Get Fully Booked

Let's talk about something that trips up so many hosts – marketing promotions. You know the sort: giveaways, discounts, special offers. They can be brilliant for filling gaps and growing your audience, but get them wrong, and you'll land yourself in what I call "marketing jail."

No, there won't be sirens or handcuffs, but you might end up with angry guests, awkward refund requests, or even your social accounts shut down. And if you're really unlucky, you could find yourself in proper legal hot water.

In this episode, I'm walking you through the three big promotional pitfalls I see short-term rental and glamping owners fall into all the time.

We'll cover the UK rules around giveaways and prize draws (yes, there are actual regulations!), what Meta allows on Instagram and Facebook (spoiler: they have very different rules despite being the same company), and how to handle those dreaded messages from existing guests who want your new offer applied to their existing booking.

I'll share why promotions are one of the most complained-about marketing activities in the UK, and how to protect yourself with proper terms and conditions. Because honestly, you don't want to accidentally turn your free prize draw into a lottery, or be forced to give away a peak summer weekend because you weren't specific enough about your prize.

If you're thinking about running any kind of promotion, this episode will help you do it properly without the headaches.

---

Key Takeaways:

1. Prize draws must be free to enter – never require a purchase or booking to participate
2. Always have clear terms and conditions that specify who can enter, what the prize is, when it's valid, and any exclusions
3. Instagram and Facebook have different rules for promotions, even though they're owned by Meta
4. Be strategic about why you're running a promotion – don't just do it for vanity metrics like follower counts

---

More resources:

Check out my Promotions & Offers training - available in THE FULLY BOOKED BUSINESS CLUB™.

---

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.

---

Are 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

---

This week I'm chatting with Katie Colella, a meta ads specialist who knows her stuff when it comes to Facebook and Instagram ads. And yes, they can work for short-term rentals and glamping sites – when done properly!

We're cutting through the myths around paid ads. Katie explains why so many hosts think ads don't work (spoiler: they've probably just hit the boost button and hoped for the best), and what you actually need to do to make them effective.

In this episode, we talk about why the boost button isn't your friend and the difference between traffic ads and lead ads. Katie shares how to target your ideal guests without wasting money, and why building your email list matters more than vanity metrics. We also discuss when ads are worth the investment and, just as importantly, when they're not.

Katie's been running ads for years and actually owned a B&B herself, so she gets the challenges we face. No fancy jargon here – just practical advice on whether ads could work for your short-term rental business.

If you've been curious about Facebook ads but worried about throwing money down the drain, this episode will help you decide if they're right for you.

---

Key Takeaways:

1. Don't dabble with ads – either do them properly with a strategy or don't bother
2. The boost button is not a marketing strategy (seriously, stop using it!)
3. Lead ads can help you grow your email list, which you actually own (unlike your social following)
4. Target your ideal guests based on interests and demographics – the precision is powerful
5. Test properly before dismissing ads – £50 spent randomly won't tell you anything useful
6. Video view ads can keep you top of mind on a tiny budget (even £1 a day helps)

---

Find out more about Katie:

Visit her Website

Connect on Instagram

---

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.

---

Are 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

---

Welcome to Season 5 of the podcast. Today, I'm diving into why building your own website might be silently holding your business back!

With over 30 years of marketing experience and 80+ website audits under my belt, I have seen three recurring pitfalls of DIY websites that can drain your time, energy and profits.

The importance of your biggest marketing asset to your short-term rental business cannot be overlooked. The guest web user experience is an art and I will show you that a pretty website isn't enough if it doesn't convert visitors into paying guests.

From the need for clear navigation to the necessity of mobile optimisation, I share why a professionally built website is your most powerful marketing tool.

This episode will show you how to get your website firing on all cylinders. Do check out my FREE Website Audit Checklist in the shownotes below...

---

Key Takeaways:

1. DIY websites can be damaging your brand and holding your business back and harming your profits.
2. In just six seconds, your website needs to convince guests to book or you have lost them!
3. Sarah shares the 3 most common pitfalls she sees with websites for short-term rental or glamping businesses today.
4. A professional website is a major marketing asset, not just a pretty brochure - it's essential.
5. Don't skimp on your website; it's your key to attracting guests, driving direct bookings, and boosting the profit in your pocket!

---

More resources:

Get my FREE Ultimate Website Audit Checklist here

More website marketing training here or why not ask Sarah for a personalised Website Audit of your site

---

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.

---

Are 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

---

Think TikTok's just for teenagers doing dance challenges? Think again. In this episode, I'm chatting with Paige McNeil, a social media whizz who specialises in helping accommodation businesses crack TikTok marketing.

We're talking about why you can't afford to write off this platform – especially when guests in their 30s and 40s are actively using it to find their next getaway. Paige shares the truth about what actually works on TikTok (spoiler: forget the polished perfection), why authentic content beats professional shots every time, and how to turn those viral views into actual bookings through your email list and website.

I'll admit, I was sceptical about TikTok. But with over 1,000 new email subscribers in six weeks and actual bookings coming through? I'm a convert. If you've been sitting on the fence about TikTok, this episode might just change your mind.

---

Key Takeaways:

1. TikTok's audience has matured – 25-50 year olds with disposable income are actively searching for accommodation on the platform
2. Authentic, UGC-style content significantly outperforms polished professional photography for engagement and conversions
3. TikTok works as top-of-funnel marketing – focus on driving traffic to your website and email list rather than expecting immediate bookings
4. SEO matters on TikTok – use conversational search phrases in captions and specific hashtags to appear in search results
5. Create a seamless booking path by connecting Instagram (with link in bio)

---

Find out more about Paige:

See Paige's website

Paige McNeil LinkedIn

---

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.

---

Are 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

---

Got another DM asking for a free stay? Me too, my inbox is groaning with them right now! Someone with 500,000 followers wants to stay at your property - sounds flattering, but will it actually get you any bookings? Probably not. And that's because most hosts don't understand the massive difference between an influencer and a content creator. They're not the same thing, and getting this wrong can be a costly mistake.

In this episode, I break down exactly how to spot the difference and avoid getting burned. Influencers promote your stay to their audience - that's it. One feature, maybe some stories, then nothing. Content creators give you professional photos and videos YOU can use in YOUR marketing for months or years. We're talking 100-200 images and 50-100 video clips. When someone approaches you, check their audience demographics, look at engagement (not follower count), and get everything in writing. If you're serious about making influencer collaborations work for your business, this episode is packed with practical advice to help you make smart decisions that actually drive bookings.

---

Key Takeaways:

1. Influencers and content creators are completely different - one promotes to their audience, the other gives you marketing assets you can use forever.
2. Reach doesn't equal results - someone with 500,000 followers but low engagement is less valuable than 3,000 engaged followers who match your ideal guests.
3. Always ask for audience demographics before agreeing to anything - where are their followers based, what age, what interests?
4. Get your agreement in writing upfront - how many posts, what content, what rights do you have to use it afterwards?
5. Think long-term relationships, not one-offs - when you find a creator who gets your brand, keep working with them.
6. Brief them properly with a shoot list so you get the specific assets you need for your marketing.

---

More resources:

How To Find The Right Influencer - THE FULLY BOOKED BUSINESS CLUB™

---

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.

---

Are 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

---

OK, let's talk about the elephant in the room - the market has changed, and winging your marketing just doesn't cut it anymore.

You've probably noticed that guests are booking later than ever, there's more competition than you can shake a stick at, and your usual marketing tactics aren't working like they used to. Well, you're not imagining things.

In this episode, I'm sharing the hard truth about what's shifted in the short-term rental market, backed by real data. But don't panic, I'm also walking you through exactly what you need to do differently to stay fully booked in 2026 and beyond.

You'll discover why that "I'll post something when I remember" approach is leaving you invisible when it matters most, and why you need an always-on marketing system instead of scrambling to fill gaps in your calendar at the last minute. I'm talking about email marketing that builds relationships year-round, SEO-friendly blog posts that drive steady traffic, and consistent social content.

The truth is, the hosts who launched during the post-Covid staycation boom didn't need polished brands or marketing plans—bookings just flew in. But those days are over. The hosts who'll thrive now are the ones treating their business like a proper business, with a marketing strategy, an action plan, and tracking what's actually working.

Because here's the thing, you don't need to do MORE marketing. You just need to do the RIGHT marketing consistently. And that's the exciting part!

---

Key Takeaways

1. Booking windows have shrunk by nearly 30% since 2019. Guests are now booking 1 to 3 weeks out instead of 2 months in advance.
2. More competition means pickier guests. There's been massive growth in accommodation supply, so guests are taking their time, comparing options, and waiting for deals before they book.
3. If you're only posting when you panic about calendar gaps, you've already missed the boat because your ideal guests have booked with someone else.
4. The hosts who'll thrive now are the ones treating their business like a proper business with a marketing plan and a brand that stands out.
5. You don't need MORE marketing, you need the RIGHT marketing. It's about having a strategy, being consistent, tracking what works, and ditching what doesn't.

---

More resources:

THE FULLY BOOKED BUSINESS CLUB™

---

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.

---

Are 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

---

This week, I'm chatting with Sean Ronan from One Acre Wood in Herefordshire, and honestly, his story is brilliant. He and his wife, Annie, went from running a cosy cottage in Norfolk to creating something truly special: two stunning treehouses nestled in 18 acres of woodland that attract both families and romantic couples.

Now, launching during a pandemic wasn't exactly ideal timing (we did it as well, so I know that's the understatement of the century!), but Sean and Annie absolutely smashed it. They've built a thriving business through clever marketing partnerships with local businesses, even landing a spot on George Clark's Amazing Spaces. Not too shabby!

What I love about their approach is how thoughtful everything is. We're talking copper baths instead of the standard hot tubs, locally sourced materials, and a design that genuinely works for both excited kids and adults wanting a peaceful escape. They've created something that feels authentically connected to the local area, not just another glamping site plonked in a field.

Sean's really honest about the challenges of marketing to two completely different audiences—families versus couples—and how they've navigated that tricky balance. He's also refreshingly down-to-earth about hosting, making guests feel welcome without being intrusive. It's that sweet spot we all aim for.

The big takeaway? They've deliberately kept it small with just two treehouses. This isn't about cramming in as many units as possible—it's about creating a serene, private experience where guests can actually enjoy nature without feeling like they're in a holiday park.

So, if you're thinking about launching something unique in the holiday let world, or you're struggling to differentiate yourself from the competition, this episode is packed with brilliant insights and practical advice that'll get you thinking differently about your business.

---

Key Takeaways:

1. Strategic marketing and clever partnerships are essential for building direct bookings
2. Working with the right channel partners helps you reach different audiences
3. Using local materials and craftsmanship creates an authentic experience that sets you apart from cookie-cutter glamping sites
4. Designing spaces that genuinely work for both children and adults opens up your potential guest market significantly
5. Personal touches and thoughtful hosting transform first-time guests into loyal repeat visitors
6. Listening to guest feedback and maintaining sky-high standards generates the kind of reviews that fill your calendar

---

Find out more about One Acre Wood:

One Acre Wood

Follow One Acre Wood on Instagram

The Fully Booked Business Club™

---

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.

---

Are 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

---

If you're serious about ditching those commission-hungry booking platforms and keeping more profit in your own pocket, an email list is hands-down your most valuable asset.

I know, social media feels easier. Instagram's pretty, TikTok's trendy, and Facebook... well, it exists. But here's the problem: you don't own any of those audiences. One algorithm change and poof - all that hard work vanishes into thin air. But your email list? That's yours. Forever.

So, in this episode, I'm sharing five practical, proven strategies to grow your email list faster than you ever thought possible. And no, you don't need to be a tech wizard or a marketing genius to make this work, I promise!

We're talking about proper incentives that actually get people signing up (hint: nobody cares about your "monthly newsletter"), making it ridiculously easy for guests to join your list, and using your social media the right way - as a funnel, not the endgame.

I'm also sharing some real examples from my own business because, let's face it, theory is lovely, but you need to know what actually works in practice. This isn't about complicated funnels or fancy software; it's about simple, consistent actions that fill your booking calendar with direct guests who pay you properly.

So, if you're tired of handing over your hard-earned income to Airbnb and Booking.com, this episode is your starting point. Grab a cuppa and let's sort your email marketing once and for all!

---

Key Takeaways:

1. Email marketing is the single most effective tool for boosting direct bookings and profit margins
2. Ditch "newsletter" language - tell people exactly what value they'll get from joining your list
3. Make signup forms easy to find and fill in across your website and booking journey
4. Strategic incentives (discounts, exclusive offers, free upsells) significantly accelerate list growth
5. Use social media as a traffic driver to your email list, not as your main marketing strategy
6. Consistent email campaigns steadily fill your calendar with profitable direct bookings

---

More resources:

Email Marketing Training

---

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.

---

Are 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

---

In this episode, I'm chatting to Charlotte Hughes, the imaginative brain behind Yorkshire's Scarlet Hen, a unique rental for hen parties and wellness retreats. Charlotte opens up about her unexpected journey into the world of short-term rentals, which began out of necessity when her family home wasn't selling.

She's transformed her massive mansion into a party pad that's not only stylish but also caters to the needs of her guests, creating an unforgettable experience. The episode dives deep into the challenges of managing a property that's also your home, the logistics of moving out every weekend, and how to maintain a welcoming atmosphere for guests.

Charlotte shares her marketing wisdom and how she's managed to ditch reliance on online booking agents, instead focusing on building her brand and direct bookings. This chat is filled with real life practical tips for anyone looking to navigate the world of short-term rentals while keeping their sanity intact.

---

Key Takeaways:

1. Ditch the online agents and focus on building your own brand for direct bookings
2. Necessity really can spark innovation - Charlotte's weekend rental prove it works!
3. Creating memorable experiences for specific groups (like hen parties) leads to incredible reviews and repeat business
4. Organisation and routine are absolutely crucial when you're living this double life
5. Direct bookings put significantly more profit in your pocket - find creative ways to encourage them
6. Building genuine connections with guests makes them more respectful and likely to return

---

About this week's guest:

The Scarlet Hen, Norfolk House

Follow Scarlet Hen on Instagram

---

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.

---

Are 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

---

Today, I'd like to talk about blogging for a minute. Because I see so many businesses, including short-term rental holiday businesses, that think it's dead and buried!

Look, I get it. You're busy doing changeovers, replying to guest enquiries, and trying to figure out Instagram reels (don't even get me started on that!). But here's the truth - blogging is still one of the absolute best ways to get Google to actually notice your holiday cottage or glamping site.

Think of each blog post as a brand new doorway for your ideal guests to find you. While you're sleeping, doing the school run, or mucking out the horses (yes, that's me!) - your blog posts are working away in the background, pulling in website visitors who are actively searching for precisely what you offer.

I'm breaking down exactly how to create content that your guests actually care about, and talking proper SEO that works, choosing topics that convert visitors into bookings, and why you don't need to be churning out posts every single day to see results.

The best bit? This is evergreen content that keeps on giving. Write it once, and it'll be driving traffic to your website for months - even years - to come.

That's what I call marketing smarter, not harder!

---

Key Takeaways:

1. Blogging remains one of the most powerful tools for boosting your Google visibility
2. Fresh, quality content is essential for driving direct bookings to your business
3. SEO is passive marketing that works around the clock (even while you sleep!) See episode 33 for more on this!
4. Write about topics your ideal guests genuinely care about, not random fluff
5. One brilliant blog post per month beats ten mediocre ones every time
6. Evergreen content continues working for you long after you hit publish

---

More resources & training:

Blogging for Online Visibility & Google Rankings - join my membership, THE FULLY BOOKED BUSINESS CLUB™, to access affordable training on blogging

---

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.

---

Are 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

---