What's in a Name? Tips for Naming Your Short-Term Rental

Kate Stoermer Author

Picking - and using, a name for your Airbnb (short-term rental) is more than a name. Grab insights to help unpack naming your STR

This week marked a significant personal milestone for my husband and me—we became grandparents for the first time! The anticipation was doubly sweet as we awaited not just the arrival of our grandchild, but also the revelation of his name, a closely guarded secret until his birth. Meanwhile, we grappled with what our grandparent names would be. Would I be a Grandma, a Nana, or perhaps a Glam-Ma?

This personal journey with names got me thinking about another kind of naming—those of our short-term rental properties. Just as with a newborn, the name we bestow upon our rentals can significantly shape initial perceptions and experiences. But just how crucial is this naming? Do guests care about the names of their vacation stays as much as we think? Should these names influence the listings or marketing strategies? If you've ever pondered the real impact of a short-term rental's name, then you’re in the right place. Let's dive into the nuanced world of property naming and discover how crucial a good name can be to your business's success.

The Significance of a Good Name

Names are more than mere labels; they carry weight and evoke associations. In the realm of short-term rentals, the name of your property acts as the first handshake with potential guests, setting the tone for their expectations and overall experience. A well-chosen name can convey the ambiance, location, and uniqueness of your property, making it memorable and attractive in a sea of listings.

For example, a name like "Serenity Shores" instantly paints a picture of tranquil waterside living, appealing directly to those seeking a peaceful retreat. On the other hand, "Adventurer's Loft" might attract a younger, more energetic crowd looking for a city escape. The key lies in aligning the property name with the experience it promises, thereby not just meeting but exceeding guest expectations.

Moreover, a name can serve as a branding tool, integrating your rental into broader marketing efforts. It helps establish a narrative that can be spun into a compelling story across your marketing channels—from your website to social media, enhancing emotional connection and recall among your audience.

I say all of this, but I have a caveat. If your short-term rental is only listed on Airbnb (or VRBO), without a direct-booking plan and your model is to optimize for Airbnb, the name - in my opinion, is not very important unless it directly conveys the experience (Ie, the name is the keyword someone is likely searching for like “Disney Retreat” or the like)

Tip: Pick a name that evokes the key experience your guests will have staying at your property 

Key Considerations in Naming Your Property

When naming your property, several factors come into play to ensure the name works hard for you. First, think about simplicity and memorability. A name that’s easy to remember and pronounce will stick in guests' minds, making them more likely to recommend it to others or return in the future.

Secondly, consider the relevance and allure of the name. Does it reflect the property’s architectural style, location, or unique features? For instance, incorporating terms like 'Cottage,' 'Villa,' 'Retreat,' or geographic markers can significantly enhance the appeal while being search-friendly.

Lastly, think about the marketing implications of your choice. A good name should seamlessly integrate into your overall branding strategy, aiding in storytelling and making your property more marketable. It should resonate with your target audience, reflecting their desires and expectations, and positioning your rental uniquely against competitors.

I would be remiss not to mention, however, it is equally important to ensure your property name is not evoking a cultural faux pas or coming across as insensitive or inappropriate. A poor choice can not only deter potential guests but can also invite unwanted negative attention and criticism. Make sure you understand the meanings of the words used in your title and any cultural associations or pronunciations that might not be as intended.

Tip: AI can help brainstorm potential names and alert you to any potential concerns with your selected name

SEO and Online Presence

As search technologies evolve, so too must our strategies for being found online. Traditional SEO has expanded into what some now call "Ask Engine Optimization," where the focus shifts from keywords to conversational searches and long-tail queries. Guests are increasingly using voice search and asking full questions rather than typing keywords. For example, instead of searching "vacation rentals near Disneyland," a prospective guest might ask, "Where is a good place to stay for a Disney vacation?"

Your property’s name can play a strategic role in this new SEO landscape. By including elements that answer potential questions—like "Hideaway" for secluded spots or "Downtown Digs" for urban apartments—you can align more closely with the conversational queries that AI-driven search engines favor.

Moreover, optimizing for multiple search intents—beyond just the name—can be crucial. It’s about ensuring that your online presence addresses the experiences, amenities, and emotions your guests are seeking. This might mean crafting content that answers potential questions, using your property’s name and relevant keywords throughout your website’s metadata, and ensuring your listing descriptions are rich in details that align with conversational search behaviors.

Tip: Leverage search terms a potential booker might use and include keywords in your property name that evokes the likely experience your guests are looking for

Using Your Property Name in Marketing

Integrating your property name into your marketing strategy can enhance brand recognition and guest engagement if you plan to do so.

A common question is whether or not to use the property name in the booking platform headline. I’ve heard it argued both for and against and at the end of the day for most folks I do not advise using your properties name in the headline on your Airbnb listing unless you are among the 1% that are an iconic property that people will absolutely search for by name - or if your marketing plan is aggressively tied to social media promotions of your property by name.

Instead, for most short-term rentalists, I suggest weaving the property name it into the listing description where it naturally fits to reinforce its identity. This fits the ask engine optimization need, especially if other keywords are incorporated, and allows you to keep the headline to directly and succinctly communicate your properties unique selling proposition (USP).

On social media, use your property name as a hashtag to increase visibility and track engagement. Feature it prominently in posts, stories, and responses to reviews to reinforce brand recognition. You can also create themed marketing campaigns around the name, perhaps offering promotions or contests that encourage guests to interact with your brand.

Moreover, consider leveraging your property’s name in email marketing campaigns. For instance, send out newsletters featuring "Updates from Serenity Shores" or "What’s New at Adventurer's Loft?" to keep your property top of mind with past guests and potential new customers. Similarly, make sure you guest communications promote the name as well.

Tip: Keep your property name in front of guests.  I personally have magnets in all my properties with the property name and direct booking site information on it. I also have custom drink coasters, notepads, and my signs around the property have the property logo or favicon. 

A thoughtfully chosen name for your short-term rental is more than just a label; it’s a key player in your property’s identity, guest experience, and marketing success. Like choosing a name for a child, selecting your property’s name requires consideration of its personality and potential to ensure it resonates well with your intended audience.

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Ready to learn more about how to market and get more for your STR? 

Grab the Listing Optimizer Course - a quick crash course for niching down to maximize your STR income. Grab it today HERE -- and just for reading this you are getting it for $20 off its usual $47. An amazing deal at $27 for a practical, step-by-step video and PDF workbook course of 2.5 hours (in 5-10 minute chunks) to walk you through defining your audience, market, submarket, and niche -- with bonus content for using Chatgpt, tools to help analyze your market, and best practices for listing copy and photos. Don't miss out - grab the course today (make sure to use this LINK for the discount) and get more bookings!

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Hey Boss! I'm Kate, owner/founder of The CEO Host. If you are interested in taking a leap into short-term rentals - or have some questions about your existing business, my goal - passion, and career, is to help YOU succeed. I've coached hundreds of folks getting started or looking to optimize, analyzed more deals (and duds) than I could count, completed thousands of hours of education and training, attended conferences... So don't be shy. A good CEO knows to bring in expert help - and that's what I'm here for! Lets HOP ON A CALL and chat!

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Categories: : getting started, marketing