Niche Audiences Are a Winning Strategy for STRs

You don’t need to be Marriott to succeed in microhospitality. In fact, that might hurt. Your space just needs to appeal to the right 500 people.

We built this home in upstate New York for a couple that lived full-time in a rental in Brooklyn. They were part of a tight-knit sauna and Nordic Cycle community in Williamsburg, and while this property appeals so specifically to them, it’s also THE place to stay for everyone in their circle.

It’s the perfect distance from Manhattan to feel like a getaway within reach. It features a minimalist and clean interior design to create a relaxing but up-scale feel, and the wood-fired sauna, the outdoor hot tub, and the massive windows taking in the Shawangunks make it a distinct place for disconnecting and creating the perfect spa-like retreat.

A rustic cabin in the woods would probably appeal to more people. But that’s not the point. Every circle our client is in now knows about this hybrid home that’s available to rent just two hours from their front door. It’s a unique property that appeals very heavily to few people. But for that audience, it’s irresistible. Guess who books this property most.

When the guest profile of a rental property is clear, every decision of ours gets sharper, from location and amenities to interior design, pricing, and marketing.

Broad appeal is a trap in microhospitality, which is why Marriott is struggling to break in. Make something just a few people can’t live without, and you’ve got a winner.