In an increasingly competitive market, digital marketing has become an essential tool for property owners and agencies managing holiday accommodation. If you want to stand out in 2025, simply being present on platforms like Airbnb or Booking is no longer enough: you need your own positioning strategy that generates direct bookings, increases your visibility and builds guest loyalty.
Why do you need your own digital strategy?
Relying solely on third-party booking platforms limits both your profitability and your visibility. Having your own SEO-optimised website, an active presence on social media, and targeted advertising campaigns allows you to:
- Increase your direct bookings (commission-free).
- Build your own memorable and recognisable brand.
- Create a database of loyal repeat customers.
- Stand out from the competition in your area.
SEO Trends for Holiday Rentals in 2025
1. Local SEO and Smart Geolocation
Travellers search for accommodation using terms such as “apartment in [destination]” or “villa near the beach”. To appear in these searches, it’s essential to:
- Optimise your website with local keywords (e.g. “holiday apartment in central Cádiz”).
- Create content with travel guides, local plans, and events.
- Use Google Business Profile with up-to-date photos, opening hours and reviews.
Tip: Add phrases that match voice search queries such as “Where to stay in Menorca with sea views?”
2. Conversational Content and Voice Search
More and more users are searching for accommodation via voice on their mobiles. Make sure you:
- Answer common questions: “How much does it cost to stay in Mallorca in summer?”
- Use natural, conversational language in your website and blog content.
- Include FAQ sections and clear benefit lists.
3. Video Marketing and Social Media as Search Engines
Platforms like TikTok, Instagram and YouTube are rapidly becoming powerful search tools. Share:
- Videos of your accommodation and local area.
- Client video testimonials.
- Local tips and itineraries in short, engaging formats.
Pro tip: Optimise your video titles and descriptions with local keywords.
4. Ultra-Targeted Digital Advertising
In 2025, smart campaigns (such as Google Performance Max or Meta Ads with interest-based targeting) allow you to reach:
- Travellers actively searching for your destination.
- Audiences similar to your past guests.
- International tourists planning seasonal trips to Spain.
Remarketing is also key to re-engage users who visited your site but didn’t complete a booking.
5. Reviews and Online Reputation
Over 90% of travellers read reviews before booking. Your online reputation influences both your SEO and final customer decisions:
- Request reviews after each stay.
- Respond politely and professionally to any negative feedback.
- Use positive testimonials as content for your website and social channels.
Where to Start?
If you don’t yet have a digital strategy for your holiday rental, start by:
- Building a professional, SEO-optimised website.
- Identifying your local keywords.
- Creating and keeping your Google Business Profile up to date.
- Planning useful content for your blog and social media.
- Launching digital ad campaigns to attract qualified traffic.
Holiday rental digital marketing in 2025 is about connecting with the traveller before they book. Position yourself at the key decision-making moment with a full strategy combining SEO, content, social media, and smart advertising. This way, you’ll not only attract more visitors, but secure more direct bookings, pay fewer commissions, and boost your profitability.
Contact us to learn more about digital marketing for holiday rentals and tourism businesses, and discover how we can help your particular case.
