Presentation Drives Profit

Before a guest ever walks through the front door of an STR property, they make a decision – often within seconds – based entirely on how the home looks online. In a digital marketplace where thousands of properties compete side-by-side, presentation is one of the most powerful drivers of performance and profitability.

Styling, photography, and thoughtful design do far more than make a home look attractive. They influence perception of value, trust, and quality. Properties with professional presentation consistently outperform those styled casually or photographed poorly – often generating 15–20% higher annual returns.

Guests today have high expectations. They are accustomed to beautifully presented spaces on social media and booking platforms. When a listing looks polished, cohesive, and inviting, it signals to guests that the experience will be equally professional. This builds confidence, increases click-through rates, and elevates conversion.

Design also shapes the type of guest a property attracts. A family-friendly home will feature durable furnishings and practical spaces. A luxury retreat will showcase high-end finishes, soft textures, and curated décor. A corporate-focused property may prioritise workspaces and modern amenities. When design aligns with guest needs, satisfaction – and repeat bookings – climb.

Great presentation also extends beyond styling. Cleanliness, lighting, garden maintenance, linen quality, and amenities all contribute to visual impact. Guests are experts at spotting inconsistencies, and they reward properties that feel intentionally created.

Investing in presentation is not a cost – it’s an asset. It enhances brand credibility, lifts ranking performance, and often pays for itself quickly through improved nightly rates and stronger occupancy.