No one books a hot tub. They book a feeling.
If your listing leads with features, you’re selling like it’s 2010.
No One Books a Hot Tub. They Book a Feeling.
If your hot tub is the star of your listing, you’re already losing.
Look — I’m not saying hot tubs don’t help. They do. But what your guest wants isn’t a tub. It’s a moment.
They want:
- That feeling of finally exhaling after a long week
- A night under the stars with their partner and no phones in sight
- A place where their friends laugh too loud and no one cares
- A memory their teenager will post (and maybe smile about)
You’re not selling jets and heat.
You’re selling what happens inside the experience.
Features Are Not the Hook
Let me guess:
You’ve got “a hot tub, fast Wi-Fi, smart TVs in every room, and a fully stocked kitchen.”
Cool.
So do 89% of your competitors.
When your marketing leads with what you offer — instead of why it matters — you become a commodity.
And commodities don’t build brand loyalty. They compete on price and availability.
Emotional Marketing Wins
Want to stand out? Speak to the emotion, not the appliance.
Let’s look at the difference:
❌ Listing says:
Enjoy our 6-person hot tub with LED lighting and waterfall features.
✅ Should say:
End your day under the stars, drink in hand, while the world disappears for a while.
❌ Listing says:
Includes premium king-size mattresses in all bedrooms.
✅ Should say:
Sleep like you haven’t in years — without the toddler, traffic, or 6am alarm.
See the shift? It’s not about lying or overselling.
It’s about framing what your guest actually values.
Think Like a Guest, Not a Host
When you’re writing your description, Instagram captions, email campaigns, or even your website, ask:
- What problem is this stay solving?
- What feeling is it giving?
- What story will they tell afterward?
Because here’s the truth:
People don’t book fire pits.
They book stories around the fire.
Tools You Can Use Today
- List your amenities — then write one emotion for each
- Rewrite your listing description using emotional framing
- Replace one generic feature in your marketing with a story-driven line
- Use guest reviews to steal the exact words people use when they feel something
The STR and hotel game isn’t won with features. It’s won with feelings.
If all you do is list what’s included, you’ll always sound like the cheapest option — even when you’re not.
Start making people feel something. That’s what gets booked.
