So, you’ve got a fantastic holiday let—a cosy cottage, a stylish apartment, or a quirky converted barn. The photos are stunning, the calendar is up to date, and you’re all set to welcome guests. But are you ready to write a copy that truly shines and boosts your conversion rate?

Fear not! Crafting compelling copy is the secret ingredient to attracting guests and keeping those bookings rolling in. Ready to make your holiday rental irresistible? Let’s get started!

What is Copywriting?

Copywriting is the type of writing designed to convert; It’s the language of your promotional materials and the skill of effective communications that changes our prospects’ views and persuades them to take particular actions.

Vacation rental copywriting goes hand in hand with content writing to promote and sell a product or service. Content writing is the starting block in the marketing process. Copywriting accomplishes whatever content has already found and seals the deals. It is the copywriting that pushes prospective guests to hit the blessed ‘Book Now’ button.

Content writing begins to engage your target audience’s attention by producing content aimed at entertaining, educating, informing, inspiring and solving problems. At the same time, copywriting creates precise and more direct content to give your potential guests the final push towards your call to action. Let’s dive into some top tips to make your holiday let listings sparkle:

1. The Headline: Hook ‘Em In

Think of your headline as the shop window – it needs to grab attention and make passers-by stop and take a closer look. A specific and engaging headline can make all the difference. So instead of something generic like “Lovely Cottage,” opt for a more descriptive and enticing option such as “Cosy Cotswold Cottage with Log Fire & Garden.” 

Highlighting unique features will set your property apart – consider phrases like “Dog-Friendly Beach Hut with Stunning Sea Views” or “Romantic Italian Villa with Private Pool.” Incorporating relevant keywords like “family-friendly,” “pet-friendly,” “city centre,” or “near beach” not only enhances appeal but also makes it easier for guests to find your listing during their search.

2. Paint a Picture with Words

Forget dry descriptions! Use vivid language to transport potential guests to your property. Dry descriptions won’t do – engage the senses with imagery like, “The aroma of freshly baked bread fills the air as you wake up to the gentle sound of birdsong.” 

Focus on crafting a narrative that highlights the unique moments your guests can enjoy: “Imagine yourself lounging on the sunny terrace, sipping a glass of wine as you take in the breathtaking views.” Incorporate evocative adjectives such as “charming,” “rustic,” “luxurious,” “spacious,” “cosy,” or “stylish” to create a vivid mental picture that resonates with your audience and makes your property unforgettable.

3. Highlight Unique Selling Points (USPs)

What makes your vacation rental stand out from the crowd?

• Do you have a private garden?
• Is it within walking distance of the beach?
• Do you offer complimentary extras like bikes or a welcome hamper?
• Do you have a unique history or architectural features?

Showcase these USPs to entice potential guests.

4. Be Honest and Transparent

While showcasing your property in its best light is important, trust is essential in vacation rental copywriting. If there are potential drawbacks, such as being located on a busy road or having steep stairs, mention them upfront. Be clear about any restrictions like “No pets allowed” or “No smoking permitted.” Transparency extends to setting expectations about check-in and check-out processes, cleaning policies, and local regulations, ensuring guests know exactly what to expect.

5. Keep It Concise and Easy to Read

Your potential guests are likely scanning through multiple listings, so keep your description brief and straightforward. Use short paragraphs that are easy to skim, avoiding jargon or overly complex language. Proofread your text carefully to ensure it’s free of typos and grammatical errors, keeping your listing polished and professional.

6. Optimise for Search Engines

SEO is a game-changer in vacation rental copywriting. To make your property easy to find, use relevant keywords throughout your description. Incorporate terms guests might search for, like “family-friendly holiday home” or “seaside cottage near Brighton.” Add local phrases or landmarks for extra relevance. Writing a compelling, keyword-rich property description can enhance visibility and attract more bookings.

7. Show, Don’t Tell

Let your words paint a vivid picture of your property. Instead of simply stating, “The kitchen is well-equipped,” describe its features: “The kitchen boasts a modern oven, a dishwasher, a Nespresso machine, and a generous supply of herbs and spices.” This approach allows guests to imagine themselves enjoying these amenities.

8. Add a Personal Touch

Let your personality shine through in your copy. Share a bit about yourself and what makes hosting special to you. Offer insider tips about the local area, from the best restaurants to hidden attractions. A friendly, inviting tone will help potential guests feel welcome and excited about their stay.

9. Use High-Quality Photos

Photos are your property’s first impression, so invest in professional-quality images. Showcase all key areas, from bedrooms and bathrooms to living spaces and outdoor areas. Capture the atmosphere by including shots at different times of day to highlight the lighting and ambience.

10. Regularly Review and Update Your Copy

The world of holiday lets is constantly evolving. The holiday rental market is always changing, and so should your listing. Regularly check your copy for outdated details or broken links. Update your description to reflect new features or amenities, and incorporate guest feedback to refine and improve your listing over time.

Concluding Remarks

Great vacation rental copywriting helps your property stand out and win more bookings. Catch attention with engaging headlines, describe the experience with vivid details, and highlight what makes your place special. Be honest, keep it simple, and use keywords to help guests find you. Add a personal touch and include beautiful photos to show off your space. Regularly updating your listing keeps it fresh and appealing, making it easier to attract the right guests.