We Are Losing Focus on the Basics in the STR Industry...By Chris MAUGHAN CEO I-PRAC
Chris MAUGHAN
CEO I-PRAC ?? Globally Trusted Brand STR Trust Focused Thought Leader, STR Trust Consultant Strategist - STR Trust Educator - Father of 3. Lover of Golf Master at Chess
In a recent discussion, I came across yet another post touting AI as the future of the short-term rental (STR) industry. While it’s undeniable that technology has a role to play, the truth is hard to ignore: 80% of operators in this industry struggle to get the basics right.
How can we aspire to professionalism and excellence if we’re overlooking the very foundations of what it means to be a successful STR operator? AI might be a shiny tool for certain tasks, but it feels like we’re trying to fill a bucket with a hole in it if we don’t address the core elements of trust, service, safety, and quality.
The Gap Between AI Hype and Reality
Let’s take a step back and look at where the industry really is:
A guest once told me, “Why are people complicating everything? I just want to book a property for a week.” That simple comment says it all.
Are we making the guest experience better, or are we caught up in a race to over-engineer what is, at its heart, a hospitality business?
Keep it Simple: The Basics Matter
The STR business isn’t easy, but it’s fundamentally simple. Operators who focus on the basics consistently outperform those chasing trends. Here’s what matters most:
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The Future of AI in STR
Will AI eventually transform the STR industry? Sure—but probably not in the way the hype suggests. Fully AI-automated STR operations that guests widely adopt are at least 25 years away from being mainstream. In the meantime, we need to focus on what actually matters:
Leadership Over Hype
The STR industry doesn’t need more noise about AI or automation—it needs clarity, leadership, and a renewed focus on hospitality over hype. Operators who keep it simple, stay grounded in the basics, and prioritize guest experience will ultimately win in the long run.
What are your thoughts? Is the STR industry overcomplicating itself with unnecessary solutions, or do you see a balance that needs to be struck? Let’s discuss!
Hospitality professionals come to me to feel valued, seen & heard. Coaching you on self awareness in business.
2 个月Agreed. My thoughts are why they struggle to get the basics before investing in tools not fully understood yet. It's like scaling without understanding your foundations (yourself, team, etc). Once we scale, our peeps are still in the mix. Once we use Ai, our peeps are still behind the scenes utilizing. Those foundations are still relevant. Great share Chris MAUGHAN
ROI Driven Marketing Executive & Digital Growth Strategist ? Hospitality Marketing @ReTreet ? OTA-Free Revenue Growth ? Scaling Marketing Operations 15 Years ? HubSpot Certified ? Swapping Data for Trailheads on Weekends
2 个月You're spot on—AI is a powerful tool, but it’s not a magic fix for foundational gaps. In the short-term rental (STR) space, trust is everything. Without it, even the most advanced tech won’t move the needle. This is where personal branding becomes critical. For operators looking to build trust and professionalism, showing up as a credible, consistent, and transparent voice in the industry can make all the difference. Share your story, your values, and how you deliver exceptional service. At ReTreet, we’ve focused on establishing a brand that embodies quality, safety, and care, and it’s helped us build loyalty with both guests and partners. Personal branding isn’t just about marketing—it’s about showing the human side of your business, which is often the missing piece in building trust. AI has its place, but the future of STR success starts with nailing the basics and connecting authentically with your audience.
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2 个月Love this Chris .We can easily loose focus and purpose.Don’t get me wrong I’m an advocate of AI and tech but will AI do the dishes .I called into one of our properties last week to document a fire alarm test .Whilst I were there I washed the pans and dishes .I left a hand written note and left it on the kitchen table .The note said Thankyou for being great guests and supporting our local independent business.We appreciate you .Needless to say they extended their stay and booked direct .It was a back to basics personal experience and they trusted working directly.The company tell me it’s the first time they have booked off an OTA platform. Thankyou for your guidance over the years .
We need to revisit the basics of hospitality, which as you say are the foundations. Tech is just one tool and Ai is not right for every customer or market.