Five years. Can you believe it?

Get Fully Booked is officially five years old, and I'm not letting this one slip by quietly. Because if I've learned anything from working with hundreds of hosts, it's that we are absolutely terrible at celebrating our own wins. We hit a milestone, give ourselves a quick nod, and then crack on as if nothing happened. And I'm calling us out today!

This episode is a little bit different. Yes, I'm celebrating, but it's also evidence. Five years in business is no small thing when you consider that almost half of all businesses don't make it this far.

But beyond the celebrations, I want to give you something genuinely useful to take away.

Business milestones are a seriously underused marketing tool. Whether you're approaching your first year, just had your 100th direct booking, or you've just landed your 50th five-star review, there is real marketing gold in that moment if you know how to use it.

I'm walking you through why celebrating publicly actually builds trust with future guests, how to use milestones to deepen connection and drive engagement, and the practical ways you can turn your next business anniversary or achievement into a proper marketing moment - not just a one-and-done Canva graphic.

And yes, I'm sharing a little of my own journey too - the highlights, the hard bits, and why after 30 years in marketing, I'm still absolutely not done.

Here's to the next five. 🥂

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Key Takeaways:

1. Business milestones aren't just something to feel good about - they're a powerful trust signal that shows guests and potential clients you're the real deal and here for the long haul.
2. Almost half of all UK and US businesses don't survive to year five, so if you've hit a significant milestone, that is something worth shouting about.
3. Celebrating publicly isn't showing off - it's evidence of your experience, consistency and commitment, and in a market saturated with AI-generated listings and faceless businesses, that really matters.
4. Don't let a milestone pass with a single post and a quiet nod - plan it, build content around it, and use it to create genuine engagement with your audience.
5. Milestones are a brilliant excuse to look forward as well as back - share what's coming next in your business to keep your audience hooked and following your journey.
6. Whatever your next milestone is - your first direct booking, 100 Google reviews, a fully booked month - grab it with both hands and make it count for your marketing.

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah:

Website

Instagram

Facebook

LinkedIn

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This week, I'm chatting with Ben Makin, who runs a lighthouse keeper's cottage near Wick in Scotland – possibly the most remote location of any of my marketing club members.

Ben's got a really interesting guest mix, with around 38% of her bookings coming from overseas visitors. She's worked out exactly who her ideal guests are and has even given them names. There's Christine, her UK off-season guest who comes with her husband and a couple of dogs, and Christophe, the European family road-tripper who books nice and early.

What's brilliant about Ben's approach is how data-driven her marketing is, but not in a boring way. She uses a simple paper questionnaire that's working incredibly hard for her business, giving her insights into what guests searched for, what they valued, and what they loved about their stay. This information has completely transformed her marketing messaging.

We get into the nitty-gritty of hosting international guests versus UK visitors – their booking patterns, how long they stay, and what they need from their experience. Ben shares some really practical ideas like using Google Translate for guest communications, having translated activity sheets, and even writing welcome messages on a chalkboard in guests' native languages.

On the marketing front, Ben's got a pragmatic approach to OTAs. She doesn't hate them because she's worked out how to use them strategically, particularly for attracting US guests who really love Airbnb and Booking.com.

If you're thinking about how to appeal to overseas visitors or are more off the beaten track than most, this episode is packed with practical insights from someone who's actually doing it successfully.

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Key Takeaways:

1. Know your ideal guest avatars in detail – Ben has two distinct profiles with names and booking characteristics.
2. International guests often book earlier and at higher prices, filling your calendar before UK guests start booking.
3. Around 70% of US guests use OTAs versus only 20% of UK guests – understand these different booking preferences.
4. Add OTA commission fees on top of your rates so you still get your full amount.
5. Use the strictest cancellation policy on OTAs to prevent excessive cancellations.
6. Mine your data from website analytics, social media insights, and guest feedback to inform your marketing activity.

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Find out more about the Lighthouse Keeper's Cottage Noss Head:

Visit the website

Like on Facebook

Follow on Instagram

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts,...

In this episode, I tackle something I hear constantly – "I don't want to spam people." I'm tackling this mindset head-on because it's holding so many short-term rental and glamping site owners back from using one of the most powerful marketing tools available to them. Yes, even more powerful than social media!

I'll walk you through what actually counts as spam, how GDPR actually works for your business rather than against it, and why a small engaged list will always outperform a massive uninterested one. We'll also cover the three questions you should ask before hitting send on any email campaign.

If you've been avoiding email marketing because you're terrified about being annoying your past guests or getting GDPR wrong, this episode will help you see it differently.

Email marketing isn't spam when it's done right – it's just good old hospitality.

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Key Takeaways:

1. Sending emails to subscribers who opted in is NOT spam – it's permission-based marketing
2. Email marketing returns £36-42 for every £1 spent, compared to £2.80 from social media
3. A small engaged email list will always outperform a large uninterested one
4. Always include a working unsubscribe link and make it easy for people to opt out
5. Before sending any email, ask: Is it timely? Is it relevant? Is it permission-based?
6. Don't fear people unsubscribing – you don't want to pay to email people who aren't interested in hearing from anymore!

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Further resources:

Start email marketing with ease using Mail Chimp - access step-by-step training in my marketing club membership

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

---

What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

---

Connect with Sarah:

Website

Instagram

Facebook

LinkedIn

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Let's talk about something that trips up so many hosts – marketing promotions. You know the sort: giveaways, discounts, special offers. They can be brilliant for filling gaps and growing your audience, but get them wrong, and you'll land yourself in what I call "marketing jail."

No, there won't be sirens or handcuffs, but you might end up with angry guests, awkward refund requests, or even your social accounts shut down. And if you're really unlucky, you could find yourself in proper legal hot water.

In this episode, I'm walking you through the three big promotional pitfalls I see short-term rental and glamping owners fall into all the time.

We'll cover the UK rules around giveaways and prize draws (yes, there are actual regulations!), what Meta allows on Instagram and Facebook (spoiler: they have very different rules despite being the same company), and how to handle those dreaded messages from existing guests who want your new offer applied to their existing booking.

I'll share why promotions are one of the most complained-about marketing activities in the UK, and how to protect yourself with proper terms and conditions. Because honestly, you don't want to accidentally turn your free prize draw into a lottery, or be forced to give away a peak summer weekend because you weren't specific enough about your prize.

If you're thinking about running any kind of promotion, this episode will help you do it properly without the headaches.

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Key Takeaways:

1. Prize draws must be free to enter – never require a purchase or booking to participate
2. Always have clear terms and conditions that specify who can enter, what the prize is, when it's valid, and any exclusions
3. Instagram and Facebook have different rules for promotions, even though they're owned by Meta
4. Be strategic about why you're running a promotion – don't just do it for vanity metrics like follower counts

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More resources:

Check out my Promotions & Offers training - available in THE FULLY BOOKED BUSINESS CLUB™.

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

---

What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

---

Connect with Sarah:

Website

Instagram

Facebook

This week I'm chatting with Katie Colella, a meta ads specialist who knows her stuff when it comes to Facebook and Instagram ads. And yes, they can work for short-term rentals and glamping sites – when done properly!

We're cutting through the myths around paid ads. Katie explains why so many hosts think ads don't work (spoiler: they've probably just hit the boost button and hoped for the best), and what you actually need to do to make them effective.

In this episode, we talk about why the boost button isn't your friend and the difference between traffic ads and lead ads. Katie shares how to target your ideal guests without wasting money, and why building your email list matters more than vanity metrics. We also discuss when ads are worth the investment and, just as importantly, when they're not.

Katie's been running ads for years and actually owned a B&B herself, so she gets the challenges we face. No fancy jargon here – just practical advice on whether ads could work for your short-term rental business.

If you've been curious about Facebook ads but worried about throwing money down the drain, this episode will help you decide if they're right for you.

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Key Takeaways:

1. Don't dabble with ads – either do them properly with a strategy or don't bother
2. The boost button is not a marketing strategy (seriously, stop using it!)
3. Lead ads can help you grow your email list, which you actually own (unlike your social following)
4. Target your ideal guests based on interests and demographics – the precision is powerful
5. Test properly before dismissing ads – £50 spent randomly won't tell you anything useful
6. Video view ads can keep you top of mind on a tiny budget (even £1 a day helps)

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Find out more about Katie:

Visit her Website

Connect on Instagram

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

---

What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

---

Connect with Sarah:

Website

Instagram

Facebook

Welcome to Season 5 of the podcast. Today, I'm diving into why building your own website might be silently holding your business back!

With over 30 years of marketing experience and 80+ website audits under my belt, I have seen three recurring pitfalls of DIY websites that can drain your time, energy and profits.

The importance of your biggest marketing asset to your short-term rental business cannot be overlooked. The guest web user experience is an art and I will show you that a pretty website isn't enough if it doesn't convert visitors into paying guests.

From the need for clear navigation to the necessity of mobile optimisation, I share why a professionally built website is your most powerful marketing tool.

This episode will show you how to get your website firing on all cylinders. Do check out my FREE Website Audit Checklist in the shownotes below...

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Key Takeaways:

1. DIY websites can be damaging your brand and holding your business back and harming your profits.
2. In just six seconds, your website needs to convince guests to book or you have lost them!
3. Sarah shares the 3 most common pitfalls she sees with websites for short-term rental or glamping businesses today.
4. A professional website is a major marketing asset, not just a pretty brochure - it's essential.
5. Don't skimp on your website; it's your key to attracting guests, driving direct bookings, and boosting the profit in your pocket!

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More resources:

Get my FREE Ultimate Website Audit Checklist here

More website marketing training here or why not ask Sarah for a personalised Website Audit of your site

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

---

What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

---

Connect with Sarah:

Website

Instagram

Facebook

LinkedIn

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Think TikTok's just for teenagers doing dance challenges? Think again. In this episode, I'm chatting with Paige McNeil, a social media whizz who specialises in helping accommodation businesses crack TikTok marketing.

We're talking about why you can't afford to write off this platform – especially when guests in their 30s and 40s are actively using it to find their next getaway. Paige shares the truth about what actually works on TikTok (spoiler: forget the polished perfection), why authentic content beats professional shots every time, and how to turn those viral views into actual bookings through your email list and website.

I'll admit, I was sceptical about TikTok. But with over 1,000 new email subscribers in six weeks and actual bookings coming through? I'm a convert. If you've been sitting on the fence about TikTok, this episode might just change your mind.

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Key Takeaways:

1. TikTok's audience has matured – 25-50 year olds with disposable income are actively searching for accommodation on the platform
2. Authentic, UGC-style content significantly outperforms polished professional photography for engagement and conversions
3. TikTok works as top-of-funnel marketing – focus on driving traffic to your website and email list rather than expecting immediate bookings
4. SEO matters on TikTok – use conversational search phrases in captions and specific hashtags to appear in search results
5. Create a seamless booking path by connecting Instagram (with link in bio)

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Find out more about Paige:

See Paige's website

Paige McNeil LinkedIn

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

---

What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

---

Connect with Sarah:

Website

Instagram

Facebook

LinkedIn

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Got another DM asking for a free stay? Me too, my inbox is groaning with them right now! Someone with 500,000 followers wants to stay at your property - sounds flattering, but will it actually get you any bookings? Probably not. And that's because most hosts don't understand the massive difference between an influencer and a content creator. They're not the same thing, and getting this wrong can be a costly mistake.

In this episode, I break down exactly how to spot the difference and avoid getting burned. Influencers promote your stay to their audience - that's it. One feature, maybe some stories, then nothing. Content creators give you professional photos and videos YOU can use in YOUR marketing for months or years. We're talking 100-200 images and 50-100 video clips. When someone approaches you, check their audience demographics, look at engagement (not follower count), and get everything in writing. If you're serious about making influencer collaborations work for your business, this episode is packed with practical advice to help you make smart decisions that actually drive bookings.

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Key Takeaways:

1. Influencers and content creators are completely different - one promotes to their audience, the other gives you marketing assets you can use forever.
2. Reach doesn't equal results - someone with 500,000 followers but low engagement is less valuable than 3,000 engaged followers who match your ideal guests.
3. Always ask for audience demographics before agreeing to anything - where are their followers based, what age, what interests?
4. Get your agreement in writing upfront - how many posts, what content, what rights do you have to use it afterwards?
5. Think long-term relationships, not one-offs - when you find a creator who gets your brand, keep working with them.
6. Brief them properly with a shoot list so you get the specific assets you need for your marketing.

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More resources:

How To Find The Right Influencer - THE FULLY BOOKED BUSINESS CLUB™

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Do you have a marketing roadmap for your business?

No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.

---

What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

---

Connect with Sarah:

Website

Instagram

Facebook