Last-Minute Marketing Tips to Boost Summer Occupancy for Your Vacation Rental Business

As summer winds down, many short-term rental operators are feeling the pressure to fill remaining gaps on their calendar. While peak dates may have already been claimed by early planners, there’s still opportunity to capture revenue from spontaneous travelers and late bookers, if you play your cards right. Today’s booking landscape is faster-paced than ever, and last-minute marketing requires a different mindset, a smarter use of tools, and a deeper understanding of modern guest behavior.

Let’s break down actionable strategies that vacation rental hosts and property managers can use to fill those last open dates this summer.

Understand the Shrinking Booking Window

One of the most important shifts in the short-term rental industry is the compressed booking window. Bookings that used to come in 60-90 days ahead are now arriving just 7 to 30 days before arrival, sometimes even same-day. Travelers are more flexible, spontaneous, and often booking based on weather, deals, or life circumstances.

Here's what to do:

• Shift your marketing focus to real-time promotions.

• Keep calendars and pricing updated daily.

• Be ready to approve or respond to inquiries faster than usual, speed wins in a short booking window.

  
  

Track Search and Booking Intent

Instead of promoting whatever dates you want to fill, promote the dates guests are actually looking at. This is especially crucial when time is tight.

Use tools and tactics like:

• Google Analytics or heatmap tools to track which dates users are searching.

• Airbnb and Vrbo data (if available) to identify market-wide demand.

• Dynamic pricing platforms to monitor booking pace vs. competitor listings.

Align your marketing and pricing efforts around real guest interest, not assumptions.

Leverage SMS Over Email for Speed and Results

When time is of the essence, texting beats emailing. SMS open rates are as high as 98% and the average response time is under 90 seconds. Email still plays a role in long-term nurturing, but it’s not the ideal tool for urgent inventory pushes.

Start building and using an opt-in SMS list:

• Send “Last-Minute Deal” alerts.

• Notify guests of cancellations or same-week openings.

• Share urgency-based messages like “Only 2 nights left for this weekend!”

Platforms like Hostfully, StayFi, or simple SMS services can help you execute fast.

Call Previous Guests – Especially for Larger Operators

It might sound old-school, but outbound phone calls can fill gaps quickly, especially if you manage multiple units. Guests who previously stayed with you already trust your brand, you just need to get back on their radar.

Who to call:

• Families who booked last summer.

• Local or regional guests who may return for a weekend trip.

• Older guests who prefer phone over digital interactions.

A quick call can trigger a repeat booking or referral. If you have a reservations team, use them strategically for last-minute pushes.

Know the Difference Between Spontaneous Travelers and Deal Seekers

Not every last-minute guest is hunting for a discount. Some travelers are willing to pay full price if they perceive high value, great experience, or uniqueness.

Segment your messaging:

• For deal seekers, promote clear % off or bundled perks.

• For experience-driven travelers, highlight unique amenities, views, or proximity to seasonal events.

This helps avoid undermining your brand value with unnecessary discounts.

Pricing Tactics Matter, But Aren’t the Whole Story

Many hosts rely on gradually lowering nightly rates as dates approach. While that’s common, it’s not always enough. Some operators miss bookings not because of price, but due to poor positioning, visibility, or guest experience.

Smart pricing tips:

• Test pricing more aggressively, don’t just drop $10 at a time.

• Know your minimum acceptable rate (true price floor).

• Pair pricing changes with visible promotional messaging.

Remember, price is only one piece of the decision puzzle for guests.

Use Data to Drive Strategy, Not Emotion

When occupancy is lower than expected, don’t panic. And don’t guess.

Review your data:

• Occupancy rates by property and channel.

• Booking pace vs. previous years or market average.

• RevPAR (revenue per available rental) and ADR (average daily rate).

• Which listings convert the best and why?

This helps you stay grounded in facts and focus your efforts where they’ll yield the most results.

Improve Review Quantity and Quality

Last-minute bookers rely heavily on reviews when making fast decisions. If your reviews are outdated or too few, you risk being skipped over.

Boost review health by:

• Sending more personal, timely follow-ups (not just automated ones).

• Asking for reviews immediately after checkout.

• Highlighting 5-star feedback in your messaging or listing description.

Better reviews = higher trust = faster bookings.

Active Outreach Beats Passive Automation

Automation has its place, scheduled emails, social posts, and PMS-triggered responses, but active outreach works better when time is tight.

Try:

• Personalized emails to past guests.

• DMing recent followers on Instagram with an offer.

• SMS blasts for flash deals or single-day cancellations.

  
  

The more personal and direct the communication, the more urgency it conveys.

Align Owner Expectations with Reality

If you're managing on behalf of property owners, be transparent. A dip in occupancy doesn’t always mean a dip in income. In fact, strong pricing and fewer nights can still mean healthy RevPAR.

What to communicate:

• Market-wide trends (compressed booking windows, lower demand, etc.).

• Your strategy for last-minute bookings.

• Why discounting too early or too often could hurt brand value.

Education helps manage pressure and builds long-term trust.

Final Thoughts

Last-minute booking strategies require speed, clarity, and flexibility. They’re less about long-form campaigns and more about micro-moments, a cancellation here, a weekend there, a last-minute Google search. The hosts who win in this environment are those who’ve prepared their marketing tools, understand their audience segments, and know how to pivot with data, not just gut instincts.

Want help filling your calendar? At KIN Marketing, we combine organic marketing, AI-powered tools, and conversion-optimized strategies to help vacation rental hosts thrive, even in the final weeks of summer. Contact us if you’d like us to take this off your plate.