Best Ways to Get Your First Guests for a New Airbnb or Short-Term Rental
For new Airbnb or VRBO hosts, finding your first guests is the top priority. Choose the wrong way to promote your rental, and you could face an empty calendar for months. This guide explains what each marketing channel truly costs, how long it takes to get bookings, and which methods are best for launching your first short-term rental property.
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The quick answer
Start with listing platforms like Airbnb and VRBO to get your first bookings and reviews quickly. Use local outreach (friends, family, local groups) for early momentum and direct bookings. Only use paid ads once your property has a good listing, solid reviews, and you know it attracts guests consistently.
Side-by-side breakdown
Listing Platforms (Airbnb, VRBO, Booking.com): The cost is typically a 3-5% host service fee per booking on Airbnb, or an annual fee ($499) on VRBO. There's no upfront cost to list. Time to first booking is usually 1-3 weeks if your listing is optimized and priced right. You can often get a "new listing boost" from the platform. These platforms require high-quality photos, a compelling description, and competitive pricing, often with 'instant book' enabled.
Local Outreach/Direct Bookings: This channel has a very low cost, mainly time spent networking. You might use a simple booking page builder for $15-$30/month (like Lodgify Basic) or just manage bookings directly. Time to first booking can be days to two weeks if you have an existing network. This method requires a personal network, clear pricing, and an easy way for guests to book (even just a simple form or direct payment).
Paid Ads (Google, Meta): Costs start at $200-$500/month to get meaningful data, often more in competitive areas. Time to first booking is usually 4-8 weeks, as you need to optimize campaigns. Ads require professional photos, a direct booking website, and a clear understanding of your target guest (e.g., local tourists, families, specific event attendees). You need to track metrics like clicks, bookings, and return on ad spend.
When to choose listing platforms
Choose listing platforms (Airbnb, VRBO, Booking.com) when you want maximum reach and built-in trust. These sites give you access to a huge audience actively looking for rentals. This should be your primary way to get bookings. The platforms handle payment processing and create a sense of security for guests. These work best for all types of short-term rentals, from spare rooms to entire vacation homes. Focus on optimizing your listing for search on these sites with great photos and descriptions.
When to choose local outreach/direct bookings
Choose local outreach or direct bookings when you have a local network, want to avoid platform fees, or need to target specific groups (e.g., traveling nurses, wedding guests, contractors). This is great for filling gaps in your calendar or securing longer stays. It means telling friends, family, local businesses, and community groups about your rental. This strategy helps build early momentum and gather reviews that can be used to improve your platform listings.
When to choose paid ads
Choose paid ads (Google Ads, Facebook/Instagram Ads) after your property has a strong listing on platforms and at least 5-10 positive reviews. Ads work best when you know your target guest (e.g., families, remote workers, event-goers) and have a dedicated direct booking website. Without good reviews and a clear understanding of your property's appeal, you will spend money without getting bookings. Google Search ads can work for specific local terms like "vacation rental near [local attraction]" even at an early stage.
The verdict
Start where you can get your first booking and a review quickly. For a new short-term rental, that means listing on major platforms like Airbnb and VRBO, combined with telling everyone you know. Do not start with paid ads until your listing is proven and has positive guest feedback. The most successful new hosts get direct feedback and initial bookings from real guests before spending on broad advertising campaigns.
How to get started
For listing platforms: Create your listing with at least 15-20 high-quality, well-lit photos. Write a clear, honest description highlighting unique features and nearby attractions. Enable "instant book" and offer a competitive introductory price for your first 3-5 bookings. This helps attract early guests and quickly gather initial reviews. For local outreach: Tell friends, family, and local businesses (cafes, shops, event planners) about your rental. Offer a small referral bonus for bookings or a discount for direct bookings. Create a simple 'welcome guide' you can easily share.
RECOMMENDED TOOLS
Apollo.io
B2B contact database and cold email sequencing platform
LinkedIn Sales Navigator
Advanced LinkedIn search and outreach for B2B sales
Instantly
Cold email platform with domain warm-up and deliverability tools
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FREQUENTLY ASKED QUESTIONS
How many cold emails should I send per day to avoid spam filters?
Start with 20-30 per day on a warmed domain. After 30 days of warm-up, you can scale to 50-100 per day. Sending too fast on a new domain will land your emails in spam and damage your domain reputation permanently.
Is cold outreach legal?
B2B cold email is legal in the US under CAN-SPAM as long as you include an unsubscribe mechanism and your real business address. GDPR imposes tighter restrictions for contacts in the EU — you need a legitimate interest basis and must honor opt-outs immediately.
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