Sprucing up your listing description

A great listing description is one of your best tools for securing bookings and setting guests’ expectations. We’ve learned from Superhosts that your property doesn’t have to be perfect, but it’s crucial to tell guests exactly what they’ll find when they arrive. Here’s how to get travelers excited about staying in your space.

There are millions of listings on Airbnb. To convey what’s special about yours, take a few minutes to think about those appealing, one-of-a-kind features that set it apart. That could mean highlighting the location or unique amenities of your space. “We’re a 5- to 10-minute walk from some of Bend’s best restaurants and breweries,” say Superhosts Mike and Jill, from Bend, Oregon. “[Our] highly acclaimed mountain bike trails are just a 15-minute bike ride or a 5-minute drive away.”

The title of your listing and first image are what convince guests to click on your listing, so it’s important to use them to your advantage by highlighting your space’s strengths. Longer titles that highlight your space’s amenities and use capital letters for the first letter of every word work well. For example, rather than writing, “one-bedroom city apartment,” try, “Charming One-Bedroom Apartment Near Downtown.” Other great examples include:

• “Seaside Cottage: Sauna, Kayaks, and Home Theater”
• “Old Town Square Apartment with Fireplace and Home Office”
• “Kid-Friendly Cabin Near Hiking Trails and Lake”

Your listing is where you market your space, and storytelling is a key part of great marketing. Often, the story you tell is about the experience you’re offering guests. So help them imagine themselves as heroes in the story of their own adventure. Have a top-floor apartment with a tree outside? “You’ll feel like you’re in a treehouse!” Even a modest, city-center room can be “a perfect base for exploring.” For more inspiration, check out Superhosts Tereasa and David’s advice for effectively telling your story.

You don’t have to be a great writer to craft an appealing description, but you do need to use concise and compelling language. Start by thinking like a traveler: Share must-know information at the beginning of your description while highlighting the selling points.

For example, host Ryan of Santa Marta, Colombia, says he always gives context to his guests up front. “Because it’s a pretty remote location, there’s a lot of information that we like to share with our clients,” he says. “We’re on the grid, but we’re in a very rural area. When the power goes out, it might go out for a couple of days.” As long as his guests know this before booking, they understand that they’re not going to have a typical travel experience and they can plan accordingly.

If you don’t know how to begin, talk with a friend and describe what it’s like to stay at your place. Often the best details will come out right away, in an appealing, conversational way that makes for a strong listing description.

“Direct beach access and stunning ocean views from every room” is how host Matthew starts his listing in Nicaragua.

Olga’s listing in Mammoth Lakes, California, emphasizes its convenient parking because she knows from experience that skiers love it when they can haul their ski gear into the property easily. She also makes sure to point out that her home has a wood-burning fireplace because she knows skiers love to unwind in front of the fire after a day on the slopes.

Though you may want to show off how special your place is, don’t oversell or exaggerate it. Being clear about both the unique benefits and any quirks helps potential guests decide right away whether your space is right for them.

It’s especially important to add accessibility features and highlight any aspects of your property that might pose a challenge for some guests. The “Other Things to Note” and “The Space” sections are opportunities to provide this type of context.

Whether you’re listing a private room in your home or you’re the host of several properties, guests will likely want to know more about you. Don’t be afraid to let your personality shine through.

If you’re showing a bed, tell your guests what size it is, and mention the type of mattress, if relevant. Have a photo of a cozy window nook? You could mention that it’s the perfect place to curl up with a book at sunset.

Read through the listing descriptions of interesting properties for inspiration—and check out other hosts’ reviews to understand the types of moments and details that guests love. No matter what type of space you have, identifying opportunities for delight will help bring your listing to life.