A guide for Tasmanian & Australian tourism and accommodation hosts

The Frustration Every Accommodation Host Knows

You’ve done it.

You take a beautiful photo of your holiday rental in Tasmania (or anywhere in Australia), write a caption about your short-term rental, hit post… and wait.

You refresh your phone. Check your inbox. Perhaps even log in to your Airbnb account.

And nothing happens. No direct bookings. No enquiries. Just a few likes from friends and family.

Sound familiar? You’re not the only tourism operator or accommodation host feeling this.

Why One Post Won’t Fill Your Booking Calendar

The truth is, one Instagram post (or even one Facebook ad) is almost never enough to secure a guest booking.

It’s not because your Tasmanian accommodation isn’t amazing.

It’s not because Australia’s tourism industry isn’t thriving.

It’s simply because travellers need more time and more trust before they feel ready to book directly.

Think about it: would you spend $1,500 on a weekend away in Tasmania or a holiday on the Australian coast after seeing a single social media post?

Probably not. You’d want to see more photos, read reviews, and feel confident you’re booking with a professional host.

That’s where the 7–11–4 Rule comes in.

The 7–11–4 Rule Explained (for Tourism & Accommodation)

Entrepreneur Daniel Priestley developed this concept, and it applies perfectly to short-term rentals, boutique stays, and tourism businesses across Australia:

7 Hours: Guests need around seven hours of interaction with your brand. That might be through Instagram, your direct booking website, an email newsletter, or even reading your tourism blog.

11 Touchpoints: Guests need about eleven different interactions. That could be a reel about your Tasmanian holiday rental, a guest review on Google, a blog about local Australian attractions, or a Facebook story.

4 Places: Guests need to encounter you in at least four different places. For example: Instagram, your website, an email campaign, and maybe even word-of-mouth from a friend who travelled to Tasmania or another Australian destination.

Why This Matters for Tasmanian & Australian Tourism Operators.

If you post once on Instagram and don’t get a booking, it’s not a failure, it’s just one step in the process.That single post might be:

The first time someone sees your Australian holiday rental.

The nudge that makes them click through to your bio and discover your direct booking site.

The reminder that keeps you top of mind when they’re planning a Tasmania or Australia holiday.

Every post, blog, reel, and story adds up to build trust.

Building Trust = More Direct Bookings

When you understand the 7–11–4 Rule, it takes the pressure off every single piece of content.

Instead of expecting one post to deliver, focus on building a marketing ecosystem that works together:

Consistency → Regular social media posts showcasing your accommodation and the Australian tourism experiences nearby.

Variety → Reels, stories, blogs, email newsletters, and guest reviews.

Trust signals → Clear booking policies, guest testimonials, professional photos of your property.

Storytelling → Share the travel experience — Tasmanian vineyards, Australian beaches, wildlife, sunsets — so guests picture themselves in your stay.

The Takeaway for STR Hosts & Accommodation Owners

If you’ve ever thought “I posted but got no bookings” know this: you’re not failing. You’re building trust.

Guests need hours, touchpoints, and multiple places before they’re ready to book their Tasmanian or Australian holiday directly with you.

So keep showing up. Keep sharing the story of your accommodation. Keep positioning yourself as part of the bigger tourism experience in Australia.

Because every post, every email, and every blog is a step toward filling your booking calendar, without handing profits to third-party platforms.