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Stacey St. John

AUGUST 08, 2023

#40: Branding Essentials for Short-Term Rentals: Expert Insights with Rebecca Lombardo

In the competitive world of Airbnb and short-term rentals, it’s more important than ever to have a strong brand. A well-branded property will stand out from the competition and attract more guests.

But what does it mean to have a strong brand for your Airbnb or short-term rental? It’s not just about having a cool logo or catchy name. It’s about creating a unique identity that resonates with your target guests.

In this episode, I’m joined by Rebecca Lombardo, co-founder of The 100 Collection. As Rebecca shares her wealth of expertise, she unveils the four pivotal characteristics that thriving short-term rental brands universally share. Grasping these pivotal elements equips you to cultivate a brand that not only magnetizes guests but also nurtures an allegiance of ecstatic patrons.

If you’re ready to soar to new heights with your short-term rental venture and etch an enduring impression in the minds of your guests, this episode is an absolute must-listen!

Highlights and Key Points:

[02:39] Know our guest; Rebecca Lombardo

[03:28] How Rebecca transitioned from a journalist into the short-term rental space…..

[04:25] How Rebecca’s prior experience has helped her be successful in her current role at The 100 Collection

[05:49] Why branding is important for short-term rental owners/ operators

[07:06] 4 Things successful brands have in common

[07:13] #1 Relevance

[10:02] #2 Value

[15:53] #3 Clear and consistent messaging

[17:50] Should you use AI to build a brand?

[19:11] #4 Memorable

[21:38] What are the essential elements of branding a short-term rental business?

[23:58] Why a brand style guide is important for a short-term rental business

[27:56] How to build a brand from scratch

[30:18] Should you rebrand your business?

[32:22] Mistakes that STR owners make when branding their business

Golden Nuggets


  • Your brand is what your guests say it is.” ~ Rebecca Lombardo
  • “Your properties are not your business; they are a product of your business. You have to elevate yourself above the properties.” ~Stacey St. John
  • “Brand is consistency from discovery to experience.” ~Rebecca Lombard

Resources Mentioned


Unreasonable Hospitality:



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