How to Market Your STR to International Guests
Attracting international guests to your short-term rental (STR) can open up a whole new market, diversify your guest base, and increase your occupancy rates. With the right strategies, you can make your property appealing and accessible to travelers from around the world. This article explores practical tips for marketing, communication, and enhancing your STR to cater to international guests.
Why Target International Guests?
1. Expands Your Market
International travelers bring in bookings during local off-seasons or slower periods.
2. Increases Revenue Potential
Many international guests are willing to pay premium rates for well-located and comfortable accommodations.
3. Enhances Cultural Exchange
Hosting international guests can create unique and enriching experiences for both parties.
4. Builds Your Reputation Globally
Positive reviews from international travelers can boost your property’s credibility and visibility.
How to Make Your STR International-Guest Friendly
1. Optimize Your Listing for Global Audiences
Tailor your property description to appeal to international travelers.
How to Optimize:
Include multiple languages: Use tools like Google Translate to offer key information in common languages like Spanish, French, or Mandarin.
Highlight international travel conveniences: Proximity to airports, public transportation, and major attractions.
Use universal terms: Replace local slang with globally understood language.
Pro Tip:
Mention nearby amenities like currency exchange services, international restaurants, or global embassies.
2. Provide Multilingual Support
Communication is crucial for international guests who may not speak your language fluently.
How to Offer Multilingual Support:
Use translation apps like Google Translate or iTranslate to bridge language gaps.
Offer templated messages in multiple languages for booking confirmations and check-in instructions.
Include a multilingual welcome guide with essential property information and local recommendations.
Pro Tip:
Hire a co-host or virtual assistant fluent in other languages to assist with guest communication.
3. Highlight Local Accessibility
International travelers value convenience and ease of navigation.
What to Include in Your Listing:
Detailed directions from the airport or train station to your property.
Information on local public transportation options and schedules.
Tips on using ride-share apps or renting cars in the area.
Pro Tip:
Provide a digital map with nearby landmarks and essential services, such as hospitals and pharmacies.
4. Offer Universal Amenities
Certain amenities cater specifically to the needs of international guests.
Must-Have Amenities:
Universal power adapters and chargers.
High-speed Wi-Fi with instructions on connecting international devices.
Local SIM cards or hotspot rentals for internet access.
Basic pantry items, like coffee, tea, and bottled water.
Pro Tip:
Include labels or instructions in multiple languages for appliances and equipment.
Marketing Your STR to International Guests
1. Use International Booking Platforms
Expand your reach by listing your property on platforms that cater to global travelers.
Popular Platforms:
Airbnb (offers country-specific pages).
Booking.com (widely used by European travelers).
Agoda (popular among Asian travelers).
Pro Tip:
Use platform-specific features, such as Booking.com’s “Travel Sustainable” badge, to appeal to environmentally conscious travelers.
2. Leverage Social Media
Social media is a powerful tool for reaching international audiences.
Social Media Strategies:
Use hashtags like #InternationalTravel or #[CityName]Stay to increase visibility.
Post content in multiple languages, especially if targeting specific regions.
Collaborate with travel influencers who have global audiences.
Pro Tip:
Highlight cultural attractions near your property, such as museums or festivals, in your posts.
3. Offer Seasonal Promotions
Attract international guests during their peak travel times.
Examples:
Summer discounts for European travelers on vacation.
Lunar New Year packages for Asian tourists.
Holiday specials for guests from regions celebrating Christmas or New Year’s.
Pro Tip:
Research peak travel seasons for your target markets and plan promotions accordingly.
4. Use Paid Advertising
Target international travelers with location-based ads.
Advertising Platforms:
Google Ads: Use geo-targeted campaigns with keywords like “vacation rental in [City] for [Country].”
Facebook Ads: Target users in specific countries interested in travel to your area.
Pro Tip:
Include translations in your ad copy to resonate with non-English-speaking audiences.
Enhancing the Guest Experience for International Visitors
1. Provide a Local Welcome Guide
Help international guests navigate your area with ease.
What to Include:
Currency exchange locations and ATMs.
Tips for using public transportation or understanding local customs.
Emergency contact numbers, such as local police or healthcare services.
Pro Tip:
Include a list of cultural etiquette tips to help guests feel more comfortable.
2. Offer Cultural Touches
Add small details that reflect the local culture or cater to international preferences.
Examples:
A welcome basket with regional snacks or small souvenirs.
Information about local festivals, traditions, or cuisine.
Recommendations for nearby cultural experiences, such as walking tours or performances.
Pro Tip:
Include holiday decorations or themed touches if guests are visiting during major celebrations like Christmas or Diwali.
3. Simplify Payment Options
Make transactions seamless for international guests.
Payment Tips:
Accept multiple payment methods, including PayPal or international credit cards.
Use booking platforms that handle currency conversions automatically.
Pro Tip:
Clearly display prices in multiple currencies on your direct booking website.
4. Be Flexible with Check-In and Check-Out Times
Cater to guests traveling across time zones by offering flexible schedules.
How to Implement:
Allow early check-in or late check-out when possible.
Provide luggage storage options for guests with irregular flight times.
Pro Tip:
Use automation tools to send reminders and instructions adjusted to the guest’s time zone.
Case Studies: Attracting International Guests
1. Urban Loft in Toronto, Canada
Strategy: Offered multilingual support and a welcome guide with local tips in French, Spanish, and Mandarin.
Result: Increased bookings from European and Asian travelers by 35%.
2. Beachfront Villa in Bali, Indonesia
Strategy: Partnered with a local tour company to offer packages including guided cultural experiences.
Result: Attracted a mix of international families and adventure-seekers, leading to higher occupancy rates.
3. City Apartment in Paris, France
Strategy: Used geo-targeted Google Ads to promote last-minute availability to UK and German travelers.
Result: Filled off-season gaps and achieved 90% occupancy.
Common Mistakes to Avoid
Ignoring Cultural Differences
Overlooking international preferences can lead to dissatisfaction.
Solution: Research your target markets to understand their needs and expectations.
Providing Limited Payment Options
Restricting payment methods can deter international bookings.
Solution: Offer flexible, secure payment options with automatic currency conversion.
Neglecting Language Barriers
Failing to address language differences creates communication challenges.
Solution: Use translation tools and multilingual templates to facilitate communication.
Conclusion
Attracting international guests to your short-term rental requires thoughtful planning, effective marketing, and a commitment to meeting diverse needs. By optimizing your listing, offering multilingual support, and enhancing the guest experience, you can tap into the global travel market and boost your STR’s profitability. Embracing cultural diversity will not only expand your business but also create rewarding hosting experiences.
