“As long as you’re providing value, hopefully your marketing will be mostly perceived generously and people will want to receive it.” What if the key to competing with major OTAs wasn’t just about building a better website—but capturing data from every single guest who stays at your property? Arthur Colker, Founder & CEO of StayFi, discovered this truth while helping a New Orleans property manager escape 99% OTA dependency. In this episode, he shares how a WiFi-based data capture solution evolved into a full guest marketing platform powering direct bookings across vacation rentals, boutique hotels, and hospitality brands. Arthur reveals why guest data ownership is the biggest missed opportunity in short-term rentals, how diversifying channels matters more than eliminating OTAs entirely, and the groundbreaking StayFinder meta-search tool launching soon that will let travelers compare direct booking prices against major platforms. Whether you’re managing 2 properties or 200, Arthur’s insights on guest data strategy and the evolving hospitality tech landscape will reshape how you think about building an independent brand. Summary and Highlights 🎯 Meet Arthur Colker Arthur Colker is the Founder and CEO of StayFi, a guest marketing platform that started as a WiFi data collection tool and evolved into a comprehensive solution for vacation rentals, boutique hotels, and independent hospitality brands. Since 2018, Arthur has been helping property managers capture guest data and build independent booking channels that reduce reliance on major OTAs. Before StayFi, Arthur worked as a marketing consultant across various industries. His entry into short-term rentals happened almost accidentally when he took on a vacation rental operator as a client and discovered they had zero guest data despite managing 200 properties. That gap became the genesis of StayFi—a platform now used by thousands of operators who understand that guest data ownership is the foundation of a resilient, profitable hospitality business. Arthur is passionate about helping independent operators compete with major platforms, not by undercutting them, but by building their own brands and creating direct relationships with guests. His latest project, StayFinder, aims to make direct booking discovery as easy as booking through an OTA—while delivering real savings to travelers. 💡 Key Takeaways ✅ Guest data is the most overlooked asset in short-term rentals — Most operators collect names and emails only from bookers, missing everyone else in the reservation✅ Direct booking isn’t about replacing OTAs — It’s about channel diversification and building a resilient business that isn’t dependent on one platform✅ Marketing works when it delivers value — Position direct booking as a “secret” that saves guests money, not just a way to avoid fees✅ Your property needs to rank on Google — If someone searches your listing name and can’t find your direct site on page one, you’re losing bookings✅ Unique property names matter for SEO — Generic names like “Cozy Creek Cabin” make it nearly impossible to rank and be discovered✅ Founders need conviction, not just optimism — Arthur calls it “delusional self-belief,” but you also need to listen when customers tell you what’s not working🏠 How StayFi Started: Solving One Client’s Problem Arthur didn’t set out to build a hospitality tech company. He was doing marketing consulting for various businesses when he landed a short-term rental operator called Heirloom, managing around 200 properties across New Orleans, Boston, and Scottsdale. Their goal was simple: build a brand identity and figure out how to get guests to book directly. The challenge? They were 99% dependent on Airbnb for bookings and had zero guest data. No names, no emails, no phone numbers. Arthur realized that acquiring new guests is expensive and trust-dependent. The easiest path to direct bookings would be marketing to people who already stayed and loved the properties. But how do you market to ghosts? He looked for existing solutions—captive portal systems used in cafes, airports, and hotels. Nothing worked well for single-family vacation rentals. So he built a custom solution using white-labeled hardware and a basic splash page that collected marketing consent when guests logged into WiFi. V1 of StayFi was scrappy. No customer portal. No self-service. Arthur manually configured everything for each client. But it worked. And when he looked around the industry, he realized the problem was universal. That’s how StayFi was born. 📈 The Evolution: From WiFi to Full Guest Marketing Platform The early years were a grind. Through 2019, StayFi was still a part-time project. Then Arthur went full-time—right as the hardware partner got acquired and pricing became unfeasible. He had to rebuild the tech stack while simultaneously dealing with COVID shutting down his 10-15 paying customers overnight. But instead of folding, Arthur used the downtime to build StayFi’s first self-service portal and flash page builder. By the time short-term rentals roared back in 2021, the platform was ready to scale. Timing couldn’t have been better—hosts were angry at Airbnb for how they were treated during the pandemic, and the industry was hungry for tools that reduced OTA dependence. Fast forward to today, and StayFi has evolved far beyond WiFi data collection. The platform now includes: 🔹 Homepage Tool — A link-tree-style page for guests that consolidates all the resources they need during their stay🔹 Email Marketing Software — Purpose-built for vacation rentals, not generic tools like MailChimp🔹 PMS Integrations — Pulling data from property management systems to create a unified guest database🔹 Upsell Amplification — Helping operators present offers like early checkout, mid-stay cleans, and local experiences to all guests, not just bookers The guiding principle? Collect guest data from every touchpoint, then help operators monetize that data—whether through rebookings, upsells, or entirely new revenue streams. For property managers who also run real estate businesses, tour companies, or retail shops, StayFi has become a powerful cross-marketing engine. Guests who stay in vacation rentals are often the same people who later buy properties in that market. The data becomes invaluable. 🔍 StayFinder: The Next Frontier in Direct Booking Discovery Arthur’s newest project, StayFinder, tackles a different problem: guest discovery. Most direct booking tools focus on converting existing traffic

Technology is transforming short-term rentals—but are we losing the heart of hospitality in the process? In this episode, Jessica Gillingham, CEO of Abode Worldwide and author of “Tech-Enabled Hospitality,” challenges the notion that automation and personalization can’t coexist. As a strategic advisor to transformative technology companies across the global hospitality sector and host of the Pillow Talk Sessions podcast, Jessica brings a unique perspective on building category leaders. From revealing why 90% of hosts only use 30-40% of their PMS capabilities to explaining how Netflix-style personalization could revolutionize guest experiences, Jessica shares insights from interviewing over 30 industry leaders. Whether you’re managing one property or a hundred, you’ll discover why the future of hospitality isn’t about choosing between technology and human connection—it’s about using one to amplify the other. Summary and Highlights 👤 Meet Jessica Jessica Gillingham is the CEO of Abode Worldwide, a strategic public relations agency specializing in elevating the profile of transformative technology solutions across the global hospitality, lodging, and living sectors. Abode sits at the heart of the developing intersection between work, life, and play in real estate and hospitality, partnering with brands playing a lead role in this transformation. A regular industry speaker, author, and adviser, Jessica is also the host of the Pillow Talk Sessions podcast and author of “Tech-Enabled Hospitality” (Kogan Page, August 2024). Drawing on interviews with over 30 industry leaders, her book examines how technology is transforming every aspect of hospitality operations and the guest experience. She’s also the creator of the Abode Worldwide Short-Term Rental Index, now in its third edition, which catalogs over 200 tech companies and trends shaping the STR industry. 🎯 Why This Episode Matters Most property managers are sitting on goldmines of untapped potential. Jessica reveals a startling reality: operators typically use only 30-40% of their existing technology’s capabilities. This isn’t just about underutilization—it’s about missing the fundamental shift happening in hospitality. While other industries, such as e-commerce, have seamlessly integrated digital experiences into every touchpoint, vacation rentals remain “clunky” and fragmented. This episode cuts through the noise of endless tech solutions to address the real question: How do you leverage technology without sacrificing the warmth and personalization that defines true hospitality? Jessica’s perspective, informed by years working with both hotel and vacation rental technology companies, offers a rare bird’s-eye view of where the industry is heading and what operators need to do now to stay competitive. 💡 The Mindset Shift: Investment vs. Cost One of the most powerful insights Jessica shares is the divide she observed while researching her book: successful operators view their tech stack as an investment that enhances their business, while struggling operators view it as a necessary expense. This mindset difference determines everything—from which tools you adopt to how you implement them. Operators who treat technology as an investment actively seek to understand its full capabilities, integrate systems to create seamless experiences, and continuously optimize their digital guest journey. Those who see it as a cost often implement the bare minimum, leaving powerful features dormant. The gap isn’t just philosophical. As Jessica points out, guests now expect the same frictionless digital experiences they get from booking doctor appointments, ordering food, or shopping online. Everything in our lives has been digitalized—except, often, the hospitality booking journey. <a href=”https://craftedstays.co/blog/”>Property managers who fail to bridge this gap</a> risk being left behind as the industry consolidates and guest expectations continue rising. 🔍 The Education Gap: Why Hosts Aren’t Using Their Tools Jessica identifies a critical problem plaguing the industry: operators often lack awareness of their own knowledge gaps. Most hosts and property managers can’t identify where automation could help them because they haven’t clearly defined their operational gaps. Even more challenging, they don’t fully understand what their existing software can do. This creates a vicious cycle. Without understanding your problems, you can’t evaluate solutions effectively. Without understanding your solutions, you can’t leverage them to solve problems. Jessica compares this to any software we use—”We’re on Riverside right now,” she tells Gil, “I bet you don’t use the whole caboodle of what Riverside can do for you.” The solution? Strategic education. Before adding another tool to your stack, invest time in understanding what you already have. Map your operational pain points. Then systematically explore whether your current PMS, guest communication platform, or pricing tool already addresses those challenges. As Jessica emphasizes throughout the conversation, <a href=”https://craftedstays.co/blog/”>the most successful direct booking strategies</a> start with understanding your foundation before building upward. 🏨 The Accidental Entrepreneur Problem Jessica makes a crucial distinction that many hosts overlook: “Most hosts are accidental hosts. You don’t go to university thinking I’m going to be a professional property manager.” This creates unique challenges because running a short-term rental business requires three distinct skill sets that rarely come naturally together: Hospitality expertise – Understanding guest needs, creating memorable experiences, and maintaining service standards Business acumen – Managing finances, hiring teams, scaling operations, and strategic planning Real estate knowledge – Property selection, market analysis, and investment strategy Unlike long-term rentals or commercial real estate, which have established frameworks and educational pathways, vacation rental operators often stumble into the business without realizing they’ve started a 24/7 hospitality operation. As Jessica notes, “It’s always on. Property managers tend to be extremely hardworking, putting in a lot of hours into their businesses.” The path forward involves recognizing these gaps and actively seeking education. Whether through podcasts like Booked Solid, industry conferences, or peer mastermind groups, successful operators treat learning as a core business function rather than an occasional activity. 🤝 Technology + Hospitality: Not an Either/Or Perhaps the most important theme Jessica emphasizes is captured in a single quote from Ryan Killeen, CEO of The Annex in Toronto: “The future of hospitality is hospitality.” Despite all the discussions about AI, automation, and efficiency, the winners in this space will be those who use technology to enable hospitality, not replace it. “Hospitality doesn’t always have to be in person,” Jessica explains. “It can be delivered through digital methods. It’s

Building a high-performing short-term rental isn’t about throwing money at renovations and hoping for results. It’s about strategic design choices that create a destination guests actively seek out—not just settle for. In this episode, Mark Lumpkin breaks down his proven framework for transforming underperforming properties into revenue powerhouses. From identifying the right foundation before you buy, to niching down with precision, to leveraging photography that tells an irresistible story—Mark shares the exact steps his team at STR Cribs uses to help operators double their revenue. You’ll learn how to analyze your competition without copying them, why most properties fail to differentiate themselves, and the small intentional touches that convert browsers into bookers. Whether you’re acquiring your first property or refreshing an existing portfolio, this conversation will shift how you think about design, marketing, and guest experience. Summary and Highlights 🎯 Meet Mark Lumpkin Mark Lumpkin is the Head of Marketing and Sales at STR Cribs, a full-service design and construction company specializing in high-performing short-term rentals. With five years in the industry, Mark has helped operators across the country transform underperforming properties into top-tier revenue generators through strategic renovations, amenity planning, and niche positioning. Before joining STR Cribs, Mark was part of the founding team at Showplace, where he honed his expertise in furniture, design, and guest experience optimization. He currently owns and self-manages a Superhost property while building his own portfolio. Mark’s approach centers on one core belief: every property needs a clear answer to the question, “What makes this special?” His work has resulted in case studies where properties have doubled their annual revenue after renovation—often with payback periods of under 12 months. 💡 Why Differentiation Matters More Than Ever The short-term rental landscape has undergone a fundamental shift. Post-COVID, the market has matured beyond slapping IKEA furniture in a spare bedroom and watching bookings roll in. Competition is fiercer, guest expectations are higher, and operators who can’t articulate what makes their property special are getting left behind. Mark opened the conversation with a striking reality check: “If you can’t simply answer the question, what’s special about my property—what’s different about my property—you’re setting yourself up for failure.” This isn’t about having the most amenities or spending the most money. It’s about strategic positioning that makes your property the obvious choice for a specific type of guest. When you nail this, everything else—from occupancy rates to direct bookings—becomes exponentially easier. 🏡 The Foundation Comes First One of Mark’s most valuable insights centers on acquisition strategy. Too many operators fall in love with a property’s aesthetic without evaluating its fundamentals. Mark’s team starts consulting before clients even make an offer. The critical question isn’t just about location or the number of bedrooms. It’s about space and potential. A property on the side of a hill in Gatlinburg with only a tiny deck has almost nowhere to grow. Meanwhile, a property with acreage and flat land can add amenities such as pickleball courts, fire pits, outdoor games, and other features that genuinely increase revenue. “You’ve got that tiny little deck, and then anything else would cost you such an exorbitant amount of money to improve the real estate, it wouldn’t be worth it,” Mark explained. Starting with the right canvas means you’re not fighting uphill from day one. For operators building direct booking brands, this foundation becomes even more important. Properties with differentiation potential become shareable, Instagram-worthy destinations that guests actively seek out and return to. 📈 Case Study: Scottsdale Property Doubles Revenue Mark shared a standout success story that perfectly illustrates his framework in action. A client in Scottsdale, Arizona, owned a five-bedroom property that had been generating $100,000 to $110,000 annually for five years. Revenue was declining each year, and the property had become forgettable. The bones were solid: a large backyard, a pool, and five bedrooms. But it lacked soul. Guests weren’t booking because they were excited about the property—they were booking because it was available and cheap. STR Cribs transformed the property with a clear niche: the ultimate golf-themed bachelor pad. They permitted and converted the unused garage space into a game room with a poker table. They added a backyard golf simulator, a mini golf course, a chipping range, a hot tub, a fire pit, and a pickleball court. Inside, they redesigned the entire aesthetic to match the golf theme. The result? Annual revenue jumped to $235,000—more than doubling year-over-year. The renovation nearly paid for itself in the first 12 months. The property now attracts higher-quality guests, commands premium rates, and has built substantial equity through permitted additions. This case study reinforces a crucial principle for direct booking success: when your property becomes a destination rather than a commodity, conversion rates soar. 🎯 Finding Your Niche Without Guessing So how do you identify the right niche for your property? Mark’s process is methodical and data-driven, rather than being based on gut feelings or trends. Start with competitive analysis. Identify the five best-performing properties in your market that are comparable in size and location. Study what they offer. If all five have hot tubs, you need one. If four have barrel saunas, you probably need one too. If they’re all dog-friendly, that’s not optional—it’s table stakes. This research establishes your baseline. You’re not copying—you’re understanding what guests in your market expect from top-tier properties. Then comes the differentiation layer. “How do I go above and beyond?” Mark asked. “I’ve got the same meat and potatoes, but I’ve got a different flavor of seasoning and hot sauce on it that will maybe bring in a little bit different type of person.” Mark also cautioned against the “build it and they will come” approach. Creating a completely unique concept in an unproven market takes serious conviction and comes with risk. He’s seen it work, but recommends operators ground their strategy in proven demand first. For those pursuing direct booking strategies, this competitive intelligence serves as the foundation for your content marketing, SEO targeting, and social media positioning.

“The way that people choose travel, they consider bookings. It has culturally shifted from even 10 years ago, five years ago, particularly among Gen Z and millennials. They are experience first, location second.” – Annie Sloan The hospitality landscape has fundamentally changed. Today’s travelers aren’t just booking a place to stay—they’re curating entire experiences before they even choose their destination. Annie Sloan, Co-Founder and CEO of The Host Co, joins us to reveal how direct booking amenities are becoming the secret weapon for property managers who want to stand out in an increasingly competitive market. In this episode, you’ll discover why the traditional approach of competing solely on location and price is no longer sufficient, and how forward-thinking hosts are building entire brands around the experiences they can provide. From mobile tattoo artists at Coachella properties to barrel saunas delivered to remote cabins, Annie shares real examples of hosts who’ve transformed their businesses by thinking beyond accommodation. Summary and Highlights 👋 Meet Annie Sloan: From Silicon Valley to STR Innovation Annie Sloan brings a unique perspective to short-term rental innovation, combining her extensive background as a Creative Director at Facebook and Twitter with her experience as a property owner who started hosting on Craigslist in the early days. Her journey from posting properties on Craigslist to building a platform that now serves over 18,000 listings across 16 countries demonstrates the evolution possible when you deeply understand both the technical and hospitality sides of the industry. After years of solving her own hosting challenges—from midnight firewood requests in Joshua Tree to last-minute pet fee negotiations—Annie co-founded The Host Co with Michael Hubbard to automate these pain points while creating new revenue opportunities for hosts. Her Silicon Valley product experience, combined with real-world hosting frustrations, led to a platform that transforms how guests discover and book experiences during their stays. ✨ Key Takeaways: Why Amenities Are Your Direct Booking Superpower 🎯 The Experience-First Booking Revolution Annie reveals a fundamental shift in how travelers make decisions: “They are experience first, location second. They are, what are we gonna do there before they are? Where are we gonna stay there?” This represents a massive opportunity for direct booking websites that can showcase unique experiences alongside beautiful properties. 💰 The 40% Purchase Rate Discovery When The Host Co launched in seven test properties, they discovered something remarkable: 93% of guests opened their amenities store, and 40% made a purchase in the first month. This wasn’t just about convenience—guests were actively seeking ways to enhance their stays and were willing to pay premium prices for curated experiences. 🛍️ Beyond the Mini-Bar Mentality While The Host Co started with the concept of a “mini bar for short-term rentals,” Annie discovered that hosts were using the platform in unexpected ways. Rather than just selling physical products, properties began offering services like late checkout, early check-in, and local experiences—creating a new category of hospitality marketing that goes far beyond traditional accommodation. 🧠 The Psychology of Experience Marketing One of the most compelling insights from Annie involves understanding the booking psychology: “The person who books the stay generally psychologically is the person who gets more enjoyment from anticipating the trip than being on the trip.” This means your direct booking strategy should focus on feeding that anticipation through curated experiences and services. 🔧 Practical Implementation Strategies 👥 Start with Your Current Team Annie suggests leveraging existing resources creatively. Your cleaning staff, for example, might be willing to handle simple service requests like birthday cake delivery or rose petal setup for an additional fee. This approach allows you to offer enhanced experiences without building entirely new vendor relationships. 📱 Test Through Social Media First Before investing in new amenities or services, Annie recommends testing market interest through your existing social media channels. Share images of potential experiences—barrel saunas, private chefs, wellness services—and gauge audience reaction before committing resources. ⭐ Quality Control Through Curation Rather than allowing unlimited vendor access, The Host Co maintains quality by only working with services recommended by their host partners. This curator approach ensures that every amenity offered meets both host and guest expectations while maintaining brand integrity. 🏆 The Direct Booking Advantage The conversation reveals why building your own direct booking website becomes even more critical when you’re offering unique experiences. Unlike OTA platforms where amenities exist in isolation, direct booking sites allow you to create a cohesive brand story that connects your property, location, and available experiences into one compelling package. Annie explains: “Everything that you can use to grow your SEO to stand out, to improve booking consideration… if someone comes to your website, their booking consideration goes up.” This extended engagement time becomes particularly valuable when guests can explore not just your property but the entire experience ecosystem you’ve created. 📚 Annie’s Book Recommendation Annie recommends “4,000 Weeks: Time Management for Mortals” by Oliver Burkeman. This perspective-shifting book challenges traditional productivity thinking by highlighting that if you live to 80, you have only 4,000 weeks of life. The book emphasizes doing things for enjoyment rather than just achievement—a mindset that translates beautifully to creating memorable guest experiences rather than just efficient accommodations. ⚡ Annie’s Rapid Fire Insights Mindset Advice: “Most of the time it is a boring grind and mindset wise, you need to learn to be somewhat happy despite the different circumstances… being the one who decides how you’re going to be, especially in startup world, it is such a rollercoaster.” Tactical Advice: “Get a direct booking site and start talking about it in social media. Start talking about one thing that you can add to it… just see if you get some excitement around it.” 🔗 Connect with Annie Sloan Learn more about The Host Co and follow Annie’s insights: The integration between The Host Co and CraftedStays launching this fall promises to bring these experience-first booking capabilities directly into your property management website, allowing you to seamlessly market and fulfill unique guest experiences alongside your core accommodation offering. Ready