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Everyone loves a bargain, so when marketing your vacation home it’s important to communicate the “value” (or the “deal”) your vacation rental guests are getting for their stay. In some cases, it’s appropriate to offer actual discounts and in others it’s ideal to offer a perceived discount.
Common Types of Discounts
Off-Season. The most common discount offered by vacation rental owners is an off-season rate. This rate is typically significantly lower than peak season rates, but still high enough to make a 3-night rental worthwhile. Since off-season dates are likely more difficult to book, many owners are more flexible with their rates in the off-peak times than during the peak season.
Example: “Fall Special: Oct. & Nov. ½ Off”
Last-Minute. If you have an upcoming week or weekend that is still open, consider running a last-minute special for that time frame. On HomeAway.com, you can purchase a Special Offer to highlight open dates.
Example: “Aug. 19th-25th Opening: Rent 2 Nights, Get 1 Free”
Repeat Guests. Some owners offer a small discount to past guests. Communicate this offer to past renters in a holiday card or update newsletter.
Example: “5% discounts for past guests” –or- “Get this year’s rates for next year.”
Longer-Term Stays. Some owners offer special rate for guests who rent for a month or longer. If a guest wants to rent for a longer stays during the peak season and asks for a discount, weigh the pros and cons. If you know you will rent every single week during the peak season, you may not want to offer any kind of discount. However, if the idea of making a little bit less revenue in exchange for less overall work in booking those dates appeals to you, consider the offer.
Military Discounts. Consider offering a 10-15% discount to active members of the U.S. Armed Forces.
Perceived Discounts
Sometimes all it takes is the perception of value to sell a potential renter. For example, if your property rents for $1500/week ($214/night) during the peak season, consider posting a nightly rate of $250 and market the special “Rent 6 Nights, Get the 7th Free.” This way, you’re charging the same amount you normally would for a week, but you are giving renters the perception that they’re getting your home for $214 a night instead of $250. You can also build your cleaning fee into your rental rates and promote a "No Cleaning Fee" offer to differentiate yourself from other properties,
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