Use Meta Ads to Fill Your Short-Term Rental Calendar with Local Travelers - Before They Even Think About Airbnb

Let’s talk about one of the most overlooked (but wildly profitable) booking strategies for short-term rentals:

Targeting local travelers (aka “drive-in guests) using a simple Meta ad funnel.

If you’ve never heard the term “drive-in guests,” here’s what I mean:
These are people within driving distance of your property. They live in nearby cities, usually within 1 to 3 hours, and they’re looking for a quick weekend escape, last-minute getaway, or just a break from their daily routine. No flights, no planning six months in advance, just a “We should book something for next weekend” kind of vibe.

And guess what? These guests are gold.

They book often, book fast, and when done right... they book directly. No OTA fees. No competing listings. Just you and your dream-of-a-property popping up mid-scroll at exactly the right time.

Let me show you how this works...and why this 2-part Meta ad funnel should absolutely be part of your booking strategy this year.

The Strategy: The Local Travel Funnel

This is a simple, scalable ad strategy I build for STR clients who want more direct bookings without relying on Airbnb to do the heavy lifting.

It’s made up of two parts:

1. Awareness Campaign

To reach fresh, local audiences scrolling Instagram and Facebook in nearby cities.

2. Retargeting Campaign

To re-engage the warm leads who interacted with your ads, visited your profile, or clicked over to your site.

That’s it. Two steps. One powerful funnel.

Let’s break it down.

Step 1: Awareness Campaign

(Where You Catch Them Scrolling)

Here, your goal is to get eyeballs on your property and plant the seed of “I could go there this weekend.” No hard selling. Just dreamy visuals, cozy vibes, and scroll-stopping content.

Set Your Campaign Objective:

Start with Engagement (great for Reels and carousel ads) or Traffic (to send people to your site or landing page).

Targeting Tips:

• Location: Big cities within 1–3 hours of your STR

• Interests: Weekend getaways, road trips, wine lovers, hiking, boutique stays, nature escapes, or anything specific to your location or amenities

• Demographics: Age 25–55+, high income, travel behaviors, again: specific to your STR offerings

Creative (Reel or Static Image) Ideas:

• Reel showcasing your property: sunrise on the deck, fire pit crackling, cozy reading nook

• Carousel: titled “5 Reasons to Escape to [Your Town] This Weekend”

• User Generated Content-style selfie video: “POV: You need to leave the city and this Airbnb finds you”

Keep the CTA light: “Save this for your next weekend away,” or “Tag someone you’d stay here with.” The goal is engagement, not booking (yet).

Step 2: Retargeting Campaign (Where the Magic Happens)

Once someone clicks, watches, likes, or even hovers on your ad, they’re warm. And this is where most hosts stop - when they’re this close to a booking.

Now it’s time to show up again, this time with a gentle nudge and a clear call to book.

Build Retargeting Audiences:

• Instagram/Facebook engagers from the past 7–14 days

• Website visitors

• People who watched 75%+ of your video

• People who saved your posts or ads

Campaign Objective:

Now switch to Conversions in Meta Objective Settings (if you have a direct booking site) or Leads (if using a booking incentive or coupon).

Retargeting Creative Ideas:

• Graphic with an offer: “10% off May weekends – Book by Friday”

• Video of a guest testimonial or UGC: “Still dreaming of that cozy cabin? It’s waiting…”

• BTS Reel of you prepping the space or showing off a new feature: hot tub, patio lights, s’mores bar

Use copy like:
“Spotted our cabin earlier this week? It’s booking fast for the long weekend - don’t miss your chance to unwind.”
or
“ICYMI: We’re offering a last-minute discount for local travelers who need a quick escape.”

Urgency without pressure. Personality without fluff.

Optional Pro Touch:

Countdown timer on your landing page (tools like Deadline Funnel make this easy and effective)

Why This Works (and Why Most Hosts Aren’t Doing It)

Let’s be real: Airbnb isn’t a marketing strategy. It’s a search engine.

If you’re only showing up when someone types in your city and dates, you’re missing out on a huge group of people who would love your space… but aren’t even planning a trip yet.

This strategy used above puts you in front of them before they start searching. It creates desire, not just availability.

It also:

• Builds brand awareness and recognition (they’ll remember you next time they open Airbnb)

• Fills gaps in your calendar, especially weekends and shoulder seasons

• Gives you a direct booking pipeline you actually control

Plus, once the funnel is set up, it runs in the background. You’re building visibility every day, whether you’re posting or not.

What This Looks Like in Action

If you’re a visual learner, this is where it gets fun.

Visual Placeholder: Screenshot of Meta ad targeting for local travelers
Visual Placeholder: Reel example with cozy, scroll-stopping clips
Visual Placeholder: Retargeting ad with a booking deadline overlay
Visual Placeholder: Mock-up of a simple landing page with a direct booking CTA

Want me to help you build visuals like this for your own funnel? We’ll talk about that in a sec.

Ready to Build a Local Travel Funnel That Books Out Your STR?

You don’t need a giant ad budget. You don’t need to be a tech wizard. And you definitely don’t need to rely on Airbnb to send you scraps.

You do need a clear strategy, the right setup, and scroll-stopping creative that actually speaks to your dream guests.

If that sounds like something you’d love support with—I can help.

This is exactly what I do for my ad management clients. I help short-term rental owners fill their calendars with guests who are already looking for what you offer—they just haven’t seen you yet.

Want to chat?
[Link to book a discovery call]
Or DM me on Instagram at [@yourhandle] and say “Let’s talk Meta ads.”