09/04/2026
I check my clients’ competition before I ever look at their Pinterest boards.
Because I need to know what a guest is already seeing when they search that market.
And usually? There’s plenty of pretty.
Pretty kitchens. Pretty bedrooms. Pretty wallpaper. Pretty pictures.
But I’m not trying to create prettier.
I’m looking for the opportunity to create an experience that makes a guest feel something.
Maybe it’s nostalgia. Escape. Adventure. Romance. A real sense of place.
Because when a property creates an emotional connection, it gives the guest something to remember long after checkout.
That’s where the Big Idea™ comes in.
It’s the narrative behind the experience and the thread that helps carry that feeling through the property instead of creating another collection of pretty rooms.
So take a look at your own STR.
What are you actually asking your guests to feel?
If you don’t have an answer yet, that’s a pretty good place to start.
My FREE Big Idea™ Scorecard takes about five minutes and helps you see whether there’s a clear Big Idea™ behind what you’ve created.
Comment SCORECARD below and find out what your property is really giving your guests to remember.