December 16, 2025
#163 Stop “Renting” Your Guests: Mastering Your Direct Booking Strategy
Let’s have some real talk, Lady. If Airbnb or Vrbo decided to delist your property tomorrow, would you still have a business? If the answer is “no,” then you aren’t owning your business—you’re renting your customers. To build true financial freedom and a legacy portfolio, you have to implement a direct booking strategy that puts you back in the driver’s seat.
In this week’s episode, I sat down with Jennifer Spencer, the powerhouse behind The Host Approach. Jennifer isn’t just a host; she’s a former corporate sales and marketing executive (think Unilever and Kraft) who pivoted to building a short-term rental empire from the Canadian Rockies to Maui.
She dropped some serious knowledge on how she achieved a massive 50% direct booking rate and how you can start doing the same today.
Why You Need a Direct Booking Strategy Now
Jennifer’s “aha moment” came back in 2016 when Expedia bought HomeAway. She realized that if she relied solely on these platforms, things could change in a way she didn’t like. She decided right then and there to get her own website up and running.
We talk a lot about the “CEO Mindset” in the STR Sisterhood. A CEO doesn’t leave their revenue up to an algorithm. Jennifer emphasizes that while Airbnb is a great tool for customer acquisition, you need a diversified approach. You want to run a business, not just a side hustle.
The “Eggs in One Basket” Trap
If you want to scale, you cannot put all your eggs in one basket. Jennifer suggests listing on as many channels as make sense for your market—Airbnb, Vrbo, Booking.com, and even niche regional sites.
But the end goal? A robust direct booking strategy where repeat guests come straight to you. Those are the easiest, most profitable bookings you will ever get.
Branding: It’s Not Just About Logos
When you hear “branding,” do you panic and think you need to hire a graphic designer? Jennifer keeps it simple: Branding is your vibe.
It starts with naming your property. Jennifer’s properties all have names, and she ensures those names are everywhere in her descriptions. This allows savvy travelers to Google the property name and find her direct booking site. It is a subtle but powerful signal.
When guests mention your property name—and your name—in their reviews, you know you have won. That connection is the start of a relationship, not just a transaction.
Don’t “Set and Forget” Your Pricing
To outperform your market, you need dynamic pricing. Jennifer uses PriceLabs to manage her rates and minimum night stays, ensuring she doesn’t end up with unbookable dates.
But here is the “tough love” part: PriceLabs is the car, but you are the driver. You cannot just set it and forget it. You need to be in there weekly, checking your competition and adjusting your strategy. If that doesn’t light you up, delegate it—but don’t ignore it.
Ready to Boss Up Your Business?
Jennifer’s journey proves that you can build a business that is resilient, profitable, and yours. Whether it is handling a broken fridge with an Instacart mini-fridge rescue (yes, she really did that!) or navigating regulations in Maui, she leads with a solution-first mindset.
If you are ready to stop renting your customers and start owning your success, this episode is a must-listen.
Click here now to listen to the full podcast.
HIGHLIGHTS AND KEY POINTS:
[01:03] A short introduction about our guest Jennifer Spencer, and how she got into the short-term rental industry in the Canadian Rockies to expanding to Maui
[03:53] Jennifer shares how her transition from corporate sales and marketing into the vacation rental space happened almost unexpectedly
[06:08] Jennifer highlights the mindset shift required to move from an Airbnb-only approach to a diversified, business-driven booking strategy
[10:16] Jennifer shares her go-to tools and guest-experience strategies that reliably drive repeat direct bookings
[12:19] Jennifer outlines a balanced, human-first approach to using AI in guest messaging without sacrificing authenticity
[16:05] Jennifer shares her compliant, subtle strategy for priming guests for direct bookings without violating platform rules
[18:28] Jennifer’s top strategies for helping a property go from staying afloat in the market to truly outperforming its competitive set
[21:31] Why dynamic pricing tools only work when paired with proactive revenue management
[25:20] Jennifer explains why a defined, memorable brand is critical for driving direct bookings and standing out in a saturated market
[29:13] The critical role of guest communication and proactive problem-solving in creating memorable experiences and earning five-star reviews
[34:54] Jennifer highlights that the biggest challenge in shifting to a diversified direct booking strategy
[39:15] The lightning round
Golden Nuggets:
- “If you’re really wanting to grow, whether it’s one or two or an empire, you need to have a diversified strategy.”
- “I’m also super passionate about making sure that we are doing the work– number one that is within our genius zone. But it’s also work we enjoy. If you don’t enjoy that, don’t just not do it. Delegate it to someone else.”
- “If there’s nothing unique about you, it can be very difficult to stand out.”
- “You can turn any negative situation into a positive if you handle it properly.”
- “Find the support that matches what you need and what you’re looking for.”
Let’s Connect!
Instagram: https://www.instagram.com/thehostapproach/
Website: https://www.thehostapproach.com/
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