In this article, I'm going to walk you through the 5-step formula to help you write the best Airbnb description.
Writing a description using this formula will help you get more bookings for higher rates.
An Airbnb description is more than just a rundown of your bed and bath counts—it’s a chance to connect with potential guests on an emotional level and hone in on what makes your rental one of a kind. You're an entrepreneur, not a writer, though. So you may be sitting there, wondering, “how do I write an Airbnb description?”.
And not just any Airbnb description — one with pazazz, one that paints such a strong picture in your FPG's mind that they feel emotionally attached to staying in your listing.
That may seem like a tall order, but with a little bit of foresight, it’s totally achievable. Read on for our five tips on how to write the best Airbnb descriptions to drive more bookings to your rental.
Remember that before people read the description, they're going to look first read/look at:
The description will be secondary, so make sure that your photo captions also capture them the right way. They won't want to read a whole block of text, so in the first paragraph, break things down into bullet points and try to use emojis to keep their attention.
🏡 3-story penthouse with direct view on the river
📍 Five minutes' walk to downtown
🌆 Rooftop terrace with the most Instaworthy views
And go one, writing the USPs that are most attractive about your unit.
Now, for the 5-step formula:
Great writing is short and to the point. It doesn't use any words that are unnecessary. Writing that plays on emotion uses powerful words that paint pictures in your readers' minds.
Start by looking at your Airbnb description. Do you see any instances of what we deem our “no-no words”—words like great, best, most or awesome? Cut them out.
There's a better way to get your point across. Using hyperbolic language doesn’t land you any guests, nor does using generic language that means nothing. Backing up your claim does.
Here’s what we mean: your property might boast the best view in town, but it’s the job of your listing description (along with your photos) to prove it. Instead of touting your “awesome view,” tell your guests what exactly they can expect to see. Does the window in your bedroom offer a top-story glimpse at the twinkling skyline at night? Can you see the sunrise over the ocean from your front porch?
Let’s take a look at this Portland apartment we recently wrote an Airbnb description for. It’s got a lot of personality, but it’s not enough to boast “great character” if you want to fill your booking calendar. In our description, we went in-depth by describing just what makes this space so unique with words that conjure up a specific image and feeling.
If you’re still struggling with how to rid your listing description of dime-a-dozen words like the ones above, we cover it in-depth here.
“Recently remodeled and tastefully furnished in true Portland fashion, this basement apartment boasts a unique charm, with many of the original features and woodwork from its over-a-century-year-old building still intact.”
When in doubt, think hard about how your rental is different from your competition.
Not all of your guests come to your description looking for the same thing. A parent planning a multi-family getaway might be most concerned with your bed and bath configuration, while a group of outdoor enthusiasts or culture vultures may be most interested in how close you are to nearby destinations.
In today’s fast-paced world, guests will skip right over your Airbnb description if you don’t make it easy for them to find what they’re looking for. Breaking up your content into bite-sized sections with telling subheads makes it easy for every guest to skim your listing for exactly what they want to know.
As a rule of thumb, we recommend the following formula:
Structure this to best showcase the information they find most important.
– Room 1: This is the master bedroom with a king-sized bed located on the top floor. It has an east-facing window overlooking the garden, so you'll have morning light to wake you gently. It has its own private bathroom with a bathtub, a TV with Netflix and a large closet.
– Room 2: This room has a bunk bed and a large writing desk and has sliding-door access to the garden. Also equipped with a TV with Netflix, AC and a private bathroom.
– Room 3: This room next to the kitchen has a queen size bed and shares the common bathroom. It has a window overlooking the front yard & mountains. It has a small closet and a TV with Netflix.
That's the description of the bedrooms. Now you would describe your kitchen:
Fully renovated kitchen with oven, a four-burner gas stove and a marble island. Fully equipped, comes with:
Our patio comes with a tiki thatched cover so you can enjoy the seating area in the shade at any time of day. We have a gas barbecue grill and outdoor fairy lighting for having the coziest evenings in good company.
One of the most common pieces of advice we dole out to owners looking to improve their description is to mention your key selling points early and often. This is the part of your Airbnb description that works as a sales page.
We know there’s probably a lot to love about your home, but a useful exercise is to brainstorm 3-5 characteristics that set you apart from your competition, whether it’s a kid-friendly game room, sprawling outdoor space with private pool or location steps from the tideline.
Once you’ve established the traits that make you stand apart, be sure to mention them right from the get-go—if not in the first sentence of your listing description, then at least in the first paragraph. You only get one chance to make a first impression, so make it count.
Let’s look at an example of how we honed in on key selling points early on in a listing for another Portland apartment.
For this listing, we singled out the building’s historic charm and the rental’s proximity to quintessential Portland experiences—like exploring Powell’s and tasting coffee and microbrews—to quickly hook the target audience. Then, we tied it all together under the theme of living like a local to create a cohesive first paragraph chock-full of unique selling points.
Things that can be a unique selling point:
You wouldn’t decorate a cabin in the woods in the same way you would a city penthouse—and you shouldn’t write about them the same way, either.
The vacation rental industry is deeply personal. For many guests, choosing a rental isn’t just about finding a place to lay their heads. They want to know that the property they choose is a match for them in personality and spirit.
Your Airbnb description copy is an opportunity to portray the attitude of your vacation rental. If you’re writing about a family-friendly beach cottage, you’ll want to use casual, conversational language and make mention of fun and togetherness.
But if you’re writing about a high-end getaway in wine country, you should use sophisticated language with frequent references to luxuriousness and exclusivity.
Determine what your guest finds most important, and consider that when making tone and language choices.
We said it earlier in this post, but it’s a point that deserves re-enforcing. Your potential guests are the ones you’re writing this description for, so keep them in mind throughout the entire writing process.
One helpful exercise is to create imagined guest personas based on the guests you see most frequently at your rental. When you create this, ask yourself (and maybe happy past guests) the following:
By determining their needs and priorities, and then putting an imagined name and face to that guest, you’ll be inspired to write a listing that caters directly to them.
It’s a lot easier to talk to Bob the Hiker, Jody the Mom and Alex the Golfer in your listing than it is to talk to a nameless, faceless crowd of potential guests.
Guest Hook is here to help. As vacation rental copywriters, we use the right words to help you drive more potential guests towards booking by optimizing your Airbnb description.