STR Investing, The Podcast The Queen of Luxury Vacation Rentals
Oct 10, 2025
Rachel Allday, co-founder of Abode Luxury Rentals, shares her journey in managing nearly 200 high-end properties across coveted vacation spots. She discusses how creativity—like her unique wedding invite mailer—helped build their brand long before Airbnb. Rachel defines luxury in rentals through authenticity, meticulous maintenance, and high standards of service, emphasizing the importance of team culture and detail. With insights on the role of professional photography and the impact of industry organizations like VRMA, she inspires future operators to learn and grow.
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Humble Start In A Pre-Airbnb Market
- Rachel and her husband started Abode nearly 18 years ago in Park City before Airbnb existed and grew from a few condos to a luxury-focused portfolio.
- They targeted high-end homes to manage fewer properties with higher rates and sustainable margins.
Use Premium Direct Mail To Land Owners
- Use creative, high-touch direct mail to attract high-net-worth homeowners rather than cheap mass mailers.
- Invest in tactile, well-designed pieces (letterpress, hand-addressed) to show care and get higher response rates.
Luxury Is Place-Specific Authenticity
- Luxury is context-specific and must feel authentic to the market's culture and activities.
- True luxury combines sense of place, maintenance, amenities, and homeowner commitment to upkeep.