The ROI of Design: How Strategic Styling and Bold Features Drive Short-Term Rental Success

Bri and Jordan, co-founders of Somerled Designs, 

In the evolving short-term rental (STR) landscape, interior design has shifted from a luxury to a business-critical investment. A property’s aesthetic appeal is no longer a secondary consideration, it’s a primary driver of profitability, occupancy, and long-term success. Today’s guests aren’t just booking accommodation; they’re booking an experience.

That experience begins the moment a potential guest scrolls past a listing. Within seconds, visuals determine whether they’ll click, share, or book. A well-designed property doesn’t just photograph better; it performs better.

Design as a Strategic Investment

During a recent ELEVATE Webinar, design experts Jessica Duce (JDuce Designs) and Sarah Weaver (Arya Design Services) shared actionable insights on how thoughtful design decisions can transform rental performance. According to a study by AirDNA, professionally designed rentals can earn up to 40% more revenue than their non-designed counterparts.

Why? Because guests respond to emotion and experience. “Would you stay in your own rental?” Jessica Duce challenged the audience, a simple but revealing question that underscores the importance of comfort, function, and beauty.

High-quality design allows operators to charge premium nightly rates, attract better renters, and extend the life of furnishings. From cohesive layouts to statement lighting and curated décor, the investment pays off in both revenue and reviews.

Research First, Design Second

Data-driven design is now defining the STR sector. Bri and Jordan, co-founders of Somerled Designs, take a research-first approach, analyzing traveler behavior, zip codes, and local competition before even sketching a concept.

“Understanding who your guests are and what drives their decisions changes everything,” Jordan explained. “When we align design with data, we don’t just create beautiful spaces, we create profitable ones.”

By tailoring design to specific guest demographics, whether bachelorette groups, digital nomads, or families, Somerled has helped property owners achieve measurable ROI. Their projects consistently report higher occupancy, stronger guest loyalty, and increased visibility across booking platforms.

Why Statement Features Win

In saturated markets, visual differentiation is vital. Bold, memorable features catch the eye, stop the scroll, and spark emotional connection.

Somerled Designs frequently integrates Custom Neon’s illuminated signage into their projects, from playful “Let’s Go Girls” backdrops for group getaways to location-specific neon pieces that double as décor and branding. These features not only add vibrancy but also turn rentals into ready-made photo opportunities.

This “Instagrammable design” concept is no longer optional, it’s a marketing strategy. A neon sign or distinctive art wall encourages guests to post photos, tag the property, and organically share their experience. That user-generated content acts as free advertising and social proof, fueling bookings far beyond traditional marketing spend.

Somerled’s results prove the point: properties with bold yet balanced styling have achieved 70% occupancy rates, $7.5K per month in cash flow, and hundreds of five-star reviews.

Balancing Budget and Quality

Of course, design ROI depends on smart budgeting. Many hosts hesitate to invest in upgrades, assuming design is synonymous with overspending. The experts disagree.

Jessica and Sarah outlined practical ways to optimize costs without compromising results:

Invest in durable essentials. Quality mattresses, sturdy sofas, and timeless dining sets deliver comfort and longevity.

Save smart. Use neutral bedding and versatile décor that can transition between seasons or themes.

Avoid over-theming. Ditch predictable beach-house clichés for texture, tone, and subtle local nods.

Support local creativity. Collaborate with nearby artists for distinctive artwork that enhances authenticity and community connection.

The takeaway: design ROI isn’t about spending more, it’s about spending wisely.

Creating Experiential Spaces

Photos sell rentals, but experiences build loyalty. Jessica emphasized the power of “experiential photos” images that convey story and emotion. Instead of sterile wide-angle shots, think cozy reading nooks, dinner tables set for connection, or glowing neon moments that radiate personality.

Sarah highlighted the same principle outdoors. Patios, plunge pools, or rooftop lounges styled with thoughtful lighting and comfortable seating become magnetic booking features. A well-photographed outdoor space can increase conversion rates dramatically, particularly when it communicates usability and mood.

Every photo should make the viewer imagine themselves there.

Knowing Your Guest Avatar

Understanding your “guest avatar” is the foundation of high-ROI design. Sarah’s focus on midterm rentals for travel nurses led her to prioritize practicality, blackout curtains, ergonomic chairs, and serene color schemes that foster relaxation after long shifts.

Jessica uses competitor reviews and local event research to shape design narratives that resonate with target audiences. A family-oriented property might feature durable fabrics, games, and spacious dining zones; a luxury city loft might lean into moody tones and sculptural lighting.

When design aligns with guest psychology, satisfaction follows naturally.

Safety Meets Style

Design doesn’t exist in isolation, it must also support safety and accessibility. Jessica showcased creative ways to blend the two, such as turning stair railings into sculptural art pieces or color-coordinating fire extinguishers with wall palettes.

Simple, compliant details like non-slip rugs, well-anchored fixtures, and layered lighting demonstrate professionalism and care, qualities that influence reviews just as much as décor does.

The Practical Side of Beauty

Functionality remains at the core of every great design. Even the most visually stunning property will underperform if it’s uncomfortable or impractical.

Guests expect a well-equipped kitchen, sturdy furniture, and clean, cohesive layouts. Durable, easy-clean materials such as wool-blend rugs or white linens streamline turnovers and maintain visual freshness between stays.

Professional designers encourage hosts to view interiors through the lens of usability. A beautiful space that doesn’t work for real guests won’t yield long-term returns.

The ROI of Bold, Balanced Design

Strategic design decisions don’t just elevate aesthetics, they drive measurable results. Professionally styled STRs enjoy higher revenue, improved guest ratings, and reduced maintenance costs.

Distinctive features like Custom Neon’s location specific signage bridge design and marketing, turning interiors into shareable brand assets. When paired with thoughtful furnishings and cohesive palettes, they create immersive environments that connect emotionally and photograph beautifully.

As Somerled’s projects demonstrate, it’s not about being the loudest listing online, it’s about being the most memorable.

A New Standard for Short-Term Rentals

Short-term rentals are evolving to mirror boutique hotels. Guests now expect personality, polish, and comfort. Cohesive branding, curated amenities, and design-led storytelling are setting a new industry standard.

For hosts, the message is clear: design with intent, base decisions on data, and embrace bold yet balanced touches. Whether that’s a statement neon sign, an art-filled wall, or a perfectly styled patio, your design choices shape not just your photos, but your profits.

As Sarah Weaver aptly put it, “You’re going to spend the money somewhere, so make sure it’s in the right place.”

Final Thoughts

Design isn’t decoration, it’s strategy. It tells your brand story, commands attention, and drives bookings before guests even click “Reserve.”

In an oversaturated rental market, the properties that succeed are those that understand this simple truth: Aesthetic intelligence equals financial intelligence.

By combining research, creativity, and bold design thinking, hosts can turn ordinary listings into unforgettable experiences, and transform interior design from an expense into an investment with lasting ROI.