Sustainability, Unique Stays & the Power of Direct Bookings

Sustainability, Unique Stays & the Power of Direct Bookings

Short-term rentals (STRs) are no longer just about offering a place to stay—they’re about creating memorable experiences while also responding to the values of today’s travelers. One of the key findings in the Touch Stay STR Industry Report 2025 is that three trends are shaping the future of hosting: sustainability, the demand for unique accommodations, and the rise of direct bookings.

For NASTRA hosts, embracing these strategies isn’t just good for the planet and for guests—it’s also great for business.

Sustainability: Good for the Earth, Good for Your Bottom Line

Guests are increasingly choosing accommodations that reflect their values. According to the Touch Stay report, properties with eco-certifications see a 20% boost in bookings, and operators that invest in energy-efficient systems enjoy up to 30% in operational savings.

A great example highlighted in the report is a glamping site in Oregon. By upgrading to eco-friendly lighting and water-saving fixtures, they cut utility costs by 25% while attracting more eco-conscious guests.

For hosts in Nashville and beyond, here are a few easy wins:

• Energy efficiency: Smart thermostats, LED lighting, and low-flow showerheads.
• Waste reduction: Recycling bins, composting, and refillable toiletry dispensers.
• Local sourcing: Partner with local artisans or farms for welcome baskets, reducing carbon footprint and supporting your community.

Sustainability doesn’t have to be a huge investment—small steps add up and are often noticed (and praised) by guests in reviews.

Unique Stays: Standing Out in a Crowded Market

Another standout insight from the report is the growing demand for unique and experience-driven stays. Guests don’t just want a bed; they want a story. That might mean a tiny home, a treehouse, or a property with bold interior design that photographs beautifully.

• According to Touch Stay, hosts who offer distinctive spaces often see higher occupancy rates and can command premium nightly rates.
• Think about Nashville’s guests—many come for music, culture, and an authentic sense of place. A themed property (like a honky-tonk-inspired loft, or a lakeside retreat showcasing Tennessee craftsmanship) can transform a stay into a memory.

The report emphasizes that uniqueness is not just about architecture—it’s about curating an experience. From personalized digital guidebooks to local recommendations, the “wow factor” goes beyond décor.

The Power of Direct Bookings

Perhaps the most practical—and profitable—strategy discussed in the Touch Stay report is building a strong direct booking channel. Relying only on OTAs like Airbnb or Vrbo means losing 15–20% of every booking to fees. Direct bookings, on the other hand, allow you to:

• Save money: No commission fees.
• Build relationships: Capture guest emails for future marketing.
• Control your brand: From the booking journey to post-stay follow-ups, you own the guest experience.

The report shows that hosts investing in direct booking websites are not only keeping more revenue but are also strengthening guest loyalty—often leading to repeat stays.

Here are steps to get started:

1. Launch a professional direct booking website (many PMS systems now offer built-in options).
2. Use digital guidebooks (like Touch Stay) to keep guests engaged pre- and post-stay.
3. Promote on social media with “book direct and save” messaging.
4. Offer repeat-stay incentives, like a discount code or loyalty perk.

Direct bookings aren’t about abandoning OTAs—they’re about diversifying your strategy to maximize profits.

Bringing It All Together

The Touch Stay STR Industry Report 2025 makes it clear: guests want meaningful, memorable, and responsible travel experiences. By weaving sustainability into your operations, highlighting what makes your property unique, and building a direct booking pipeline, you set yourself up for long-term success.

For NASTRA members, this isn’t about chasing every trend. It’s about choosing the strategies that fit your property, your market, and your brand. A small step toward eco-friendly hosting, a creative design choice, or a simple direct booking website can have an outsized impact on guest satisfaction and profitability.

The future of STRs is bright, bold, and sustainable—and Nashville hosts are well-positioned to lead the way.