How to advertise your holiday let: Top tips & 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 looks at some of the main ways to advertise your holiday let. We also highlight ideas inspired by popular UK listings on Vrbo, Airbnb and Booking.com to show how properties can stand out. There are many different ways to promote a holiday let, each with its own time and cost considerations, so you can choose the approaches that work best for you.

Identify your target market

If you have looked into advertising a holiday let, you have probably heard the phrase "know your ideal guest". We also touch on this in our holiday let business setup guide. How do you actually do this in practice?

Looking at local listings on popular booking websites is a good place to start. Platforms such as Airbnb and Vrbo can give you an idea of what is already working in your area.

Look at highly reviewed listings and take note of:

• The headline description: are there common themes?

• Listing photos: which ones grab your attention and why?

• Property description: what information do listings choose to highlight?

• Highlights: do listings call attention to areas such as cleanliness or a smooth check-in experience?

• Reviews: what do guests like or dislike?

• Pricing: what are comparable properties charging?

Doing this exercise should give you a better idea of what attracts guests to your area. Looking at real-world examples can also help you promote your listing in a way that is more likely to resonate with your target audience.

Examples based on real listings

For this exercise, we researched seaside listings on Airbnb, Vrbo and Booking.com in the UK. Common themes included:

• Proximity to the beach was frequently mentioned.

• There were numerous barn conversions, cabins, cottages and chalets.

• Listings that stood out often featured distinctive elements such as a hot tub, swimming pool or fireplace in their main photo.

• Some listings spoke directly to particular types of guests using descriptions such as "surf cottage", "rural retreat" and "pet-friendly".

• Distances or walking times to nearby attractions and places of interest were often highlighted.

Based on this example, many listings appeared to target particular groups, such as beachgoers, couples looking for a romantic getaway and families travelling with pets.

Researching your own area may give you ideas about what works well locally or help you identify a gap in the market. You can then start developing a clearer picture of the guests you want to attract.

Create a listing that sells your holiday let

Looking at successful listings can also give you ideas for how to present your own property.

Common themes we found included:

• Wi-Fi speed: where platforms allow it, displaying your Wi-Fi speed can be useful for guests who plan to work remotely or stream content during their stay.

• Walking time: stating how long it takes to walk to transport links, attractions or cafés can quickly answer common location questions.

• Floor plans: including a floor plan can help guests understand the layout and how different rooms relate to the listing photos.

• Check-in type: making the check-in process clear can help guests understand what to expect before they book.

• Descriptive language: targeted descriptions such as "family-friendly country cottage" or "romantic hideaway" can be more informative than generic labels such as "three-bed house".

• Bed sizes: stating bed types and sizes can help guests decide whether the sleeping arrangements suit their needs.

• Standout photos: use clear, eye-catching images that show your property's strongest features. In scenic areas, photos of the surrounding location may also help sell the experience.

Professional photography may be worth considering if you struggle to produce good-quality images yourself.

Optimise your holiday let for online booking platforms

Booking platforms use different systems to decide how listings appear in search results. While the exact factors vary, several areas can help make your listing more appealing to both guests and platforms:

• Search filters: make sure important amenities such as parking, swimming pools, hot tubs or fireplaces are accurately listed so guests can find your property when using filters.

• Reviews: positive reviews can build trust and help make your listing more attractive. Respond professionally to feedback and use negative reviews as an opportunity to identify areas for improvement.

• Host status: some booking platforms offer host or partner programmes that recognise properties meeting certain standards. Where relevant, these may provide additional visibility or other benefits.

• Response time: responding promptly to guest enquiries can improve the booking experience and reduce the chance of potential guests looking elsewhere.

• Cancellation rate: avoid unnecessary host cancellations and keep your calendars up to date, particularly if you advertise on several platforms.

• Listing quality: use accurate descriptions, clear photos and straightforward check-in information.

• Competitiveness: compare similar properties in your area and adjust your pricing where appropriate for factors such as seasonality and local events.

• Booking rate: strong photos, clear descriptions and suitable pricing can all help turn listing views into bookings.

Keeping your listing accurate, useful and up to date can help it remain competitive and make it easier for guests to decide whether your property is right for them.

Which booking platform is the best?

There is no single booking platform that will be right for every holiday let owner. Different options can suit different properties, guests and levels of involvement.

Holiday let marketplaces

• Examples: Airbnb, Vrbo.

• What they are: marketplaces connecting guests with individual hosts and holiday let owners.

• Pros: access to large audiences and the ability to manage your own listing.

• Cons: competition can be high, so your property may need to work harder to stand out.

Online travel agents

• Examples: Booking.com, Expedia.

• What they are: large travel websites where guests can book accommodation alongside other travel services.

• Pros: broad reach and strong brand recognition.

• Cons: the experience may feel less focused on individual host-led stays than some specialist holiday rental platforms.

Holiday let agencies

• Examples: Sykes, Cottages.com.

• What they are: agencies that can advertise and manage holiday homes on behalf of owners.

• Pros: useful if you are short on time or would prefer professional help managing the property.

• Cons: agency fees can increase your costs and you may have less control over day-to-day management.

The right option will depend on your priorities. Some owners choose one platform, while others advertise across several channels to increase exposure.

Utilise local search engines

Some guests begin their search on Google rather than going directly to a booking platform. Having your own website can therefore give you another way to reach potential guests.

• Create your own website: a simple website can act as a marketing base you control and provide somewhere for potential or repeat guests to learn more about the property.

• Consider Google Vacation Rentals: eligible properties can appear in Google's holiday rental search results through supported booking platforms or connectivity partners.

• Do some keyword research: research the terms people use when searching for accommodation in your area and use these ideas to plan useful website content.

• Write useful, relevant content: create pages that genuinely help potential guests, such as local guides or information about attractions near your property.

• Organise your website: keep the site simple, clear and easy to navigate, particularly if guests can book directly.

• Optimise for reviews: reviews can provide additional reassurance for guests considering booking with you directly.

Search optimisation can become technical, but you do not need to do everything at once. A useful website with clear information about your property and location can be a sensible starting point.

How to use social media

Social media is another potential way to market your holiday let. It can help you showcase your property, communicate with potential guests and promote the surrounding area.

Rather than trying to be active everywhere, focus on the platforms most relevant to the guests you are trying to attract. Facebook and Instagram are two options commonly used for travel-related content, although the right choice will depend on your audience.

As a holiday let owner, social media can help you build awareness of your property and encourage potential guests to visit your listing or website.

Create a business page

A dedicated social media page gives you somewhere to share updates, photos, offers and useful information about your holiday let.

Keep your contact information and property details up to date, and provide a clear route for potential guests to find your booking page or website.

Join a group

Facebook and other platforms have groups covering travel, holiday lets and particular destinations.

When deciding which groups to join:

• Check the audience: some groups are aimed primarily at holiday let owners, while others are used by potential guests.

• Check the rules: some groups restrict or prohibit promotional posts, so make sure you understand what is allowed.

• Be helpful: contribute useful information rather than treating every interaction as an opportunity to advertise.

Even if you do not plan to post regularly, relevant groups can help you understand the questions and interests potential guests have.

Post regular and useful content

If you want to build an audience, aim to publish useful and varied content rather than talking only about your property.

• Set a content schedule: planning posts in advance can make it easier to stay consistent.

• Keep your content varied: combine photos, videos, local information and property updates.

• Get creative: show what makes your property or destination different rather than relying on generic promotional messages.

• Engage your audience: ask questions, share local events and encourage people to interact with your posts.

• Be responsive: reply to questions and messages promptly.

• Stay seasonal: highlight different aspects of your property and destination at relevant times of year.

• Share useful content from others: local attractions, restaurants and tourism organisations may have content your audience will find interesting.

Social media often involves trial and error. Pay attention to the posts that attract engagement or visits to your listing and use this information to refine your approach.

Selling your holiday let on social media

If your goal is to generate bookings, focus your promotional activity on areas that give potential guests a reason to take the next step.

• Promote reviews: share positive guest feedback alongside strong photos of your property.

• Use timely promotions: if you adjust pricing for seasonality or availability, you may also want to promote relevant offers through social media.

• Produce quality photos and videos: property tours, renovation updates and attractive images can give potential guests a better feel for the accommodation.

• Encourage user-generated content: where appropriate, encourage guests to share their own photos or experiences.

• Adapt to seasonality: highlight swimming pools and outdoor spaces in warmer months, and fireplaces or cosy interiors during winter.

Should you use paid ads?

Paid advertising through platforms such as Google or Meta can provide another way to reach potential guests. However, it may not be the right approach for every holiday let owner.

Pros of paid ads

• Greater reach: advertising can expose your property to audiences beyond your existing followers or organic search visibility.

• Quick visibility: paid campaigns can begin generating impressions and website visits soon after launch, although this does not guarantee bookings.

• Targeting options: advertising platforms can allow you to target audiences based on factors such as location or interests, subject to the options and rules available on the platform.

Cons of paid ads

• Cost: you will need to allocate a budget and may need to test different approaches before identifying what works.

• Time: effective advertising usually involves monitoring and refining campaigns rather than simply creating an advert and leaving it running.

• Expertise: paid advertising can become complicated, particularly if you want to optimise campaigns closely. Hiring professional help will also add to your costs.

If you are new to holiday let marketing, you may want to focus first on areas such as your listing, website and social media before investing heavily in paid advertising.

Encouraging repeat guests

Attracting new guests is important, but previous visitors can also become a valuable source of future bookings. Encouraging guests to return may reduce your reliance on finding new customers every time.

• Gain email subscribers: where appropriate, invite previous guests to subscribe for future offers and updates.

• Provide an incentive: you could offer returning guests a discount or another reason to book with you again.

• Partner with local businesses: restaurants, attractions or other nearby businesses may be willing to provide offers or perks that add value to a guest's stay.

• Use a multi-platform approach: keep your messaging consistent across your website, email and social channels.

• Focus on the guest experience: a positive stay is one of the strongest reasons for somebody to return. Get the basics right and consider thoughtful additions such as useful local information or a well-designed welcome pack.

Building relationships with previous guests can help create a direct audience for your holiday let over time.

The importance of insurance

Insurance is an important consideration when advertising and running a holiday let.

• Direct bookings: if guests can book directly through your website, having appropriate insurance in place can form part of the wider measures you take to protect your business.

• Platform protection: booking platforms may provide certain protections or processes for hosts, but these vary and should not automatically be treated as a replacement for a suitable insurance policy.

• Property features: additions such as swimming pools, hot tubs and fireplaces may introduce additional risks. Consider these when reviewing whether your insurance remains appropriate for your property.

You can also take practical steps to reduce risk through your listing. For example, set clear house rules, make sure occupancy limits are obvious and keep accurate records of guest bookings and communication.

Pikl is a specialist insurer for second homes. 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."