Over my twenty years as a Minneapolis Airbnb designer, I’ve boiled short-term rental design down to one simple formula: avatar → story → durability.
It sounds almost too simple, but this approach has shaped some of the most profitable vacation rental properties in the country. You identify who you’re hosting, shape a space that speaks to them, and use materials that hold up through busy turnover.
Get those three pieces right, and everything else falls into place. You end up with a rental that looks incredible online and feels even better in person.
At Laurie Mattson Interiors, this is the foundation behind every STR we design. Let me walk you through how it works and how a few strategic choices can help you increase Airbnb bookings and strengthen your overall STR ROI.
Doesn’t matter if I’m styling a downtown loft or a Northwoods cabin: I always use three filters to guide my process.
You can’t design for “everyone.” It never works. A family with toddlers needs something totally different than a couple on a weekend wine trip or a remote worker booking for 30 days.
Once you understand who you’re hosting, your decisions become clearer. You’ll know what to invest in, what to skip, and how to make your rental stand out to the traveler you want.
Every property needs a story. Are you offering a modern lake cabin? A bright urban condo? A quiet desert escape?
Whatever it is, commit to it. The story of your space should carry through every room.
You don’t have to overdo it. Just use a steady palette, thoughtful finishes, and relevant artwork. You want the guest scrolling through Airbnb to stop and think, “Ooh… this one.”
Rentals get used. You’ve got suitcases, kids, sandy feet, wine spills, and guests who don’t always treat your place like it’s theirs. So yes, you want it to look good, but it also needs to survive.
Sealed woods, performance fabrics, contract-grade beds, and washable rugs protect your design and safeguard your STR ROI long-term.
Once the foundation is set, the next step is picking the right upgrades to create movement in your numbers. I’m talking about the things guests notice instantly in photos, and the choices that quietly push your rates higher without you having to beg the algorithm for mercy.
Good lighting is a cheat code. Of course, your guests won’t walk in and say, “Wow, love the 2700K warmth,” but they will feel the glow.
Warm bulbs, softer corners, and lamps layer together in a welcoming, comforting way. Moreover, it photographs like a dream.
You can have the most beautiful living room on the app, but if the bedding feels thin, scratchy, or flat, the whole stay loses points.
Crisp sheets, a lofted duvet, and comfortable pillows instantly upgrade your rental. Also, well-rested guests are far more generous in their reviews.
You can always tell when a layout was an afterthought. People end up squeezing between chairs, tripping over ottomans, or staring at a TV that’s positioned like it has stage fright.
Once you get the scale right, give luggage a landing spot, and arrange furniture so people can gather without yelling across the room, the whole space suddenly feels… easy. Your guests may not be able to explain why it felt so good to be there, but they’ll rate you higher because of it.
Styling for photos is different from styling for daily life. You want clean surfaces, a simple palette, and a few intentional details.
Then bring in a photographer who understands short-term rental design. You’ll see an immediate jump in click-throughs.
Plenty of spaces look gorgeous in photos, but feel a little hollow once you’re staying there. A few thoughtful upgrades can change that instantly.
Even on vacation, people need a place to open a laptop. I always carve out a corner with a real chair, a comfortable surface, and an easy-to-reach outlet. It doesn’t need to be a full office. It just needs to be usable.
I’ve seen so many rentals with mismatched mugs and a coffee maker shoved beside the toaster. A simple, tidy setup with everything in one place immediately improves the morning routine. It also brings a warm, lived-in feeling to the photos.
Tiny details like blackout shades or an extra blanket are inexpensive to add but go a long way toward making someone feel taken care of. It’s simple, but guests love it.
I love turning even the tiniest patio into something cozy, with a couple of chairs, warm outdoor lighting, and weather-friendly textiles. Your guests will enjoy having a place to sit with coffee or wind down in the evening.
Board games, plastic dishware, or a pack ’n play instantly make a space more welcoming to families. Parents notice these things immediately, and they always appreciate them.
I tell every STR owner the same thing: you’re not decorating a living room, you’re building a revenue engine. The budget must reflect that.
Most full-property furnishing projects land somewhere between 10–20% of the property value, usually $25K–$75K, depending on size and how elevated you want the experience to feel.
Here’s how the money gets allocated.
By spending strategically, you’re essentially buying higher nightly rates, stronger booking velocity, and long-term STR ROI.
Typically, my clients start gaining traction within 3–6 months once the upgrades and new photos are live. Many recoup the investment within the first year.
After that, it’s simple upkeep. I keep a short quarterly checklist: quick touch-up paint, fresh pillow rotation, a deep clean on textiles, tightening hardware, and making sure everything still looks as good as it reads online.
Every market has its own flavor. The principles stay the same, but the details shift depending on who’s traveling and what they expect from the stay.
These spots do best when they balance function with a little escape from the everyday. I always build in a drop zone (mudroom, entry bench, hooks), durable finishes, and group-friendly layouts.
Photos are everything here. The more light, texture, and airflow you can get into a frame, the better. I go with pale woods, soft neutrals, woven materials, and unfussy linens. I also avoid anything incompatible with sand, salt, or humidity.
These are group-trip destinations, and the best-performing listings lean into it. You’ll find plenty of game rooms, bunk corners, bar setups, and lounge decks.
A profitable listing is half design, half photography. Plan the shots before installation day, style with intention, and make sure the camera captures the story you’re trying to tell.
Here’s the shot list I rely on:
Upload in a story sequence with natural, descriptive alt text to help both guests and search engines understand what they’re viewing.
Plenty of hosts start out doing everything themselves, and honestly, I don’t blame them. On the surface, it does look like the more affordable option.
But by the time you add up the soft costs (slow bookings, flat photos, guests who say things like “cute place, just not very comfortable”), the price tag starts to look very different.
A professionally designed rental reads like a boutique stay the second the listing loads. Between the palette, the furniture, and the lighting, the place looks styled and polished without trying too hard.
A few strategic design decisions can completely shift a listing’s trajectory. Fix the lighting, clean up the layout, hire the right photographer, and now the listing performs like a new home. And once you see the numbers before and after, it’s pretty hard to justify going back to DIY.
I’ve walked into a lot of rentals that should be performing but aren’t, and most of the issues come back to the same handful of avoidable choices.
Use warm bulbs across the board and install dimmers where you need to.
Bigger rugs and lamps make your entire space look roomier. Scale creates comfort.
Edit where you can. Empty space helps a room feel higher-end in photos.
Guests remember the sheets. Upgrade the inserts and make it feel luxe.
Style the space like a shoot day. Because it is. Your photos are your sales team.
Most full-property STR designs land between $25K–$75K, depending on size and style. If you’re on a tighter budget, focus on lighting, bedding, layout, and photography. These upgrades create the quickest lift in design and photography.
Our clients start seeing stronger activity within three to six months once the upgrades are installed and the new photos go live. Many recover their design investment within the first year, especially when pricing and reviews improve together.
Yes. Along with local Minneapolis–St. Paul projects, I offer virtual and hybrid STR design for clients nationwide and internationally. The same strategy works anywhere: we simply adapt the style to your market and guest avatar.
Staging sells a house. STR design sells nights. It focuses on guest flow, durable materials, amenities, and photography to increase bookings and reviews.
Absolutely. I start with a full design and photo audit, then outline the top three ROI opportunities you can improve right away. These early changes usually shift the listing’s performance much faster than owners expect.
When you dial in your avatar, craft a clear story, and invest in durable choices, your rental starts performing far better. Some properties need a small nudge; others need a deeper reset. Either way, the formula keeps everything moving in the right direction.
If you want a little support along the way, I design profitable vacation rental properties across Minnesota and the United States, and consult virtually nationwide.
Book a free 20-minute Short-Term Rental Design Audit. I’ll lay out your top ROI upgrades, plus a clear photography plan, so you can raise rates confidently and book faster.
