How to make your Airbnb SUPER unique?
Investor · San Jose CA · Member since 2018 · 114 posts · 73 votes
How to make your Airbnb SUPER unique?
Most Popular Reply
Cambridge, MA · Member since 2015 · 651 posts · 736 votes
4yI just spent 6 weeks traveling and staying in Airbnbs, some of which could be described as insanely unique experiences. And you are right that their appeal from the get-go was their uniqueness. I came back home determined to improve my 4.89 rating to better compete with my neighbors who have a 4.96 rating and I'm well on my way to that goal. Since mid April my ratings have gone from 4.89 to 4.91.
Here are my take-aways from all of this. I don't think you can create the kind of uniqueness that attracts guests without being in a unique environment. For most locales, I think it makes more sense to concentrate on what you think guests most need. That often can be a great shower, great bed and a washing machine and dryer. If you are aiming for guests who stay a week or longer, a well equipped kitchen is a must.
I'm in a totally non-unique environment. But another thing I noticed about one of the 5 star Airbnbs where we stayed was that they had a knock down gorgeous fresh flower arrangement that it took me two days to even notice! They also offered us, upon arrival, fresh baked croissant from a local coffee shop. Not only was the croissant much appreciated but knowing where to get more was even more appreciated. I came home and switched my treats from being fresh flowers from the super market and reasonably expensive store bought chocolates to being freshly roasted coffee beans from a local coffee shop down the street and homemade ice cream from a local award winning ice cream shop up the street or freshly baked croissant from the French bakery around the corner. All of these items are now often mentioned in reviews. The fresh flowers and chocolates were never mentioned once in the 5 years I was leaving them out for guests.
The other thing I started doing with phenomenal results was a suggestion I got from a Bigger Pockets participant. One or two days into a guest's stay, I send off a message "Hey [guest first name], It's Bill & Carolyn. How's your stay? Do you need anything? Don't hesitate to reach out if there is anything you need." It is stunning how successful this message is.
If you still want to create something unique, focus on what you'd find both unique and appealing. If your heart's desire is a crazy hot tub, go for it, but not because it is crazy unique but because it will attract guests who enjoy the same kinds of things you enjoy.
45 Replies
- Investor · San Jose CA · Member since 2018 · 114 posts · 73 votes4y
I honestly believe that for STRs, the value lies in the EXPERIENCE you can provide. That's why I bought a home in JT with a big lot and developed the backyard area as much as possible. Besides the normal stuff that you see in some Airbnbs (hot tub, pool, giant jenga games, etc). I want to hear about ideas that aren't seen in 99.999% of listings!
- Member since 2022 · 64 posts · 32 votes4y
I have found that people appreciate the small things-kids toys, games, baby gear, a local bottle of wine at the welcome.
Linking unique experiences you can offer them access to-a private wine tour, star gazing with a local guide, etc also gives an edge
- Real Estate Broker · Cody, WY · Member since 2010 · 28k+ posts · 41k+ votes4y
Creating a unique experience may help a little, but I think it's more important to just provide a safe, clean, quality environment. Nice artwork and decor, comfortable furniture, a 6qt crock pot, etc. People are looking for a home away from home.
The DIY Landlord Book4.7247 Reviews - Investor · Fort Lauderdale, FL · Member since 2019 · 2 posts · 2 votes4y
Get one of these guys:
To be fair, I have never used on... Could be a lawsuit waiting to happen :) - 4yJohn UnderwoodPro MemberInvestor · Greer, SC · Member since 2014 · 13k+ posts · 17k+ votes
I agree with everyone else, you don't need something crazy unique to be crazy sucessful.
The right property at the right location will kill it.
- Member since 2021 · 1 post · 5 votes4y
I manage 28 airbnb properties in Rio de Janeiro Brazil, i can attest that experiences do add value.
As an example, we were able , through renovation, to turn a low earning property (with good view) into a romantic experience for couples and we were able to raise the price from 100U$/day to 300 U$ whilst maintaining over 75% occupancy rates. If you are in a market that already has high demand, offering an unique experience surely helps a lot. - 4yShiloh LundahlPro MemberRental Property Investor · Gilbert, AZ · Member since 2016 · 3k+ posts · 4k+ votes
@Michael Hyun We wanted to make our Costa Rican Family and Corporate Mountain Retreat a unique stay so we bought a property with amazing views and then added these features:
- Art on the walls by local photographers of beautiful places to visit in Costa Rica
- Pick up and drop off at the airport plus vehicles for rent onsite
- Authentic Costa Rican meals cooked by our grounds keepers
- An exercise room with weights, a treadmill, and an exercise bike
- and tour guides that can take our guests on excursions.
- Cambridge, MA · Member since 2015 · 651 posts · 736 votes4y
I just spent 6 weeks traveling and staying in Airbnbs, some of which could be described as insanely unique experiences. And you are right that their appeal from the get-go was their uniqueness. I came back home determined to improve my 4.89 rating to better compete with my neighbors who have a 4.96 rating and I'm well on my way to that goal. Since mid April my ratings have gone from 4.89 to 4.91.
Here are my take-aways from all of this. I don't think you can create the kind of uniqueness that attracts guests without being in a unique environment. For most locales, I think it makes more sense to concentrate on what you think guests most need. That often can be a great shower, great bed and a washing machine and dryer. If you are aiming for guests who stay a week or longer, a well equipped kitchen is a must.
I'm in a totally non-unique environment. But another thing I noticed about one of the 5 star Airbnbs where we stayed was that they had a knock down gorgeous fresh flower arrangement that it took me two days to even notice! They also offered us, upon arrival, fresh baked croissant from a local coffee shop. Not only was the croissant much appreciated but knowing where to get more was even more appreciated. I came home and switched my treats from being fresh flowers from the super market and reasonably expensive store bought chocolates to being freshly roasted coffee beans from a local coffee shop down the street and homemade ice cream from a local award winning ice cream shop up the street or freshly baked croissant from the French bakery around the corner. All of these items are now often mentioned in reviews. The fresh flowers and chocolates were never mentioned once in the 5 years I was leaving them out for guests.
The other thing I started doing with phenomenal results was a suggestion I got from a Bigger Pockets participant. One or two days into a guest's stay, I send off a message "Hey [guest first name], It's Bill & Carolyn. How's your stay? Do you need anything? Don't hesitate to reach out if there is anything you need." It is stunning how successful this message is.
If you still want to create something unique, focus on what you'd find both unique and appealing. If your heart's desire is a crazy hot tub, go for it, but not because it is crazy unique but because it will attract guests who enjoy the same kinds of things you enjoy.
- Cambridge, MA · Member since 2015 · 651 posts · 736 votes4y
Quote from @Shiloh Lundahl:
@Michael Hyun We wanted to make our Costa Rican Family and Corporate Mountain Retreat a unique stay so we bought a property with amazing views and then added these features:
- Art on the walls by local photographers of beautiful places to visit in Costa Rica
- Pick up and drop off at the airport plus vehicles for rent onsite
- Authentic Costa Rican meals cooked by our grounds keepers
- An exercise room with weights, a treadmill, and an exercise bike
- and tour guides that can take our guests on excursions
Note, the focus on local... It really makes a huge difference to me when I'm choosing or rating a STR, B&B or even the occasional hotel.
- 4yQuinn OlivarezBusiness MemberReal Estate Agent · Houston, TX · Member since 2021 · 115 posts · 131 votes
Quote from @Luke Carl:
I like the be in a market where more than .01% of the properties get booked.
People just want cute and clean. They don’t need a mini horse in a treehouseAnd when you say this, you speak for all people? 😂
Quinn Olivarez @ J. Lindsey Properties57 Reviews - 4yQuinn OlivarezBusiness MemberReal Estate Agent · Houston, TX · Member since 2021 · 115 posts · 131 votes
Value add and uniqueness is super important. As markets tighten, guests will be looking for who provides the edge to them. Galveston TX has become a very competitive STR market in the last two years, and I'm relatively new to the game, but I'm chugging along riding my high ADR and amazing reviews all the way to the top of the algorithm because of the relative uniqueness of our unit compared to the others. Every review of my listing cites the decor and uniqueness of our property, which is tiki themed.
Mine isn’t crazy, but my wife built a 10’ tall plant wall, we have dozens of tiki masks everywhere, fake birds in cages, a diving helmet, vintage pieces, handmade art, and every room is tied to the theme of the property.
on the flip side, in my super competitive STR market, I see a lot of future listings hitting the MLS because they aren't adapting to changes in the market, and the changing demographics of who is visiting. Just my .02Quinn Olivarez @ J. Lindsey Properties57 Reviews - Investor · Ventnor City, NJ · Member since 2016 · 41 posts · 34 votes4y
Quote from @Luke Carl:
I like the be in a market where more than .01% of the properties get booked.
People just want cute and clean. They don’t need a mini horse in a treehouseTrue here at the Jersey Shore, too. With a 5/5 Victorian, most of our guests are multi-generational families. We often get remarks on our eclectic decor, also the convenience items and little extras we include that others don't: Kids toys, high quality linens, well-supplied kitchen, eg condiments, ice cream and waffle maker, drip and Kurig, boogie-boards, bikes.
In L.A., it was the light and airy feel, outdoor living space, twinkle lights galore and Hollywood- themed decor. In our Mid-century modern, it was entirely furnished and decorated with 50-60's-era things.
We always push the price envelope and with good marketing, stayed full. Best of luck!
- 4yBruce WoodruffPro MemberContractor/Investor/Consultant · San Diego / Phoenix · Member since 2021 · 12k+ posts · 15k+ votes
We do not have 'crazy' things at our places, don't know how much value that would add......
Being in N Arizona, our places are decorated with a 'Wild West' feel. The art is mostly original and there are things like spurs, lariat ropes, cowboy hats, boot, bits etc for decorations. The book selection is mostly western as well.
We don't provide treats like pastries or wine anymore, they always seemed to just be ignored.
I think a good clean house that is well decorated will always do fine. The 'cuter' the better, and of course it is all about location.
- 4yCliff H.Pro MemberRental Property Investor · Nashua, NH · Member since 2014 · 599 posts · 477 votes
Lots of great advice here. While I totally agree with building unique spaces with local flavor, I’ll just say that a UFO hot tub is exactly the audience I do NOT want in any of my rentals. Let the instagrammers catch their spaceship to the moon. I’ll take the families who just need a relaxing vacation where the host thought about all the things a family might need, come back year after year, and don’t need expensive hot tubs and inflatable flamingos to have a five star vacation. Know your target market. Then build relentlessly around that persona.
- 4yShiloh LundahlPro MemberRental Property Investor · Gilbert, AZ · Member since 2016 · 3k+ posts · 4k+ votes
Quote from @Quinn Olivarez:
Quote from @Luke Carl:
I like the be in a market where more than .01% of the properties get booked.
People just want cute and clean. They don’t need a mini horse in a treehouseAnd when you say this, you speak for all people? 😂
I believe the Carls wrote the book on short-term rentals. So they may not speak for everybody, they just educate everybody in the short term rental space.
- Investor · United States · Member since 2020 · 202 posts · 284 votes4y
Ah yes, the old differentiation vs. "just execute well" debate :)
I listened to Avery's BP podcast in 2020/ read her book in 2021 and credit her for motivating me to get started in STRs. Can't emphasize enough how seeing others like her and Luke share their journey has helped me grow the balls to actually do it myself! (you guys seriously rock). That said, I felt that the book was more targeted to a less hands-on remote investor who preferred to buy turn-key (or near turn-key) properties and start cashflowing fast with minimal money out of pocket ... rather than a creatively-minded value add investor with the will & skill to build differentiated experiences that outperform the competition. In my past life, I focused on the latter (differentiate & outperform), so I’ll be upfront and admit am biased here. Both strategies have merit in my opinion - but I'll explain why "differentiate" has merit (for the right investor)
In my past career I helped a handful of consumer brands reframe how they thought about product design and marketing - we helped them change the way they thought about demand from a "product" lens to a "consumer psychology" lens. I'm by no means the expert on this topic, but I've learned from some of the greats in that space who are far more intelligent than I. Here are some of the principles we taught our clients:
1. Product choice (and all human behavior, really) is driven by the desire to fulfill our psychological & physical needs
2. Needs change in different contexts (holding person constant): For instance, I might book a fancy Airbnb if I'm trying to impress a new girlfriend on a multi-day getaway, but am happy to rent a cheap motel if I'm just passing through on a road trip for 1 night solo (side note: I've been dating my gf for 5 years, so the impressing days are long gone, but she still refuses to stay in the motels I frequent when driving solo, haha. I have a soft spot for motels - reminds me of road trips with my parents out West when I was a kid)
3. Needs also vary person to person (holding context constant): For instance, my 76 year old mom tends to prefer properties that meet her physical needs (no stairs, walk in shower instead of tub to avoid tripping, stocked kitchen so she can cook), while my 22 year old nephew tends to prefer properties that meet his psychological need to be noticed and admired by peers (translation: one he can use as a backdrop for his Instagram). Emphasis here on the words "tends to" ... context is still a major driver of needs, meaning they won't always make these choices
4. Needs occur in "clusters" with other needs, some being more or less important. i.e., we have multiple needs at once and subliminally have a ranking of which are more or less important to us in that moment.
5. We're forced to make tradeoffs if the choices available to us don't deliver on all of our needs. Example: my nephew also wants a property with comfortable furniture, nearby attractions, and a coffee machine, but he might sacrifice some of those lower-order needs in order to fulfill higher-order needs
6. This decision process is fast and invisible to the most people as it is happening. i.e., you don't know you're thinking in this much depth, but your brain is quickly weighing the pros and cons based on motivations you might not even know you have
7. The most successful companies identify clusters of needs that are underserved by what's on the market today, and target those needs ruthlessly by advertising features/ creating brands that speak to them
So how does this all relate to "unique" STR properties/ features? It means that just because they are less prevalent - or even entirely absent in your market - doesn't mean the needs for them aren't there. Guests may just be compromising by choosing their best bad option. It also means that you shouldn't differentiate at the expense of executing well on other dimensions – it's an "and" rather than an "or". Start with a specific type of guest, occasion, and cluster of needs in mind and reverse engineer a property that nails them. This is the literal the opposite of starting with a random idea and forcing it into your property for no good reason, which I think is what Luke was referring to with the “mini horse in a treehouse” example. Treehouse lovers and petting zoo lovers just don’t overlap that much (although now that I think about it, my 5 year old niece would love that, haha).
A big takeaway here is that you don't have to follow what everyone else is doing - standing out might drive insane returns if you're targeting the right underserved needs. Consumer product example: White Claw/ hard seltzers exploding overnight. Needs were: cheap, low calorie alcoholic drink that allow you to drink multiple without getting too drunk or feeling bloated. Some people had been compromising on the bloated part for decades drinking light beer, then White Claw launches, and BAM! They struck oil! err ... they struck underserved demand! Or another obvious example: Airbnb/ VRBO ... people had been traveling in groups and staying in separate hotel rooms even though they preferred a more connected lodging experience ... the rest is history
To wrap this up, I'm not sure it makes sense to build these sort of unique "destination" STR properties with lots of unique features in all markets. Probably won't work as well in the Smokies or beach markets bc there are SO many things to do outside of the property and that's why people go there. There is just less pressure on the property to provide an "experience" in those places. But in places like Joshua Tree there is way less to do (in town at least - I know there is a Natl Pk), and self contained, uniquely designed places with tons of quirky stuff to do on the property are outperforming for a reason. If your standard STR is reimagining a hotel room, then these properties are reimagining a resort experience, and resorts have been around for a long time. The need is "won't get bored staying in the property for several days without leaving", and I think it has a ton of potential in markets that lack attractions in the surrounding area. Plus the ROI on additional dollars spent creating these experience on-property could be much higher than the ROI on your property down payment. Food for thought.
Net net, I think differentiation and uniqueness is one way of adding value in STRs. It takes more time and more money, but I believe the reward is there for those willing to do so.
PS – take my ramblings here with a grain of salt, I’m new to RE and don’t even own property yet, so I’m a lot of talk with literally zero walk. This approach may not be a good idea at all, and definitely isn’t appropriate for the average investor looking for something with less time commitment/ investment upfront. I still think Avery and Luke's approach is probably best for most investors. And if you're interested in hearing me ramble even more on this topic shoot me a DM!
- 4yMichael BaumPro MemberOlympia, WA · Member since 2016 · 8k+ posts · 7k+ votes
I agree with my pals here. Creating a unique experience is great, but creating a space that is clean, comfortable, homey, and well stocked goes the longest way IMHO. We have almost all 5 star reviews and other than being on the lake, we are not super unique. I don't have a live ferret circus or a river running through the middle of the living room.
What I do have is the best stocked kitchen you will find in a vacation rental. Clean as a whistle. A great view of the lake and a typical northwest rocky beach. A 72 mile bike trail right in front of the house. All these things make for a great week for any family. I think that is the key.
Well I agree the first step is to create a space that is clean, comfortable and well stocked for sure. But that to me is the base level for any STR right? I mean who wants to stay in an STR that does not fit that description. However, in my experience I have found that by going above and beyond what everyone else around me is doing, I am able to obtain a higher ADR than those around me and higher income than those around me by a good margin. I have found the return on investment for going above and beyond the average STR in my area pays for itself in dividends.
Here is something that we just finished in my latest STR. I had one wall behind a pool table that just needed something. I wanted something to pop on that wall. Something memorable and fun. My daughter found a blog from a few years ago where someone built a giant wall sized Scrabble board. When she showed me that, I was like YES.. that is what that wall needs. We just finished it tonight in fact and it looks amazing. I can already picture the instagram pics guests will post with whatever words they think are funny or cool or whatever on this giant scrabble board.
Now I don't think that this scrabble board itself will be such a revenue increaser, but it is one of many amenities that I put in this cabin to build that entire fun package for the family.
So I am definitely in the boat of adding that unique factor to each of my properties if I am able. What I have found gives the greatest return is by providing more amenities than those around me. Sometimes that unique factor is one of those extra amenities.
- Real Estate Agent · Galveston, TX · Member since 2019 · 100 posts · 16 votes4y
@Michael Hyun
This is not something that can be explained easily. I have been hosting STRs for 12 years of my real estate career. I learn something new everyday. Even if you are managing yourself you need to spend the funds for a professional consultation based on YOUR property.
We have so many properties that are so different here in Galveston, Texas. That's the same for real estate. A custom business plan must be made based on your market.
- Real Estate Agent · Pasadena, CA · Member since 2017 · 276 posts · 255 votes4y
I think you're looking at this backwards.
You're starting with the product and hoping it attracts people. You can have the most unique and out-there product in the world but if there's no market for it, it doesn't matter.
You need to identify your target audience first and create the product that they need but is lacking. Be client-centric. Consider the "who" and the "what" will follow. When identifying your ideal guest, really do the research to understand what they need. You need to have a clear picture of your archetypical guest. Is it a male or female? How old is this person? What is their annual income? What are their spending habits? What do they do for fun? What do they think about? Are they liberal? Conservative? Independent? Etc, etc, etc.
Be very, very specific.
- 4yJohn UnderwoodPro MemberInvestor · Greer, SC · Member since 2014 · 13k+ posts · 17k+ votes
Quote from @Michael Baum:
I agree with my pals here. Creating a unique experience is great, but creating a space that is clean, comfortable, homey, and well stocked goes the longest way IMHO. We have almost all 5 star reviews and other than being on the lake, we are not super unique. I don't have a live ferret circus or a river running through the middle of the living room.
What I do have is the best stocked kitchen you will find in a vacation rental. Clean as a whistle. A great view of the lake and a typical northwest rocky beach. A 72 mile bike trail right in front of the house. All these things make for a great week for any family. I think that is the key.
Exactly same for me. We have a 5.0 rating because we get rave reviews on cleanliness, best stocked kitchen and great family memories created at the lake.
We don't need any gimmics beyond exceeding guests expectations and providing a great property at a great location.
- 4yKerry BairdPro MemberRental Property Investor · Melbourne, FL · Member since 2011 · 3k+ posts · 2k+ votes
I think about the little “real estate” on a phone, and make my photos pop, so they are memorable. Everyone else does beach, mermaids, seashells…which is understandable. I want to stand out from that crowd. AND do beach.
I am near the beach of central Florida, the part known as the Space Coast. I use that as my marketing and overall theme. Some of my photos include launches or the Space Center, and I have goofy write up material such as “There is a lot of activity at the Space Coast Launch Pad as we prepare for your arrival…” and I give directions on what to do upon “re-entry” such as take out the trash. I build a little narrative about the not-yet updated pink bathroom being from the Space era, have some historical photos of the Shuttle, launches, and so forth.
I also left out wine bottles and chocolate, and got no notice of them. Also guests started having disrupting parties, so I stopped with the alcohol. I like the comments about providing local items, foods, or what-have-you to enable guests to experience the local area. I started the year off with Space themed calendars as gifts. This discussion is reminding me to dig into those details, as that’s what people tell me they like best about my places: the little extra details. And the beach.
- Investor · San Jose CA · Member since 2018 · 114 posts · 73 votes4y
Thank you everyone for your replies! It’s great to see everyone actively participating and providing value in this forum.
I guess I have a different take on Airbnb than most of these responses. Of course, no airbnb can be successful without providing all of the basics - clean sheets, well stocked kitchen, clean space, etc. I also am a huge believer in LOCAL goods. I have been to Airbnbs that offer wine, but I know it’s not expensive wine, probably just a $5 wine, so I don’t usually like to drink it - I usually bring my own drinks anyways if I planning on drinking something.
However, I am basing this post off of what I’ve seen on Airbnb. And what I’ve noticed is a surge in “unique homes”. For examples, the potato hotel -a literal “30 foot potato” in Idaho. Does amazing on Airbnb. I want to be a home that is worthy of being on a youtube channel or a blog post. Like Robuilt’s tiny home in JT that got 2 million views. These stays are not necessarily more expensive but I think something CRAZY unique can make your home stand out especially when you have to choose what photo to make your listings main photo.
The best part of having a “Instagram worthy” Airbnb is free marketing. I’ve had many guests stay in my Joshua tree home that were influencers that would post about my home to their followers. I would want to create an Instagram account for my place and run marketing ads. That doesn’t work so well when your house is a normal looking home with just great amenities. It only works for stays that have something cool. That’s why Asheville glamping puts a blue slide in each of its Dome homes, and that’s why the Potato home does so well. It’s marketable. I didn’t like the fact that Gatlinburg cabins look exactly the same from one another with not much differences. That sure is fine when demand is crazy, but if demand every slows down, I’d imagine only the top performing listings will continue to do well.
Basically, I want to build something that would go on Levi Kelly’s youtube channel. Haha. Something where I could run effective ads, or get free marketing through stayamo.
A huge inspiration is Kristie Mae I think her name is. She’s currently building a lake side home where the home looks like a shipwrecked boat. Awesome theme. She even sends the guest a homemade video about some treasure hunt before they arrive. This is what I’m talking about.
- 4yBruce WoodruffPro MemberContractor/Investor/Consultant · San Diego / Phoenix · Member since 2021 · 12k+ posts · 15k+ votes
@Michael Hyun Aha, I see where you're going.....It's a good plan if you have the extra time and money to build and/or design your place so uniquely....
It seems your main thrust is to get the free advertising?
I'll just stick with my ordinary places.....
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