Boutique AirBnB Brilliance: Top Marketing Tips for Small Properties in 2024

Running a boutique AirBnB property can be both rewarding and challenging. With travelers increasingly seeking unique, personalized experiences, small AirBnB hosts are in a prime position to capture bookings. But in 2024, with growing competition and changing guest expectations, the marketing strategies that worked a few years ago might not cut it anymore.

As a marketing agency owner who specializes in hospitality, I’ve seen firsthand what works for boutique properties—and what doesn’t. If you’re looking to stand out, attract the right guests, and maximize your booking potential, this post will break down the best marketing practices for small AirBnB properties in 2024.

Tell a Unique Story with Your Listing

Gone are the days when simply listing your property with a few nice photos was enough. In 2024, travelers want more than just a place to stay—they’re looking for an experience. Whether your property is a cozy cabin in the woods, a beachside bungalow, or a chic city loft, craft a compelling story that appeals to your target audience.

What Works in 2024:

Highlight your property’s unique features and the experience it offers. Is your property perfect for couples seeking a romantic getaway, or for solo travelers looking for a tranquil escape? Make sure your description speaks directly to the type of guest you want to attract.

Use engaging language in your listing, emphasizing the sensory experience—whether it’s “waking up to ocean views,” “unwinding in the outdoor hot tub,” or “sipping coffee in a sun-drenched reading nook.”

Include a local touch. Mention nearby attractions, hidden gems, and recommendations that add to the experience. Travelers often choose boutique properties to feel like locals, so leverage this in your storytelling.

Invest in High-Quality Visuals

A picture is worth a thousand bookings. In the world of boutique AirBnB marketing, stunning visuals can make or break your listing. High-quality photos help tell the story of your space and give potential guests an idea of what their stay will feel like.

What Works in 2024:

Hire a professional photographer to capture your space in its best light. Focus on bright, clear images that highlight both the inside and outside of your property. Make sure to feature key areas like the bedroom, living space, kitchen, bathroom, and any outdoor spaces.

Use video or virtual tours to give potential guests a complete sense of your space. In 2024, many travelers are making decisions based on short video content—so create a virtual walk-through that shows off your property’s charm.

Don’t forget seasonal updates. For example, if your space is perfect for winter retreats, show cozy, candlelit evenings by the fireplace. If it’s a summer getaway, showcase outdoor patios or beach proximity. Seasonal imagery helps travelers envision their perfect stay year-round.

Optimize for SEO on AirBnB and Google

Search Engine Optimization (SEO) isn’t just for websites—it’s key to making your AirBnB listing more discoverable. Potential guests are often searching with specific terms like “romantic getaway in San Diego” or “pet-friendly AirBnB near Joshua Springs.” By optimizing your listing and website (if you have one), you can increase your chances of being found in these searches.

What Works in 2024:

Optimize your AirBnB listing title with keywords that travelers are searching for. Instead of “Cozy Cabin,” try “Romantic Cozy Cabin with Hot Tub | 5 Minutes from Hiking Trails.”

Use relevant keywords in your listing description, such as “family-friendly,” “pet-friendly,” or “luxury retreat.” These keywords help your listing appear in searches when guests filter for specific amenities.

Create a Google My Business profile for your property (if possible) to show up in local searches. This helps when travelers search for accommodation in your area and want to see what’s available outside traditional hotel options.

Leverage Social Media to Build a Brand

Your boutique AirBnB isn’t just a place to stay—it’s a brand. Social media, particularly Instagram and TikTok, can play a significant role in marketing your property and attracting the right guests. These platforms are visual and experience-driven, making them perfect for showcasing your property’s unique charm.

What Works in 2024:

Create an Instagram profile dedicated to your AirBnB. Use it to share beautiful photos, behind-the-scenes stories, and tips about your property and surrounding area. Engage with potential guests by using location-based hashtags like #AirBnB[Location] or #BoutiqueStay.

Share guest testimonials and user-generated content. Encourage guests to post about their experience and tag your property. This adds social proof and builds trust with potential guests.

Collaborate with travel influencers or micro-influencers who can visit your property and share their experience with their audience. Influencers with smaller, niche followings (such as sustainable travel influencers or family travel bloggers) can help you tap into specific audiences more authentically.

Offer a Personalized Guest Experience

Boutique AirBnB properties have a competitive advantage over larger hotels by offering personalized touches. These small details can make your property more memorable and lead to glowing reviews that attract future bookings.

What Works in 2024:

Provide thoughtful amenities that go beyond the basics. Whether it’s offering a welcome basket with local treats, providing luxury linens and bath products, or creating a personalized guidebook with your favorite local recommendations, these small touches create a lasting impression.

Automate communication without losing the personal touch. Use tools like AirBnB’s messaging automation to send personalized welcome messages, check-in instructions, and local recommendations. Guests will appreciate clear, friendly communication without feeling like they’re dealing with a robot.

Tailor your offerings to your target audience. If you’re marketing to families, consider offering baby-friendly amenities like high chairs or cribs. If you’re targeting couples, curate romantic packages like wine and chocolates or offer add-ons like a private chef for a special night.

Incentivize Reviews and Referrals

Positive reviews are essential for boosting your ranking on AirBnB and attracting new guests. In 2024, potential guests heavily rely on reviews to inform their booking decisions. Encouraging reviews and setting up a referral program can help you increase visibility and credibility.

What Works in 2024:

Follow up with guests after their stay and politely ask them to leave a review. You can offer a small incentive, such as a discount on their next booking, in exchange for feedback.

Respond to reviews, both positive and negative, in a professional and friendly manner. This shows that you’re attentive and care about guest satisfaction, which can influence future bookings.

Create a referral program where past guests can earn discounts or rewards by referring new guests to your property. This not only increases bookings but also builds a loyal customer base.

Marketing Your Boutique AirBnB in 2024

Marketing a small or boutique AirBnB property requires creativity, consistency, and a personalized touch. By optimizing your listing for SEO, leveraging social media to build a brand, and creating unforgettable guest experiences, you can stand out in a crowded market and keep your calendar booked year-round.

And if you’re feeling overwhelmed, don’t worry—Golden Hour Co. Digital Agency specializes in helping boutique AirBnB properties build successful marketing strategies. From optimizing your online presence to crafting tailored social media campaigns, we’re here to help you attract more bookings and grow your business.

\Let’s create a custom marketing plan that brings your AirBnB property to life—email danielle@goldenhourcodigital.com to get in touch.