The Trust Economy: Building guest confidence in an uncertain world

We know by now that uncertainty isn’t the exception, it’s the environment we work in. Political tensions, travel disruptions, health scares, economic shifts… they each hit the short-term rental market in different ways, and often in combination. But they’re not the only variables. Weather extremes, local regulation changes, and even viral social media trends can all shift booking patterns faster than we’d like.

We can’t control any of it but we can control how we respond. And that’s where trust is built.

Local loyalty beats global uncertainty

When a political crisis dominates the headlines, we’ve all seen the international enquiries slow down. Guests start looking closer to home and in those moments, domestic travel isn’t just a fallback, it’s a stabiliser. 

Many operators have leaned into this by offering short-stay “local escape” packages, by partnering with regional attractions to offer bundled experiences, or by targeting marketing within a two-to-four-hour drive radius. These aren’t just emergency measures; they can also build a loyal local customer base that sticks around long after the news cycle moves on.

But that doesn’t mean we drop our international strategy. We keep our listings active in multiple languages, maintain visibility on overseas channels, and nurture relationships with travel agents or relocation companies who work with international guests. Why? Because when the climate improves, we want to be at the top of their list not starting from scratch.

Trust is tested in disruption

Travel disruptions bring a different kind of challenge. Airline strikes, sudden border rules, cancelled ferries… these test the real-time responsiveness of our operation. Here, tech can be a lifeline with automated alerts and pre-arrival messages to keep guests informed before they have to ask. But this is also where our human capital shines. A personalised message offering early check-in, alternate transport options, or even just a calm “We’ve got you” does more than smooth logistics; it creates a story they’ll tell.