Did you know that marketing is a key element of Luxury Escapes Vacation Homes’ strategy for achieving higher ADR and ROI for landlords?
Landlord attention is often on the details of property management agreements or how many bookings their short-stay accommodation property is attracting.
Marketing is less of a focus for most landlords. As a result, the role of marketing in the success of your investment is not well understood by many.
Marketing involves more than making sure your listing has professional photos (which we do, of course!). So, let’s go ‘behind the scenes’ with the Vacation Homes marketing team to find out more.
A Team Effort
The Vacation Homes Marketing Partner works with colleagues across the Luxury Escapes group.
This ranges from discussing strategy with the Managing Director to working with the multimedia designer, videographer, photographer, writers, and others.
Drawing on these various areas of expertise, the marketing partner works with your property manager to raise awareness of Vacation Homes properties, increasing inquiries and attracting bookings.
This collaborative working relationship is active throughout the life of a short-stay rental property listing.
Beyond Launching a New Listing
The quality of visuals in a listing, plus the headlines and captions used, has a significant impact on attracting bookings.
From the time of onboarding a landlord’s property, the Vacation Homes team ensures the property presentation is immaculate.
Initially the marketing team produces a standard set of marketing and media for every property. Our professional photographers capture and edit images to highlight the amenities and features of the property.
The marketing team uses professional tools to maintain a high standard in the design and consistency in branding on our website, booking portals, and other media.
This positions the landlord’s property as part of the select catalogue of Luxury Escapes Vacation Homes properties.
At any point during the properties’ listing, a landlord’s investment in updated soft furnishings and design elements or a kitchen or bathroom renovation are showcased, thanks to the marketing team.
For certain properties, the team creates short videos. These explore the space and reveal a property’s unique aesthetic appeal. Marketing can then position the property to appeal to specific guest segments.
A video can also be posted on curated media channels and promoted in distinct campaigns.
Seasonal Campaigns
Throughout the year, the marketing team runs campaigns directed at different segments of the guest market. These form part of targeted strategies to increase bookings.
Campaign messaging conveys our distinctive properties and the experience a Luxury Escapes Vacation Homes stay offers.
Some campaigns are about connecting with past guests, creating loyalty and encouraging repeat bookings.
The marketing team, working with property managers, also plan seasonal promotions around holidays and peak travel periods to maximise bookings.
Communication, Connection, Engagement
Marketing is about communication, connection, and engagement.
Our landlords know communication is a priority within Luxury Escapes Vacation Homes.
The Marketing Partner supports property managers in communications, contributing to email campaigns, social media posts, and the other ways we provide landlords with up-to-date information.
We use marketing strategically to maintain connections with past guests. Social media campaigns also engage with those who will become guests in the future.
By establishing Luxury Escapes Vacation Homes as a brand guests trust and associate with bespoke experiences, the marketing team contributes to increasing demand, improving ADR and ROI for landlords.