Make Your Description Stand Out: Copywriting Basics for Your Airbnb Listing

Key Takeaways

• Your description determines conversion: 87% of Airbnb hosts say well-written descriptions are critical for attracting guests. Photos get clicks; words get bookings.

• Title is your first—and sometimes only—chance: You have 50 characters to hook browsers. Make every word count with specific benefits, not generic adjectives.

• Speak to your ideal guest: Business travelers need different messaging than families. Know who you're targeting and write directly to their needs.

• Be specific, not flowery: "10-minute walk to Praia Dona Ana" beats "charming location near stunning beaches." Concrete details build trust; vague praise creates skepticism.

• Structure for scanning: Most guests skim listings. Use short paragraphs, clear section headers, and lead with your strongest selling points in the first two sentences.

• Skip the clichés: "Cozy," "charming," and "you'll love it" appear in thousands of listings. What makes YOUR property actually different?

Want to see what your rental property in the Algarve should actually be earning?

Click here to get your free earnings estimate using real Algarve market data.

You've invested in professional photos. Your property looks fantastic. But when potential guests land on your listing, they scroll straight past to the next one. What happened?

The disconnect between great visuals and weak copy costs Algarve owners thousands in lost bookings annually. Photos capture attention for 3-5 seconds. Your description either seals the booking or sends guests elsewhere.

Writing effective Airbnb copy isn't about being clever or literary. It's about answering the specific questions running through a guest's mind whilst they're comparing your property against ten others. Where exactly is this? How far to the beach? Will my kids have space to play? Can I work remotely with that WiFi?

This guide strips away copywriting theory and focuses on the practical elements that actually convert browsers into bookers. You'll learn how to structure your listing, which details matter most, how to write for your specific guest type, and which common mistakes tank your conversion rate.

Why Copywriting Actually Matters

Your listing description serves three critical functions that photos alone cannot accomplish.

Answers Specific Questions

Photos show what your property looks like. Copy tells guests whether it fits their needs. Can they cook full meals in that kitchen? Is the bedroom genuinely quiet for light sleepers? How steep is the walk from parking to the front door?

Guests make booking decisions based on detailed practical information. Beautiful imagery attracts initial interest; specific answers to unspoken questions convert that interest into reservations.

Sets Accurate Expectations

Nothing generates negative reviews faster than reality not matching description. If your copy oversells the property, guests arrive disappointed and leave harsh reviews that damage future bookings permanently.

Effective vacation rental copywriting balances enthusiasm with honesty. Mention that amazing roof terrace, but also note the 32 steps to reach it if that's reality. Business travelers need to know the construction site next door starts at 7am. Families appreciate warnings about the unfenced pool.

Accurate descriptions protect your review rating more than enthusiastic exaggeration ever helps bookings.

Builds Trust Through Specificity

Generic descriptions ("beautiful home," "great location," "perfect for families") sound like every other listing. Specific details prove you know your property and care about guest experience.

Compare these opening lines:

Generic: "Welcome to our beautiful home in Lagos! You'll love this charming space perfect for your next getaway."

Specific: "This two-bedroom apartment sits 400 metres from Praia Dona Ana. The living room windows face west, catching sunset light across the bay. The kitchen includes a full-size dishwasher—rare for Lagos apartment this price range."

The specific version tells guests exactly what they're getting and demonstrates detailed knowledge. Trust builds through precision, not enthusiasm.

Writing Your Title: 50 Characters to Hook Browsers

Your title appears in search results before anything else. It's often the deciding factor between clicking your listing or scrolling past.

Airbnb allows exactly 50 characters including spaces and punctuation. Use all of them. Every character wasted on generic words is an opportunity lost to communicate value.

What to Include

Your unique selling proposition: What's the ONE thing that sets your property apart? Sea view? Private pool? Walking distance to Old Town? Lead with this.

Property type and size: Guests filter by these. "2-Bed Apartment" or "Villa" helps them quickly assess fit.

Location reference: Specific neighborhood or landmark, not just "Lagos." Guests search for proximity to specific areas.

Standout amenity: If space allows after the above, add one killer feature. "Pool," "Beach 2min," "Parking," "Workspace."

Poor Title Examples:

• "Beautiful Home in the Algarve" (generic, wastes characters, no specifics)

• "Charming Villa Perfect for Your Holiday" (clichés, no useful information)

• "Amazing Place You'll Love!!!" (enthusiasm without facts)

Strong Title Examples:

• "Sea-View 2-Bed,Praia da Luz;Pool,Parking,A/C" (50 characters exactly, packed with specifics)

• "Lagos Old Town Studio;Walk to Beach+Restaurants" (location + key benefits)

• "Luxury Villa Carvoeiro;Private Pool,Ocean Views" (target audience + differentiators)

Title Writing Process

1. List your top 5 selling points

2. Identify your single biggest differentiator

3. Build title around that differentiator

4. Add property type, location, secondary features

5. Count characters—should hit exactly 50

6. Remove filler words ("the," "and," "with") if over limit

7. Use abbreviations where universally understood ("2-Bed" not "Two Bedroom")

Your title's job is getting the click to your listing. Pack it with relevant facts, not hopeful adjectives.

Structuring Your Description for Maximum Impact

Guests don't read listings—they scan them. Your structure determines whether important information gets absorbed or missed.

The First Two Sentences Are Critical

Most platforms show only the first 2-3 lines before a "read more" link. These opening sentences must hook interest and communicate your core value proposition.

Lead with your three strongest selling points. Not a welcome message. Not your hosting philosophy. The actual tangible benefits of booking your property.

Weak Opening: "Welcome to our lovely property! We're excited to host you and hope you'll enjoy your stay in beautiful Lagos."

Strong Opening: "This beachfront apartment puts you 50 metres from Meia Praia with unobstructed Atlantic views from the balcony. The kitchen includes dishwasher and washing machine—convenience rare for this location and price point."

The strong version immediately answers "where exactly?" and "what do I get?" Questions browsing guests actually want answered.

Recommended Structure

Opening (2-3 sentences): Your three biggest selling points, specific and concrete.

The Space (1 paragraph per main area):

• Bedrooms: bed sizes, storage, which rooms have best light/views

• Bathrooms: number, which are ensuite, shower vs bath

• Kitchen: appliances, size, dining capacity

• Living areas: seating capacity, entertainment options, workspace if relevant

• Outdoor spaces: private vs shared, furniture, views, usability

Location & Access (1-2 paragraphs):

• Specific distances to key attractions (meters/minutes, not "nearby")

• Parking situation (free, paid, street, garage, distance from property)

• Nearest restaurants, supermarkets, beaches

• Public transport access if relevant

Perfect For (1 short paragraph):

• Explicitly state who this property suits: remote workers, families with young children, couples seeking quiet, etc.

• Mention what it's NOT perfect for if that prevents mismatched bookings

Additional Details:

• WiFi speed (Mbps—guests care about numbers)

• Air conditioning (which rooms, type)

• Heating (winter guests need this information)

• Accessibility considerations

• Noise factors (nearby construction, bars, busy roads)

House Rules (brief bullet points):

• Check-in/check-out times

• Smoking policy

• Pet policy

• Party policy

• Quiet hours

Keep paragraphs short—3-4 sentences maximum. Use line breaks generously. Walls of text don't get read.

Writing for Your Specific Guest Type

Generic descriptions appeal to everyone and convert no one. Know who you're targeting and write directly to their priorities.

Business Travelers & Remote Workers

What they care about:

• WiFi speed (specific Mbps, not "fast")

• Dedicated workspace with proper desk and chair

• Proximity to cafes with power and good coffee

• Quiet environment during working hours

• Reliable mobile signal

• Printer access if you offer it

Language to use: "Fiber internet (100 Mbps down/50 up) supports video calls throughout the day. The second bedroom functions as dedicated office space with desk, ergonomic chair, and window facing garden—naturally lit without screen glare. Cafés with strong WiFi sit within 200-metre walk."

What to avoid: Emphasizing beach proximity, leisure activities, or"relaxation." They're working, not vacationing.

Families with Young Children

What they care about:

• Safety (pool fencing, stair gates, window locks)

• Space for kids to play without disturbing neighbors

• Proximity to child-friendly beaches (gentle entry, lifeguards)

• Kitchen facilities for preparing kids' meals

• Availability of cot, high chair, toys

• Walking distance to playgrounds, ice cream, kid-focused restaurants

Language to use: "The pool is fully fenced with self-closing gate—toddler-safe. Enclosed garden gives kids space to play without noise concerns for neighbors. Meia Praia (5min walk) offers gentle shallow entry perfect for young swimmers plus weekday lifeguard coverage April-October."

What to avoid: Emphasizing nightlife, romantic atmosphere, or features requiring careful adult handling (breakable décor, white furniture).

Couples Seeking Romance/Relaxation

What they care about:

• Privacy (not shared walls, secluded outdoor space)

• Sunset views

• Bathtub for two, quality shower

• Proximity to good restaurants (walking distance—no driving after wine)

• Comfortable bed with quality linens

• Absence of family-noise sources nearby

Language to use: "This top-floor apartment offers privacy—no shared walls or overlooking neighbors. The west-facing terrace catches sunset over the Atlantic with seating for two. Walk to 12 restaurants within 400 metres including three Michelin-recommended options."

What to avoid: Child-focused amenities, large group capacity, or party-friendly features.

Large Groups & Celebrations

What they care about:

• Total sleeping capacity (be specific—who sleeps where)

• Communal space capacity (can everyone gather together?)

• Multiple bathrooms (ratio to guests)

• Outdoor entertainment space

• BBQ facilities

• Parking for multiple vehicles

• Your party policy (some groups are celebrations, others are quiet family reunions)

Language to use: "Sleeps 10: Master bedroom (king), two double bedrooms (queens), two twin rooms (2 singles each). All five bedrooms on the same floor avoiding stairs. Living/dining space seats 12 comfortably. Covered terrace with dining for 10 plus BBQ and outdoor kitchen. Parking for 4 vehicles on property."

What to avoid: Emphasizing romantic couples features, quiet atmosphere, or anything suggesting the property isn't group-friendly.

Avoiding Common Copy Mistakes

Certain words and phrases appear so frequently in listings that they've become meaningless. Worse, they signal amateur hour to experienced Airbnb browsers.

Overused Adjectives to Skip:

• Cozy (translation: small)

• Charming (translation: old/outdated)

• Quaint (translation: tiny and old)

• Perfect (nothing is perfect—specific details are more credible)

• Amazing/Incredible (let guests decide amazement level)

• Stunning (especially overused in Lagos listings)

Instead of generic adjectives, use specific descriptive facts:

• Not "cozy bedroom" → "bedroom fits double bed, wardrobe, and bedside tables with 30cm clearance"

• Not "charming kitchen" → "kitchen retains original 1920s tile work with modern appliances including dishwasher"

• Not "stunning views" → "unobstructed views across Ponta da Piedade from living room and master bedroom"

Empty Enthusiasm Phrases to Delete:

• "You'll love..."

• "Perfect for families!" (unless you explain WHY)

• "Everything you need" (be specific about what you provide)

• "Beautiful" (without explaining what makes it beautiful)

• "Great location" (give specific distance to specific places)

These phrases waste space that could communicate actual information. Every sentence should answer a question or provide a fact.

Specificity Beats Vagueness Every Time

Compare these pairs:

Vague: "Close to the beach" Specific: "250 metres to Praia Dona Ana (4min walk)"

Vague: "Fully equipped kitchen" Specific: "Kitchen includes: full-size fridge-freezer, dishwasher, oven, 4-burner hob, microwave, toaster, coffee maker, complete cookware and utensils for 6"

Vague: "Great WiFi for remote work" Specific: "Fiber internet: 100 Mbps download, 50 Mbps upload—tested speeds support simultaneous video calls"

Specific details answer questions before guests need to message you. This reduces friction in the booking process and increases conversion rates.

The Lagos Context: What Algarve Guests Want to Know

Certain questions appear repeatedly in messages to Lagos property owners. Address these proactively in your description.

Beach Distance and Type

Lagos has dramatically different beach types within short distances. Guests care which beach and exact distance.

Don't write: "Near beautiful beaches" Write: "700m to Meia Praia (sandy, gentle entry, 4km long) or 1.2km to Praia Dona Ana (sheltered cove, dramatic cliffs)"

Old Town Proximity

Tourist infrastructure clusters in Old Town Lagos. Distance matters.

Don't write: "Close to restaurants and shops" Write: "15min walk to Old Town's restaurant district. Supermarket (Pingo Doce) 400m. Nearest café 200m."

Parking Reality

Parking stress ruins Lagos holidays for many guests. Be completely honest.

Don't write: "Parking available nearby" Write: "Free street parking on road outside (usually available) or paid public parking 300m (€1.50/hour, €12/day)"

Summer vs Winter Conditions

Algarve's winter differs dramatically from summer. If your property lacks heating or your area gets winter wind, mention this.

Don't write: "Sunny Algarve weather year-round!" Write: "December-February nights drop to 8-12°C. Property includes portable heaters in bedrooms but no central heating."

Steps and Accessibility

Lagos's hilly terrain means stairs. Guests with mobility limits, heavy luggage, or small children need this information.

Don't write: "Lovely elevated position" Write: "Property on hillside requires climbing 40 exterior steps from street parking. Interior is single-floor once accessed."

These Lagos-specific details prevent surprise, reduce questions, and help guests self-select whether your property fits their needs.

Practical Writing Tips

Keep Sentences Short

Long, complex sentences require concentration. Scanning guests don't concentrate—they skim for keywords.

Break complex information into multiple short sentences. Each sentence should communicate one clear point.

Use Active Voice

Active voice is clearer and more direct than passive voice.

Passive: "The property is located within walking distance of beaches." Active: "Walk 10 minutes to reach Meia Praia."

Active voice saves words and creates clarity.

Paragraph Length Matters

One-sentence paragraphs work beautifully in listing descriptions. They force crucial information into quick, scannable chunks.

Three-sentence paragraphs work well for slightly longer explanations.

Six-sentence paragraphs get skipped by scanners. Break them up.

Bullet Points for Lists

When listing amenities, use bullets:

Kitchen includes: • Full-size dishwasher • Washing machine • 250L fridge-freezer • Nespresso machine • Complete cookware for 6

Much easier to scan than: "The kitchen includes a full-size dishwasher, washing machine, 250L fridge-freezer, Nespresso machine, and complete cookware for 6."

Front-Load Important Information

Within each section, lead with the most important detail.

Weak: "The master bedroom features a comfortable bed, built-in wardrobe with plenty of storage, bedside tables with lamps, and stunning sea views."

Strong: "The master bedroom offers unobstructed Atlantic views. King bed, built-in wardrobe, bedside tables with reading lamps."

Views are the selling point—mention them first. The rest is standard equipment.

Testing and Improving Your Copy

Your initial description isn't final. Monitor performance and refine based on results.

Questions You Keep Answering

If guests repeatedly message asking the same question, that information is missing or unclear in your description. Add it.

Common repeated questions indicate copy gaps:

• "How far to the beach?" → Add specific distance in meters and walking minutes

• "Is there parking?" → Detail parking situation completely

• "Can we check in early?" → State check-in time clearly and policy on early arrival

• "Is WiFi good enough for work?" → Add specific speed test results in Mbps

Conversion Rate Tracking

Airbnb provides data on views-to-booking conversion. If your listing gets views but few bookings, copy may be the problem (assuming photos and pricing are competitive).

Compare your metrics to similar properties. Significantly lower conversion suggests either inaccurate expectations being set or unconvincing value communication.

A/B Testing Key Elements

Change one element at a time and monitor results over 2-4 week periods:

• Test different titles

• Try different opening sentences

• Reorder section emphasis (lead with location vs lead with amenities)

• Add or remove certain details

This systematic approach identifies which changes actually improve conversion versus which changes simply feel better to you personally.

Conclusion

Effective Airbnb copywriting isn't about writerly talent or creative flair. It's about clearly answering the specific questions your ideal guests ask while comparing properties.

Your photos attract initial interest. Your copy converts that interest into bookings by building trust through specificity, answering practical questions before they're asked, and accurately setting expectations that lead to positive reviews rather than disappointed guests.

Start with your title—50 characters packed with specific value. Open your description with your three strongest selling points stated clearly. Structure the rest for scanning, not reading. Write directly to your target guest type using language focused on their specific priorities. Skip clichés and generic enthusiasm in favor of concrete details and honest disclosure.

Most importantly, let your copy evolve. Monitor which questions guests repeatedly ask and add that information. Track conversion rates and refine underperforming elements. Your description is a living document that should improve continuously based on real guest behavior.

At Casa Oeste, we optimize listing descriptions for all managed properties, incorporating our deep knowledge of what converts Lagos-area browsers into confirmed bookings. We've tested thousands of variations and know exactly which details matter most for different property types and guest segments in the Algarve market. Explore our property management services or visit our homepage to learn more.

Want to see what your rental property in the Algarve should actually be earning?

Click here to get your free earnings estimate using real Algarve market data.

Frequently Asked Questions

• How long should my Airbnb description be?

  Aim for 800-1,200 words covering all essential information without repetition. Shorter descriptions miss crucial details guests need. Longer descriptions include irrelevant filler that dilutes key points. Focus on density—every sentence should serve a purpose.

• Should I mention negative aspects of my property?

  Yes, absolutely. Disclosing limitations honestly prevents bad reviews and disappointed guests. Mention steep stairs, nearby construction, road noise, lack of air conditioning in bedrooms, or distance from beach. Frame limitations neutrally without apologizing. Honest disclosure attracts guests who accept your property's characteristics rather than guests expecting something different.

• Can I copy description elements from highly-booked properties?

  Copy structure and approach, not actual text. Notice which details high-performing listings include, how they organize information, and which selling points they emphasize. Then write your own descriptions using similar structures but different words reflecting your specific property features.

• How often should I update my description?

  Review quarterly and update whenever circumstances change. Seasonal updates help (mention winter heating or summer cooling). If construction starts nearby, add that immediately. If you upgrade appliances or furniture, update descriptions. Always update if guests repeatedly ask questions not addressed in current copy.

• Does my description affect Airbnb's search algorithm?

  Yes. Airbnb's algorithm rewards detailed, complete listings because they generate better guest experiences and fewer cancellations. Properties with thorough descriptions rank higher than similar properties with thin descriptions. Additionally, keywords in your description help Airbnb match your property to relevant searches.

• Should I write differently for Airbnb versus Booking.com?

  Basic principles apply across platforms, but slight adjustments help. Airbnb guests often prefer more personality and local knowledge—they're buying an "experience." Booking.com guests often prioritize practical information and reliability—they're booking accommodation. Airbnb descriptions can be slightly warmer in tone; Booking.com descriptions should emphasize practical details and hotel-like amenities.

• What if English isn't my first language?

  Consider hiring a native English copywriter for your initial description, then make updates yourself as needed. Services like Guest Hook or Fiverr connect property owners with experienced vacation rental copywriters. Good copy is an investment that pays back through higher booking rates. Alternatively, use AI tools like ChatGPT to polish your drafts, but always review output for accuracy and natural language.

• How do I write about my property without sounding like I'm bragging?

  Replace subjective opinions with objective facts. Instead of "the most beautiful view in Lagos," write "180-degree ocean views from Ponta da Piedade to Luz." Instead of "incredibly spacious," write "42m² living area seats 8 comfortably." Facts allow guests to form their own opinions while providing information they need for decisions.

About the Author

Matt Deasy is the founder and CEO of Casa Oeste: a property expert with more than 20 years of experience in international tourism and 15 years living in the Western Algarve. Having renovated multiple properties across Portugal, Matt brings a practical, boots-on-the-ground perspective to every article.

A travel industry expert, he previously launched and ran a multinational travel company, selling tens of thousands of bed nights across Europe and Africa for over a decade - and is the co-founder of PortugalXpert - specialists in Portugal relocation. He is the co-author of two books on relocating and investing in Portugal: Portugal Beckons and Your Portuguese Property Beckons, both available on Amazon.

Through Casa Oeste, Matt helps homeowners unlock the full potential of their Algarve properties with expert management, renovations, and market-led insights.