The Battle for Brand Recognition: Who Gets the Credit for a Five-Star Stay? with Michelle Gilliland of Savvy

A guest books a beautiful vacation rental, has an incredible stay, and leaves with memories worth sharing. But when they tell others about their experience, whose brand do they remember? In this episode, Alex & Annie sit down with Michelle Gilliland, VP of Sales at Savvy, to explore what it takes to build a recognizable brand in a market where OTAs dominate traveler attention. Drawing from nearly 15 years of experience in the vacation rental industry, Michelle brings a unique perspective on how brands can differentiate themselves, create stronger connections with travelers, and build lasting recognition. The conversation offers a look at Savvy's approach to branding and distribution, along with insights that challenge property managers to think more intentionally about how their businesses are discovered, experienced, and remembered. Episode Chapters: 03:06 - Michelle Gilliland's background at Vrbo, Expedia Group, and Savvy 03:43 - Why property managers deserve greater brand visibility 06:21 - Airbnb's direct booking links and what they mean for operators 12:33 - Why consistency matters throughout the guest experience 17:00 - Should the vacation rental industry establish clearer hospitality standards? 21:48 - Making it easier for travelers to connect directly with property managers 24:58 - Collaboration, community, and building local brand awareness 26:05 - Behind Savvy's unconventional "Death of the Middleman" marketing campaign 31:17 - How referral incentives can encourage more bookings 33:26 - Savvy's approach to brand visibility, distribution, and guest relationships 37:58 - Building a business that is less dependent on major OTAs If you're looking to strengthen your vacation rental brand and stand out in an increasingly competitive market, this is a conversation worth tuning into. Connect with Michelle: LinkedIn: https://www.linkedin.com/in/michellegilliland/ ✨ Exclusive Offers to Alex & Annie Listeners: Thinking about the next chapter for your vacation rental business? Connect with Monarch Collective to explore what growth could look like with the right platform behind you. 👉 Learn more: https://gomonarch.com/partnerships/ Reach more direct-booking travelers with Savvy. List your professionally managed properties for free. 👉 Get started here: https://savvy.com/list Learn more about dormakaba’s vacation & short-term rental access solutions: 👉 Website: https://dk.world/Vacation26  #vacationrentals #shorttermrentals #directbookings Send us a message!