Watch The Webinar
Key Takeaways
The Untapped Potential of Non-Rental Revenue
- Non-Rental Revenue Opportunities: Moving beyond rental bookings to generate revenue through upsells, experiences, and curated services.
- Industry Comparison: Hotels derive up to 30% of their revenue from upsells, presenting a strong case for vacation rental managers to adopt similar practices.
Benefits of Non-Rental Revenue Initiatives
- Increased Revenue: Potentially adding 30% more revenue through well-curated upsells and ancillary services.
- Improved Guest Experience: Providing guests with unique, memorable experiences leads to higher satisfaction, increased likelihood of rebooking, and more positive reviews.
- Competitive Differentiation: Highlighting curated amenities and experiences sets properties apart in competitive markets.
- Reduced Guest Queries: Automating common requests (e.g., late checkout, local recommendations) reduces operational workload.
Strategic Approaches to Upsells
- Start Simple: Begin with a few high-value offerings (e.g., firewood, late checkouts, curated local services) to gauge interest and operational feasibility.
- Offer Value-Added Experiences: Focus on meaningful upsells like chef services, wellness experiences, and unique amenities tailored to the destination.
- Timing is Key: Send targeted offers at key moments:
- Right after booking.
- One week before check-in.
- Immediately post-check-in.
- Automation: Leverage tools like digital storefronts (e.g., HostCo) to simplify the upselling process for guests and property managers.
Leveraging Non-Rental Revenue to Enhance Marketing
- Build Brand Awareness: Use upsells and curated guest experiences to create buzz and social media content that fosters direct bookings.
- Support Homeowner Retention: Share insights and revenue updates with homeowners to demonstrate value beyond rental management.
- Offset Marketing Costs: Supplement increasing cost-per-acquisition (CPA) with additional revenue streams.
Upselling Best Practices
- Avoid Nickel-and-Diming Guests: Focus on premium, bundled, or experiential upsells rather than minor items (e.g., charging for water).
- Personalization and Accessibility: Tailor offers to guest preferences and ensure they’re easy to access via a single digital platform.
- Listen to Guest Needs: Pay attention to frequently requested services and expand offerings accordingly.
The Bigger Picture: Elevating the Vacation Rental Experience
- Shift from Commoditization: Focus on experiences and local expertise to differentiate vacation rentals from hotels and other rentals.
- Align with Modern Travelers: Cater to passion-driven travelers (Millennials and Gen Z), who value experiences and self-expression through travel.
- Reinvest in the Guest Experience: Use non-rental revenue to optimize pricing strategies, reduce fees, and enhance competitive positioning.
About The Speakers
Conrad O’Connell
Conrad O’Connell has been a thought leader in the vacation and short-term rental marketing space for over a decade. In 2016, he founded BuildUp Bookings, a marketing firm laser-focused on providing industry-specific insights and solutions to short-term rental hosts, owners, and property managers. Conrad is proud and humbled to have worked with more than 200 vacation rental brands and clients at the helm of Build Up Bookings, along with his talented and dedicated team of 20+ marketers. Conrad is a co-host of the popular Heads in Beds Show podcast, with more than 50 episodes and dozens of 5-star ratings from loyal listeners. He is also the author of Mastering Vacation Rental Marketing, now available on Amazon.com. In his down time, you will usually find Conrad hanging out with his wife and 3 kids, hitting the links, or glued to his favorite Boston sports teams on TV.
Adam Norko
Adam Norko is a seasoned leader in the vacation rental and hospitality industries, bringing over 15 years of expertise in marketing, sales, and business development. As the Co-Host of The Art of Hospitality Podcast, Adam provides unique insights into the trends, challenges, and opportunities within the vacation rental landscape. Since its launch in 2023, the podcast has been a platform for exploring the industry’s evolution while inspiring professionals to think creatively about guest experiences and operational excellence.
Adam’s diverse career includes serving as Vice President of Business Development & Growth at Travel Advantage Network, where he helped redefine vacation experiences by making high-quality travel accessible to thousands of clients. At Delmar Beach Vacations, Adam drove growth as Chief Growth Officer, delivering innovative, locally focused property management solutions that elevated guest and homeowner satisfaction.
His industry expertise extends to senior roles at prominent companies like Inhabit, Breezeway, and PointCentral, where he contributed to groundbreaking advancements in property management technology, IoT solutions, and operational efficiency. As Chairperson of the Communications Committee for the Vacation Rental Management Association, Adam played a key role in enhancing the association’s outreach and increasing online engagement by unprecedented margins.
With a proven track record of driving business growth and creating meaningful connections in the hospitality space, Adam’s passion lies in helping property managers and businesses maximize their potential while delivering world-class experiences to guests.
A frequent speaker at industry events and a respected voice in the vacation rental community, Adam’s presentations are grounded in actionable insights, innovative strategies, and a deep understanding of the evolving needs of the travel and accommodations sector.
Annie Munro Sloan
Annie Sloan is Co-Founder and CEO of The Host Co, the hospitality platform connecting local amenities to short-term rentals – from massage and chef to fresh flowers, bike rentals and beyond.
Prior to The Host Co, Annie was a Creative Director at both Facebook and Twitter. She has led embedded projects for Google, Airbnb, and Samsung, is a graduate of USC Film School, and has produced and directed broadcast television and film internationally. Through her years in film she spent a cumulative four years on projects in Asia, Africa and Europe, developing both a global POV and a passion for supporting small businesses tourism through technology.
