Guests follow the destination, not your rental company — own the “what to eat, what to do, what’s happening” content in your market and you own the audience planning trips there.
Build recurring pillars: where to eat (by vibe — family, date night, rainy day), what’s on this weekend, hidden gems, seasonal guides (first-timer’s fall week). You’re becoming the account people follow before they’ve picked where to stay.
Carousels and reels structured as keepable lists — “7 things to do with kids when it rains” — earn saves and sends — the list someone forwards to the person they’re traveling with. Instagram’s head names watch time, likes per reach and sends per reach as its top signals, with sends counting most for reaching non-followers. Design for the send button; the saves come with it.
Tag the restaurants and tour operators you feature; use collab posts where the relationship exists. Featured businesses share to their audiences — free local distribution — and those relationships become link-building allies for SEO later.
Every third or fourth post connects destination to stay: “After the falls hike, the hot tub is nine minutes away.” The local content earns the audience; the property content converts it — in that order.
One planning hour: next month’s events, one seasonal guide, two eat/do features. Local content also recycles annually with updates — this year’s fall guide is 70% of next year’s.
Your best local posts become email content (Play 15’s property-feature sibling), blog posts (the SEO listicle play), and ad creative. One research effort, four channels.
List ten local questions guests ask your team every week. That list is your first month of local-authority content — brief the first three posts today.
This is the exact kind of work we do for vacation rental brands every day. Bring us the property mix and the market — we’ll bring the system.
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The OTA Escape Plan — 125 prioritized marketing moves, channel by channel, for managers building a direct booking engine. Every item rated High, Medium or Low priority, so you know exactly where to start.
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