Recent years have seen a boom in demand for luxury vacation rentals.
More and more travelers opt for vacation rentals over hotels, and high-net-worth guests are looking for outstanding stays in one-of-a-kind properties where every aspect of the experience is tailored to suit their desires.
Property managers face a challenge when marketing luxury rentals – you must convey your property’s excellence and avoid overselling, which can cheapen your brand.
In this article, we’ll share our top tips for building a successful marketing strategy for your luxury vacation rental property in 2025.
What defines a vacation rental property as luxury?
Everyone has a different definition of luxury, however, in the vacation rental industry, three key components define a luxury property.
- Exclusivity — At the heart of luxury lies exclusivity. Luxury properties offer a one-of-a-kind experience that makes every guest feel truly exceptional during their stay.
- Personalization — Luxury isn’t a one-size-fits-all concept. It thrives on personalization, recognizing that each guest has a unique vision of opulence. Crafting an experience tailored to individual preferences is the hallmark of a luxury property.
- Storytelling — Luxury properties tell a story. They invite guests into their world, allowing visitors to immerse themselves in an enhanced lifestyle. This storytelling aspect elevates a luxury property beyond the ordinary and creates a lasting impression on guests.
To attract high-value bookings, it’s crucial to convey how your property meets these criteria.
Our guide breaks down how you can optimize your marketing to increase your bookings and conversions without compromising your brand.
Don’t see the form to download the Luxury Collection Guide? Click here
How to market luxury properties
Here are our tips for luxury marketing in 2025:
Select your channels wisely
Most property managers benefit from listing their properties on as many OTAs as possible. However, this isn’t the case in the luxury market. Instead, luxury property managers should carefully choose a smaller selection of niche websites catering to the luxury market.
Over-exposing your properties can reduce their exclusivity in the eyes of discerning guests. Also, many major channels are geared towards instant booking and don’t give you the opportunity to thoroughly get to know your guests before confirming a booking.
Luxury specialist channels, such as The Plum Guide, Quintess Collection, Homes & Villas by Marriott International, Smiling House, etc, will attract more of your ideal guests who understand the value of your property. With these channels, you’ll have the potential for more lucrative bookings where you can upsell various services.
However, it’s important to mention that major channels like Vrbo, Airbnb and Booking.com now offer a “Request to Book” feature to attract more of the luxury segment, and according to Siretti’s “Luxury of data” report, published January 2025, the highest value luxury bookings made in 2023 were through these channels.
Listing on a channel like Airbnb may be a good option if low occupancy is a concern, but property managers should be aware that listing on major channels might reduce your exclusivity.
In addition to a careful selection of OTAs, investing in a branded website for your portfolio with an integrated direct-booking engine is a great idea.
A property with its own web page signals luxury and significance, and you’ll also reduce reliance on third-party commissions. You can use your website to offer loyalty perks and room upgrades, as well as driving traffic towards your other luxury properties.
Providing things like early-access to high-demand dates makes your guest network feel valued and encourages repeat bookings.
Provide tailored experiences
Luxury goes beyond your property and encompasses the entire experience. Every stay should be unique and fully personalized for each group of guests. Providing tailored services makes your guests feel valued, and this is really important for their overall satisfaction, which leads to positive reviews, personal recommendations, and ultimately more conversions.
A tailored experience might include:
- Arranging in-property services — Private chefs, babysitters, and laundry services could all be offered to guests who require them.
- Booking authentic local experiences — Offer a range of bespoke local experiences according to your guests’ interests, for example – wine tasting, culinary tasting sessions, exclusive private tours, yacht hire, etc
- Accommodating special requests — Be prepared to accommodate any unusual special requests. For example, a guest may request vegan, eco-friendly toiletry products or want to bring pets with them.
It’s important to make it clear in your listing and website that you offer bespoke concierge services and that you can accommodate special requests.
In addition to elevating the experience, upsells can be a great way to earn commission and massively increase your earnings from each booking.
Create an aspirational brand
As a property manager, you may have noticed that in the high-end vacation rental market, luxury itself is not always enough to attract bookings. It’s difficult to impress seasoned travelers who’ve seen the best of global travel, and these days wealthy clients are looking for new and unique experiences that make their trip memorable.
In addition to providing luxury, your brand must embody aspirational values of exclusivity, high standards, and storytelling. Your brand’s narrative could be tied to local culture, history, or simply excellence in design and taste.
Tell a story. Make it compelling. If the story is good enough, it will often be the first thing that your guests will talk about when asked about their stay.
There are many options to take with this. When traveling to a different country or region, many guests want to feel like they are experiencing a little piece of something authentic, so narratives including local history and culture are consistently successful–especially if they relate to local attractions that your guests can visit.
You might be able to incorporate regional food and drink into your storytelling, enabling you to pair the booking with restaurant recommendations, wine tasting, and traditional craft or food experiences that can earn you additional revenue.
Brands that define themselves by their eco-credentials are often successful in attracting conscientious high-net-worth clients, so look into options to promote carbon-neutral operations, environmental conservation efforts, or regenerative practices.
A picture paints a thousand words; so to convey this in your marketing, you need top-notch photography.
This can include 360° videos, virtual home tours, and key images of views, local surroundings, and attractions. Take the time to design a website that truly represents your brand and demonstrates your impeccable standards throughout the entire experience and presentation of the home.
Effective Pricing Strategy
While most property managers must remain fiercely competitive with pricing to keep up with competitors, in the luxury space, you can afford to maintain high prices to reflect the quality of your home and experience, and most of the time, you can trust that guests will pay what your home is worth.
With a data tool like Elevate, you can evaluate your rates compared to competitors if you need reassurance that your pricing is accurate.
In the luxury market, exclusivity is key, and over-availability may be looked upon with suspicion. Discounted rates can undermine the notion of luxury you’re offering, and may even imply a lack of interest in your property, so instead create premium packages bundling villa rental with tailored experiences (private guided tours, on-site spa treatments, chauffeur services), enhancing perceived value and driving higher average nightly revenue.
Remember, wealthy people often have busy lives, meaning that they have plenty of money but typically less time to spare. Travelers in the luxury niche will be more willing to pay extra for services that make their trip more convenient, and to have their needs accommodated, especially if this maximizes their time.
Influencer Collaborations
Creating influencer campaigns can be an alternative way to market luxury properties, and quickly reach a very large audience. Social media platforms like Instagram and TikTok are ideal for showcasing the luxury lifestyle and creating aspirational content to reach target customers.
If you are considering working with influencers, it’s important to do your research. Choose partners who are compatible with your brand and create content in the luxury travel space.
Think about your influencer strategy. Use a combination of macro-influencers for wide reaching content, and micro-influencers (10k–100k followers) in more niche sectors such as wellness, adventure, or design, to tap into engaged communities and drive high-quality leads.
Keep up with trends
Luxury travel stays fairly stable but is still evolving. To stay competitive, luxury property managers should adapt to guest demands for more personalized and immersive experiences. Key trends include:
- Sustainability: Eco-friendly design, renewable energy, and locally sourced products are in demand.
- Smart tech: Features like contactless check-in and smart controls enhance convenience.
- Experiences: Guests now value unique activities and exclusive experiences over just comfort.
- Wellness: Spa-like amenities and fitness options are increasingly important.
- Remote work: High-speed internet and ergonomic workspaces attract working travelers.
- Privacy: Secluded, secure, and off-grid options appeal to high-end guests.
Incorporating elements of these trends into your luxury rental experience can make you stand out from the competition and offer more exclusive experiences for your guests.
Successful luxury vacation rental market starts with your channel selection
Kickstart your luxury marketing strategy by choosing the right channels, and ensure your property is seen by the right audience.
We’ve put together a handy guide to all the channels you need to know, to get more conversions in the luxury rental landscape.
You can list your properties on all these channels through your Rentals United channel manager.
All the information you need is right here: download our free luxury channels guide.
Want more tips on marketing your luxury property?
Don’t see the form to download the Luxury Collection Guide? Click here