Branded & Booked

Hosted by Steph Weber

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200

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Jun 2026

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About the show

Are you ready to stand out in the crowded world of short-term rentals and boutique hotels? Branded & Booked is the podcast for ambitious hosts and property owners who want to create rave-worthy brands and stay consistently booked. Hosted by Steph Weber, an expert in branding and marketing for STRs, this podcast is packed with actionable advice, inspiring stories, and behind-the-scenes insights to help you elevate your property and attract your best guests. Tune in every week to learn how to market your property, create a guest experience they'll rave about, and build a hospitality business.

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June 16, 202633 min

EP 247: How They Reached 70% Direct Bookings (And Why Most Hosts Are Asking the Wrong Question) with Rose Tipka

Everyone wants more direct bookings. But what if the question isn't "How do I get more direct bookings?" What if the real question is, "How do I build a business that guests want to book from directly?" In this episode of Branded & Booked, I sit down with Rose Taika, founder of Your Family's Place, a vacation rental company in Ohio's Amish Country that generates roughly 70% of its bookings through its own website. Rose is a homeschooling mom of six, a best-selling author, and a hospitality entrepreneur who has built a portfolio of family-focused vacation rentals by thinking differently about branding, guest experience, and long-term business value. Throughout our conversation, Rose shares why direct bookings are the result of years of intentional business building—not a software, funnel, or marketing hack. We talk about how Your Family's Place reached approximately 70% direct bookings, why most hosts focus on the wrong metrics when trying to increase direct reservations, and the role branding, email marketing, content creators, advertising, and repeat guests have played in their growth. Rose also shares why she believes hospitality is ultimately a relationship business and how that mindset has shaped everything from their guest experience to their long-term growth strategy. One of the most powerful moments in the episode comes when Rose says, "Real businesses market." It's a simple statement, but one that challenged the way I think many of us approach direct bookings. In an industry where Airbnb can bring us reservations, it's easy to forget that direct bookings don't happen by accident. They are often the result of years of building a brand, nurturing guest relationships, and consistently showing up. We also discuss the mindset shift from owning vacation rentals to building a hospitality business, creating value beyond the real estate itself, and why scaling a successful hospitality company requires consistent effort over time. Whether you're a vacation rental owner, boutique hotel operator, property manager, or hospitality entrepreneur, this episode is packed with insights on branding, marketing, guest relationships, and building a business designed for the long term. Connect with Rose Instagram: @yourfamilysplace_ Instagram: @hostinginthemotherhood Connect with Steph Website: TheWeberCo.comInstagram: @theweberco

June 11, 202621 min

EP 246: How 29% of Our Bookings Generated 43% of Our Revenue

In this episode of Branded & Booked, I'm pulling back the curtain on the real booking and revenue numbers from May at Cabins on the Cumberland. If you've ever wondered whether investing in direct bookings is actually worth it, this episode provides the proof. I break down exactly where our bookings came from, how much revenue each channel generated, and why direct bookings continue to outperform Airbnb when it comes to profitability. I also share the pricing strategies, marketing tactics, and guest experience considerations that have helped us grow direct bookings into a meaningful part of our business. During the episode, I walk through our May booking breakdown, explain why 29% of our bookings generated 43% of our total revenue, and share how Airbnb and direct bookings compare from a profitability standpoint. I discuss the pricing strategy behind maintaining rate parity across channels, how promo codes and email marketing support direct booking growth, and why direct guests are often less price-sensitive than OTA guests. I also explore the psychological difference between booking on Airbnb versus a branded website, how simple upsells can increase guest value, why owning the guest relationship matters, and the hidden costs of relying entirely on OTAs. Most importantly, I explain why building a brand is one of the most valuable long-term investments a hospitality business can make. The numbers from May tell an interesting story. While 62% of our bookings came from Airbnb, those reservations generated approximately 47% of our total revenue. Direct bookings accounted for just 29% of reservations but generated approximately 43% of total revenue. Airbnb produced $12,943.26 in revenue while direct bookings generated $11,927.27, leaving only about a $1,000 difference between the two channels despite a significant difference in booking volume. If you're a vacation rental owner, boutique hotel operator, or hospitality entrepreneur looking to create a more profitable and sustainable business, this episode offers practical insights you can apply immediately. Apply to work with us at theweberco.com. Follow along for more hospitality marketing and direct booking strategies on Instagram at @theweberco.

May 26, 202637 min

EP 245: The Hospitality Industry Is About to Split in Two (And Most Hosts Aren't Ready) with Gil Chan

I genuinely think the hospitality industry is entering one of the biggest shifts we've seen in years — and the hosts who survive over the next 3–5 years are going to think very differently than the ones who thrived during the Airbnb gold rush. In this episode, I sat down with Gil Chan, founder of Crafted Stays, to talk about where hospitality is headed, how AI is changing the way guests search for stays, and why branding and direct bookings matter more than ever moving forward. We talked about why relying completely on Airbnb is becoming increasingly risky, how AI tools like ChatGPT are already changing trip planning behavior, what makes a direct booking website actually convert, why amenities alone are no longer enough to stand out, and the difference between "having an Airbnb" and building a real hospitality brand. One of my favorite parts of this conversation was talking about the "middle tier" of hospitality slowly disappearing — and why the brands that deeply understand their guests and intentionally create experiences are going to be the ones that win long-term. If you want to connect with Gil and learn more about Crafted Stays, you can visit craftedstays.co, follow along on Instagram @craftedstays, and listen to his podcast, Booked Solid. If you loved this episode, I'd love to connect with you too. You can find me on Instagram @theweberco or learn more about working with me and my team at theweberco.com. If you're ready to build a stronger hospitality brand, improve your marketing, increase direct bookings, and create a business that doesn't rely entirely on OTAs, you can apply to work with us directly through the website.

May 21, 202624 min

EP 244: Building Businesses, Raising Kids & Going on the Road for a Year

We're about 30 days away from leaving for a year-long camper trip with our boys… and honestly? Life feels a little chaotic right now. In this episode of Branded & Booked, I'm sharing a very real behind-the-scenes update on what's been happening as we prepare to leave "normal life" for a completely different season. From our disastrous first RV test trip to truck issues throwing a wrench into our plans, packing up our house, balancing explosive business growth, and preparing for Collin to leave his six-figure job… there's been a lot happening all at once. This episode is honest, messy, vulnerable, funny at times, and probably one of the most personal conversations I've shared in a while. We talk about entrepreneurship, lifestyle freedom, risk, pressure, intuition, parenting, and what it actually looks like when you start building a life outside the version everyone expects you to live. Because the truth is… I don't think entrepreneurship is just about making more money anymore. I think it's about creating a life you genuinely want to wake up inside of. If you've ever questioned whether you're building a business… or building a life you actually want to live, this episode is for you. Follow along on the journey: Instagram: @theweberco Personal adventures + camper life: @lifewiththewebers Work with us: theweberco.com

May 12, 202625 min

EP 243: The Legal Mistakes STR Owners Keep Making with Katie Johnson

Most short-term rental owners spend all their time thinking about branding, bookings, design, amenities, and guest experience… But almost no one talks about the legal side of this business until something goes wrong. In this episode, I sat down with STR attorney, host, and co-host Katie Johnson to talk about the legal mistakes we see owners and property managers making all the time and honestly, some of these are way more common than they should be. We talk about LLCs, insurance, rental agreements, safety compliance, co-hosting contracts, operating agreements, capital raising, and what owners need to think about before scaling into boutique hotels, glamping sites, or micro resorts. Katie shares why simply having an LLC is not enough if your property is not transferred correctly, what insurance companies are actually looking for when denying claims, why rental agreements matter more than most hosts realize, and the biggest risks she sees owners overlooking every single day. We also dive into safety inspections, reducing liability, protecting yourself as a co-host or property manager, partnership operating agreements, and the legal side of raising capital for STR investments. This conversation was eye-opening even for me, and if you own, manage, or are investing in short-term rentals in any capacity, this is genuinely one of those episodes you should not skip. Katie also shares details about her legal template shop, her podcast, and resources specifically created for short-term rental owners and operators. You can connect with Katie on Instagram at @strlaw.with.katie, through her website at strlaw.com, or by listening to her podcast, STR Law. If this episode helped you, send it to another host, investor, or co-host who needs to hear it. And if you're building a hospitality brand you want to grow beyond Airbnb, head to theweberco.com or connect with me on Instagram @theweberco.

May 5, 202629 min

EP 242: What Virgin Voyages & Coachella Understand About Influencer Marketing That Most Brands Don't

Influencer marketing is not just about getting pretty content. It's about creating a moment people want to be part of. In this episode of Branded and Booked, I'm breaking down what boutique hotels, micro resorts, and short-term rental brands can learn from companies like Virgin Voyages, 818, COMFRT, and Colorescience when it comes to using creators in a way that actually drives attention, demand, and revenue. Because the brands doing this well are not treating influencer marketing like an afterthought. They are building entire experiences around it. I'm sharing why Virgin Voyages' recent creator cruise was such a smart marketing move, how brands are using groups of influencers to create FOMO and social proof at scale, and why hospitality brands should be thinking much bigger than "let's trade a free night for a Reel." I also walk through how I'd apply this strategy to a boutique hotel, micro resort, or even a single short-term rental, especially around launches, seasonal campaigns, and direct booking growth. If influencer marketing has felt confusing, expensive, or hard to measure, this episode will help you think about it differently. And if you want help sourcing, negotiating, and collaborating with creators the right way, grab my free influencer marketing guide in the show notes. You can also connect with me at theweberco.com or come hang out with me on Instagram at @theweberco.

April 28, 202630 min

EP 141: What No One Is Telling You About AI in Hospitality

I feel like everywhere I turn right now, someone is talking about AI…how fast it is, how efficient it is, how it can replace entire roles on your team. And while I do think there's a place for it (and we're absolutely exploring that on the operations side of our businesses), I've had this growing tension around how it's being used in marketing… especially in hospitality. Because here's the reality I can't ignore: so much content is starting to sound the same. Same captions, same emails, same listing language. And when everything feels templated and mass-produced, we lose the very thing that actually drives bookings, connection. This episode is me unpacking that in real time. The good, the bad, and honestly… the ugly of what I'm already seeing happen as more people lean on AI without a real strategy behind it. I talk through where I think AI actually makes a lot of sense (like supporting your team, reducing burnout, streamlining backend systems), but also where I think we need to be really careful. Because if your brand isn't clear, if your messaging isn't rooted in a real guest experience, AI is only going to amplify what's already broken. More content isn't the answer. Better, more intentional content is. We also get into what this means for trust. Because at the end of the day, hospitality is human. It's how your guest feels before they book, during their stay, and after they leave. And if your marketing starts to feel robotic, overly polished, or disconnected from reality, you're not just missing bookings… you're eroding trust. That's a much bigger problem. My hope with this episode is that it challenges you a little bit. Not to avoid AI, but to use it differently. As a tool, not the strategy. To double down on your story, your perspective, your brand voice… the things AI can't replicate. Because the brands that are going to win in this next season are the ones that feel real. If you want support building a brand and marketing strategy that actually converts to direct bookings, you can connect with us at theweberco.com. And if you're not already, come hang out with me on Instagram. I'm always sharing more behind the scenes there.

April 21, 202642 min

EP 240: How to Build a Team So You're Not "On" 24/7 Anymore

If you've ever answered a guest message at the dinner table… in the middle of a family moment… or felt like you're "on" 24/7 in your hosting business… this episode is for you. In this episode, I'm joined again by Marissa Grover, and we're getting really honest about what it actually looks like to grow a co-hosting or property management business without the right support in place. We talk about the chaos so many hosts are living in… the constant notifications, the pressure to always be available, and the reality that this business is anything but passive when you're doing it alone. Marissa shares her story of scaling to 30 properties while juggling motherhood and nonstop operations, and the moment that changed everything for her… responding to a guest message while in labor. That experience forced her to take a hard look at what she had built and ask, "Is this actually the life I wanted?" From there, we dive into what shifted, how she started building a team, and why hiring earlier would have changed everything. We also break down what it really looks like to hire your first VA… when you're actually ready, what to delegate first, and the different ways you can hire depending on your budget and comfort level. We talk about the mindset shift from seeing team members as an expense to seeing them as an investment, and how the right support can actually increase your income while giving you your time back. Finally, we get into systems… why they feel overwhelming, why most people avoid them, and how they're actually the key to creating the freedom everyone is chasing in this industry. If you've been feeling stretched thin, stuck in the day-to-day, or unsure how to take the next step, this conversation will give you both the perspective and the practical starting points you need. If this episode resonated with you, I'd love to hear from you. Come connect with me on Instagram @theweberco or visit theweberco.com to learn more about how we can support you in building a brand and marketing strategy that actually works for your business. And if you want to connect with Marissa, you can find her on Instagram @marisa.grover, where she shares more about systems, operations, and building a business that supports your life… not the other way around.

April 14, 202615 min

EP 239: The Shift You Need Before Peak Season Hits

Peak season is here, and I know a lot of you are gearing up the same way you always have… watching your calendar, adjusting pricing, and hoping the algorithm works in your favor. But in this episode of Branded & Booked, I'm challenging that entire approach. Because the biggest shift you can make right now isn't tactical, it's foundational. You're not just managing listings. You're building a business. And if your strategy starts and ends with OTAs, you're building it on borrowed land. Inside this episode, I walk through the mindset shift that separates hosts who stay stuck in the cycle of price tweaking and platform dependency from those who actually build something scalable and sustainable. I share what it looks like to step out of obsessing over Airbnb performance and into building a brand, an audience, and a direct booking ecosystem that gives you real control. I also pull back the curtain on what this has looked like at Cabins on the Cumberland, including hitting nearly 50% direct bookings on one cabin and outperforming market ADR before even experiencing a full peak season with the full property complete. Not as a highlight reel, but as proof of what happens when you commit to long-term strategy over short-term wins. You'll start to see why the real risk isn't seasonality or competition, it's building something you don't actually own. And what becomes possible when you shift your focus to branding, marketing, and guest experience in a way that compounds over time. Because the goal isn't just to fill your calendar this season. It's to build a brand, a system, and a business that keeps it full. If you're ready to stop relying on OTAs and start building a brand that drives direct bookings, you can learn more about working with us at theweberco.com. And if you want hands-on support building your brand, marketing strategy, and direct booking systems, our agency offers both done-for-you services and consulting to help you get there.

April 7, 202621 min

EP 238: How to Increase Your ADR Without Adding More Amenities

A hot tub is not your strategy. Neither is a game room. Or a pickleball court. Or checking every box on Airbnb. In this episode of Branded & Booked, I'm calling out one of the biggest mistakes short-term rental owners are making right now: confusing amenities with strategy. Because here's the truth… Amenities might help you compete, but they are not what positions your brand. And if your entire marketing strategy is built on what you have instead of how it makes people feel, you're going to stay stuck competing on price, copying competitors, and relying on OTAs to fill your calendar. Inside this episode, I'm breaking down what actually drives bookings in today's market, and it's not more "stuff." It's clear positioning, intentional storytelling, and a branded guest experience that creates real emotional connection. I walk through why "box checking" is hurting your bookings more than helping, how to turn your features into experiences your guests actually remember, and what it really takes to stand out in a saturated STR market. You'll also start to see why competing on price is a race to the bottom, and what it looks like to step out of it by building a brand people trust and come back to. Because the goal isn't just to get booked. It's to build a brand people choose, return to, and are willing to pay more for. If you've been adding amenities, tweaking your listing, and still not seeing the traction you want, this episode will completely shift how you think about your strategy. Ready to go deeper? STR Marketing Simplified kicked off today, April 7, but you can still join me. We're diving into how to build a brand that drives direct bookings, increases guest loyalty, and gives you more control over your business without relying on OTAs. Save your seat here: https://www.theweberco.com/str-marketing-simplified