reviewed more than 1,000 luxury Airbnb listings around the Mediterranean – here’s what
I found
Over the past months, I’ve reviewed well over 1,000 luxury Airbnb listings around the Mediterranean: from boho luxe cliffside villas in Greece to minimalist architect-designed new-builds in Spain, France, and beyond. I also reviewed the marketing channels of those who had any.
The overall standard of the properties is undeniably impressive: thoughtfully designed spaces, stunning interiors, inviting infinity pools and exceptional views. It’s clear that the owners and developers have invested extensively to meet the current market expectations.
However, this dedication to creating standout spaces is also impacting the presentation and marketing of the property: it is very clear that the majority of operators are running a property-first business, not a hospitality-first business. And that is a problem.
Where it fits in the wider brand ecosystem
>>> Having a logo, website and Instagram for a luxury Airbnb does NOT constitute having a brand
>>> What is strategic brand positioning – and why it matters for luxury Airbnbs
>>> Why Instagram isn't working for most luxury Airbnbs – and what actually fixes it
>>> The 4 elements every luxury Airbnb needs to become a sought-after hospitality brand
>>> What is strategic brand positioning – and why it matters for luxury Airbnbs
>>> Why Instagram isn't working for most luxury Airbnbs – and what actually fixes it
>>> The 4 elements every luxury Airbnb needs to become a sought-after hospitality brand
Property-first vs hospitality-first
It's problematic because property-first approach is almost entirely focused on the asset itself:
And the majority of properties’ Instagram and website strongly reflect that. More often than not, these tend to read like real estate brochures, rather than places designed for creating unforgettable memories:
Drone video walk-throughs.
Professional but soulless images of the interiors.
Focus on amenities and square meters.
The assumption being: if the property looks good enough, bookings will follow.
However, this ignores the simple fact that in an increasingly competitive market constantly flooded with stunning villas, beautiful interiors have become the baseline and are no longer the differentiator.
A hospitality-first approach starts from a different place. It asks:
Leading with hospitality means focusing on the emotional layer over interiors and features. It means putting the experience, not the property, front and centre.
- the architecture
- the interiors
- the pool
- the view
- the number of bedrooms
And the majority of properties’ Instagram and website strongly reflect that. More often than not, these tend to read like real estate brochures, rather than places designed for creating unforgettable memories:
Drone video walk-throughs.
Professional but soulless images of the interiors.
Focus on amenities and square meters.
The assumption being: if the property looks good enough, bookings will follow.
However, this ignores the simple fact that in an increasingly competitive market constantly flooded with stunning villas, beautiful interiors have become the baseline and are no longer the differentiator.
A hospitality-first approach starts from a different place. It asks:
- What do we want to be known for?
- How do we want our guests to feel?
- What is our unique story and promise?
- Why should a guest choose this villa over all others that look equally stunning?
Leading with hospitality means focusing on the emotional layer over interiors and features. It means putting the experience, not the property, front and centre.
Use of language reflects the same pattern
The property-first approach is also revealed through the choice of words. One of the most obvious examples is the very widespread use of ‘rent’ in the marketing of the property:
‘Villa for rent in Paros.’
‘Holiday home for rent.’
This, again, is real estate language. It’s transactional. It’s functional. It positions the villa as a physical asset being temporarily occupied, not as a curated hospitality experience being chosen.
Guests don’t go on holiday to rent square metres. They book to feel something. They are looking for a stay, an escape, an experience.
When the property’s Instagram bio, website and listing language centre around ‘for rent’, it subconsciously anchors the property in the real estate category – not the hospitality category.
Boutique hotels don’t describe themselves as ‘rooms for rent in Mykonos’. They speak about atmosphere, story, and the emotional journey.
Language shapes perception. Perception shapes value. And value determines whether the property competes on price – or preference.
‘Villa for rent in Paros.’
‘Holiday home for rent.’
This, again, is real estate language. It’s transactional. It’s functional. It positions the villa as a physical asset being temporarily occupied, not as a curated hospitality experience being chosen.
Guests don’t go on holiday to rent square metres. They book to feel something. They are looking for a stay, an escape, an experience.
When the property’s Instagram bio, website and listing language centre around ‘for rent’, it subconsciously anchors the property in the real estate category – not the hospitality category.
Boutique hotels don’t describe themselves as ‘rooms for rent in Mykonos’. They speak about atmosphere, story, and the emotional journey.
Language shapes perception. Perception shapes value. And value determines whether the property competes on price – or preference.
The Instagram-native traveller has changed the market
Today’s travellers are visually sophisticated. They scroll past incredible destinations on a regular basis. They consume endless travel content on social media. Their feeds are filled with stunning villas, infinity pools, and perfectly styled interiors.
In other words: beautiful design is no longer a differentiator – it has become the standard. The modern guest expects the space to be stunning.
So when they are comparing dozens of options that all look equally amazing, something else becomes the deciding factor:
Storytelling.
The property’s value proposition beyond its physical features.
The aspirational pull.
The emotional promise.
This is why it is getting increasingly harder for luxury Airbnbs to be noticed, because every season the Mediterranean market becomes more and more saturated with exceptional new-builds – one more breathtaking than the other.
In other words: beautiful design is no longer a differentiator – it has become the standard. The modern guest expects the space to be stunning.
So when they are comparing dozens of options that all look equally amazing, something else becomes the deciding factor:
Storytelling.
The property’s value proposition beyond its physical features.
The aspirational pull.
The emotional promise.
This is why it is getting increasingly harder for luxury Airbnbs to be noticed, because every season the Mediterranean market becomes more and more saturated with exceptional new-builds – one more breathtaking than the other.
Surprisingly many luxury villas are missing out
One of the most surprising things I uncovered during my market research is that a large percentage of stunning properties don’t even have a dedicated Instagram account.
In today’s travel landscape where guests discover destinations through social media long before they open a booking platform, this is a significant missed opportunity. It means many exceptional properties are missing out on additional visibility and (direct) bookings that could substantially boost their business.
It also means that owners who do have an Instagram presence are already ahead of a large portion of the market – by being present in the spaces where travel inspiration actually happens.
However, the problem is that the majority of properties seem to have no idea how to utilise Instagram to their actual benefit. For most, Instagram often exists as a collection of pretty photos rather than acting as a strategic marketing channel. That means the potential visibility isn’t translating into stronger recognition, desire or demand.
In other words: understanding that being present on Instagram offers a doorway to competitive advantage is a great first step. But using it strategically is what actually unlocks the real benefits.
In today’s travel landscape where guests discover destinations through social media long before they open a booking platform, this is a significant missed opportunity. It means many exceptional properties are missing out on additional visibility and (direct) bookings that could substantially boost their business.
It also means that owners who do have an Instagram presence are already ahead of a large portion of the market – by being present in the spaces where travel inspiration actually happens.
However, the problem is that the majority of properties seem to have no idea how to utilise Instagram to their actual benefit. For most, Instagram often exists as a collection of pretty photos rather than acting as a strategic marketing channel. That means the potential visibility isn’t translating into stronger recognition, desire or demand.
In other words: understanding that being present on Instagram offers a doorway to competitive advantage is a great first step. But using it strategically is what actually unlocks the real benefits.
More insights to explore:
The properties that stand out and command attention in marketplace don't start start with logos or posting property photos on Instagram. They start with with strategy:
Only then does everything else fall into place – visual branding, Instagram presence, direct booking website, guest experience.
This is the work I do inside my Branded & Booked framework: a bespoke brand ecosystem designed for luxury Airbnbs, holiday villas, and boutique stays that want to move beyond platform dependence and future-proof their business.
Learn more about how we can partner to take your property from ‘just a listing’ to a recognisable, premium brand.
- positioning
- story
- emotional promise
- identity
Only then does everything else fall into place – visual branding, Instagram presence, direct booking website, guest experience.
This is the work I do inside my Branded & Booked framework: a bespoke brand ecosystem designed for luxury Airbnbs, holiday villas, and boutique stays that want to move beyond platform dependence and future-proof their business.
Learn more about how we can partner to take your property from ‘just a listing’ to a recognisable, premium brand.
reviewed more than 1,000 luxury Airbnb listings around the Mediterranean – here’s what I found
Why there is a massive opportunity right now
Here’s the good news.
Because the overall maturity of the market is still very low when it comes to brand thinking, it is actually very easy to stand out for those who apply a strategic approach.
In fact, most owners treat their property in isolation. They have built or renovated an amazing property, and judging by their online presence, seem to be thinking that they can now sit back and watch the bookings roll in. Sure, they absolutely will have bookings. However, many are not realising that an increasing number of other owners/developers in their area are doing exactly the same, and that the overall landscape is becoming more competitive by the day.
In fact, my findings indicate that not many are assessing the overall market. Because if they did, they would have seen what I have, and would therefore already be focusing a lot more on strategic positioning and brand-building. They would be looking for ways to stand out, rather than keep doing exactly the same as everyone else.
When most operators are still thinking property-first, hospitality-first businesses with a clear BRAND naturally command attention. And for savvy owners, this creates something powerful:
This is the difference between a short-term approach that mostly focuses on chasing bookings and a long-term approach that is rooted in building a brand that attracts.
Because the overall maturity of the market is still very low when it comes to brand thinking, it is actually very easy to stand out for those who apply a strategic approach.
In fact, most owners treat their property in isolation. They have built or renovated an amazing property, and judging by their online presence, seem to be thinking that they can now sit back and watch the bookings roll in. Sure, they absolutely will have bookings. However, many are not realising that an increasing number of other owners/developers in their area are doing exactly the same, and that the overall landscape is becoming more competitive by the day.
In fact, my findings indicate that not many are assessing the overall market. Because if they did, they would have seen what I have, and would therefore already be focusing a lot more on strategic positioning and brand-building. They would be looking for ways to stand out, rather than keep doing exactly the same as everyone else.
When most operators are still thinking property-first, hospitality-first businesses with a clear BRAND naturally command attention. And for savvy owners, this creates something powerful:
- It becomes easier to stand out in a sea of sameness
- The property is no longer competing on price and availability alone
- Establishing desire and demand outside of booking platforms
- Attracting more discerning guests
- Easier to raise rates
- Equity that compounds over time
- Future-proofing the business in an increasingly competitive market
This is the difference between a short-term approach that mostly focuses on chasing bookings and a long-term approach that is rooted in building a brand that attracts.
Many high-end listings underperform even at the basics
Another surprising observation – even more so than the lack of Instagram presence – is that many high-end properties haven’t even properly optimised their Airbnb listings.
This indicates another (costly) knowledge gap, because listing optimisation is the most obvious way to ensure visibility and bookings on the Airbnb platform itself.
A poor Airbnb listing is characterised by any or all of the following:
If the property looks stunning but the listing reads like an afterthought, this significantly weakens trust and highly likely leads people to book other listings which present themselves more professionally and thoughtfully.
Even those who have attempted to put effort into their listings, consistently lack the emotional storytelling and brand layer, which are essential to evoke desire and lead to more bookings.
Guests may not consciously analyse this – but they feel the 'bare minimum', lacklustre presentation. And in a market where travellers are spoilt for choice, small details that impact the overall perception can have notable consequences.
This indicates another (costly) knowledge gap, because listing optimisation is the most obvious way to ensure visibility and bookings on the Airbnb platform itself.
A poor Airbnb listing is characterised by any or all of the following:
- DIY photos
- random order of imagery
- poor listing title
- very sparse listing description
- generic wording
- lack of emotional layering
- list of amenities not filled out
- full listing functionality has not been utilised
If the property looks stunning but the listing reads like an afterthought, this significantly weakens trust and highly likely leads people to book other listings which present themselves more professionally and thoughtfully.
Even those who have attempted to put effort into their listings, consistently lack the emotional storytelling and brand layer, which are essential to evoke desire and lead to more bookings.
Guests may not consciously analyse this – but they feel the 'bare minimum', lacklustre presentation. And in a market where travellers are spoilt for choice, small details that impact the overall perception can have notable consequences.
The role of the rental management companies
Many luxury villas outsource their operations to management companies – and in many cases, that’s a smart decision.
Professional guest handling, smooth communication, maintenance coordination, and operational efficiency are essential. Management companies help ensure a good guest experience and strong reviews, which are the baseline requirements in the current competitive hospitality landscape.
But this is also where many owners default to property-first approach again: management companies typically optimise demand within existing systems. They help manage listings, improve efficiency, and maximise performance inside platforms. What they do not do is create additional demand by helping property owners build an actual brand. This is not their role nor their expertise – and rightly so.
However, this means that handing the property over to a management company and assuming that means occupancy is fully taken care of is misguided. In addition, because management companies typically represent multiple properties, your villa inevitably becomes one option among many – rather than a destination with its own identity.
Operations optimisation helps maintain occupancy, while brand strategy creates desire and demand beyond the platforms. Therefore, the real long-term competitive edge comes from building a recognisable brand that guests actively seek out, remember, and return to.
Professional guest handling, smooth communication, maintenance coordination, and operational efficiency are essential. Management companies help ensure a good guest experience and strong reviews, which are the baseline requirements in the current competitive hospitality landscape.
But this is also where many owners default to property-first approach again: management companies typically optimise demand within existing systems. They help manage listings, improve efficiency, and maximise performance inside platforms. What they do not do is create additional demand by helping property owners build an actual brand. This is not their role nor their expertise – and rightly so.
However, this means that handing the property over to a management company and assuming that means occupancy is fully taken care of is misguided. In addition, because management companies typically represent multiple properties, your villa inevitably becomes one option among many – rather than a destination with its own identity.
Operations optimisation helps maintain occupancy, while brand strategy creates desire and demand beyond the platforms. Therefore, the real long-term competitive edge comes from building a recognisable brand that guests actively seek out, remember, and return to.
High-end Airbnbs are competing with boutique hotels – whether they realise it or not
When it comes to interior design and aesthetics, many luxury villas now look like boutique hotels. But with that comes a shift in guest expectations.
When people book boutique hotels, they are no longer just paying for a place to sleep at. They’re buying:
Luxury Airbnbs have a lot to learn from boutique hotels here. Because while their properties may rival boutique hotels visually, their brand experience often does not.
Boutique hotels understand that hospitality is emotional, not purely functional. Which is why they invest heavily in establishing a recognisable identity that is consistently and cohesively expressed across all guest touchpoints: from Instagram and website to their booking, in-room and check-out experience – and beyond.
Commercially-minded owners wanting to master the long-term game and stay competitive for years to come, significantly benefit from applying the boutique hotel approach to their luxury Airbnbs – in particular because the majority of market has still not woken up to this realisation.
When people book boutique hotels, they are no longer just paying for a place to sleep at. They’re buying:
- a promise
- an atmosphere
- a sense of identity
- a feeling they want to experience
Luxury Airbnbs have a lot to learn from boutique hotels here. Because while their properties may rival boutique hotels visually, their brand experience often does not.
Boutique hotels understand that hospitality is emotional, not purely functional. Which is why they invest heavily in establishing a recognisable identity that is consistently and cohesively expressed across all guest touchpoints: from Instagram and website to their booking, in-room and check-out experience – and beyond.
Commercially-minded owners wanting to master the long-term game and stay competitive for years to come, significantly benefit from applying the boutique hotel approach to their luxury Airbnbs – in particular because the majority of market has still not woken up to this realisation.
A complete lack of brand positioning
After reviewing so many listings, the pattern became clear: the vast majority of properties do not have a distinct identity. Almost everyone has Instagrammable interiors, beautiful pools and memorable views. But beyond that? Nothing really stood out. Every listing and Instagram account looked like a copy of another.
Some had attempted to ‘create a brand’. They had a logo, and a website – sometimes visually cohesive, most often not. Quite frequently rather outdated, very generic or not specifically user or mobile friendly. However, a logo without a clear, distinct brand positioning is just decoration [read also: Having a logo, website & Instagram does NOT constitute having a brand].
A brand is much more than that – it’s an underlying promise, a story, a unique point of view, a feeling, and a value proposition. Without the foundational work of strategic brand positioning, the logo remains just a superficial ‘sticker’, and won’t help to differentiate one luxury Airbnb from the other [read also: What is strategic brand positioning – and why it matters for luxury Airbnbs].
Some had attempted to ‘create a brand’. They had a logo, and a website – sometimes visually cohesive, most often not. Quite frequently rather outdated, very generic or not specifically user or mobile friendly. However, a logo without a clear, distinct brand positioning is just decoration [read also: Having a logo, website & Instagram does NOT constitute having a brand].
A brand is much more than that – it’s an underlying promise, a story, a unique point of view, a feeling, and a value proposition. Without the foundational work of strategic brand positioning, the logo remains just a superficial ‘sticker’, and won’t help to differentiate one luxury Airbnb from the other [read also: What is strategic brand positioning – and why it matters for luxury Airbnbs].
The next evolution: becoming a destination in its own right
Global travel trends very clearly point toward what’s often called 'deep travel' – travellers seeking experiences that feel intentional, immersive, and meaningful rather than generic.
The properties that will win – and be chosen – in the long term are those that move beyond being simply accommodation. Instead, they become destinations in their own right.
This doesn’t necessarily mean more amenities or bigger investments. It means stronger identity, a clearer story, a more intentional guest experience, local collaborations and an ability to think beyond just the physical property itself.
Savvy, commercially-minded owners can harness this travel trend by acting early (in other words, now) and reaping the first-mover benefits. However, this advanced level strategy requires a deeply holistic approach to building a brand – and a willingness to break with property-first thinking and embrace hospitality-first approach.
The properties that will win – and be chosen – in the long term are those that move beyond being simply accommodation. Instead, they become destinations in their own right.
This doesn’t necessarily mean more amenities or bigger investments. It means stronger identity, a clearer story, a more intentional guest experience, local collaborations and an ability to think beyond just the physical property itself.
Savvy, commercially-minded owners can harness this travel trend by acting early (in other words, now) and reaping the first-mover benefits. However, this advanced level strategy requires a deeply holistic approach to building a brand – and a willingness to break with property-first thinking and embrace hospitality-first approach.
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.
