You’re a property manager, not a writer. But with travelers researching properties across dozens of listings before booking, your words carry weight. The difference between a scroll-past and a click-through often comes down to how well your copy captures what makes your property worth staying in.
If writing feels like a stretch, outsourcing to a professional content service is a reasonable option. But if you’re comfortable putting sentences together, you can likely handle this in-house. Nobody knows your properties better than you do, and that knowledge is your biggest advantage.
TL;DR
- Write in first person and address the reader directly as “you.”
- Match your tone to the property: rustic for cabins, elegant for luxury rentals.
- Show what makes your property special through vivid detail, not generic claims.
- Study top-performing listings in your market to learn what works.
- Inform rather than oversell. Pushy copy backfires.
Why copywriting matters for vacation rentals
Your listing description competes with hundreds of others. Photos get attention, but words close the booking. Strong copy answers questions before they’re asked, paints a picture of the stay, and builds enough trust that a stranger hands over their credit card.
Weak copy does the opposite. Vague descriptions, generic superlatives, and walls of text signal an amateur operation. Travelers move on.
The good news: effective vacation rental copywriting follows patterns you can learn. These six principles will sharpen your listings, website content, and guest communications.
1. Be personable
Write from a first-person perspective and refer to the reader as “you” when describing what awaits them. The most successful writing feels authentic, not corporate.
Speaking directly to readers and maintaining a genuine voice establishes connection before they book. Compare these two approaches:
- Generic: “Guests will enjoy a fully equipped kitchen.”
- Personable: “You’ll have everything you need to cook breakfast in your pajamas or prep a full dinner party.”
The second version puts the reader in the space. They can picture themselves there.
2. Match your tone to the property
Your voice should shift depending on what you’re describing. A beachfront cottage and a downtown luxury loft attract different travelers with different expectations.
For a rustic cabin: Use words like “adventure,” “escape,” “woodsmoke,” “starlit.” Set a tone that promises disconnection from daily routine.
For a luxury property: Lean into “elegant,” “curated,” “refined,” “indulgent.” Signal that every detail has been considered.
For a family-friendly rental: Emphasize “space,” “convenience,” “easy,” “everything you need.” Parents want to know logistics are handled.
You’re setting a scene with words, letting readers picture themselves in your property and like what they see enough to book.
3. Show, don’t tell
“Great location” means nothing. “Five-minute walk to the beach” means everything.
Telling readers your property is amazing doesn’t create a picture. You need to show them what makes it worth booking through specific, vivid detail.
| Copy element | Weak example | Strong example |
| Location | “Great location” | “Five-minute walk to the beach, two blocks from downtown restaurants” |
| View | “Amazing views” | “Wake up to the Blue Ridge Mountains filling your bedroom window” |
| Amenities | “Fully equipped kitchen” | “Cook breakfast in a chef’s kitchen with gas range and espresso machine” |
| Outdoor space | “Nice patio” | “The hot tub fits four and faces west, perfect for watching the sunset” |
| Atmosphere | “Cozy cabin” | “Wood-burning fireplace, wraparound porch, and no neighbors in sight” |
4. Lead with your selling points
Before writing, list your property’s most prominent advantages. What makes someone choose your rental over the one next door?
Possibilities include:
- Proximity to a specific attraction
- Unique design or decor
- A standout amenity (pool, hot tub, game room)
- Privacy or seclusion
- Walking distance to restaurants or nightlife
Once you’ve identified these, front-load them in your description. Travelers skim. Put your strongest material where they’ll actually see it.
5. Study what works in your market
Search top-performing listings in your area. Read how successful hosts describe their properties, structure their content, and appeal to travelers.
Notice patterns:
- How do they open their descriptions?
- What details do they emphasize?
- How long are their listings?
- What tone do they use?
You’re not copying. You’re learning what resonates with travelers in your specific market, then applying those lessons to your own properties.
For deeper guidance on positioning your listings effectively, Guesty’s resources on direct booking strategies cover how to differentiate your properties across channels.
6. Inform rather than oversell
Content that educates often converts better than content that pushes. Travelers recognize manipulation, and aggressive sales language triggers skepticism.
Keep your tone helpful and confident. Focus on making an impression, not closing a deal in every sentence. When readers finish your description feeling informed and intrigued, the booking follows naturally.
This applies beyond listings. Blog posts, email newsletters, and social content all benefit from the same principle: lead with value, let the sale happen as a consequence.
Building a direct booking website gives you space for longer-form content that establishes expertise and trust beyond what OTA listings allow.
FAQs
How long should my vacation rental listing description be?
Aim for 200–400 words for your main description — enough to cover key selling points and create atmosphere, short enough that travelers actually read it. Use formatting (paragraph breaks, bullet points for amenities) to improve scannability.
Should I hire a professional copywriter?
If writing feels like a significant burden or your listings consistently underperform despite good photos and pricing, professional help may be worth the investment. Otherwise, most hosts can write effective copy by following these principles and studying successful competitors.
How often should I update my listing copy?
Review quarterly at minimum. Update whenever you add amenities, refresh decor, or notice seasonal patterns in what travelers search for. Stale copy signals a neglected property.
What’s the biggest copywriting mistake vacation rental hosts make?
Leading with rules and restrictions. Travelers want to imagine their stay, not read a list of everything they can’t do. Save policies for a dedicated section and open with what makes your property worth booking.
How do I write copy for multiple properties without sounding repetitive?
Focus on what makes each property distinct. Even similar units have different views, layouts, or neighborhood vibes. Interview yourself: “Why would someone choose this specific property?” The answer becomes your angle.
Guesty’s talented marketing team is comprised of passionate professionals who share insightful industry knowledge and shape brand narratives. By bringing a diverse blend of expertise to the table, we are the visionary architects behind the Guesty brand and innovative campaigns that help people understand our product.
