Resources
Articles

Telling Your Story: How to MAP a Short-Term Rental About Us Page

This Content is sponsored by
To find out more how 
Guesty
 can help with research and understand
the vacation rental market 
click here

Your “About Us” page is more than just a section on your website—it’s your handshake with potential guests, your chance to share your passion, and your opportunity to turn a casual visitor into a loyal customer. In the world of vacation rentals, where trust is everything, your story matters. It’s how you set yourself apart, build connections, and create a lasting impression.

As someone who has spent decades in this industry, I’ve seen how a well-crafted About Us page can transform businesses. It’s not about being flashy or over-polished nor does it mean using corporate speak to describe your business.  Instead, it’s about being genuine, relatable, and memorable. That’s where the MAP framework comes in: Memorable, Appealing, and Personal.

Let’s look at  how you can use this framework to create a page that makes guests feel excited, reassured, and ready to book.


Why Your About Us Page Matters

In a world where travelers are inundated with choices, your About Us page is your chance to cut through the noise. It’s where you tell your story, showcase your personality, and build trust.

Robin and Heather Craigen of Moving Mountains

Take, for instance, the story of Robin and Heather Craigen of Moving Mountains. Their journey began as yacht hosts, catering to luxury-seeking guests in the Caribbean. They later transitioned to the mountains of Colorado, bringing the same level of care and attention to their vacation rentals. Their story is unique and authentic, and it resonates with their target audience because it highlights their passion for creating unforgettable experiences​​.

Your story can do the same. It doesn’t have to be dramatic or extravagant—it just has to be yours.


The MAP Framework: Crafting Your Story

Kati Ruotola of Budahome

1. Make It Memorable

Your story should stand out in guests’ minds. Whether it’s how you started, a defining moment in your journey, or something unique about your properties, focus on what makes you different.

Kati Ruotola of Budahome tells a story that’s hard to forget. Her journey started with her grandmother, Zsuzsa, who ran a guesthouse in communist Hungary in the 1960s. Decades later, Kati bought that same property and transformed it into a thriving vacation rental business. It’s a story of legacy, resilience, and passion​.

Think about what makes your journey unique. Did you take a leap of faith to start this business? Is there a personal connection to your property or location? Guests love stories that are real and meaningful.

Tyann Marcink of Branson Family Retreat


2. Make It Appealing

Your story should align with the dreams and desires of your ideal guest. If you’re catering to families, highlight your family-friendly approach. If your audience is adventurers, share your love for the outdoors.

Tyann Marcink of Branson Family Retreats does this beautifully. Her About Us page starts with a striking headline: “We eloped on the Isle of Skye in an abandoned chapel.” It’s not only memorable but also personal and relatable. She then ties her story to her target audience—large families—by sharing her own family’s love for spending time together​.

The key is to know your audience and speak directly to them. Make your story a reflection of the experiences they’re looking for.


3. Make It Personal

This is where you let your personality shine. Share the moments that shaped your journey, the challenges you’ve overcome, and the values that guide your business.

Tom Goodwin of Mountain Laurel Chalets uses video to tell his story. He talks about how his family built a legacy of hospitality and passed it down through generations. Seeing his face, hearing his voice, and learning about his values helps guests feel like they already know him​.

A personal touch—whether it’s a heartfelt anecdote, a behind-the-scenes photo, or a short video—makes your story come alive.



Start with the End in Mind

Before you write, envision the perfect guest review. What do you want guests to say about their experience? Maybe it’s how welcome they felt or how every detail was thoughtfully planned. Use that vision to guide your story.

For example:

"Our stay at Coastal Haven was incredible. From the moment we arrived, we felt like family. The hosts thought of everything, from the cozy blankets on the porch to the local coffee beans in the kitchen. We left with full hearts and can’t wait to come back."

By starting with this end goal, you can reverse-engineer your story to reflect the experience you want to create.

Your About Us would describe how you love the local coffee shop and your favourite thing is to curl up on the porch rocker wrapped up in a blanket looking at the view while you drink their best coffee. 

Use AI to pull these unique moments expressed by your guests and weave a story around them.


Keep It Chronological

A good story has a natural flow. Start at the beginning—how you got started. Move through the middle—your challenges and triumphs. End with the present and your vision for the future.

For example:

  • The Beginning: Share what inspired you to start your vacation rental business. Maybe it was a family tradition, a life-changing trip, or a chance encounter.
  • The Middle: Discuss the lessons you’ve learned, the challenges you’ve faced, and the milestones you’ve reached.
  • The Present: Highlight what makes your business special today—your attention to detail, your local expertise, your guest-centered approach.
  • The Future: Share your aspirations, whether it’s expanding your offerings or continuing to create unforgettable guest experiences.

You can use these steps in a ChatGPT prompt to ensure the flow runs perfectly.


Enhance with Visuals and Media

Don’t underestimate the power of visuals. Include photos of your family, your properties, or even the view from your favorite spot. Consider adding a short video like Tom Goodwin’s—it doesn’t need to be professionally produced to be effective​.

Kati’s photo of her grandmother; the image of Nat & Tyann on their wedding day and the Craigen’s family picture are all great examples.


Putting It All Together

Here’s an example of how a simple About Us page might look (thanks to Richard & Sophie from Beside the Sea Holidays in Camber, UK)

Beside The Sea was set up in 2009 by us, Richard and Sophie. Originally from Essex, we fell in love with Camber, Rye and the beautiful unspoilt sandy beach over 10 years ago and bought a holiday cottage. It didn’t take us long to realise that we wanted to offer a much more personal service to holiday cottage owners and their guests than we had experienced from other agencies.

We started small but Beside The Sea soon grew from a part-time job into a proper family business. While Sophie looks after the accounts side of things and Richard handles the web/techie stuff, we work together on all aspects of the business. This also includes Arthur (our 4 year old) and Dougal (our dog) – as a family, we love meeting guests who come and stay from all over the world.

Our mission is to offer a truly personal service to make your stay at one of our Camber Sands holiday cottages as relaxing as we possibly can. Any queries, any issues, we’re here for you and just around the corner. We look forward to welcoming you soon!


Final Thoughts

Your About Us page is your chance to connect, inspire, and build trust. By using the MAP framework—making your story memorable, appealing, and personal—you can create a page that stands out and leaves a lasting impression.

Whether your journey is as adventurous as Tyann Marcink’s, as heartfelt as Tom Goodwin’s, or as rooted in legacy as Kati Ruotola’s, your story matters. Share it boldly, and watch as your guests feel the connection and trust that only comes from authenticity.

Ready to start? Take a moment to reflect, and let your story shine. The next chapter begins with you.

Easter Egg #1 [About Us]
>> SSTIR Crazy Registrants can enter this phrase in the gamification section on the app to earn big points towards the 2 VIP Tickets to the VR Nation Conference, Austin, TX, April 27-28, 2025.

Heather Bayer

Co-Founder & Director of Education & Training

Vacation Rental Formula
Short-term rental investor, blogger, podcaster, and vacation rental guru! Heather has been immersed in the industry since 1998 as the owner of seven properties and CEO of one of Ontario's leading rental agencies managing 180 rental cottages. She's also the co-founder of the Vacation Rental Formula, the best educational resource for owners and managers, and the creator and lead presenter for this incredible program.

ARE YOU A SHORT-TERM RENTAL (STR) BUSINESS OWNER LOOKING TO TAKE YOUR BUSINESS TO THE NEXT LEVEL?

Then it's time to enroll in the Vacation Rental Formula Business School!
With many different courses to help you solve the problem you are having right now.

0 people
are viewing this site
0 people
viewed this page
in the last