A guest books a beautiful vacation rental, has an incredible stay, and leaves with memories worth sharing. But when they tell others about their experience, whose brand do they remember?
In this episode, Alex & Annie sit down with Michelle Gilliland, VP of Sales at Savvy, to explore what it takes to build a recognizable brand in a market where OTAs dominate traveler attention.
Drawing from nearly 15 years of experience in the vacation rental industry, Michelle brings a unique perspective on how brands can differentiate themselves, create stronger connections with travelers, and build lasting recognition.
The conversation offers a look at Savvy's approach to branding and distribution, along with insights that challenge property managers to think more intentionally about how their businesses are discovered, experienced, and remembered.
Episode Chapters:
03:06 - Michelle Gilliland's background at Vrbo, Expedia Group, and Savvy
03:43 - Why property managers deserve greater brand visibility
06:21 - Airbnb's direct booking links and what they mean for operators
12:33 - Why consistency matters throughout the guest experience
17:00 - Should the vacation rental industry establish clearer hospitality standards?
21:48 - Making it easier for travelers to connect directly with property managers
24:58 - Collaboration, community, and building local brand awareness
26:05 - Behind Savvy's unconventional "Death of the Middleman" marketing campaign
31:17 - How referral incentives can encourage more bookings
33:26 - Savvy's approach to brand visibility, distribution, and guest relationships
37:58 - Building a business that is less dependent on major OTAs
If you're looking to strengthen your vacation rental brand and stand out in an increasingly competitive market, this is a conversation worth tuning into.
Connect with Michelle:
LinkedIn: https://www.linkedin.com/in/michellegilliland/
✨ Exclusive Offers to Alex & Annie Listeners:
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