What is strategic brand positioning – and why it matters for luxury Airbnbs
The current market situation for high-end vacation rentals hardly comes as a surprise to any property owner. A quick scroll on whichever booking platform reveals countless stunning villas, immaculate interiors, carefully styled spaces – all competing side by side.
As a result, standing out has become harder than ever.
When everything looks good, guests no longer choose based on interiors alone. They choose based on something less tangible, but more valuable – perception, feeling, and meaning.
This is where strategic brand positioning comes in.
Why staying ‘just a listing’ limits growth
Most short-term rentals are positioned implicitly, not intentionally.
They rely on:
This can work – up to a point.
As competitors also continue to raise the bar, these tactics stop compounding. You end up competing with other beautiful spaces that look, feel, and sound interchangeable. At that stage, optimisation no longer creates leverage – it simply keeps you in the game.
Strategic positioning is what allows you to step out of that competition altogether. Having a defined identity – creating a category of one – is what gives a property a long-term competitive edge.
Therefore, for luxury Airbnbs and boutique stays, brand positioning determines whether the property is perceived as a commodity competing on price and availability, or a premium destination people actively seek out because of the (perceived or tangible) value beyond being ‘just’ an accommodation.
They rely on:
- platform algorithms
- listing optimisation
- seasonal demand
- competitive pricing
This can work – up to a point.
As competitors also continue to raise the bar, these tactics stop compounding. You end up competing with other beautiful spaces that look, feel, and sound interchangeable. At that stage, optimisation no longer creates leverage – it simply keeps you in the game.
Strategic positioning is what allows you to step out of that competition altogether. Having a defined identity – creating a category of one – is what gives a property a long-term competitive edge.
Therefore, for luxury Airbnbs and boutique stays, brand positioning determines whether the property is perceived as a commodity competing on price and availability, or a premium destination people actively seek out because of the (perceived or tangible) value beyond being ‘just’ an accommodation.
Where it fits in your wider brand ecosystem
Identifying the property’s unique value proposition
In simple terms, strategic brand positioning defines the distinct identity of the property.
It is the set of decisions that define:
In other words, it answers a very simple but powerful question: ‘Why this property?’
Not in theory – but in the mind of your ideal guest.
It is the set of decisions that define:
- what the property is known for
- what kind of customer segment it is aimed at
- why a guest should choose it over countless similar options
In other words, it answers a very simple but powerful question: ‘Why this property?’
Not in theory – but in the mind of your ideal guest.
Positioning creates emotional preference
Guests don’t book luxury Airbnbs and holiday villas purely based on rational decisions. They book based on what kind of experience it promises and how a place makes them feel.
This is why boutique hotels invest so heavily in establishing a distinctive brand.
They understand that:
Therefore, in high-end hospitality, emotion is not a soft metric – it is a commercial one. It creates emotional preference before price comparison comes into play.
This is why boutique hotels invest so heavily in establishing a distinctive brand.
They understand that:
- emotion drives desire
- desire drives decision-making
- decision-making drives bookings
Therefore, in high-end hospitality, emotion is not a soft metric – it is a commercial one. It creates emotional preference before price comparison comes into play.
What strategic positioning looks like in practice
For a luxury Airbnb or holiday villa, brand positioning influences everything:
It is the lens through which every decision is made, ensuring the property is embedded into a cohesive and recognisable brand universe.
A vacation rental without clear brand positioning:
A vacation rental with clear brand positioning:
- how the property is described
- how it is photographed and filmed
- how the brand is expressed visually (logo, colours, typography)
- how Instagram is used (or not used)
- how the website flows
- how the entire guest experience is designed
It is the lens through which every decision is made, ensuring the property is embedded into a cohesive and recognisable brand universe.
A vacation rental without clear brand positioning:
- Instagram becomes a random collection of images
- visual branding feels decorative rather than intentional
- website might look good but doesn’t convert
- marketing efforts feel disjointed
A vacation rental with clear brand positioning:
- the property becomes recognisable and memorable
- every touchpoint reinforces the same story and identity
- demand builds over time, not just seasonally
Why this matters specifically for luxury Airbnbs
Luxury Airbnbs sit in a unique position.
They are not hotels – but they compete with boutique hotels in the mind of the guest. They are not homes either – but they are often presented like one.
Without strategic positioning, many luxury Airbnbs end up in an uncomfortable middle ground: too polished to feel personal and inviting, yet not defined enough to feel like a brand.
Positioning resolves this.
It allows the property to:
Therefore, for high-end vacation rentals, branding becomes a business decision, not an aesthetic one.
They are not hotels – but they compete with boutique hotels in the mind of the guest. They are not homes either – but they are often presented like one.
Without strategic positioning, many luxury Airbnbs end up in an uncomfortable middle ground: too polished to feel personal and inviting, yet not defined enough to feel like a brand.
Positioning resolves this.
It allows the property to:
- operate like a hospitality brand – not just a listing
- attract more discerning guests
- justify higher rates
- establish long-term recognition and desire beyond booking platforms
Therefore, for high-end vacation rentals, branding becomes a business decision, not an aesthetic one.
Positioning before tactics – always
When helping grow short-term rental businesses, most Airbnb specialists and marketing agencies focus on a more tactical approach:
These can all be effective – when applied on top of a clear brand identity. Without this foundation, they simply amplify sameness and the true return on investment will be limited.
Strategic brand positioning ensures that every tactical decision:
This is why brand positioning is not optional for luxury Airbnbs that want to grow their reputation, competitive edge and stand out long-term. It is the difference between being visible – and being chosen.
- listing optimisation
- pricing and availability hacks
- Instagram content creation
- posting frequency
- paid ads
- influencer collaborations
These can all be effective – when applied on top of a clear brand identity. Without this foundation, they simply amplify sameness and the true return on investment will be limited.
Strategic brand positioning ensures that every tactical decision:
- communicates the property’s unique value proposition
- reinforces the same message across all brand touchpoints
- attracts the right customer segment
- contributes to long-term business growth
This is why brand positioning is not optional for luxury Airbnbs that want to grow their reputation, competitive edge and stand out long-term. It is the difference between being visible – and being chosen.
More insights to explore:
Strategic positioning is the foundation to all other brand elements. Therefore, it needs to be in place before:
This is why my Branded & Booked offering – a bespoke brand ecosystem for luxury Airbnbs, holiday villas and boutique stays – starts with strategic brand positioning. It is the first of the 3 core pillars of the work I do with property owners desiring to establish a premium hospitality brand.
We define the unique identity of your property, establish its positioning, and translate that into a strategic Instagram presence and a cohesive visual expression.
Learn more about how we can partner to take your property from ‘just a listing’ to a recognisable, premium brand.
- visual identity design
- Instagram strategy
- content direction
- direct booking website
This is why my Branded & Booked offering – a bespoke brand ecosystem for luxury Airbnbs, holiday villas and boutique stays – starts with strategic brand positioning. It is the first of the 3 core pillars of the work I do with property owners desiring to establish a premium hospitality brand.
We define the unique identity of your property, establish its positioning, and translate that into a strategic Instagram presence and a cohesive visual expression.
Learn more about how we can partner to take your property from ‘just a listing’ to a recognisable, premium brand.
Hi, I'm Liis.
A Hospitality Brand Strategist & Creative Consultant, and the founder of Sparkle Creative Studio.
I work with design-led luxury Airbnbs, holiday villas and boutique stays, helping them establish themselves as premium brands – with clear positioning, a distinct identity, and higher perceived value – appealing to a more discerning segment of the market and ensuring they stand out in the long term.
Having visited 30+ countries and lived a full-time travel lifestyle for the past 4 years, hospitality for me isn’t just a concept – it’s a lived experience. My passion for aesthetics, design, and elevated atmosphere makes me deeply attuned to what makes a place feel memorable, desirable, and worth choosing.
Let’s explore how we can partner to give your luxury Airbnb or holiday villa a competitive edge.
