Why Themed Motels Still Matter — and What Every Short-Term Rental Host Can Learn from Them

There’s something magical about the classic roadside motel: pull-off neon signs, quirky design cues, and a sense of story that begins before you even step inside. These aren’t just places to sleep — they’re landmarks, conversation starters, and experience machines. In an era where guests can choose from hundreds of listings with a single tap, the properties that stand out are the ones with identity.

From retro motor inns on historic highways to boutique motels reinvented for modern travelers, themed lodging isn’t nostalgic fluff it’s a lesson in purpose-driven brand experience and guests are now expecting to experience their stays.

Retro Yet Relevant: The Sapphire Motel, Bozeman, Montana

One of the most vibrant examples today is The Sapphire Motel in Bozeman, Montana — a property blending mid-century style with contemporary comfort. A landmark in the region since the 1940s, the Sapphire’s careful preservation of retro charm combined with thoughtful modern amenities gives it a personality that resonates on Instagram and in bookings alike. You can explore more about the motel’s story and rooms on its website here: https://www.thesapphiremotel.com/, and check its design and vibe on Instagram: https://www.instagram.com/thesapphiremotel/ The Sapphire Motel+1What makes Sapphire compelling isn’t just its aesthetic — it’s how that aesthetic signals the experience. One glance at its signage or social feed tells a potential guest exactly what world they’re stepping into: retro energy with modern comfort.

Icons of Americana: Motels That Tell a Story

Around the country, other properties riff on a similar principle — they lean into a thematic identity that makes them memorable:

Madonna Inn — San Luis Obispo, CaliforniaThis legendary property is as theatrical as it is welcoming. With dozens of uniquely themed rooms (think pink décor, cave-inspired surroundings, or alpine whimsy), Madonna Inn turns a motel night into a travel experience. Visitors don’t just sleep — they arrive into a scene and as old, musty and a tad gauche as this roadside motel style lodge leans, it attracts tourists young and old alike. Wikipedia

Clown Motel in Tonopah, Nevada For better or worse, the Clown Motel embraces a bold concept: an entire property dedicated to clown memorabilia. Whether your guests find it whimsically fun or delightfully eerie, there’s no question it stands out in a search feed or map result. Wikipedia

Dude Rancher Lodge, Location - Billings, MontanaBlending Hollywood-western charm with enduring vintage appeal, this owner-operated roadside lodge plays its theme straight — cowboy aesthetic, ranch artifacts, and authentic local character. Wikipedia

These examples prove a simple truth: strong thematic identity doesn’t happen by accident. It emerges from purpose, creativity, and strategic alignment of space, story, and guest expectation.

The Comeback of Roadside Hospitality

Even mainstream hospitality voices are noticing the revival of these once-overlooked properties. A recent trend report shows a resurgence of boutique and retro-inspired motels across the U.S., where designers and hoteliers transform classic roadside lodges into curated experiences that feel distinct from generic chain offerings. Financial Times

This shift matters for short-term rentals too. Whether your property is a renovated classic, a brand-new build, or an urban studio, the same core principles apply:

• Identity before features - guests remember personality more than square footage.

• Story over commodity - people don’t book nights, they book what they imagine their stay will feel like.

• Purposeful design drives perception - from photography to on-site details, consistency in theme increases trust and desirability, stop cluttering and start designing and blending.

What Hosts Often Miss (and Why It Costs Conversions)

In my work with short-term rental hosts - from complete brand births to strategic refinements, I regularly see properties with incredible potential that don’t convey it clearly:

• Beautiful interiors photographed in a vacuum

• Generic listing descriptions without a cohesive voice

• Amenities that promise comfort but don’t signal experience

This is the modern equivalent of a neon sign that doesn’t glow: you might get noticed, but you won’t be remembered.

Branding Is Experience Design - Not Decoration

A “theme” doesn’t mean kitschy bedspreads and quirky signage alone. In hospitality, branding is the experience architecture that guides every guest touchpoint:

• Forced narrative in listing copy

• Visual cues in photography and décor

• Emotional promise in every interaction

When done well, these elements cohere into an identity that does the work before guests click “book.”

From Themed Motels to Powerful Rental Brands: What I Do

Over the years, I’ve helped hosts:

• Rebuild brands that lost clarity

• Strengthen existing themes to drive bookings

• Create entirely new brand identities tailored to their audience

Whether starting from scratch or revitalizing what exists, the goal is always the same: define the experience so clearly that the right guests feel like they’ve already arrived the moment they see your listing.

Ready to Make Your Property Unforgettable?

If your property feels misaligned, underperforming, or undefined—or if you’re starting fresh and want to do it right the first time—book a quick call and I’ll outline exactly what a theme-led brand refresh (or full rebuild) would look like for your listing.

Book a FREE branding consult HERE