What Marketing Metrics should you be Monitoring in your Short Term Rental?

If the words “marketing metrics” make you want to switch off immediately, I get it. Numbers and spreadsheets weren’t what drew most of us into hospitality. But this episode might just change how you feel about them — because the hosts who track the right things are the ones who stop making decisions based on panic and start making them based on evidence. In this solo episode, I’m walking you through the marketing metrics that I think every short-term rental host should have an eye on. Not vanity metrics. Not “look how many followers I’ve got” metrics. The ones that tell you whether your marketing is ACTUALLY working. We start with your website and why your conversion rate can reveal far more about your marketing effectiveness than your occupancy rate ever will. I explain why lots of traffic with low bookings isn’t always a traffic problem, and what it might actually be telling you instead. Then we move into email marketing, an area I will always champion because unlike social media, your email list is an asset you actually own. I cover the numbers you should be watching, why a high open rate with no clicks is a red flag, and the single biggest mistake hosts make with their email marketing. Finally, we get into booking behaviour — booking windows, average length of stay, repeat guest percentage and direct booking ratio. These are the numbers that help you spot trends before they become problems and shape your marketing campaigns with intention rather than pure guesswork. One quiet week in February does not mean your business is failing. But patterns matter. This episode shows you exactly what to look out for. \--- Key Takeaways: - Your website conversion rate is more revealing than your occupancy rate — it tells you whether your marketing is convincing the right people to book, not just visit. - Lots of traffic with few bookings isn’t always a traffic problem. It could be a messaging, pricing, usability or trust issue — and you won’t know until you look at the numbers. - Your email list is one of the most valuable marketing assets in your business. Social media reach can disappear overnight; your email database is yours. - Don’t just email when you’re desperate for bookings — guests can feel that energy. Build a consistent relationship and the bookings follow, often weeks or months later. - Booking window trends tell you a huge amount about consumer confidence. Shorter booking windows don’t mean demand has gone; they often mean people are delaying commitment. - Marketing becomes far less stressful when you stop relying on gut feeling. Track consistently, spot patterns early, and market with intention instead of desperation. \--- **Is your marketing actually working? Find out with a Marketing MOT with Sarah** This intensive 2.5-hour Zoom session is a full audit of your current marketing capability and KPI performance. We discuss your goals, and I advise on immediate improvements to get you there quicker. You receive a video recording of the call and an Action Plan with next steps to keep you on track. Find out more and book your Marketing MOT here \--- **Do you have a marketing roadmap for your business?** No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info. \--- **What would you do with an extra £20k+ in your holiday business?** I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same. It is easier than you think to move to 70%+ direct bookings. If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot! \--- Connect with Sarah: Website Instagram Facebook LinkedIn \---