How a Boutique Cabin Brand Took On the Big Booking Players
Modern Mountain Rentals had beautiful properties and a guest experience people loved. What they didn't have was a way to reach the right travelers before the giant platforms did. Over 6 months, we changed that.
The Results
Results measured over the 6 month engagement compared to the prior 6 month period.
About Modern Mountain Rentals
Modern Mountain Rentals offers cabin style rentals tucked into some of the most pristine areas of Tennessee. Their guests are people looking to get away for the weekend, unplug, and wake up somewhere quiet. The properties sold themselves once people saw them. The problem was getting seen in the first place.
- Industry
- Short term vacation rentals
- Location
- Tennessee
- Guest profile
- Weekend getaway travelers
- Engagement
- 6 months
- Services
- Audience development, go to market strategy, paid social, paid search, website and listing optimization
The Challenge
Short term rentals in Tennessee is a crowded, expensive market. Modern Mountain Rentals was competing for the same travelers as large property management companies and the major booking platforms, all with marketing budgets many times their size. Their online presence didn't reflect the quality of the stays, a large share of bookings came through third party platforms that took a cut of every reservation, and there was no clear picture of who their best guests actually were or where to find more of them.
Outspent by bigger competitors
Larger rental companies and booking sites dominated search results and social feeds.
Dependent on third party platforms
Too many bookings carried platform fees, which cut into margin and limited the guest relationship.
No defined audience
Marketing was spread thin, trying to reach everyone instead of the travelers most likely to book.
Our Approach
We knew they couldn't win by outspending anyone. So we focused on outthinking them. That started with knowing exactly who their guests were.
Audience Development
We dug into past booking data, guest reviews, and search behavior to build clear profiles of their best guests. The picture that came back was specific: [primary audience, e.g. couples within a 3 to 5 hour drive looking for a quiet weekend], [secondary audience], and [third audience]. Every decision after that was built around reaching these people.
Platform Strategy
Instead of being everywhere, we put the budget where these travelers were already planning trips. That meant [platform 1], [platform 2], and [platform 3], with targeting built around drive time markets, travel intent, and seasonal planning windows.
Online Presence and Direct Booking
We tightened up the website and listings so the online experience matched the stay itself. Better photography placement, clearer messaging around what makes each cabin different, and a simpler path to book directly instead of through a third party.
Test, Learn, Scale
We launched with focused campaigns, tested messaging and creative against each audience, and moved budget toward what was actually producing bookings. Weekend specific messaging and seasonal offers became the backbone of the strategy.
Working with Key Twenty has been a great experience for Modern Mountain Rentals. Anthony took the time to really understand our business, our properties, and the competitive vacation rental market we operate in. He helped us strengthen our online presence, reach more of the right guests, and ultimately drive more bookings across our properties. What stood out most was how hands-on and easy the entire process was. Key Twenty brought us ideas we could actually use, explained the strategy without overcomplicating things, and was always responsive when we needed something. We've become much more competitive online and have a clearer understanding of how to market our properties and stand out in a crowded market. If you're looking for a marketing partner who genuinely cares about your business and is focused on producing real results, I would highly recommend Key Twenty.
Owner, Modern Mountain Rentals
The Outcome
Six months in, Modern Mountain Rentals was no longer fighting for scraps behind the big players. They had a defined audience, a marketing engine pointed directly at the travelers most likely to book, and a growing share of reservations coming in direct. [Add one or two sentences on the biggest win, e.g. peak season occupancy, a sold out weekend streak, or reduced platform fees.]
| Metric | Before | After |
|---|---|---|
| Direct booking share | 18% | 34% |
| Cost per booking | $142 | $109 |
| Occupancy rate | 52% | 74% |
The Takeaway
You don't need the biggest budget to win your market. You need to know your audience better than your competitors do, and show up where they're already looking. That's the work we do at Key Twenty.
Competing Against Bigger Players?
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