How to advertise your holiday let: Real tips and examples

Getting more bookings is a challenge many holiday let owners can face. Get it right and you could fill your booking calendar, increase revenue and earn repeat guests. Get it wrong and you may risk empty nights and lost income. This guide cuts through the noise with clear, proven ways to advertise your holiday let. We also provide tips taken from research on popular UK listings on VRBO, Airbnb and Booking.com to show how popular homes stand out. There are many promotion routes, each with a time and cost trade-off. We have provided several options so you can choose the right one for you with greater confidence and less guesswork.

Identify your target market

Create a listing that sells your holiday let

Optimise your holiday let for online booking platforms

Which booking platform is the best?

Utilise local search engines

How to use social media

Should you use paid ads? 

Encouraging repeat guests

The importance of insurance

What Pikl’s holiday let marketing expert says

Identify your target market

If you have looked into advertising a holiday let, you have likely heard “know your ideal guest” more than once. We also touch on this in our holiday let business setup guide. But how do you actually do this in practice? Looking at local listings on popular websites is a great place to start. Websites like Airbnb and VRBO are popular worldwide and are a great resource tool. Look at highly reviewed listings in your area. Take note of:

• The headline description: Are there common themes?
• Listing photos: Which ones grab your attention and why?
• Property description: Take a note of listing descriptions and what they choose to highlight. 
• Highlights: Do the listings have noted highlights such as cleanliness or the smoothness of the check-in experience? 
• Reviews: Do guests like or dislike specific things?
• Pricing: What are the prices for comparable listings?

Doing this exercise should give you a good idea as to what attracts guests to your area. Borrowing from real world experience can help promote your listing in a way that may resonate with your audience.  

Examples based on real listings 

For this exercise, we researched listings in Airbnb, VRBO and Booking.com for seaside listings in the UK. A review of the available listings revealed common themes:

• Proximity to the beach was frequently mentioned.
• There were numerous barn conversions, cabins, cottages and chalets.
• Listings that stood out included unique features in their primary photo such as a hottub, swimming pool or fireplace. 
• Some listings spoke to specific demographics, using words such as ‘Surf cottage’, ‘Rural retreat’, and ‘Pet friendly’.
• Specific distances to nearby attractions or places of interest were called out. 

Based on this example, listings appeared to be targeted towards specific guests such as beachgoers, people looking for romantic getaways, and families that may have pets. Doing research in your own area may encourage you to borrow competitor ideas or look for a gap in the market. Through your own research and inspiration, you can start to form a plan around which guests to target for potential bookings.

Create a listing that sells your holiday let

Looking at options across the UK can spark ideas you can replicate. Common themes we found in real listings include:

• Wifi speed: Airbnb’s app lets hosts test and show actual Wi-Fi speed. Many we found displayed Mbps figures—useful for guests who work remotely or stream, and a subtle signal that your internet is reliably fast.
• Walking time: Specific walk times to transport, sights, or cafés featured often in headline listings. Using this description method quickly answers location questions and attracts guests prioritising convenience.
• Floor plan: A floor plan in the photo set helps guests visualise the layout, match rooms to images, and judge whether the configuration suits their needs.
• Check-in type: Listings typically state the check-in method up front. Many lead with self check-in, highlighting the flexibility of arriving and accessing the property independently.
• Descriptive language: Strong listings used targeted descriptors that spoke to an audience. For example: “Family-friendly country cottage” or “Romantic hideaway” instead of generic labels like “3-bed house.”
• Bed sizes: Specified bed types and dimensions (e.g., “super-king 180×200 cm”) were often listed. Doing this can reassure families and anyone with specific sleeping preferences.
• Standout photos: Popular listings used eye catching hero images that showcased their home or setting, plus clear photos of every room. In scenic areas, a few landscape shots really sold the location. For your own listing, consider hiring a professional photographer. Good photos can be a real pull factor that determines whether a guest books with you.

Optimise your holiday let for online booking platforms

Booking platforms rank listings with guest-first algorithms. Optimising for the factors below can lift visibility and convert more searches into bookings:

• Search filters: Match the exact wording of popular filters (pool, free parking, jacuzzi, fireplace, BBQ) in your amenities and description. Surface the biggest draws early in the listing and update seasonally (e.g., AC in summer, hot tub in winter).
• Reviews: Great reviews drive visibility and trust with guests. Proactively ask after check out, fix issues fast, and reply to every review promptly and professionally—never defensively. High ratings can unlock badges like Airbnb’s Guest Favorite, which further boosts visibility. Using negative reviews as a learning opportunity.
• Enhanced status: Programs like Airbnb’s Superhost, Vrbo’s Premier Partner, and Booking.com’s Preferred Partner reward consistent quality—high ratings, fast responses, and low cancellations—with search boosts, trust badges, and sometimes priority support.
• Response time: Speed matters. Enable notifications, use saved replies, and aim to respond within an hour. 
• Cancellation rate: Avoid host-initiated cancellations. Keep calendars synced via channel management software across platforms, screen for guests with clear house rules in your descriptions, and line up backup cleaners/maintenance to reduce last-minute issues.
• Listing quality: Use accurate, enticing copy; professional, well-lit photos; clear check-in instructions; and quick follow-through on feedback. Cleanliness and a smooth arrival experience heavily influence ratings.
• Competitiveness: Benchmark similar properties and adjust price for seasonality, events, and length of stay.
• Booking rate: Improve conversion with a compelling cover photo, keyword-rich headline, flexible cancellation policies (where feasible), and occasional offers to stimulate demand gaps.
  

Dialling in these levers signals reliability to both guests and platforms—earning higher placement, stronger trust, and a steadier stream of bookings. Doing so is an effective way to advertise your holiday let. 

Which booking platform is the best?

Choosing the “best” holiday let platform for advertising your holiday let isn’t one-size-fits-all. Here are the three main options and how they differ:

Holiday let marketplaces

• Examples: Airbnb, Vrbo
  
• What they are: Marketplaces connecting guests with individual hosts and holiday-let owners.
  
• Pros: Massive audience (especially Airbnb) and strong visibility potential.
  
• Cons: Competition is fierce—you will need to optimise your listing to stand out. Vrbo is well known but smaller than Airbnb, so reach may be more limited.
  

Online Travel Agents

• Examples: Booking.com, Expedia
  
• What they are: Large travel sites where guests can book accommodation and extras like flights and car hire.
  
• Pros: Huge brand recognition. Booking.com is a major UK player and a direct rival to Airbnb.
  
• Cons: Experience can feel broader and more hotel-like. There may be less emphasis on unique, host-led stays compared with Airbnb-style marketplaces.
  

Holiday let agencies

• Examples: Sykes, Cottages.com
  
• What they are: Agencies that manage and list holiday homes for you.
  
• Pros: Great if you are short on time, want professional management, or lack expertise.
  
• Cons: Agency fees and reduced control may be deal-breakers if you prefer a hands-on approach.

Pick the platform type that matches your priorities. Choose online marketplaces like Airbnb/Vrbo for personalised stays and direct control. Consider online travel agents for broad reach within a full travel ecosystem, and agencies if you value time savings and professional management over fees and control. Many owners list on multiple platforms to maximise exposure for their holiday let.

Utilise local search engines

Some guests start with search engines such as Google to research potential listings. Here are some key tips to optimise your holiday let for local searches in your area:

• Create your own website: If you are making your listing discoverable on Google, build a simple site with one of the guest booking software systems available on the market. A website is a marketing base you control and can encourage repeat guests.
• Use Google’s integrated platform: Google Vacation Rentals aggregates your listings, shows them on a Google map, and lets guests choose where to book. If you manage only 1–2 properties, you must connect via an approved channel manager or list on a recognized online travel agency (e.g., Booking.com).
• Do some keyword research: Free keyword tools are fine to use early on for content research. Use findings to plan helpful, informative guides and posts that draw potential guests to your site.
• Write good, relevant content: Keep pages tightly aligned to your audience and location (e.g., “holiday let cottage Cornwall” rather than “holiday let”). Original, useful content builds trust and can improve search visibility.
• Organise your website: Keep your website setup simple and easy to use so guests can book with minimal friction.
• Make a Google Business Profile: A Google Business Profile can provide contact details and essential information for your listing directly in search results.
• Optimise for reviews: Ask guests that booked directly via your website to leave a review. Having an easily searchable Google or Trustpilot review profile is another sign of authority that can build trust.

Optimising websites for online search engines can be a lot of work. Start with Google’s own guide. However, even the basics such as launching a site and creating an online profile can meaningfully increase your visibility if used alongside other forms of promotion.

How to use social media

Social media is another great way of marketing your property. It can allow you to connect directly with your target audience and increase your online visibility. It can also allow you to listen to popular guest topics of discussion and potentially increase the number of positive reviews for your listing.

Despite the potential upsides of social media, some social platforms are not ideal for holiday lets. Certain social media sites target younger users, others use awkward formats, and some are just too small. Start by focusing on:

• Facebook: With an audience of just over 38 million users at the time of writing, Facebook has huge reach and many audience members interested in travel. The audience size is typically older.
• Instagram: Instagram has just over 33 million UK users. Popular with younger adults, it is the ideal platform for owners with appealing visual content that want to appeal to different age demographics. 

As a holiday-let owner, use social media to grow your profile, build a loyal audience, and, ultimately, drive more bookings. Below are some of the key steps.

Create a business page

Your business page is where guests can get in touch with you, leave reviews, and even make bookings if you have a system setup for this. The more followers you gain, the larger the audience to interact with and offer the latest deals. Use this page to build your profile online.

Join a group

One of the benefits of using Facebook is that it has several groups that you can join to become a member of. Of the groups we researched, there are several UK based ones that allow you to connect with both hosts and guests looking for a booking. There are also some specific groups dedicated to people looking for holidays in specific areas. Here are some points to consider when looking at which specific groups to join:

• Not all groups are targeted at guests: Some groups we looked at were geared more towards hosts themselves. This can be good for acquiring tips or getting solutions to problems but may not provide enough exposure to guests.
• Check the rules: Most groups have a list of house rules you need to adhere to such as not being allowed to promote your business. Check these before engaging.
• Be helpful: Aim to be a useful member of the community. Guests and holiday let owners alike will appreciate this and it may elevate your online brand.

Even if you do not plan to have much of a social media presence, being a member of a group is a great way of staying close to the conversations that potential guests are having.

Post regular and useful content

To build an audience, post helpful content and comments consistently. Do not just chase clicks. Useful, relevant contributions are appreciated and can grow the audience for your holiday let.

• Set a content schedule: Use free social tools to schedule posts in advance. Block time each month to plan, write, and queue content.
• Keep your content varied: Users are more likely to ignore repetitive content. Mix formats and topics to keep things fresh. Avoid talking only about your listing, as that can turn people away.
• Get creative: Social feeds are crowded with colourful videos, photos, and headlines. Break through with attention-grabbing ideas. Use a mix of photos, short posts, and videos. Experiment to see what earns the most engagement.
• Engage your audience: Create content that invites people to get involved—run competitions, post quick polls on likes and dislikes, ask questions about hot topics, and share video tours of your area to spark discussion. Spotlight quirky local facts, highlight seasonal events, and promote nearby attractions to showcase the area—and subtly sell your holiday let at the same time.
• Be responsive: If someone messages you, reply promptly to show you care. When issues or questions arise in group discussions (e.g., a Facebook thread), being present maintains your visibility.
• Stay seasonal: Do not forget seasonal posts as well as evergreen content. Periods like Christmas or Easter are ideal times when many families are planning holidays and may be looking for somewhere to stay.
• Share other people’s content: Do not be afraid to share helpful posts from others online. Doing so shows your focus isn’t purely promotional and builds trust.

Dedicating time to posting on social media will involve trial and error. Focus on what drives the most engagement and, ultimately, views on your listing so you can double down on what works.

Selling your holiday let on social media

Ultimately, the main goal of this article is to show you how to advertise your holiday let listing. Focus on these key areas to make your promotion efforts really resonate with your social media audience:  

• Promote reviews: Share positive reviews alongside strong photos of your listing. ‘Social proof’ shows potential guests what people actually think and builds trust.
• Use dynamic promotions: As we discuss in our holiday let calculator guide, you may choose to adjust your listing price based on a number of factors including the time of year or how fully booked you are. Adjusting your promotions to fit in with your pricing strategy may also be effective. Offering price reductions? Shout about it on social media and let your followers know. 
• Produce quality photos and videos: Using professional quality photos of your holiday let is an essential. Photo tours of your listing and updates regarding renovations are also engaging ways of promoting your holiday let. 
• Encourage user-generated content: Guest-made promos are powerful but not always easy to spark. Try running a contest—e.g., “Best Holiday Let Guest Video Tour”—and offer a perk or discount for guests who book direct and submit entries.
• Adapt to seasonality: Make your listing feel timely. Showcase pools and BBQ spaces in summer, and cosy fireplaces in winter. You can also spotlight nearby seasonal attractions to keep interest high year-round.

Should you use paid ads? 

Reaching large audiences can be difficult online. Paid digital advertising platforms such as Google and Meta (Facebook) Ads exist for for this reason. For small holiday let owners however, paid advertising is not without its downsides. Here are some of the advantages and disadvantages.

Pros of paid ads:

• Large reach: Ads enable you to reach vastly bigger audience sizes.
• Fast results: You should start to see bookings fairly quickly with the right implementation and strategy.
• Competitive advantage: Paid ads are typically featured above content that is not paid. This could mean that your listing is seen more times than other holiday lets. Paid ads can also allow you to directly target guests that have previously booked with you.

Cons of paid ads:

• Cost: Fast results also typically result in spending your budget quickly. New ad accounts often need to experiment to see what works, meaning that you may need a considerable outlay to make it work. Mistakes on a shoestring budget could prove costly. 
• Time: Paid ads require more work than simply writing some advertising copy and getting out your credit card. They typically require dedicated resources, testing and monitoring in order to be done effectively. Consider how much time you may have to do something like this yourself. 
• Expertise: Understanding paid ads can sometimes be a complicated and technical field depending on how involved you want to get. Hiring a professional will also come at an additional cost.

If you are short on time or are new to paid ads, consider focusing on the basics such as optimising your listing on major platforms or social media first.

Encouraging repeat guests

Acquiring new guests is essential, but they are typically more expensive than bringing back previous visitors. Encouraging direct re-bookings helps you avoid platform commissions and additional ad spend.

• Gain email subscribers: On your website and in the welcome pack, invite guests to subscribe for offers and last-minute deals. Use an email service to automate sign-ups and follow-ups so your list grows over time.
• Provide an incentive: Offer a returning-guest discount. This can be a direct code or a promise of money off future stays if they subscribe.
• Partner with local businesses: Approach nearby restaurants or attractions for small perks in exchange for promotion in your welcome pack. Use these extras as added incentives in your rebooking emails. 
• Use a multiplatform approach: Guests spend time across different channels. Keep offers consistent on your website, email list and key platforms. Choose tools that match your resources.
• Focus on the guest experience: Great stays drive repeat bookings. Get the basics right, then add thoughtful touches. Useful local info, a well-crafted welcome pack and flexible check out are often appreciated little details. 

Together, these steps may lower acquisition costs, build a direct audience, and make returning to your place the most effortless—and best-value—option.

The importance of insurance

Insurance plays an often overlooked but important role when it comes to advertising your holiday let:

• Trust signal: One incentive to encourage guests to book with you directly on your website is the level of protection they may receive. Stating clearly that you have comprehensive cover in the event of a liability claim is one important trust signal that can give them peace of mind.
• Differing platform protection: Each booking platform offers varying levels of protection for owners if something goes wrong, with some platforms offering no cover at all. Platforms themselves are unlikely to provide the same level of cover as a dedicated insurance policy. Having the right insurance in place ensures that you can have coverage regardless of where you choose to advertise your holiday let.
• Risk appetite: Keeping insurance front and centre of your mind can help you decide your appetite for holiday let renovations and promotions that may increase the likelihood of a claim. For example, pools and fireplaces are appealing but may increase the chances of a claim against you if someone slips or accidentally sets fire to the building. Consider your demands and needs and make sure you have adequate insurance before upgrading or promoting a certain aspect of your property.

Insurance is about reducing risk and there are ways you can do this within your own promotions to reduce the chances of a claim occurring. Set down sensible house rules in your listing description, consider banning one night stays if you are worried about parties, and look for verifiable information about your guest following booking confirmation such as reviews or social media profiles.

If you need comprehensive cover to protect your holiday let, visit our holiday let insurance page or get in touch with a member of our customer team at Pikl Insurance.

What Pikl’s holiday let marketing expert says

Naomi Birritteri, Pikl’s resident marketing expert, said: “You may want to start by making your listing stand out and prioritise a great guest experience. Once the fundamentals are in place, look to widen your reach and encourage repeat bookings at a lower cost. There are many ways to promote a property—and some have a steep learning curve—so focus on what works for you rather than doing everything at once. If you need extra help, consider an agency. Ensure you have the right insurance in place so you are properly protected as you expand across multiple platforms and channels.”