Amy Hinote of VRM Intel recently published an editorial that’s lighting up the vacation rental world.

In it, she discusses the top of the funnel—the way in which guests begin the booking process—and if that “intro” to vacation rentals is open to anyone but OTAs. Even when guests book directly, do they do so after finding the listing on an OTA first? Are the big listing sites where all guests begin their booking journey?

And if that’s the case, how can property managers even begin to compete with OTAs?

One way, Hinote smartly concludes, is through “destination oriented marketing and expertise.”

Amy advises:

“Leverage destination expertise and local marketing channels to the fullest. PMs can compete fiercely with OTAs locally. It may not be realistic to be the best in the world, but you can be known as the most trusted, knowledgeable, professional vacation rental provider in your market.”

Which got us thinking: what’s the roadmap to becoming the most trusted vacation rental provider in your market?

First and foremost, your rentals and management need to be top-notch. But it goes beyond that.

We at Guest Hook have an idea on how to establish yourself as a destination authority. And, as you might have guessed, it starts with content.

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