In the short-term rental world, design has evolved from a finishing touch into a fundamental growth strategy. Travelers are no longer just looking for somewhere to sleep; they are looking for an experience worth sharing. Platforms like Airbnb and VRBO are built on first impressions, and in a marketplace flooded with options, thoughtful styling is what turns a casual browser into a paying guest.
Few understand this shift better than Bri and Jordan, the co-founders of Somerled Designs, a studio that has built its reputation on creating short-term rentals that not only look beautiful but perform beautifully too. Their approach, described as “research first, design second,” has transformed dozens of listings into top performers, generating strong returns for owners and unforgettable stays for guests.
Research Before Renovation
“Every project starts with research, not décor,” says Bri. “We look at traveler behavior, who’s booking, what’s trending, and how local competition is performing.”
That means analyzing guest demographics, seasonal demand, and even social media activity around trending design styles. Coastal markets, for example, often attract groups looking for fun, shared spaces, while city rentals need to appeal to professionals seeking style, functionality, and convenience.
“This data-first approach allows us to design for return on investment,” Jordan adds. “Every element, from the lighting to the layout, has a purpose and contributes to overall performance.”
And it works. According to Somerled, their styled properties have achieved occupancy rates of up to 70 percent, generated around $7,500 in monthly cash flow, and collected hundreds of five-star reviews. Those numbers make a strong case for what good design can deliver.
When Design Becomes a Differentiator
A standout example of Somerled’s work is the “Let’s Go Girls” house in East Nashville, a vibrant four-story retreat that was purpose-built for bachelorette groups and girls’ weekends. The home features a custom butterfly wing mural, a karaoke stage complete with disco balls, and several custom designed LED neon signs that turn each room into a photo opportunity.
Every space is designed to feel immersive and social, from the rooftop patio with its sweeping Tennessee views to the game room that glows with neon and laughter. Located just ten minutes from Broadway, the property is close enough to the action but private enough to unwind.
“The ‘Let’s Go Girls’ house is such a great example of what we mean by experience-led design,” says Bri. “Every element was created to tell a story of celebration and connection.”
Since its redesign, the home has become one of the most photographed and shared Airbnb properties in East Nashville, often featured in travel reels and influencer posts. “We’ve found that distinctive features like neon signs don’t just enhance spaces, they enhance their earning potential,” Bri explains. “A thoughtfully styled property grabs attention in those first few seconds and that translates directly into clicks, bookings, and better ROI.”
From Interior Design to Social Currency
In an era where Instagram-worthy moments drive decision-making, Somerled sees social media as part of the design process. “Social media is such a big part of how people choose and share their travel experiences now,” says Jordan. “That’s why we design spaces with built-in photo moments.”
Neon signs play a leading role in that approach. They are eye-catching, photograph beautifully, and add character to a property that guests can connect with. “A custom LED sign gives a space personality,” says Bri. “It is the detail guests remember and talk about long after their stay.”
Their numbers back it up. Somerled’s clients have reported significant boosts in engagement and visibility after integrating neon signage. One rental saw traffic increase by 40 percent within a month of being featured in guest posts, while another saw a 25 percent jump in bookings after being shared by travel influencers.
As James Mercurio, Commercial Sales Manager at Custom Neon, notes, “Working with the Somerled team is inspiring because they understand that lighting isn’t just about illumination. It’s about emotion. Their use of our LED neon pieces helps hosts turn everyday interiors into something memorable and marketable. It’s a design feature that photographs well, performs well, and ultimately pays for itself.”
Balancing Bold and Welcoming
Despite their love for standout details, Somerled Designs always aims for harmony. “We treat neon as one layer in a bigger design story,” says Jordan. “It can be playful and bold, but the key is balance. Pair it with warm textures, thoughtful furnishings, and a consistent palette so the space still feels inviting.”
This approach ensures that the boldness of the neon never overwhelms the comfort of the environment. Each project is carefully curated so that statement features coexist with cozy details, creating a cohesive look that guests enjoy both online and in person.
Custom Neon’s products help support that balance. Their LED designs are energy-efficient, safe to touch, and long-lasting, with lifespans of up to 100,000 hours. “It’s one of those rare design investments that adds both emotional and practical value,” says Bri.
Building a Brand, Not Just a Rental
For Somerled, great design isn’t just about making a space look good. It is about creating a brand identity that resonates with guests. “We’re seeing more hosts approach short-term rentals like boutique hotels,” Bri explains. “They’re looking to build consistency and recognition across their listings.”
The studio helps clients create a unified aesthetic that connects multiple properties, using recurring design cues such as color schemes, lighting motifs, and brand-specific signage. “Guests who enjoy one property are much more likely to book another if it feels familiar,” says Jordan. “We want guests to remember not only where they stayed but how it made them feel.”
The Measurable Power of Design
Design decisions now directly influence a property’s bottom line. Based on Somerled’s experience, well-executed styling leads to:
- Higher nightly rates, with premium listings commanding 15 to 25 percent more per night
- More visibility, with strong visuals doubling a listing’s click-through rate
- Free promotion, as guest photos and social tags serve as ongoing marketing
- Better reviews, with renters consistently highlighting “beautiful design” and “memorable features”
“These numbers prove that design isn’t just aesthetic,” says Bri. “It’s economic.”
What’s Next for Short-Term Rental Design
Looking ahead, Somerled expects short-term rentals to continue trending toward boutique hotel-style experiences, with design at the heart of profitability. “We’re seeing a shift toward storytelling through design,” Bri says. “Themes are becoming more intentional, from retro lounges to coastal escapes.”
Sustainability and local craftsmanship are also shaping their future projects. “Guests are drawn to authenticity,” Jordan explains. “They want to feel like they’re part of a story, not just a transaction.”
That story increasingly includes neon. “A custom LED sign is our go-to recommendation for anyone wanting to glow up their space,” says Bri. “It’s an easy way to set the mood, make a statement, and give a rental its own identity.”
The Takeaway
In a world where design equals discovery, every detail counts. From neon-lit walls to personalized art, spaces that combine strategy with creativity stand out, get shared, and stay booked.
For hosts and investors, the message is clear: research before you renovate, design with purpose, and invest in features that turn heads and open wallets. Because in today’s short-term rental landscape, one well-lit idea can transform a listing into a landmark.
