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Key Takeaways
Understand the Full Funnel—But Start at the Top: You can’t fix bookings if you don’t understand the whole journey. It starts long before someone clicks “Book Now.” Guests go from inspiration to awareness, to exploration, to decision—and it’s your job to meet them at every phase with the right message and experience.
Inspiration ≠ Awareness (And You Need Both): Being aware of a destination doesn’t mean someone’s planning a trip. Inspire them to want to travel with content that’s visually stunning, emotionally engaging, or rooted in unforgettable experiences, like Instagram Reels, local culture, or one-of-a-kind property features.
Not Everyone Should Market at the Inspiration Stage: Unless you have a standout home, story, or setting, don’t stretch your budget trying to “go viral.” Let CVBs or destination marketers handle the top-level buzz. Focus your energy where you can tell a more meaningful, differentiated story.
Blog & Social Content Are Powerful Awareness Tools: Content like “Things to Do” blogs or seasonal guides won’t always convert right away, but they plant the seed and give you valuable retargeting leverage. Think of these as long-term awareness plays that nudge guests into the funnel.
Conversion Rates May Drop—And That’s Okay: As you drive more top-of-funnel traffic, your sitewide conversion rate may fall. That’s normal. It means more people are entering earlier in their journey. Don’t panic—nurture them toward a future booking.
Your Website Must Close the Gap Between Interest and Action: A guest may discover you through inspiring content, but if your website is clunky, slow, or outdated, they’ll bounce. Your site needs to feel as modern and beautiful as the content that brought them there.
Your Job Doesn’t End at Booking: Once a guest books, your work shifts from selling to delivering. The post-booking, pre-arrival phase is your chance to build excitement, reduce no-shows, and reinforce brand loyalty. Don’t go silent—engage intentionally.
Onsite Experience Is Part of Your Marketing Funnel: Every touchpoint during the stay, from a warm welcome to proactive communication, affects your reviews and referral potential. Operational excellence is marketing. Guests will share it when it feels personal, seamless, and memorable.
Reviews Are More Than Nice-to-Haves—They Convert: 88% of guests look at reviews before booking. A high volume of positive reviews doesn’t just reflect good service—it actively increases conversions across your website, listings, and ads.
Automation Is Good—Personalization Is Better: Use PMS automation to save time, but don’t stop there. Add small, personal touches (like mentioning a guest’s past stay or celebrating an anniversary) to create the kind of experience guests want to repeat.
Your PMS Should Be a Marketing Powerhouse: If you’re not tagging guest preferences or tracking behavior, you’re leaving rebooking power on the table. Use your PMS to build better segmentation, offers, and remarketing that feel custom, not canned.
The End Goal: Be Their Only Option: When a guest doesn’t even compare other listings and says, “If I go back, I’m staying here,” you’ve won. It means you’ve created a full-funnel journey so good that they won’t even shop around next time. That’s how you build long-term profitability—and a brand that outlasts OTAs.
What We Cover In This Episode
In this episode of The Heads In Beds Show, Paul and Conrad dive into the early stages of the vacation rental guest journey — where interest is sparked and decisions begin to form.
They explore how true inspiration often comes from unexpected, memorable experiences and how smart property managers can tap into that moment before a guest is even planning a trip. From the role of local tourism boards to leveraging blog content and “pattern interrupts,” they unpack why this top-of-funnel phase is often overlooked—and how to make your brand unforgettable.
As guests shift into research mode, the pressure’s on. The hosts break down what travelers are really looking for when comparing destinations and rentals—and why your website needs to stand toe-to-toe with the likes of Airbnb. If your site leaks trust, design, or information, you’ll lose them fast. Tune in to learn how to optimize your marketing for these make-or-break early stages and build demand that puts your properties in high demand (waitlist, anyone?).
