Swanky VacayRentals
Vacation Rental · 160 Properties · FL
The Challenge
Swanky came to us as three companies wearing one name. Swanky, Pretty Cape Homes, and Plus Vacation Homes — 160 units split across Orlando and Cape Coral, two markets that behave nothing alike, run under fragmented brands with overlapping systems.
The bigger problem was dependence. 86% of bookings came through Airbnb, VRBO, and the rest of the OTA stack. Every one of those reservations paid a commission and handed the guest relationship to a platform. The website was thin — placeholder copy still live on the homepage, no email program, and zero visibility in the AI search tools travelers now use to find rentals.
The Solution
Foundation first. We pulled every booking across all three brands — 9,995 in total — and ran them against a confidence framework instead of trusting the house assumptions. It paid off immediately: the “Weekend Warriors” segment everyone believed was 39% of business turned out to be 1.2%. That correction killed a bad strategy before a dollar got spent on it.
We then categorized 1,802 guest reviews to surface the operational issues OTAs were hiding, validated eight real guest segments, and mapped the two markets to their actual demand. From there we consolidated three brands into one, stood up a segmented Klaviyo program, and rebuilt the site and AI-search foundation — the groundwork a direct booking strategy needs before it can move OTA dependence at all.
Results
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