Design to Dominate: How to Make Your STR Stand Out and Justify a Higher Nightly Rate

You can have the perfect location, a five-star cleaning team, and the best pricing software on the market — but if your short-term rental (STR) looks like a basic builder-grade condo with beige walls and worn-out barstools, good luck charging premium rates.

Design isn’t decoration. It’s strategy.

And when done right, it becomes one of the highest-ROI investments you can make in your Airbnb or VRBO property.

In this guide, we’re walking through exactly how to:

• Create a standout STR design without breaking the bank

• Use design to justify higher nightly rates (and better reviews)

• Avoid common investor mistakes that kill booking potential

• Nail your layout, branding, and photo strategy

Let’s design to dominate.

🧠 First: Why STR Design Actually Matters

Design does three things really well:

1. It gets you booked.
   In a sea of listings, the best-designed homes win the click — and the guest.

2. It gets you paid more.
   Higher nightly rates, longer stays, and fewer last-minute discounts.

3. It gets you reviewed better.
   Guests feel the difference when your space is dialed in — and they mention it.

📈 A study by AirDNA found that “professionally designed” STRs in high-demand markets earn 30–50% more annually than comparable homes.

🎯 Design That Drives Bookings: The 5 Core Principles

1. Pick a Theme — and Stick to It

No, not Disney princesses (unless you’re near Disney).

We’re talking about intentional design direction:
Mid-century modern, coastal boho, Scandinavian minimalism, rustic luxury… whatever vibe fits your market and your audience.

Why it matters: Cohesive design photographs better, builds brand identity, and improves perceived value.

Tips:

• Create a 3–5 word “design brief” before you buy anything. Example: “Neutral coastal with brass and natural wood.”

• Build a mood board using Pinterest or Canva

• Stick to 2–3 colors, one wood tone, and one metal finish max

2. Design for the Camera, Not Just the Guest

Yes, comfort is important. But what gets people to book?
Photos.

When designing an STR, ask yourself:
“Will this pop in the listing thumbnail?”

Invest in:

• Statement lighting (oversized pendant lights, unique chandeliers)

• Bold accent walls or wallpaper

• Instagram-worthy seating areas

• Well-styled beds and open shelves

🔗 Want proof? Browse top listings in your market — the best earners all have photos that feel designed.

3. Upgrade What Guests See First (and Most)

If you’re on a budget, prioritize design upgrades in:

• Living room – It’s in the thumbnail, has the most photos, and is where guests hang out.

• Primary bedroom – Guests judge your nightly rate by this room.

• Kitchen/dining area – Even if they’re eating out, this sets the tone.

💡 Tip: Skip tile upgrades or plumbing fixture swaps in the guest bath — unless it’s scary. Instead, repaint, upgrade lighting, and add fun mirrors or shelving.

4. Design With Function in Mind

Don’t just make it pretty — make it easy to use.

Do:

• Choose wipeable fabrics (leather, performance fabrics)

• Use smart layouts: separate beds, multiple hangout zones

• Add plenty of outlets and USB charging

• Label remotes, Wi-Fi, and house rules clearly

Don’t:

• Use fragile materials (glass coffee tables = guest magnets)

• Over-decorate — visual clutter = mental clutter

Bonus Tip: Use Amazon Echo or Google Nest for smart info hubs (“Hey Alexa, what’s the Wi-Fi?”).

5. Invest in Good Photography — Always

Even if your STR is stunning in person, bad photos will tank performance.

Professional STR photographers know how to:

• Shoot wide, but not distorted

• Highlight natural light and angles

• Frame vignettes and design details

• Create a scroll-worthy first five photos

Hot tip: Book photos for golden hour — soft light = better interiors. And reshoot seasonally if the property changes (holiday setup, summer upgrades, etc.)

🔗 We keep a list of STR photographers in every major Florida market — reach out to Deal Room for recs.

💸 How to Justify a Higher Nightly Rate with Design

Design isn’t fluff — it’s part of your revenue strategy.

Here’s how strong design increases revenue:

Even small upgrades (like barstools that actually match the kitchen) can create that “wow, this is nice” feeling that translates into better bookings and guest satisfaction.

🤯 Common Design Mistakes STR Owners Make

Let’s save you some pain. Here are the top mistakes we see — and how to fix them:

❌ Mistake 1: Shopping Like a Homeowner

You’re designing a short-term rental, not your forever home. Think durable, shippable, cleanable.

❌ Mistake 2: Going Neutral… and Only Neutral

All-beige homes don’t pop in photos. Add texture, contrast, and personality.

❌ Mistake 3: Not Measuring Properly

Oversized couches or tiny rugs ruin a space. Use painter’s tape to mock up layouts before buying.

❌ Mistake 4: Forgetting Storage

Guests need places to unpack, hang towels, store suitcases. Plan for real guest use.

❌ Mistake 5: Ignoring the Exterior

Curb appeal matters — especially for thumbnails. Upgrade landscaping, paint the front door, or add string lights.

🛠️ Budget Breakdown: Where to Splurge, Where to Save

🧠 Deal Room’s 5-Step Design Plan

1. Define your guest avatar + design theme
   Who are you hosting? Surf families? Bachelorette trips? Digital nomads?

2. Create a Pinterest or Canva mood board
   6–8 reference images help keep your look consistent.

3. Lay out your spaces on paper (or SketchUp)
   Map it first. Measure twice, buy once.

4. Buy in layers: big pieces → accents → styling
   Don’t buy everything on day one — let your vision build in stages.

5. Schedule professional photos once furnished + staged
   This is your “listing launch day.” Make it count.

🔗 Want help pulling your STR design together? Joseph Ellen Designs is our go-to partner.

🏁 Final Thoughts: Design Isn’t Extra — It’s Essential

If you want to compete in today’s STR market — especially in saturated areas like Northeast Florida — design is your edge.

It gets you booked.
It lets you charge more.
And it turns your property from “nice” to “can’t wait to come back.”

So if you’re wondering whether it’s worth investing in better design, the answer is simple:

Your next guest already decided based on the photos.

Want a Free STR Design Audit?

We’ll review your listing and send back:

• Photo critique

• Design upgrade ideas

• Quick-win suggestions

👉 Request a free STR design audit
👉 Download our STR Room-by-Room Styling Guide