Turning one-off visitors into loyal guests can be challenging. Most people only stay at vacation rentals for a few days or weeks. There often isn’t enough time for them to build a connection with you and your business, making repeat visits less likely.
Even if guests would like to return, they may have competing priorities. Factors like cost or amenities might make them choose another business for their next getaway.
One effective strategy is to create a vacation rental community that forges strong connections and offers exclusive benefits. You can make your business a top priority for guests, ensuring they choose you time and time again.
Our article looks at the fundamentals of building a vacation rental community. Read on to explore all the benefits you can expect and tips for getting started.
Why Build a Vacation Rental Community?
If you usually fill your booking calendar and only get a few cancellations, you might not immediately see the need to improve guest loyalty. However, the benefits of a short-term rental community go beyond maintaining high occupancy rates.
Here are some of the advantages of fostering a community over relying on one-time visitors:
- Better guest experience: Community gives people a sense of belonging. They’re more likely to engage with you and other visitors in meaningful ways, resulting in higher overall satisfaction.
- Great word of mouth: When guests feel a deep connection to a community, they naturally want to share it with others. You’ll find they refer your business to like-minded people and invite along close family and friends.
- A unique selling point: A focus on community can differentiate your business from competitors. While many travelers see vacation rentals as a one-time experience, others specifically look for properties they can return to again and again.
- More marketing potential: If you deal with the same customers each year, you can get familiar with their needs and preferences. It’s then easier to create targeted promotions and special offers.
- Easier property management: People can become fiercely protective of their communities. Loyal guests are more likely to respect properties and follow the rules — and encourage others to do the same. All this means you can spend less time monitoring the rentals and resolving issues.
- Support from neighbors: When visitors keep returning, they can integrate into the local culture more easily. Neighbors will be more accepting of your business or even turn into vacation rental advocates.
- Peace of mind: Staying away from home often makes people anxious. They may wonder about the potential safety risks or feel unsure who to turn to in an emergency. A community atmosphere can alleviate concerns as guests know they can count on you and each other.
Tips on how to build a vacation rental community
Building a community goes beyond offering guests the best vacation experience possible. It’s about making them feel like a member of a group rather than a visitor.
Below are some effective strategies to make guests feel like they belong.
Discover what matters most to your guests
The strongest communities are built on shared values. When guests have a common ground, they’re more likely to trust one another and be cooperative.
So, start by identifying what resonates most with your main types of guests. This could be key elements of their lifestyle, culture, or belief systems. Here are a few examples to inspire you:
- Sustainable lodging
- Pet-friendly stays
- Wellness retreats
- Tech-free experiences
- Cultural immersion
Once you’ve identified these values, incorporate them into your property management. For example, the Pet Palace caters to guests “having a “ruff” time finding a rental that allows dogs.” Their condos provide amenities for animals like a dedicated wash station and miniature lounge chairs.
Communicate these values through your marketing materials, Airbnb listings, and direct bookings website. Guests who share these ideals will feel an instant connection to your rental homes and be more likely to pick them. Provided you deliver on any promises, they’ll also be more inclined to book again.
Ideally, these values should match your own worldview. You’ll find it harder to meet guest needs and force authentic connections if you don’t truly believe in these ideals. Say you’re not a dog enthusiast. Visitors to your pet-friendly rental are likely to pick up on your ambivalence towards their furry friend.
Create clear guidelines and rules
All vacation rentals should come with rules and guidelines to set expectations for guests. Ensure yours align with your community’s shared values. These can cover various aspects of their stay from how to treat the property and which local customs to observe.
Clear rules help you to promote your community values and ensure everyone abides by them. They guarantee everyone feels safe and protected when they stay in one of your properties.
A great example is the UK-based company, Unplugged, which offers guests a digital detox. Their homes are completely free of modern tech like WiFi, air conditioning, and washing machines. As per their guidelines, visitors must book for a minimum of three days to reap the full benefits. They’re also expected to lock away any devices for the duration of the stay and rely on old Nokia phones.
Unplugged’s rules serve the entire community. If some guests don’t stick to the guidelines and get out their devices, they may spoil the experience for others.
Communicate these rules in advance and explain why they’re in place. For instance, Unplugged has included theirs on their website with a link to an article on the benefits of digital detox. When guests understand the purpose of rules, they’ll be more inclined to follow them and preserve the harmony of the community.
Make guests feel at home
Most people struggle with the dreaded First Night Effect. This biological phenomenon means their brain prevents them from entering deep sleep as they get used to a strange bed. Making visitors feel extra welcome can help relax them and make them feel more settled in the property faster.
In the long term, making guests feel like insiders rather than tourists can strengthen their connection to your business.
One effective strategy is to provide guests with a digital guidebook ahead of their stay. Include everything they need to know about the properties and the local area so everything already feels familiar when they arrive. Hostfully’s property management system (PMS) lets you send a link to a webpage so there’s no need for them to download unnecessary apps. Everyone can just refer to the guidebook at their leisure.
Another strategy is to use smart locks for check-in. Guests can let themselves into the property using a code rather than relying on you to come and meet them. This ability to come and go as they please can give them an extra sense of ownership over the rental. Many travelers may now expect them as they’re becoming an increasingly common amenity — over half of operators use them.
If you integrate your smart lock with a PMS like Hostfully, you can automatically generate and send unique codes to each set of visitors. These expire once their stay is over so there are no security risks.
Get guests talking
Encouraging visitors to interact with each other can heighten the sense of community. They can meet like-minded people and maybe make life-long friends.
If you have a cluster of properties, this can be as simple as a communal space where guests can come together. Some popular examples include a private pool, game room, or fire pit. Consider adding some shared amenities that make it easy for guests to strike up a conversation such as a snooker table, mini golf course, or hot tub.
Businesses with vacation homes scattered across different locations have more limited options. However, you can still encourage guests to interact online and build a thriving community there.
For instance, Sky Run Vacation Rentals have properties in over 10 US states so they rely on social media. The company frequently posts on its channels and talks to followers to engage its extensive community.
As Maura Wall points out, social media is also a great opportunity to showcase how welcoming your properties can be. “Our spaces are for your family and there’s enough room for everyone to stay together,” she says. “We try to make our communal spaces the focus of our posts. We want to show that our rentals provide a vacation that still feels like home.”
Read our article on how to use social media for vacation rentals for more tips.
Besides shared spaces, consider organizing events that could bring guests together. That could be a BBQ or cocktail hour at your physical properties or a trivia quiz or Q&A session online. Organize them at times when most guests can attend — many people arrive and leave on the weekend so these days might not be the best option.
Offer an exclusive experience
One of the biggest appeals of a vacation rental community is getting an experience you can’t find elsewhere. That might be private tours of local attractions or easy access to members-only amenities.
This unique experience could even be an aspect of the properties themselves. For example, Cypress Valley hosts all their guests in a variety of modern treehouses.
Offering an exclusive service doesn’t necessarily require luxury vacation rentals. You just need to provide unique services that cater to your target audience.
Suppose you own beach houses or lakefront properties. Guests were attracted to the water for a reason and they’re far more likely to appreciate boating trips than luxurious spa treatments. You could show them how to sail or go fishing.
Keep your community informal
Creating a casual atmosphere allows your guests to decide how much they want to participate in the community. While some may enjoy socializing, others may need a lot of solitude and privacy. It’s important to cater to both preferences so nobody ever feels pressured.
Richard Mulligan, the founder of Bundaberg Park, says communal spaces and amenities work best for them. “We’ve found overly structured or forced interactions less important,” he says, “We’ve learned to create opportunities for community but allow it to develop organically.”
If your vacation house rentals border one another, maintaining a degree of separation can help. Here are some quick tips to maintain a safe and calm environment:
- Mention which properties are the most secluded in listings
- Only offer optional activities so guests always have the option to say ‘no’
- Have a choice of shared and private amenities
- Ensure communal areas don’t intrude into guest spaces
- Create designated quiet zones for people to escape to
- Avoid putting guests on the spot — invite them to events through bulletin boards or private messages
By keeping things low-pressure, you let guests engage with the community as much or as little as they like. They feel comfortable and respected, leading to a more positive environment.
Turning your properties into a home away from home
While some communities happen organically, many require a strategic process. It extends beyond how you interact with guests into your marketing, booking process, and property management.
Engaging with every guest on this deep level can become overwhelming as your property count grows. Your best shot at providing the right kind of experience is leveraging all the tools at your disposal.
Hostfully PMS lets you automate cumbersome tasks like booking management and guest messaging so you can offer a consistent and cohesive service. We also let you create custom guidebooks and booking websites to showcase the kind of community you offer.
With the right support, vacation rental businesses can sustain communities that include hundreds of loyal members worldwide.
FAQs about vacation rental communities
How much time does it take to build a strong vacation rental community?
Generally, it takes between several months and a few years to build a strong community. The exact time depends on factors like your location, target audience, and property types. For example, many cultures prefer family vacations over travel and exploration. If you have a lot of visitors from countries like these, they’ll be more open to joining your community.
Can I build a community with just a few vacation rentals?
Yes, you can build a community with just a few rentals. The key is to provide a personal and welcoming experience that makes every visitor feel valued. In fact, small businesses may have an advantage as you may find it easier to foster intimate and deep connections when you have fewer guests to manage.
