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Emily Lethgo | Marketing for Hospitality Brands(@emilylethgo)'s profile avatar HD Profile

Emily Lethgo | Marketing for Hospitality Brands

@emilylethgo

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Content & Ads that drive bookings 💸
Founder @matchpointsocials
STRs, hotels, resorts + brands that serve them
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Have you ever heard of the sunk cost fallacy? It’s when you keep putting time, money or even energy into something ONLY because you’ve already invested time in it….even when it doesn’t make sense or align anymore. It’s such a trap. It’s hard to course correct when you feel like you’ve wasted time. I fell for this several times but fortunately a light bulb went off when I heard about this fallacy. I really had to accept that I wasn’t “wasting time” or on the “wrong path” — God was just preparing me and teaching me things throughout my different adventures. I learned SO MUCH while trying and failing and pivoting….I now realize I needed all of that to help me be able to sustain and appreciate where I’m at today 🤍 by @emilylethgo
STR owners, I think Airbnb is cheapening your brand. And I know that might ruffle some feathers. If you've spent the time and money on a real brand, with a name, a voice and a guest you know by heart, putting it on Airbnb turns it into one more listing in a grid that all looks the same. Think about the places that feel truly special. Blackberry Farm. Your favorite boutique hotel. You book them on their own website, and that's part of the magic. And when a guest has a bad stay with a bad host, they don't remember that host. They remember "Airbnb." Every listing gets lumped in. What if you weren't in that mix at all? With the new rules starting November 20th, I think a lot of owners will finally make the jump and go all in on their own brand. Scary? Yes. But it's your property, your guests and your business. Agree or disagree? Would you ever take your STR off Airbnb? Tell me why or why not 👇🏼 #shorttermrental #strhost #directbooking #vacationrentalmarketing #airbnbhost by @emilylethgo
Before you book your next stay, try this. Copy the listing link, paste it into Claude or ChatGPT, and ask it to find the best rate, including the direct booking site. I tried it on a cabin in Sevierville for November. Booking direct came out about $100 less than Airbnb and about $680 less than Vrbo, before taxes. STR owners, this one’s for you too 👀 Your guests can do this in 30 seconds now. So test it on your own property today. If your direct site isn’t the better deal, fix the price or add a perk guests can only get when they book with you. Have you ever tried this? Tell me what you found. I’m curious how often direct actually wins👇🏼 by @emilylethgo
STR owners, you’re already paying for marketing. Here’s the math 👀 A 6-bedroom cabin in Sevierville. 3 nights in November. The guest pays $2,192 on Airbnb. For most US hosts, Airbnb’s fee is 15.5%, taken right out of your payout. That’s about $340 from that one stay. At 4 stays a month, that’s around $16,300 a year for one property. Five properties like it? About $81,500. To be fair, that fee covers more than getting found. It covers payments, 24/7 support and Airbnb’s host protections. Airbnb is still a great place to be found. But none of that fee builds something you own…. Your brand. Your guest list. Your website guests come back to. That part is up to you. Comment FEES and I’ll send you the calculator we use, so you can run your own numbers! by @emilylethgo
Yesterday I said Airbnb is borrowed land. Today, here's what to build instead. Starting November 20th, most Airbnb stays can't require a rental agreement or an ID copy from guests. On the bookings you bring in yourself? Your agreement. Your terms. So yes, go direct. But nobody's talking about the hard part. A direct booking site doesn't bring guests on its own. Airbnb's biggest value was never its rules. It was its search bar. So when you go direct, what replaces it? Three channels: your past guest list, a social presence that stays current, and one brand guests actually remember. You don't need all three perfect this month. You need all three started. Comment DIRECT and I'll send you the guide we use to build them. by @emilylethgo
Airbnb is a great place to be found. It was never meant to be your whole business. Starting November 20th, most Airbnb stays can’t require a rental agreement or an ID copy from guests. On the bookings you bring in yourself? Your agreement. Your terms. So yes, this is the push to go direct. But a direct booking site doesn’t fill itself, and that’s the part nobody’s talking about. Tomorrow I’m sharing the 3 channels that bring direct guests in when the Airbnb search bar isn’t doing it for you. Follow along so you don’t miss it. Send this to the STR owner who keeps saying “I’ll start on direct bookings next year.” 🤍 by @emilylethgo
Direct bookings are great for STR owners. But is booking direct actually better for the guest? Most hosts say “book direct” and stop there. The ones getting direct bookings give guests a real reason to say yes. The good news: those reasons don’t have to cost much. A few ideas: 1. First dibs on next year’s holiday weekends 2. Early check-in or late checkout when the calendar allows 3. A returning guest rate you set 4. Shorter minimum stays on gap nights 5. A local welcome treat from a shop down the road Then tell guests about it everywhere: your website, your posts, and your welcome book. They can’t choose a perk they don’t know exists. Comment DIRECT and I’ll send you the direct booking perks list we use 🙌🏼 by @emilylethgo
5 things STR owners should post the morning after a 5-star review ⭐ A great review is sitting in your inbox. Most hosts read it, smile, and move on. The ones building a brand guests trust put it to work the same day. 1. Share the review itself. Screenshot it for Stories and hide the guest's last name unless they've said yes. 2. Show the exact thing they loved. If they mentioned the hot tub at sunset, post the hot tub at sunset. Let future guests see it through a real guest's eyes. 3. Say thank you in your own voice. A quick video or note from you reminds people there's a real host behind this property. 4. Pair it with your open dates. "Want a stay like this? Fall weekends are still open" turns a kind review into a next step. 5. Save it to a highlight. A "Guest Love" highlight works for you every time someone new lands on your profile. You already earned the review. Posting it is how future guests get to see it. Comment REVIEW and I'll send you the review post template we use! #strowner #airbnbhost #vacationrentalmarketing #directbookings #shorttermrental by @emilylethgo
STR owners, you can now build your marketing plan right on our website 🙌🏼🎉 We’ve always been full service because I want marketing completely off your plate. But not every host or investor needs all of that yet. Some of you just want to stop stressing about what to post. So now you can choose your starting point, add the support you need, take off what you don’t, and see your plan come together based on your budget. ✔️Stay Social: we create your content, you post it. 
✔️The Match Point Method: deeper strategy plus content. 
✔️Email Marketing: stay in front of the guests who already know you. 
✔️Full Service: still here, application only. Comment SERVICES and I’ll send you the link to build your plan! by @emilylethgo
Your next guest might already be asking ChatGPT about your listing. Are you showing up, or invisible? Monday 9/21 at 12pm EST, we’re breaking down exactly how AI search is changing the way guests find (and book) hospitality brands, live. Seat is $27 and includes: 🤎 Live training 🤎 Live Q&A 🤎 Replay access Special guest Gil Chan, founder of Crafted Stays and a pioneer in this space with the launch of Aria, will be joining to talk direct bookings and AI. Comment “WORKSHOP” and we’ll send you the link to grab your seat 🙌🏼 by @emilylethgo
Some advice in this industry needs to be retired. Here are the STR social media myths we hear constantly and what's actually true 😀 #STRoperator #shortTermRental #STRmarketing #directbookings #vacationrental by @emilylethgo
Why is your phone storage always full... b/c the marketing never stops of course 😉 #airbnbhost #strmarketing #shortermrental #strsocialmedia #directbookings by @emilylethgo

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