Stand Out or Miss Out: Crafting a Memorable Vacation Rental Brand to Drive Bookings with Carla Chicharro

Direct Booking Success Podcast

Does it sound familiar to struggle with standing out and driving direct bookings for your vacation rental properties? You might have been told to simply create a listing and wait for the bookings to pour in, only to find yourself lost in the sea of competition and struggling to attract guests. The frustration of not getting the results you hoped for while feeling like your property is getting lost in the crowd can be overwhelming. But what if there's a better way to make your property shine and secure those direct bookings?

Direct bookings really offer the ability to set your own rules, build your brand, potentially reduce a bit of commissions, but as well establish direct relationships and trust with your guests. - Carla Chicharro

In this episode, you will be able to:

• Build a standout brand for your vacation rental to attract more guests and increase bookings.
• Stand out from your competition by creating a memorable and unique brand for your property.
• Attract your ideal guests by understanding your target audience and crafting a brand that resonates with them.
• Discover the essential elements that make up a strong and captivating brand for your vacation rental.
• Harness the power of social media to effectively promote and elevate your vacation rental brand.

My special guest for this episode is Carla Chicharro.

Carla Chicharro, the head of marketing at Lodgify, brings over a decade of expertise in organic marketing, specializing in SEO, content marketing, and social media strategies. Her journey with Lodgify began seven years ago, where she played a fundamental role in shaping the company's inbound marketing approach, emphasizing the importance of SEO. Under her leadership, the marketing team has flourished, expanding to 25 members and catering to a global audience in multiple languages. Carla's profound understanding of the vacation rental landscape and the pivotal role of brand establishment in driving direct bookings offers property owners and managers invaluable insights to amplify their marketing efforts. Her wealth of experience and innovative approach make her a compelling voice in emphasizing the significance of crafting a distinctive brand for vacation rental properties.

Sign up for the Free Tech Series with Jenn Boyles and Carla Chicharro of Lodgify: https://directbookingsuccesssummit.com/direct-booking-tech-series/

Resources mentioned in the episode:

Real-life examples:

• https://theseventhrayhouse.com/ Kristen & Michael from The Seventh Ray House, have a very spiritual name and we see that in their pictures that have been taken at sunset or with lots of sun rays. Or their brand colors which are orange and yellow.
• https://www.instagram.com/trianglepalmssiargao Leslie and Alexie from Triangle Palms Siargao have worked with travel influencers and are getting direct bookings from their Instagram account
• https://www.yellowblock.com/ Gordon from Yellowblock BNB literally mentions in his property description that his property is “purposely designed for large groups” and that “it comfortably sleeps 25, perfect for family reunions, Broadway Show groups, sports teams and more”. Plus, the reviews on his website yellowblock.com are from guests who traveled in big groups.
• https://www.chaletshygge.com/ Kerri from Chalets Hygge focuses on experiencing Hygge or coziness at their rentals and their websites highlight all the different things they can do to disconnect from our fast-paced world and reconnect with yourself, your partner, your friends or your family.
• https://www.secretbeachbandb.com/ Deanna from Secret beach B&B Suites, they claim to be Canada's only 100% solar-powered B&B, so they make sure they have that on their homepage.
• https://www.thewoodsoceangrove.com.au/ Steph from The Woods Ocean Grove, nailed building a well-rounded brand. From the property photos to the colors that their website uses, The Woods Ocean Grove has perfectly encapsulated the idea of color uniformity. They play with different hues of greens and grays and have mastered their branding in doing so.

ChatGPT prompts:

• I'm in the process of starting a new company and am seeking a unique and memorable business name. The company operates in the short term rental industry. Our core values include [LIST CORE VALUES]. We aim to [COMPANY MISSION]. Can you suggest some creative business names that align with our brand's ethos and resonate with our target audience?
• I'm in the process of starting a new company and am seeking a unique and memorable business name. The company operates in the short term rental space and reflects this mission statement.
• Create a business name with a play on words using [Word]

Extra resources:

• https://academy.lodgify.com/
• https://www.lodgify.com/blog/branding-vacation-rentals/
• https://www.lodgify.com/blog/vacation-rental-marketing-plan/
• https://www.lodgify.com/blog/website-branding-checklist-vacation-rental/
• https://www.lodgify.com/guides/seo-tips/

Sign up with Lodgify’s special Offer: https://mydbs.live/lodgify

Use code DBS10 for 10% off their Professional and Ultimate yearly or biyearly plans

The key moments in this episode are:

00:00:08 - Importance of Establishing a Brand

00:03:28 - Starting Your Brand Journey

00:08:29 - Elements of a Strong Brand

00:12:21 - Bringing the Brand to Life

00:15:09 - Coherence in Brand Identity

00:15:57 - Importance of Branding for Business Success

00:17:00 - Website as the Hub of Your Business

00:18:14 - Content Creation and SEO

00:22:31 - Starting Out and Building a Brand Name

00:24:52 - Introduction to Lodgify and Its Benefits

00:31:17 - The Benefits of Direct Bookings

00:31:52 - Special Offer for Listeners

00:32:05 - Links and Resources

00:32:34 - Excitement for Future Events

Show notes are available at: https://directbookingsuccess.com/podcast/

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Join Jenn’s free group – the Marketing Hub Free Facebook Group: https://www.facebook.com/groups/marketinghubforholidayrentals