Hello, this isKototsuki Design.
We often receive inquiries from owners who are preparing to open a vacation rental or guesthouse—or who are already in business but have started thinking, “I want to promote my business more effectively online”—asking, “Is a website really necessary? I’m already registered with OTAs like Airbnb and Jalan, so wouldn’t a long, vertical landing page (LP) be enough?”
To cut to the chase, the right answer depends on the business. However, vacation rentals and guesthouses have unique circumstances specific to the lodging industry that differ slightly from those of restaurants or beauty salons.
So, what criteria should you use to make your decision? While budget and the effort required to update the site are certainly important, there’s an even more fundamental and crucial criterion that comes before them.
That is, “What kind of guests stay at your property, and what are they looking for?”
In this article, I’d like to share an approach for when you’re wondering, “Which one is a better fit for my property?”—one that focuses on “the faces of your guests” rather than numbers or systems.
Visualize “Your Guests’ Faces” Before Considering Your Budget
For example, even among “vacation rentals and guesthouses,” the time and experiences guests are seeking can be completely different.
Accommodation A: Backpackers who are quickly looking for a place to stay for the night while traveling. As long as there’s availability, it’s clean, and the location is convenient, that’s all they need.
Accommodation B: A couple visiting potential locations for a move to the countryside. They research the owner’s personality, their passion for local ingredients, and even the origin of the accommodation’s name before contacting the place they’ve decided is “the one” directly.
Guests at Accommodation A are looking for quick information: “availability, price, and location.” On the other hand, guests at Accommodation B ask, “Who runs the place? What’s breakfast like? What’s nearby?” They carefully research whether it’s a place they can trust with their precious night’s stay before making a reservation.
A single-page landing page (LP) excels at “giving guests a quick nudge to book.” A website excels at “carefully conveying the property’s unique atmosphere to put guests at ease.”
What kind of people come to stay at your inn?
Why do you need a website when there are OTAs (online travel agencies)?
Unlike restaurants, vacation rentals and guesthouses have the option of using OTAs (online travel agencies) like Airbnb, Jalan, and Booking.com. It’s natural to think, “I’m already listed on an OTA, so do I really need a website?”
However, there are three barriers to using OTAs.
① Commission fees
Bookings made through OTAs incur platform fees. For guesthouses and vacation rentals where the average guest spend isn’t high, these costs add up over time. As direct bookings through your website increase, more revenue stays in your pocket.
② You can’t fully convey your property’s unique character
On OTA pages, all accommodations are listed using the same template. The story behind the opening, the owner’s personality, and a love for the local community—there are inherent limits to conveying that “human touch” of your property.
③ Relying on OTAs for Guest Relationships
It’s only natural for guests who book through an OTA to use the same platform for their next visit. This means there’s still no place where they can connect directly with your property.
Your website is your inn’s “own space”—a place to gradually break free from this reliance on OTAs.
Where are your guests on social media? (Characteristics by age and gender)
Looking for a place to stay isn’t just about “searching.” Guests might be drawn to a photo that catches their eye or discover your property for the first time through someone else’s post. That’s why it’s so important to consider where your guests spend their time.
Once you have a clear picture of the guests you want to attract, the next step is to consider where those people “usually spend their time” (which social media platforms they use). The goal is to create a flow that guides them from social media to your landing page or website.
Types of Social Media | Main Age Groups | Gender Ratio Trends | Characteristics and Atmosphere When Searching for Accommodations |
|---|---|---|---|
20s–40s | Slightly more women | Users search visually for room ambiance, breakfast, and location. Traditional Japanese houses and a handmade feel tend to resonate well. | |
Teens–20s | Nearly equal split between men and women | Videos create an impulse to think, “I want to stay here!” This platform is also effective for reaching international travelers. | |
20s–40s | Slightly more men | Word-of-mouth recommendations like “This place was great” spread easily. The owner’s unpretentious, everyday posts resonate with users. | |
Ages 40–60 | Slightly more men | Word-of-mouth within local communities and relocation-related groups. Effective at reaching those considering long-term stays or relocation. |
For example, if your goal is to “attract women in their 20s and 30s to experience the charm of a traditional Japanese house and a homemade breakfast,” a seamless flow from Instagram to your landing page—where they can quickly make a reservation—works beautifully.
Conversely, if your goal is to “have couples in their 40s and older leisurely savor the local lifestyle and food culture,” it would likely be more effective to have them visit your website via Facebook or Google search and take their time reading the story behind your inn.
Comparison by Type: Accommodations Suited for a Landing Page vs. Those Suited for a Website
We’ve created a table to illustrate, in a bit more detail, the “ideal web format for your inn” based on your guests’ profiles and the social media platforms they use.
Comparison Criteria | Accommodations Suited for a Landing Page (LP) | Accommodations Suited for a Full Website |
|---|---|---|
Guest Demographics | Primarily trend-conscious people in their 10s through 30s | People in their 30s and older who want to take their time choosing accommodations |
Desired Experience | A quick stay at a “trendy guesthouse” | Choosing based on “the owner’s vision, local character, and atmosphere” |
Entry Points for Attracting Guests | Traffic from Instagram, TikTok, and OTAs | Careful searches, such as “region name + traditional Japanese house inn” |
The Role of the Website | Guide guests to “Booking” as quickly as possible without causing confusion | Share the inn’s story and foster a deep sense of “empathy” |
Relationship with OTAs | Can thrive even when OTA bookings are the primary source | You can cultivate direct bookings and reduce dependence on OTAs |
Unlike restaurants, guests in the lodging industry “entrust their entire night” to the property, so they conduct very thorough research before booking. That’s precisely why a website that carefully conveys your unique atmosphere will become a valuable asset for your property in the long run.
Is a content management system (such as microCMS) necessary?
We often receive requests like, “We want to be able to update announcements ourselves,” but depending on the situation on the ground, choosing “not to include this feature” is also a valid option.
Scenarios | When it’s better to include an update feature | When it’s not necessary to include it |
|---|---|---|
Operational Situation | Frequent updates to seasonal plans or information on local events | You’re too busy with check-ins and cleaning to find time for website updates |
Purpose of Updates | We want to keep accommodation plans and local information up-to-date | Basic information remains constant, and daily updates are handled sufficiently via social media |
If we implement a sophisticated system only to end up too busy for anyone to use it—to the point where “no one touches it anymore…”—it’s better not to implement a system at all and leave daily updates to familiar platforms like Instagram and X. I believe this kind of “subtraction” is also an important part of the design needed to keep the inn’s atmosphere pristine.
Even if you do decide to implement an update feature, it doesn’t necessarily have to be a cumbersome WordPress site.Running a guesthouse is busier than you might imagine. There are times when being able to “quickly and easily update today’s announcement without hesitation” is more important than “learning how to use a complicated admin panel.” For simply updating announcements or accommodation plans, there’s also the option of “microCMS,” which is much lighter and runs smoothly. It offers a user-friendly experience that allows owners on the front lines to use it without hesitation, which is why we frequently recommend it onKototsuki Design.
Do Vacation Rentals and Guesthouses Need a Website?Kototsuki Design’s Perspective
When searching for a place to stay, the number of guests finding accommodations through Google Maps (Google Business Profile) has really increased recently. While we’ve discussed how to utilize Google Business Profile (MEO strategies) in this article, the basic approach is to set up a website or landing page that serves as an “official information hub” accessible via Maps.
With that in mind, here’s our simple conclusion:
- If you want visitors coming from social media or OTAs to take a single action (making a reservation), use a “landing page”
- If they come from a search and you want them to fall in love with the entire atmosphere of your property, use a “website.”
Kototsuki DesignSo, rather than chasing fleeting viral buzz or resorting to aggressive sales tactics, we prioritize a customer acquisition strategy that involves providing high-quality information and “waiting” for customers to find you through search. That’s precisely why we often propose a website that carefully conveys the property’s unique character—right down to the owner’s personal touch.
What matters most is “how you want guests to find you.”
For vacation rentals and guesthouses, the most important thing—which comes before “how to build it” or “what to build”—is something much simpler.
It’s “What kind of guests do you want to walk through your door, and in what frame of mind?” Once that vision is clear, the “right online presence” for your property will naturally become apparent.
“What kind of website would best suit the guests at my property?” If you find yourself wondering this, please don’t try to figure it out all on your own—feel free to reach out to us so we can help you sort through your thoughts.
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