Episode Details

You asked AI to write an Instagram caption for your accommodation. It came back with something about a “tranquil haven nestled amidst breathtaking natural beauty where luxury meets comfort.” You deleted it immediately. Sound familiar?

In this solo episode, Sarah gets practical about one of the most common frustrations she hears from hosts: AI that produces bland, generic content that sounds nothing like their actual business. The problem, she argues, isn’t the tool — it’s the prompts. Most people are using AI like a magic content machine, typing “write me an Instagram caption for my Airbnb” and pressing enter, then wondering why the result could have been written for any property, anywhere.

Sarah introduces the principle of ‘garbage in, garbage out’: a computing concept that’s never been more relevant. AI is not unlike a new marketing assistant: hand them a vague brief and walk away, and you’ll get average work. Spend time giving them real context about your guests, your brand, your story and what makes your accommodation different, and the work transforms. AI amplifies the insights you give it. It doesn’t invent them.

She walks through three practical approaches that change the game: first, training AI on your business before asking it to produce anything and the concept of building your own ‘AI business bible’ that you can reuse again and again. Second, using AI as a creative thinking partner rather than just a writer: feeding in guest reviews, asking it to analyse emotional themes, or getting it to help you understand what questions your ideal guests are asking before they book. And third, the PROMPT formula: a memorable six-part structure (Purpose, Role, Offer, Market, Personality, Technical details) that gives AI everything it needs to produce content that actually sounds like you.

Sarah also shares a full worked example: a detailed prompt for a luxury treehouse in the Forest of Dean, so you can see exactly what a strong prompt looks like in practice and adapt it directly for your own business.

If you’ve been getting mediocre results from AI and assumed the tool was the problem, this episode will reframe how you use it entirely. The goal isn’t more content. It’s better content — content that sounds like you, connects with your ideal guests, and helps the right people find and book your accommodation.

---

Key Takeaways

• Garbage in, garbage out. The quality of your AI content depends almost entirely on the quality of the brief you give it — vague prompts produce vague content, every single time.
• Before asking AI to create anything, train it on your business: your ideal guests, your brand voice, what makes your accommodation different, words you love, words you never want to see, and guest reviews. Build an ‘AI business bible’ you can paste in again and again.
• Use AI as a thinking partner, not just a writer. Ask it to analyse your reviews for recurring themes, identify the emotional reasons guests book your type of property, or audit your website copy for generic language — before you ask it to write a single word.
• The PROMPT formula gives every AI request the right ingredients: Purpose (what’s the goal?), Role (who is AI acting as?), Offer (what are you promoting?), Market (who is it for?), Personality (your tone and brand voice), and Technical details (length, format, CTAs).
• Your guest reviews are a goldmine. They contain the exact words your guests use to describe the experience — feed them into AI and it will immediately start producing content that resonates with the people most likely to book.
• AI is a first draft tool, not a final draft tool. Never publish without editing — add the human layer, the local knowledge, the details only you know, and always fact-check any specific claims or local recommendations it generates.

---

Free Resource: AI Marketing Cheatsheet

Want the prompts