Marketing and Managing Vacation Rental Listings That Convert

By Emily Shone, Marketing Coordinator, Property Valet

Working as a Marketing Coordinator at Property Valet has completely reshaped my understanding of short-term rental marketing and the hospitality industry. Like many guests, I used to book Airbnbs thinking I knew what made a listing stand out—beautiful photos, a catchy description, and a prime location. I came into this role with no prior experience in tourism, diving headfirst into the world of short-term accommodations. What I quickly realized was just how much work happens behind the scenes to make a listing truly perform.

Short-Term Rental Marketing Is More Than a Pretty Listing

One of my biggest takeaways has been learning just how much strategy and coordination goes into keeping a property competitive on booking platforms like Airbnb and Vrbo. A successful short-term rental listing isn’t static, it’s constantly evolving.

At Property Valet, we’re regularly:

• Updating and refreshing listing photos

• Reordering images to align with booking behavior

• Making seasonal adjustments to descriptions and amenities

• Ensuring content stays accurate, relevant, and conversion-focused

Even small details, like which photo appears first or how amenities are featured, can have a significant impact on search rankings and booking performance.

Compelling Descriptions Matter

The formula for a strong short-term rental listing description isn’t always obvious. Each OTA presents content differently, shaping how guests actually consume it. Platforms like Airbnb allow for longer, more real-estate–style descriptions, while more hotel-focused channels like Expedia prioritize brevity and scannability.

When we onboard a new property and are learning all of its unique features, it’s tempting to describe every amenity in detail in an effort to convince guests that this is the best place to stay. What I’ve learned over time, however, is that most guests don’t read listing descriptions thoroughly before booking.

What was once considered a “high-consideration” purchase, typically done on a computer, has evolved into a fast, mobile-first transaction. With the rise of booking apps and short-form content platforms like TikTok, attention spans are shorter than ever. Many guests now search using filters and make decisions based on what immediately catches their eye: photos, key amenities, bed configuration, and price.

Very few guests are reading long-form descriptions or fully familiarizing themselves with a space before clicking “Book.” To adapt to this behaviour, I’ve found that short, clear, and focused descriptions highlighting only the most important amenities are often the most effective.

At the end of the day, guests are far more concerned with whether a property has a private hot tub, sauna, or ideal sleeping setup than with poetic details about floor-to-ceiling windows or architectural finishes. Successful short-term rental marketing requires seeing the listing through the eyes of an eager guest—one who values clarity, not granular detail.

Seasonal Updates: Keeping things Relevant

One of the most impactful strategies I’ve learned as a Marketing Coordinator is the importance of seasonal updates. Guests want to know exactly what a property will look like during their stay, whether it’s a sun-soaked summer weekend or a snowy winter getaway. Updating photos and amenities to reflect the season not only keeps listings visually appealing but also builds trust with potential guests that the photos they see are true to the property. A property that feels current and accurately represented is more likely to convert views into bookings, and seasonal updates ensure we stay relevant in a competitive short-term rental market.

The Importance of Maintenance and Coordination

Another eye-opening part of my role has been understanding how closely marketing and operations are connected. Strong marketing doesn’t work without well-maintained properties and clear, consistent communication across our teams in all regions—including our local teams in Revelstoke and Mont-Tremblant. Our marketing team works closely with on-the-ground operations, housekeeping, maintenance, and guest services staff, because every team member plays a role in marketing.

At Property Valet, if our guest services team sees something, they say something, whether it’s an updated amenity, an outdated photo, or a detail that could be better communicated to future guests. This proactive, guest-first approach ensures our listings remain accurate and trustworthy. Everything from housekeeping updates to maintenance coordination directly impacts the guest experience and, ultimately, reviews. When every department and region is aligned, marketing becomes more authentic, responsive, and effective.

Managing Guest Reviews

Positive reviews don’t just happen—they’re earned. They’re the result of several key factors working together:

• Consistent property upkeep

• Clear and proactive guest communication

• Accurate listing expectations

• Thoughtful hospitality planning
  
  

Marketing supports all of this by setting the right expectations before a guest ever clicks “Book.” In short-term rental management, success is found in the details.

With many larger-scale rental managers, feedback around minor improvements isn’t always prioritized or acted on quickly. At Property Valet, we take a more hands-on approach. Our team meets weekly to thoroughly review every piece of guest feedback we receive, and we personally respond to each review.

It’s important not only to attract guests pre-booking, but to establish a genuine connection during and after their stay. We place significant value on every review, using this feedback as a real-time performance indicator to continuously improve our processes, refine our property listings, and elevate the overall guest experience.

A New Perspective on Hospitality

Choosing to work with Property Valet means more than just listing your property—it means gaining a hands-on, local marketing team dedicated to maximizing your bookings and enhancing guest experience.

Our team brings a dual perspective: we understand the niche optimization strategies required to perform across different booking channels, and we also have a local, on-the-ground understanding of why guests are traveling to your area. This combination allows us to craft listings that are not only search-optimized but also tailored to what travellers truly value, ensuring your property stands out and consistently converts browsers into bookings.

With Property Valet, you’re not just getting a service, you’re gaining a dedicated marketing partner invested in both your property’s success and the experience of every guest who stays.