We’re live at Skift with a builder proving the future isn’t generic search; it’s purpose-built marketplaces for travelers who already know their stay type—a lake house.

I’m Zach, and today I’m joined by David Ciccarelli, co-founder of lake.com. After a startup exit during the pandemic, David and his wife (and co-founder) Stephanie bought a lake house—he grew up on Lake Superior, she on Lake Erie. A few months in, they hosted a 25-person family reunion to put the place to use—and that’s when the opportunity snapped into focus: the nearby hotel was priced for peak season, and the close-enough rentals you’d want for a shared trip weren’t surfacing. Conversations with local trades who service waterfront homes confirmed the pattern—plenty of beautiful, generational places sitting unused most of the year.

Instead of optimizing for everyone, David optimized for the traveler who already knows the experience they want. He acquired lake.com, built discovery around thousands of lakes and parks, and set a simple rule—on the water or within 15 minutes—so results stay on-vibe. On the back end, he scaled supply by integrating directly with property management systems so calendars and pricing stay in sync; on the business side, he kept incentives clean with shared success (a flat commission only when hosts get booked). The result: a fast-growing, lake-first inventory measured in the tens of thousands.

In this conversation, you’ll hear:

How that reunion turned a personal headache into a thematic OTA
Why curated, stay-type discovery beats generic search in a GenAI world
The domain-as-distribution bet behind lake.com
The PMS integration play that actually scales supply (and prevents double bookings)
What “within 15 minutes of the water” does for expectations, filters, and conversion

Explore Lake.com at, you guested it... www.lake.com ;)

Connect with David on LinkedIn: https://www.linkedin.com/in/davidciccarelli/

Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.