Can You Really Charge More for Calm?
by azulomo | 3 min read
Calm as a Strategy
The Calm Premium: Why Stillness Sells
There’s a lot of noise in the world of holiday rentals these days. Scroll through any hosting forum or algorithm-optimised course, and you’ll find the same advice repeated like gospel: “Add more features. Push harder. Install an inflatable hot tub if you have to. Whatever it takes to rank.”
And sure, algorithms have their place. But here’s a radical thought: what if it wasn’t about doing more, but feeling more? What if success didn’t come from chasing bookings, but from creating a space where your guest feels seen, safe, and a little bit softer?
In a world addicted to speed, the quiet luxury of calm has become magnetic. Calm doesn’t scream for attention, but it’s what guests remember, rave about, and rebook. And yes, it absolutely justifies a higher price tag. It stays. It lingers. And when done with intention and care, then yes, you can absolutely charge more for it. In fact, many of the best hosts already are.
Because here’s the thing: guests aren’t just booking beds anymore—they’re booking feelings. They’re booking the vibe. The mood. The version of themselves they want to be on holiday. And if your space can help them slow down, feel calm, and forget the world outside for a moment? That’s not decoration. That’s value. Let’s unpack how calm went from a mood to a business model.
Calm is currency. Guests pay more for spaces that feel good, not just look good.
The Myth of More: Why Calm Isn’t a Compromise
When you start out as a host, the common assumption is that success equals scale. More bookings, more platforms, more amenities, more cushions, more effort. It's easy to think that the way to increase earnings is to increase everything else along with it.
But what if that mindset is what’s holding us back?
Calm hosting challenges this default thinking. It asks us to slow down and re-centre around the quality of experience, not the quantity of guests. And the hosts who embrace this approach are discovering something powerful: when you strip away the clutter (physical and otherwise), what you’re left with is the kind of stay that actually sells. Not because it tries to please everyone—but because it resonates deeply with the right ones.
What Is Calm, Really? (Hint: It’s Not Just Beige and Baskets)
Calm isn’t a style trend. It’s an emotional state—and your home can become a portal to it.
We're not talking about bland minimalism or over-curated sterility. We're talking about that moment a guest walks through the door and instinctively exhales. It's the feeling of a space that has nothing to prove, but everything to offer. A natural, welcoming kind of stillness that doesn’t dull the senses—it awakens them gently.
It shows up in different ways: the soft grain of real wood underfoot, linen that wrinkles just right, a ceramic bowl that was clearly shaped by hand. These aren’t expensive design decisions—they’re emotional cues. They tell your guest: this is a place to be, not just to stay.
Calm Converts: The Data Behind the Design
This isn’t just poetic. It’s profitable. Properties styled with warm minimalism, soft neutrals, and soulful touches consistently outperform their busier, more generic counterparts. In Portugal, calm-led listings are commanding 20–40% higher nightly rates (AirDNA, 2024). They also enjoy longer stays, higher occupancy during off-seasons, and more five-star reviews that mention feelings—“peaceful,” “relaxing,” “like home.”
Across Europe, data shows a growing guest preference for quiet luxury: that blend of simplicity, comfort, and quality that doesn’t demand attention, but earns loyalty. It’s design that doesn’t just photograph well—it feels right in real life. And in an emotionally saturated world, that’s a powerful selling point.
So Why Does Calm Justify a Higher Rate?
We’ve all heard it—“You can’t charge more just because it feels nice.” But actually? You can. Because calm isn’t just a mood, it’s magnetic. Guests today are paying for how a space makes them feel. The soft lighting, the linen sheets, the room that doesn’t overwhelm them with clutter or colour — it all adds up to one big exhale. And when people exhale? They pay.
Calm makes your home feel more premium, more considered, and more “I want to stay another night.” And the good news? It doesn’t require a luxury renovation—just intentional design with emotional impact.
Take linen bedding, for example. In Mallorca or Comporta, hosts charging €240–€260 per night for a 2-bed property often attribute €30–€40 of that rate to elevated styling and comfort — natural textiles, high-quality bedding, and a boutique sleep experience. It’s not about brand names. It’s about how the bed feels — and how the guest feels in it.
Styling matters too. A neutral palette, soft textures, and curated minimalism signal calm, comfort, and taste. One host in the Algarve raised their nightly rate from €175 to €225 simply by removing excess décor, introducing artisan touches, and switching to soft earth tones. The result? Longer bookings, less turnover, and a higher-tier guest.
And calm isn’t just visual, it’s also about sound. In parts of Tuscany and northern Portugal, countryside stays with peace and quiet often list 15–20% higher than more central homes of the same size, precisely because silence is a rare and desirable commodity. If your home offers true rest—whether through rural setting or proper insulation—you’re offering luxury. And yes, you can price it as such.
Then there are the small rituals. A calming playlist on arrival, a locally sourced tea tray, a robe that smells faintly of lavender—guests remember these. In boutique stays across Provence, these small details often justify an added €15–€25 per night, simply because they turn a place into an experience. Guests feel held, not handled—and they book again.
Even your colour palette adds value. Calm, muted tones — think, soft white, clay, olive — soothe the eye and elevate the space. A host in the French Basque Country recently reported going from €190 to €235 per night after repainting, removing “busy” décor, and introducing soft layered lighting. No renovation. Just a shift in energy. And don’t forget space itself. Not square metres, but breathing room. When you stop filling every corner, the space feels more expensive. In Copenhagen, minimalist-style apartments with intentional negative space consistently rank in the top 10% of price-per-square-metre listings. Calm design reads as confidence, and confidence commands higher nightly rates.
Put all this together and you have more than just a beautiful stay — you have a pricing strategy. Calm increases guest satisfaction, leads to longer bookings, earns better reviews, and creates return guests who don’t question the price. Why? Because they’re not buying a stay. They’re buying a feeling, well, and they’ll happily spend €25, €50, and even €75 more per night to have it.
So yes, that handmade ceramic mug, the breeze through linen curtains, the sense of stillness when they step inside—it’s all part of the value. In a world full of visual clutter and emotional fatigue, calm is what stands out. It’s no longer just a nice touch. It’s your pricing edge, well, and it pays.
What Your Guests Are Really Booking
Think about your last meaningful holiday. Was it the Wi-Fi speed you remember? Or the way the morning light fell on the linen sheets? Guests aren’t just booking square footage or amenities anymore. They’re booking emotions. They want a space that mirrors the feeling they’ve been craving — whether that’s rest, romance, creativity, or just a real break from everything beeping at them.
When your space speaks that emotional language, guests notice:
“I’ve never slept so well.”
“We didn’t want to leave the house.”
“This place felt like therapy with better lighting.”
It’s not magic. It’s calm—designed and delivered with purpose.
Calm Isn’t Expensive, It’s Intentional
Let’s bust another myth: calm design doesn’t require a luxury renovation or a brand-new Pinterest board. It requires presence. And presence costs far less than panic-purchasing trendy accessories.
Instead of more things, think fewer—but better:
Soft natural materials over synthetic blends.
Lighting with warmth and depth.
Layouts that flow and breathe.
A few beautiful, grounded objects with story and soul.
A sprig of rosemary in a ceramic vase says more than a wall full of motivational quotes. And a handmade bench by the window can become more iconic than any Instagrammable neon sign.
You’re not competing for attention. You’re creating a refuge. And guests will pay more for the feeling of finally switching off.
The World Is Loud; Your Home Doesn’t Have to Be
Let’s zoom out for a second. We live in a world where stillness is rare and softness is underrated. People are overwhelmed. Their nervous systems are tired. They’re scrolling more and feeling less.
In that climate, a holiday rental is no longer just a transaction — it’s a balm. Your calm space becomes a form of care. A pause. A whisper that says: “You’re safe here. Rest. Reset. Reconnect.”
And guests are willing to invest in that. Especially:
Wellness seekers escaping city stress
Romantic travellers craving reconnection
Solo guests needing creative space
Parents desperate for sleep
Digital nomads burning out in beautiful places
These aren’t budget-hunters. They’re value seekers. And to them, calm is not a compromise, in fact, it’s the most valuable thing you can offer.
Real Calm. Real Hosts. Real Returns.
At azulomo, we’ve worked with hosts across Portugal and beyond who’ve leaned into this quiet power. Some shifted from busy Airbnb décor to simple, grounded design. Others swapped fast check-ins and impersonal messaging for slower, warmer rituals.
One host near the Costa Vicentina replaced a cluttered gallery wall with a single linen tapestry and a vintage ceramic lamp. She introduced a welcome ritual of lighting a candle and soft music on arrival. Within three months, her average nightly rate rose by €40 — and her inbox filled with thank-you notes instead of questions.
Because when you stop designing for listings — and start designing for longing — everything changes.
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One Wave at a Time
Calm is not a trend. It’s a response. A rebellion, even. It asks us to step away from the noise, the rush, the race to impress—and return to something quieter, more rooted, and far more powerful.
When you style your space with soul, when you offer presence instead of pressure, when your home feels like a gentle breath out—you’re not just charging more. You’re giving more. More meaning. More care. More of what guests truly seek.
And the returns? They’re not just financial (though those rise too). They’re emotional. Relational. Sustainable. The kind of returns that keep your calendar full, your inbox kind, and your hosting heart intact.
So yes—calm can be priced. And when offered sincerely, it pays in more ways than one. Because the future of hosting isn’t loud.
It’s calm, clear, and deeply human.
Want to build a hosting rhythm that’s soulful and scalable? Join our online masterclass, The Slow Living Host, and discover how to turn presence into profit—without burning out or selling out. Register your interest here.
“In a world that’s always “on,” calm has become the new luxury—and smart hosts are turning it into profit. Guests today aren’t just booking amenities, they’re booking emotional ease. Spaces that feel quiet, intentional, and beautifully designed don’t just stand out—they earn more. This isn’t about beige for beige’s sake. It’s about creating homes that help people exhale. And yes, you can absolutely charge more for that.”
