Your property isn’t premium — it’s just expensive

Raising your nightly rate doesn’t make you luxury. Experience does.

Let’s stop pretending that price = quality.

Charging $600 a night doesn’t make your property high-end.
Listing “luxury” in your title doesn’t make it true.
And calling your guest a “VIP” in a poorly formatted email doesn’t make them feel like one.

This is the hard truth:
Your guest’s experience defines whether your price is justified — not your spreadsheet.

Price Tags Don’t Create Value

Too many STR owners and boutique hoteliers fall into the same trap:

• They look at the comps.
• They bump the rate.
• They throw “premium” into the listing headline.

But then the bookings slow.
Or the reviews get softer.
Or the guest says:

“It was nice, but not worth the price.”

That’s not an OTA algorithm problem. That’s a value perception problem.

What Guests Really Expect from Premium

If you want to charge premium rates, your property needs to feel premium.
And that’s not just about square footage, finishes, or fancy chairs.

Here’s what actual guests associate with high-value stays:

• Ease: Seamless communication, clear instructions, intuitive layout
• Atmosphere: Thoughtful design, cohesive style, curated comfort
• Quality Touchpoints: Lux linens, good lighting, zero clutter
• Details: Smart welcome gifts, great water pressure, no broken lightbulbs
• Consistency: What they see online is what they experience IRL — or better

You’re not competing with cheap STRs anymore.
You’re competing with Four Seasons energy on an independent budget.

Price vs. Positioning

Let me break this down:

Expensive means it costs a lot.
Premium means it feels like it’s worth it.

A $400/night listing that feels like a $250 stay? Overpriced.
A $250/night listing that feels like $400? Underrated — and poised for growth.

Want pricing power? Deliver more than they expect — not less than you promised.

Signs You’re Just Expensive (Not Premium)

• Guests describe the stay as “fine”
• You get price complaints, not product complaints
• You justify the rate with “location” instead of experience
• Your decor is nice, but the photos are outdated
• Your calendar is full, but you’re relying 100% on Airbnb traffic
• Your reviews are decent — but not raving

Premium properties create loyalty.
Overpriced ones create churn.

How to Become Premium — Without Spending Like It

You don’t need marble countertops or a full reno. You need intentionality.

Start here:

1. Fix the friction.
   • Simplify your communication
   • Clean up your check-in flow
   • Add labels, guides, answers to FAQs
2. Upgrade the senses.
   • Lighting, bedding, towels, scent — every sense is branding
   • Create a “mood” the second the guest walks in
3. Level up the visual story.
   • Your photos, website, and listing should look like your price
   • Hire a pro. Or at least stage like one.
4. Train for feedback.
   • Ask what felt off. Watch for patterns. Fix what breaks trust.
5. Deliver delight.
   • One unexpected touch. One thoughtful moment.
   • That’s what gets remembered — and shared.

Final Thought

You can’t charge premium rates and deliver budget energy.
And you can’t fake high-end. Your guest will know.

If you want to be seen as worth it, you need to prove it — every step of the guest journey.

Until then, stop blaming the guest for “not getting it.”
They get it just fine. You just haven’t given them anything worth getting.