The Difference Between Good Content vs GREAT Content for Airbnbs
- EDGE KERRY IRELAND
- Jan 18
- 15 min read
Why Great Content Matters - Especially in Kerry!
If you’re an Airbnb host in County Kerry, you already know how stunning this part of Ireland is – and how popular. (In fact, recent research shows Airbnb guests spent €65 million in Kerry businesses in one year[1], making our region one of Ireland’s hottest short-term rental markets.)
With so many holiday homes vying for attention, simply having “good” content on your Airbnb listing may not cut it.
Great content is what truly sets apart a listing and maximizes your bookings.
Why do we care so much about content?
Because Airbnb is a visual and experiential marketplace.
Guests scroll through dozens of listings in seconds, and they make split-second decisions based almost entirely on first impressions[2]. Good content might get a thumbs up; great content stops the scroll. It’s the difference between a potential guest saying “This looks fine” versus “Wow, I need to book this place!”
Great content isn’t just fluff – it has real ROI.
According to Airbnb data and industry studies, listings with professional photos receive 20%–40% more bookings than those with amateur images[3]. They can even charge higher nightly rates (20%–26% higher on average) because travelers perceive the listing as offering a higher-quality experience[3]. In a competitive tourism destination like Kerry, that could mean dozens more bookings over the year and a big boost in revenue. Great content also feeds Airbnb’s search algorithm: if your listing converts well (views turning into bookings), Airbnb will rank it higher, whereas listings with lots of views but no bookings get pushed down[4]. In short, good content might get you noticed; great content gets you booked – and keeps you booked.
Before we dive into specifics, let’s clarify one thing: “Content” means everything – your photos, your listing title and description, your response to reviews, even how you present your rental on social media or your own booking website if you have one.
Below, we break down key areas (photography, listing copy & storytelling, social media and video) to show how good content differs from great content, and how you can level up each aspect for your Airbnb listing.
Photography: Good vs. Great First Impressions
We can’t stress this enough: photography is the foundation of your Airbnb listing content.
Here’s how “good” vs “great” photography stack up:
Good photos show the basics of your space. They’re clear and accurately depict the rooms, but they might be taken on a smartphone with limited lighting. They get the point across but don’t inspire. The home might look a bit dark, or the angles make rooms appear smaller. A good photo documents the property.
Great photos showcase the space in its best light (literally and figuratively). They’re shot by a professional or an experienced content creator who knows how to use wide-angle lenses and proper lighting. Great photos are bright, inviting, and tell a story about your home. They highlight unique selling points – that cozy reading nook by the window, or the spectacular view of the Kerry coastline from your deck – with perfect composition. A great photo makes a guest stop and imagine themselves in the scene.[2]
As Airbnb experts note, your first thumbnail image is a “magnet” that determines whether a guest clicks on your listing or keeps scrolling[2]. If that lead photo is dull or low-quality, the rest of your listing might as well be invisible. Guests often decide in 5–7 seconds whether to stay or skip a listing – basically just from the cover and a few key images[5]. Great content ensures those first images are irresistible.
What makes a photo “great” in practical terms?
It’s a mix of technical skill and storytelling. Technically, wide-angle shots that aren’t distorted, sharp focus, and balanced exposure (so that interior rooms look bright without windows glaring out) all make a huge difference. Great photographers also stage the scene thoughtfully: they declutter rooms and add little touches to make the space feel alive and welcoming (for example, a mug of coffee and a Kerry guidebook on the table, fresh flowers by the bed). These details create lifestyle vignettes that help potential guests imagine their stay before they ever arrive[6].
We’re essentially selling a feeling: comfort, relaxation, adventure – whatever your unique selling point is – and the photos should convey that.
Great photography can also include perspectives that good content often overlooks. Do you have a stunning location? Consider a drone shot to show the surroundings – the lush green fields, the ocean, the proximity to Killarney National Park, etc.
Similarly, well-composed exterior photos at magic hour (just before sunset) can add a touch of magic. Good content might have 10 average photos; great content might use 20–30 photos including wide shots, close-ups of charming details, and a mix of interior and exterior views that together give a complete, enticing tour of the property.
Fun fact: Airbnb’s own guides recommend using plenty of images – hosts with 16 photos tend to see more bookings, as it assures guests that you cover all angles.
The impact of upgrading from good to great photos is proven in data: as mentioned earlier, professional-quality images can boost bookings by up to 40% on Airbnb[3].
Many Kerry hosts find that the cost of a pro photoshoot pays for itself within just a reservation or two, thanks to the higher nightly rate or increased occupancy it brings[7]. It’s truly the definition of low-hanging fruit for improving your listing performance.
Lastly, don’t forget photo order and captions – part of great content is not just the photos themselves, but how you arrange and annotate them. We advise showing the most show-stopping areas first (living room, view, master bedroom, etc.), and consider adding short captions to suggest experiences, for example:
“Enjoy breakfast with an ocean view from the bay window.”.
This ties into storytelling, which we’ll get into next.
Listing Description & Storytelling: From Informative to Inspiring:
Now let’s talk about the words you use on your listing – the title, description, and all the written elements that accompany your photos. Good content vs great content here is the difference between merely informing and truly inspiring. As a creative studio in the Airbnb space, we often tell hosts: don’t just describe your property – present an experience.
A good listing description covers the basics: it lists the number of bedrooms, the amenities, and the house rules. It might read a bit like a real estate ad or an inventory of features: “3-bed, 2-bath home with a full kitchen, WiFi, and a garden. 10 minutes from Killarney. No pets.” All necessary information, yes – and being informative and clear is important (guests do need to know those details). However, this alone isn’t memorable. It doesn’t create an emotional connection. In fact, simply listing amenities isn’t enough anymore; travelers crave experiences and connections, not just a place to sleep[8].
A great listing description, on the other hand, weaves in storytelling to transform those facts into a narrative. It highlights benefits and paints pictures in the reader’s mind. Instead of “full kitchen,” it might say “a fully equipped kitchen perfect for cooking hearty Irish breakfasts.” Instead of “garden,” it might invite the guest to “stroll through a private garden and sip your morning coffee with views of the Kerry mountains.” Great content uses descriptive, inviting language and even evokes local flavor.
For example, rather than a bland title like “Cozy house in Kerry,” a great title could be “Lakeside Haven near Killarney – Fireplace, Mountain Views, & Storybook Charm”.
See how that already sets a mood? We’re selling the feeling of waking up in that lakeside haven.
Storytelling is the secret sauce here. It’s about inviting the guest into a story where they are the protagonist.
One listing might simply state facts, but another invites you into the story of a place – maybe it mentions that “this cottage has been in our family for generations, and we’ve watched sunsets over Dingle Bay from the porch for decades”, or “imagine coming home after a day on the Wild Atlantic Way to turf fire embers in a traditional stone fireplace.”
Which description would you remember?
As one industry article put it: travelers remember the stories, not just the listings[9]. By sharing the unique narrative of your home and the experiences guests can have, you transform your property from “just another listing” into a guest magnet where people can picture themselves belonging[8][10].
Great listing content also means knowing your audience.
Are you targeting hikers and adventure seekers?
Families with kids?
Luxury weekenders?
A great description subtly speaks to those people.
For example, if your place is ideal for families, you might highlight the game room or nearby playgrounds and use words like “family-friendly” or describe how “the kids can camp out in the cozy loft bedroom.”
If it’s a romantic couples’ retreat, you’d emphasize privacy, that outdoor hot tub under the stars, etc.
In marketing terms, good content is one-size-fits-all; great content feels custom-tailored to your ideal guest profile[11][12].
Let’s illustrate the difference in a quick before-and-after style:
Good description:
“Modern two-bedroom apartment in Kenmare. Has a balcony, kitchen, TV, and WiFi. Walking distance to shops. Guests have 1 parking spot. Great for visiting Ring of Kerry.”
It’s factual, it’s fine.
Great description:
“Modern Apartment in Kenmare – Wake up to fresh pastries from the bakery downstairs and enjoy your coffee on the private balcony overlooking bustling High Street. Our 2-bedroom retreat comes with a chef-equipped kitchen (perfect for cooking local seafood from the farmer’s market) and all the comforts of home – stream your favorite shows on our smart TV or share your Ring of Kerry adventures using our fast WiFi. Park in your dedicated spot and stroll just 5 minutes to Kenmare’s charming pubs and shops. Whether you’re winding down after a day on the Wild Atlantic Way or planning a hike in Killarney National Park, you’ll love coming home to this cozy, stylish haven in the heart of town.”
This tells a story and helps the guest visualize their stay.
Notice how the great version sells an experience (morning coffee ritual, local market produce, etc.) rather than just lodging. This approach has a real impact: a great story invites guests to imagine themselves in your space, picturing those mornings on the balcony or evenings by the fire – an emotional connection that often drives guests to book faster and at higher rates[10].
Essentially, you’re not just offering a bed; you’re offering a taste of the Kerry lifestyle.
Another aspect of great content is being comprehensive yet scannable. Airbnb limits how much you can write in certain fields, so every word counts. Great listings answer common guest questions before they even ask:
Is there free parking?
How far is the nearest beach?
Is the area quiet?
Good content might leave some of these for the guest to dig for or ask about; great content preempts them in a clear way (often by segmenting the description into sections or bullet points).
For instance, you might have a short bullet list in your description covering:
Location & Nearby: 5 min walk to Dingle town center, 10 min drive to Inch Beach. Amenities: Free parking, pet-friendly, high-speed 200Mb WiFi.
House Rules: No parties, quiet after 11 pm.
This level of detail, presented cleanly, builds trust that you’re an attentive host and helps guests feel confident in booking. As a bonus, fully filled-out listings tend to rank better in Airbnb search and lead to fewer back-and-forth questions – less friction means more bookings.
Finally, tone matters.
We encourage a conversational, warm tone. Use “you” and speak to the guest directly. Great content sounds like it’s written by a friendly, professional host (not a generic brochure or, heaven forbid, a bot!). That human touch increases confidence. Remember, once guests arrive, delivering on that story is crucial – if you set an expectation of a magical stay, make sure to follow through so that you earn those 5-star reviews.
And speaking of reviews: high guest ratings will amplify the success of your great content (Airbnb data shows each 5 star review can boost future bookings by ~4.6%[13] – social proof for the win!).
Beyond the Airbnb Listing: Social Media, Video & More
So far, we’ve focused on the content within your Airbnb listing – photos and text on the platform. But truly great content often goes beyond Airbnb itself. Savvy hosts in 2025 are thinking multi-channel: using social media, video, and other marketing tactics to promote their short-term rentals. Let’s explore this.
Good content might live only on Airbnb. You’ve got your listing up with decent photos and description, and you stop there. That’s okay for some, but you could be leaving money on the table. In contrast, great content is part of a broader short-term rental content strategy that might include Instagram, Facebook, TikTok, or even a dedicated website for your holiday home. Why? Because that’s where your potential guests are hanging out and dreaming about travel.
Consider this: Globally, 35% of travelers now turn to social media for travel inspiration (that jumps to 53% for Gen Z travelers)[14]. And a whopping 75% of travelers say social media influences their destination choices[15]. People are literally scrolling Instagram or TikTok and discovering their next getaway. In fact, about 32% of people have booked stays at hotels or resorts they saw on TikTok[16].
Travelers love watching quick video tours, day-in-the-life vacation reels, or beautiful drone footage of a place – and then booking it. This is a huge opportunity for Airbnb hosts.
So what does great content on social media look like for an Airbnb host in Kerry? It might be an Instagram profile for your cottage where you regularly post high-quality photos: one day it’s a sunset drone shot over the Cliffs of Moher (if your guests go for a day trip), another day it’s a cozy fireplace scene on a rainy Irish day, another it’s a carousel of the top 5 things to do around your area.
Captions can tell mini-stories or give tips, for example:
“Did you know: The Kerry Way trail starts just 1km from our door – our hikers love it!
Great content here is consistent, engaging, and shareable. When your past guests tag your place in their vacation photos, it’s free word-of-mouth marketing that can snowball.
Video is another powerful tool. While Airbnb’s platform itself doesn’t currently allow videos in standard listings (they’ve limited video uploads to certain segments like Experiences[17]), you can absolutely use video elsewhere to promote your rental. A short, 30-second video tour of your home – think of it as a teaser showcasing the best bits – can be posted on YouTube, Facebook, or Instagram Reels. We’ve found that dynamic footage like walking through the space or flying a drone around the property can give potential guests an even better feel than photos alone. Video also helps you stand out because not many hosts take that extra step. It conveys professionalism and that you really care about showcasing your property.
For example, imagine a Reel that starts with drone footage sweeping over the Lakes of Killarney, then cuts to you opening the front door of your lakeside cottage, then a quick montage: a crackling fire, a hand pouring a glass of wine, a close-up of plush bedding, kids roasting marshmallows outside, and finally a shot of a glorious sunrise view from the porch. Add a bit of gentle Irish music or narration like “Welcome to Lakeside Haven...” – and you’ve just given someone goosebumps and an emotional need to be there. That’s the power of great content marketing for your Airbnb.
Another angle: storytelling through social proof. Great content can include sharing past guest experiences (with permission). Maybe on your social feed or website you feature a “Guest of the Month” spotlight with a photo they took and a quote from their review about how magical their stay was. Future guests see that and think, I want that experience too! It builds trust. This ties back into Airbnb’s own ecosystem as well – more engagement, more bookings, better reviews, and potentially even getting that “Guest Favorites” badge Airbnb introduced (which highlights highly-praised listings; those have already accounted for 100M booked nights after launch[18]).
Let’s not forget the EDGE (pun intended) you have by being in Ireland: our scenery and culture are extremely photogenic and intriguing to travelers worldwide. Use that in your content. Show a clip of the local farmer’s market in Killorglin, a snapshot of a surfer catching waves at Inch Beach, or a quiet morning shot of a sheep grazing near your stone cottage. Great content for short-term rentals isn’t only about the house – it’s about the whole experience of staying there, including the locale. You’re not just marketing a home; you’re marketing a little slice of Kerry life.
From a practical standpoint, you might be thinking “this all sounds like a lot of work!” – but you can scale to your comfort level. If managing social media for your Airbnb is too time-consuming, even focusing on seasonal content refreshes on your Airbnb listing can help. For instance, update your cover photo to a bright sunny exterior shot for summer, and maybe a cozy interior by the fire for winter. Keep your description updated with seasonal activities such as:
“Fall foliage tours starting September”
“Ask us about our favorite pubs for winter music sessions”.
Great content is dynamic. It shows guests that you’re an engaged host and that your listing is up-to-date and well-maintained (an outdated listing gives the impression of an inactive host, which can scare guests off).
Turning Good into Great: Our Final Takeaways
To wrap it up, let’s recap the core differences between merely good content and truly great content for your Airbnb:
Photography:
Good listings have serviceable photos; great listings have spectacular photos (professional quality, well-lit, story-driven). Great content makes your Airbnb pop off the page, leading to significantly higher click-through and booking rates[3]. It’s about emotion, not just exposure – capturing the atmosphere of your place in Kerry so guests can already feel the warmth of that sunlit living room or the fresh breeze on the deck.
Listing Copy & Storytelling:
Good content tells what your property is; great content tells why your guest will love it. It shifts from a list of features to a narrative of experiences. Great content anticipates guests’ needs, answers their questions, and inspires them with local flavor and personality. It builds trust and excitement simultaneously. As marketers say, “sell the sizzle, not just the steak.” In our context: sell the sunset view, the cozy reading nook, the adventure waiting nearby – not just the square footage and bed count.
Listing Optimization:
Good content covers the basics; great content leaves no stone unturned. Every field is filled, every common question answered. Great hosts leverage Airbnb tools (like new listing promotions or smart pricing) and keep their content fresh. The result? Higher search visibility and more conversions. Great content works hand-in-hand with great hospitality, leading to 5-star reviews that further boost your ranking and bookings[13].
Social Media & Video:
Good content stays on Airbnb; great content goes omnichannel. It recognizes that today’s guests are on Instagram, Facebook, TikTok, and YouTube looking for travel ideas. By creating engaging posts and videos, a great content strategy drives bookings both on and off Airbnb (including coveted direct bookings). It also creates a brand around your rental – turning it from just a listing into “that amazing cottage I saw on Instagram.” When your content is shareable and seen in multiple places, you build momentum that can fill your booking calendar even in shoulder seasons.
Ultimately, the difference between good and great content comes down to effort and insight.
Great content takes a bit more thought and polish – perhaps you hire a professional photographer or spend an extra hour refining your description to really sing.
Maybe you brainstorm a catchy name for your place and a consistent aesthetic for your photos. It’s these touches that create a cohesive, high-quality presentation.
And from our experience at EDGE, those touches absolutely pay off. We’ve seen homes go from mediocre occupancy to back-to-back bookings once their content was elevated to a professional, story-driven standard. Remember, when you market a short-term rental, you’re competing not just with other Airbnbs in Kerry, but with hotels, B&Bs, and every other option a traveler has.
Great content is your competitive edge that makes your place the obvious choice.
If reading this has you thinking, “Alright, I want to level up my Airbnb content!”, we’re here to help.
At EDGE KERRY IRELAND, we specialize in exactly this: transforming vacation rental listings through holiday home photography in Kerry, compelling copywriting and storytelling, and developing a tailored short-term rental content strategy Ireland hosts need to succeed.
We’re your local creative studio that speaks “Airbnb” fluently – and we’re passionate about helping fellow hosts shine. Whether you’re a new host with a single cottage or an experienced operator with multiple properties on the Ring of Kerry, our team can partner with you to turn good content into GREAT content, and great content into more bookings.
Feel free to reach out to us at EDGE KERRY IRELAND for a friendly chat about how we can elevate your Airbnb presence (and relieve you of some marketing stress!).
Let’s make your listing the one that travelers can’t stop talking about – online and off.
Ready to transform your Airbnb content?
We at EDGE KERRY IRELAND are ready to roll up our sleeves with you.
Let’s turn your Airbnb into an unforgettable destination through top-notch content.
Your next guests are out there scrolling – let’s captivate them with something truly great.
Check out EDGEKERRY.COM today or fill out our CONTACT FORM to connect with us today:
Articles / References / Sources:
[1] [PDF] The Economic Impact of Airbnb in Ireland
https://stayvello.com/the-power-of-professional-photos-for-airbnb-a-visual-guide-to-higher-bookings/
[4] [5] Airbnb Photo Tips: 5 For Higher Occupancy ●OptimizeMyBnb.com
[13] [18] 5 Insider Airbnb Short-Term Rental Stats - The Leading All-In-One Vacation rental management software for Pros - Hostaway
[17] Making the Most of an Airbnb Video: Tips for Hosts
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