Smooth Rentals Helps Holiday Accommodation Businesses Reach Untapped Audiences
eTravel Wire/10294799

STRATFORD-UPON-AVON, U.K. - eTravelWire -- Smooth Rentals, a trusted provider of marketing services for the travel and accommodation industry, is helping businesses regain control of their marketing and reduce reliance on third-party platforms such as Online Travel Agencies (OTAs). After years of working with a diverse range of clients, Smooth Rentals has uncovered a key strategy for increasing direct bookings and making the most out of their marketing budget: accommodating the needs of special interest tourism (SIT), or special interest tourists.

By running highly focused campaigns for holiday rental owners, tour operators, glamping sites, and more, Smooth Rentals has seen firsthand how catering to SIT can significantly boost bookings and enquiries. The campaigns have ranged from targeting broad, generic search terms like "holiday rentals UK" to specific niche searches, such as "wellness retreats" or "hen do accommodation."

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Smooth Rentals discovered that search queries made by SIT specifically seeking accommodations tailored to their interests—such as yoga retreats or hen do accommodation—resulted in conversion rates averaging 413.11% higher than those targeting more generic search terms like 'holiday rentals uk.'. This led to a dramatic increase in enquiries, bookings, and overall return on investment for their clients, underscoring the importance of attracting travellers with specific interests or needs.

SIT is expanding

Smooth Rentals' research shows that niche travel markets are not just a temporary trend but a growing opportunity for travel businesses. For example, the Global Wellness Institute predicts that wellness tourism will grow by 21% by 2025. This is just one example of a rapidly growing audience of SIT that businesses can target.

"The demand for tailored travel experiences is increasing, and travel and accommodation providers have a great opportunity to capitalise on this," says Patrick McDermott, Director at Smooth Rentals. "Catering to SIT remains a largely untapped market for many businesses, particularly during off-peak seasons when filling occupancy can be challenging."

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Capitalising on SIT Opportunities

Smooth Rentals is working closely with travel and accommodation businesses to help them identify and target the growing audience of SIT. Whether it's adventure enthusiasts, wellness seekers, or those looking for bespoke experiences, there is a significant market of travellers searching for accommodations that cater to their specific needs and passions. By tailoring services and offerings to these niche groups, businesses can increase direct bookings and lessen their dependence on OTAs.

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Smooth Rentals invites travel and accommodation businesses to explore how targeting SIT can boost bookings and revenue. By tapping into this growing market, businesses can unlock new potential and reduce reliance on third-party platforms.