Smith Family Media
Design isn’t optional, it’s foundational.
This may ruffle some feathers, but it needs to be said:
Design is the most important factor in your short-term rental’s success.
Yes, even more than amenities. Even more than revenue management. Design is what stops the scroll. It’s what draws people in and makes them say, “This is the one.”
Design is not just about furniture. It’s the way you lay out a space to maximize comfort and flow. It’s the colors and textures that set the mood. It’s how you highlight amenities in a way that aligns with your ideal guest’s lifestyle. It’s the staging that makes your photography pop. It’s the choices you make about what’s in the kitchen, how many towels are stocked, and how your space feels.
Design is central to your ROI because it’s central to your guest’s decision-making. It’s not a bonus- it’s the strategy. Remember this: when all other factors are equal, a well designed property out-books its counterparts 100% of the time.
Photo by Andrew Keller
Your Story Is Your Superpower
One of the most overlooked tools in STR success is storytelling. And I don’t just mean a charming listing description.
What I mean by “story” is the personality of your property—a theme or concept that creates emotional connection and sets expectations before a guest ever arrives. It’s how you build anticipation and help guests imagine themselves making memories in your space.
A great story:
- Reflects your target guest’s lifestyle and desires
- Highlights what makes your property unique
- Connects your design choices with a bigger vision
- Builds trust and emotional resonance
- Gives guests something to look forward to and remember
To craft your story, start with your ideal guest. Who are they? Why are they coming to your area? What would wow them? Then bring in your property’s unique features, your own background or personality, and stitch it all together with intention.
Photo by Andrew Keller
Amenities That Elevate
Yes, amenities matter. But I’m not just talking about checking a few boxes like “Wi-Fi” or “coffee maker.” I’m talking about upgrades—those intentional, standout features that move your property from decent to booked solid. That’s why we call them Upgrades.
Upgrades can be amenities, but they’re not just amenities. They’re design features, value-adding extras, and experience-enhancing details that put your property one step ahead of your competition. They’re the things your guests remember. The things they photograph. The things they tell their friends about.
The key is to plan these upgrades early and intentionally. The right amenities reinforce your story, amplify your guest experience, and give people a reason to choose your listing over another.
Yes, amenities are part of design. Yes, they need to be planned. And yes, they absolutely matter.
Guests Want an Experience—Give Them One
We’re not just selling a place to sleep—we’re selling the promise of a feeling. A moment. A memory.
And when you design with this in mind, everything changes.
Guests want to walk into a space that lives up to the experience they imagined when they booked it. When you create a listing with a clear story and beautiful, intentional design, you’re priming your guest’s subconscious. You’re setting expectations. And thanks to confirmation bias, they’ll actually look for reasons that their experience matches that promise.
But they’re not naïve. The experience still has to deliver.
Every item you select should reinforce your design and support your story- while still checking boxes like comfort, quality, (and of course budget!). That’s why planning matters. It’s why you should always work with a professional designer, and have a great management team who understand the importance of bringing that story to life for your guests on a consistent basis.
Photo by Smith Family Media
The Takeaway
When you focus on standing out through design, amenities, and storytelling, you won’t just compete—you’ll lead.
The market is saturated, yes. But your guests are still out there. Let your space tell a story they want to be part of, and you’ll give them a reason to choose you—again and again.
Written by Paige Hayes, Founder of Hayes & Co. Interiors