Holiday Let Marketing in Wales
Good holiday-let marketing is not simply about appearing on as many booking websites as possible. It is about showing the right guests why your property suits their trip and making it easy for them to enquire or book.
This guide covers photography, property descriptions, websites, search visibility, booking platforms, social media, reviews, local content and ways to generate more repeat and direct interest.
Start With What Makes the Property Worth Booking
Before choosing advertising channels, owners should be able to explain clearly why somebody would choose their accommodation instead of another property nearby.
That does not always mean having a hot tub or a luxury interior. Location, views, walking access, enclosed gardens, parking, sea proximity, family space, accessibility, pet-friendly facilities and suitability for groups can all influence a guest's decision.
Strong marketing takes these genuine advantages and presents them clearly throughout photographs, descriptions, website content and listings.
A Simple Holiday Let Marketing Strategy
Identify the Guests Your Holiday Let Suits Best
Trying to appeal equally to everybody can produce vague marketing. A property becomes easier to promote when its strongest guest markets are understood.
Families
Highlight usable bedroom arrangements, garden space, parking, nearby attractions, practical kitchens and family facilities.
Couples
Location, privacy, views, restaurants, walks and a comfortable property can matter more than maximum sleeping capacity.
Dog Owners
Be precise about enclosed space, permitted numbers and sizes of dogs, nearby walks and any restrictions inside the property.
Large Groups
Explain bedroom layouts, bathrooms, dining space, parking and whether the communal areas genuinely accommodate everyone.
Walkers & Outdoor Guests
Mention nearby routes, equipment storage, drying facilities, outdoor access and realistic travelling distances.
EV Drivers
If charging is available, explain the facility accurately rather than leaving guests uncertain about whether they can charge at the property.
Photography Is One of Your Strongest Marketing Tools
Guests often judge several similar properties quickly. Photographs therefore have a major influence on whether somebody continues reading a listing.
Show the Whole Stay
Include the exterior, principal living areas, bedrooms, bathrooms, kitchen, garden or outside space, views and important facilities rather than repeatedly photographing the same room.
Keep Images Current
Replace photographs after significant refurbishment or changes to furniture and facilities. Guests should arrive to something recognisably similar to what they booked.
See our dedicated Holiday Let Photography Wales guide .
Write Property Descriptions for Guests, Not Owners
Owners naturally know their properties in detail, but guests usually want quick answers to practical questions.
- Where exactly is the property?
- How many people does it sleep comfortably?
- What is the bedroom configuration?
- How many bathrooms are there?
- Is parking available?
- Are dogs allowed and on what terms?
- Is the outside space enclosed?
- How far is the beach, town or main attraction?
- Is there Wi-Fi?
- Are there stairs or accessibility considerations?
- Is EV charging available?
- Are there important restrictions guests need to know?
Features are useful, but their benefit should also be clear. “Private enclosed garden” is usually more informative than a vague description such as “beautiful outside space”.
Your Own Holiday Let Website
A property website can give an owner a place to present the accommodation in more detail, build a recognisable name and generate enquiries outside third-party booking platforms.
Clear Property Page
Give visitors the photographs, facilities, sleeping arrangements, location and important practical information they need.
Simple Enquiry Route
Make the next action obvious. Visitors should not need to hunt around the website to work out how to enquire or book.
Useful Local Information
Genuine guides to nearby beaches, walks, restaurants and attractions can help potential guests understand the destination.
Search Visibility for Holiday Lets
Search marketing works best when website pages match the way potential guests actually look for accommodation.
A property in Tenby, for example, may naturally be relevant to searches connected with its location, property type and genuine features rather than repeatedly using the phrase “holiday cottage” throughout every paragraph.
Location
Make the town, village or area clear and provide useful information about what is nearby.
Property Type
Cottage, lodge, caravan, apartment, cabin and glamping pod can attract different search behaviour.
Real Features
Dog-friendly stays, sea views, hot tubs, large-group capacity and EV charging can all support more specific searches where genuinely applicable.
Sell the Destination as Well as the Property
Guests are normally booking a trip, not just a building. Useful local information can therefore support both search visibility and booking confidence.
Beaches & Coast
Explain realistic distances, parking and which nearby beaches may suit families, walkers or dog owners.
Walking & Outdoors
Highlight routes and attractions that genuinely relate to the property rather than producing generic lists of things to do.
Food & Local Businesses
Restaurants, pubs, cafés, farm shops and independent businesses can help potential guests picture their stay.
Events
Local festivals, sporting events and seasonal attractions can create useful reasons to promote quieter dates.
Family Attractions
Family properties can answer practical questions about rainy-day activities and attractions within sensible driving distance.
Seasonal Reasons to Visit
Walking, autumn colours, winter breaks and spring weekends can help broaden marketing beyond peak summer demand.
Booking Platforms, Direct Bookings & Directories
Different marketing channels can play different roles. Owners do not necessarily need to choose between third-party platforms and direct marketing.
Booking Platforms
Large accommodation platforms can provide visibility and established booking systems, but owners should understand fees, policies and how much control they retain.
Direct Bookings
A website and repeat-guest base can generate enquiries directly, giving owners another source of bookings alongside third-party platforms.
Specialist Directories
Relevant regional or accommodation-specific directories can introduce the property to visitors already researching a particular destination or type of stay.
Promote Your Holiday Let on Holiday Lets Wales
Holiday Lets Wales helps visitors discover accommodation, destinations and holiday ideas across Wales. Owners interested in promoting a property can get in touch for current listing information.
Promote Your Holiday LetSocial Media for Holiday Let Owners
Social media is often most effective when it gives potential guests a reason to imagine themselves visiting rather than repeatedly publishing “dates available” posts.
Property Content
New photographs, seasonal changes, garden updates, improvements and useful facilities can keep the property visible without constantly repeating the same sales message.
Destination Content
Share nearby beaches, walks, restaurants, events, views and local discoveries that support the type of holiday your guests are likely to enjoy.
Last-minute availability can work particularly well when there is a genuine reason to travel, such as good weather, an event or a suddenly available weekend.
Guest Reviews Build Booking Confidence
Reviews give future guests evidence of what previous visitors actually experienced.
Owners should encourage genuine feedback rather than attempting to manufacture a perfect review profile.
- Make it easy for genuine guests to leave feedback
- Respond professionally where a response is useful
- Look for recurring complaints rather than dismissing them
- Use feedback to identify property improvements
- Do not create or purchase fake reviews
- Do not hide important limitations guests need to understand
Do Not Forget Previous Guests
Owners sometimes concentrate entirely on finding new customers, even though somebody who has already enjoyed the property is much easier to convince to return.
Give Them a Reason to Return
Consistent standards and good communication matter more than complicated loyalty schemes.
Make Direct Contact Possible
Where appropriate and lawful, make sure guests know how they can find the property again for a future stay.
Stay Memorable
A recognisable property name, clear website and consistent presentation make repeat discovery easier.
Market Features Properly
Adding a facility only helps marketing if potential guests know it exists and understand why it is useful.
Dog-Friendly
Explain numbers, charges, garden security and restrictions rather than simply adding a dog icon.
Hot Tub
Show the setting honestly and explain whether it is private, available throughout the stay and subject to any usage rules.
EV Charging
Explain the charger, access arrangements and any charging policy clearly for guests travelling in an electric vehicle.
Sea or Mountain Views
Use photography to demonstrate the actual view rather than relying on exaggerated descriptions.
Parking
State how many vehicles can realistically park and whether spaces are private, shared or on-street.
Accessibility
Give useful factual information about access, steps, bedrooms and bathrooms so guests can assess suitability.
Know Which Marketing Actually Produces Bookings
Owners can easily spend time and money on channels that create activity without generating meaningful enquiries.
Keep a simple record of where bookings originate so marketing decisions are based on results rather than assumptions.
- Website enquiries
- Direct repeat guests
- Individual booking platforms
- Directories
- Facebook and other social media
- Referral from previous guests
- Search-engine traffic
- Paid advertising where used
A channel that generates fewer enquiries can still be valuable if those enquiries convert into longer or more profitable bookings.
Common Holiday Let Marketing Mistakes
Poor First Photograph
A weak lead image can prevent guests ever reaching the rest of an otherwise excellent listing.
Vague Location
Guests need enough geographic information to understand where they will actually be staying.
Too Much Sales Language
“Amazing”, “stunning” and “luxury” are less persuasive than specific useful facts backed by photographs.
Hidden Restrictions
Parking limitations, pet restrictions or difficult access should not appear as surprises after a booking.
Only Marketing in Summer
Owners can miss opportunities to promote weekends, walking breaks, events and quieter-season stays.
No Measurement
Without recording where bookings originate, it is difficult to know what marketing deserves more attention.
Holiday Let Marketing Checklist
- Identify the strongest target guest groups
- Define the property's genuine selling points
- Use strong current photography
- Make location immediately clear
- Explain bedrooms and sleeping arrangements
- Describe important facilities accurately
- Keep pricing and mandatory charges clear
- Maintain accurate availability
- Use useful local destination content
- Encourage genuine reviews
- Promote quieter seasons as well as summer
- Give previous guests a way to find you again
- Keep website and booking-platform information consistent
- Track where bookings and enquiries originate
Holiday Let Marketing – FAQs
How do I market a holiday let in Wales?
Start with good photography and an accurate property description, then use an appropriate mix of booking platforms, your own website, directories, search visibility, social media and repeat guests. The best mix depends on the property and the type of visitor you want to attract.
Do I need my own website for a holiday let?
It is not essential for every owner, but a website can provide more control over how the property is presented, support search visibility and provide another route for direct enquiries.
Is social media worth using for a holiday cottage?
It can be, particularly when content shows the property and destination rather than only publishing availability adverts. Owners should still measure whether social activity generates useful enquiries.
What should I put in a holiday let description?
Clearly describe location, sleeping arrangements, bathrooms, parking, outdoor space, facilities, pet policy, accessibility considerations and anything important guests need to know before booking.
How important are photographs for holiday lets?
Very important. Photographs are often one of the first things potential guests compare between properties and should accurately show the accommodation, facilities and setting.
Should I try to get direct bookings?
Direct enquiries can form part of a broader booking strategy. Many owners use a mixture of direct marketing and third-party booking platforms rather than relying completely on one source.
How can I get more repeat bookings?
Deliver a consistent stay, make the property easy to find again and maintain an appropriate route for previous guests to return or enquire about another stay.