Podcast
Branded & Booked
Hosted by Steph Weber · EN
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.
14episodes
Episodes
Newest firstAll episodes
EP 245: The Hospitality Industry Is About to Split in Two (And Most Hosts Aren't Ready) with Gil Chan
1w ago00:37:30Tap to summarizeI 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.
Transcribe →EP 244: Building Businesses, Raising Kids & Going on the Road for a Year
2w ago00:24:36Tap to summarizeWe'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
Transcribe →EP 243: The Legal Mistakes STR Owners Keep Making with Katie Johnson
3w ago00:25:01Tap to summarizeMost 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.
Transcribe →EP 242: What Virgin Voyages & Coachella Understand About Influencer Marketing That Most Brands Don't
4w ago00:29:39Tap to summarizeInfluencer 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.
Transcribe →EP 141: What No One Is Telling You About AI in Hospitality
Apr 2800:30:22Tap to summarizeI 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.
Transcribe →EP 240: How to Build a Team So You're Not "On" 24/7 Anymore
Apr 2100:42:31Tap to summarizeIf 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.
Transcribe →EP 239: The Shift You Need Before Peak Season Hits
Apr 1400:15:04Tap to summarizePeak 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.
Transcribe →EP 238: How to Increase Your ADR Without Adding More Amenities
Apr 700:21:08Tap to summarizeA 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
Transcribe →EP 237: The Fastest Way to Drive Direct Bookings in the Next 30 Days
Mar 3100:21:52Tap to summarizeWant more direct bookings… fast? Not from chasing trends. Not from posting more on Instagram. But from leveraging what you already have. In this episode of Branded & Booked, Steph breaks down the number one strategy that will drive direct bookings in the next 30 days: email marketing. And before you roll your eyes… this isn't about sending a "newsletter." This is about building a system that captures attention, nurtures trust, and converts guests when they're actually ready to book. Because the truth is, most short-term rental owners are either not collecting emails at all… or they're collecting them and doing nothing with them. And that's exactly why they're stuck relying on OTAs. In this episode, Steph walks through what's actually working right now when it comes to email marketing and how to implement it in a way that leads to real results quickly. We break down why email is often dismissed in this industry, why that mindset is costing hosts bookings, and what it looks like to use email as a true revenue-driving channel instead of an afterthought. You'll learn why consistency matters more than perfection, why templates alone won't convert, and why your messaging needs to actually connect if you want to see results. We also dive into the exact funnels you need to have in place. From capturing potential guests through strategic opt-ins… To re-engaging past guests who already know and love your brand… To building automated sequences that keep you top of mind long after someone leaves your site… Because here's what most hosts miss: Guests don't always book the first time they find you. But if you're not staying in front of them… someone else is. This episode will show you how to fix that. If you've been relying on OTAs, struggling to see traction with your marketing, or feeling like your website traffic isn't converting, this is the piece you're missing. If you're ready to stop guessing and start building a marketing system that actually drives bookings… Save your seat for STR Marketing Simplified here:https://www.theweberco.com/str-marketing-simplified From April 7–9, we're diving into the marketing strategies that lead to more bookings, increase guest loyalty, and give you more control over your STR business. We'll cover how to build a profitable STR brand, the email marketing strategies that convert to bookings, how to make social media work without posting every day, and the truth about influencer marketing for short-term rentals. The workshop is free, but spots are limited.
Transcribe →EP 236: Designing for Experience (and ROI): How Altitude 22 Hit $100K in 60 Days with Yash Bhatt
Mar 2400:44:45Tap to summarize$100K in bookings in the first 60 days. Not from luck. Not from "just listing it on Airbnb." But from building something intentionally different. In this episode of Branded and Booked, Steph sits down with Yash Bhatt to break down what happens when you approach your short-term rental like a hospitality brand instead of just an investment. After launching their property, Altitude 22, in December 2025, Yash shares that they secured over $100,000 in bookings within the first 60 days and are now on track to exceed $200,000 in their first year, outperforming their original goal of $175,000. Yash walks through his journey from real estate investing into short-term rentals, starting with converting a Scottsdale home into an STR, then taking on a full gut renovation in Sedona, and eventually building Altitude 22 in Maine as a fully realized, design-forward, brand-led property. Throughout the conversation, it becomes clear that these results didn't come from following the standard STR playbook—but from intentionally doing things differently. We dive into why design is not just aesthetic but directly impacts performance, why doing things the standard way leads to average results, why being local does not make operations easier, and why systems matter more than most hosts realize. Yash shares how the biggest shift came from moving out of an investor mindset and into an operator mindset, where every decision is made through the lens of guest experience. From what guests see when they sit in the hot tub, to how the home flows from space to space, to what the first five minutes of the stay feel like—every detail was designed with intention. And that's exactly what's reflected in their bookings. Yash shares that every guest who has booked so far fits their exact ideal guest avatar and recognizes the level of thought that went into the experience. We also break down what experiential hospitality actually means. Not just adding more amenities—but creating moments that don't show up on a spreadsheet, yet completely change how a guest feels in your space. From custom lighting in the theater room… To guided amenity cards… To thoughtful details like white noise machines and full-size cribs… These are the things that build trust, drive better reviews, and ultimately lead to stronger long-term performance. If you've been focused on optimizing your listing but feel like something is still missing, this episode will show you exactly what that is. If you're a short-term rental owner trying to figure out where your marketing efforts should actually go, I'm breaking it all down inside my free 3-day workshop, STR Marketing Simplified. From April 7–9, we're diving into the marketing strategies that lead to more bookings, increase guest loyalty, and give you more control over your STR business. We'll cover how to build a profitable STR brand, the email marketing strategies that convert to bookings, how to make social media work without posting every day, and the truth about influencer marketing for short-term rentals. Save your seat here: https://www.theweberco.com/str-marketing-simplified The workshop is free, but spots are limited. Connect with Steph: theweberco.com, @theweberco Follow Altitude 22: altitude22maine.com, @altitude22main
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