What I've learned is that designing for two -- yourself and your ideal guest -- is the key to creating a truly successful personal retreat and investment property.

This post was originally shared in an earlier form but has been thoughtfully reworked to explore the dual purpose of designing for both owner/host and short-term vacation rental guest.

When you try to please "everyone," you end up delighting no one -- least of all yourself. The in-town loft featured in this article proves the opposite: my clients asked me to style it first as their own Chicago retreat, layering comforts that feel personal -- a cozy river view from the lounging area and a beautifully appointed coffee bar: a space designed for the simple pleasure of pulling a rich shot of espresso and settling in for a quiet morning read.

Here's what I've learned:

Get specific. Start by getting clear on what makes your get-away feel right for you -- then shape those preferences into an experience that resonates with your ideal guest.

The marketing will follow naturally.

When your space reflects what you truly love -- comfort, beauty, ease -- it begins to tell a story. It's felt in your listing photos, sensed in the tone of your description, and confirmed the moment they arrive. From the first full impression of the spatial design to the quiet discovery of the details -- the espresso bar set for morning ritual, the spa bath stocked with plush towels, the bed layered in hotel-style linens -- every moment reinforces the care behind the design: intention and clarity.

• Leverage professional photography. Shoot not only wide shots but also selective close-ups lending your listing a clear and descriptive, moody impression which evokes desire. Bonus, shoot at different times of day to give your listing a sense of journey.

Let the bed do the talking -- soothing and comfortably appointed all in one frame

• Don't just list amenities -- emphasize the ones that matter most to your ideal guest. For example: "Rest peacefully inside a sanctuary bedroom furnished with remote controlled black-out roller shades, hotel quality mattress and pillows-- dressed with luxurious bamboo sheets and cozy down alternative comforter."

• Connected to the master suite find a fully appointed spa bath amenities including luxury toiletries, and thick cotton towels.

• Wake up from your peaceful sanctuary and find your personal coffee bar furnished with English and Chinese imported teas and your personal espresso machine. Style it with newspaper, tea caddy, cookie jar or pastries. Photograph it up close.

Bring your favorite spirits and make yourself at home

• Your family getaway is only steps from the city's greatest feature attraction, walk to find multiple sandy beaches, extensive bike trail, and shady picnic to enjoy the view -- something for everyone.

Room for the entire group -- conversations, pizza parties, movies, and games

Speak in the voice your ideal guest wants to hear. Casual and conversational? Elegant and composed? Your tone should mirror the experience they'll find -- and evoke it emotionally.

If you're early in the process, don't worry about narrowing too soon. Start by defining the experience you want to share, and shape it for the guest who will appreciate it the most.

When your messaging reflects both the soul of the space and the sensibility of your audience, the right guests will find you -- and look forward to returning.

Even an urban environment offers moments of reflection

Joseph Szymczak is an Interior designer in Chicago and founder of SLATE interior design, a boutique Chicago-based studio specializing in developing interiors that reflect a life well lived. His work spans the U.S. and Arab Gulf, where he has collaborated on high-end residential projects in culturally and architecturally significant locations. In the U.S. where his contributions have earned recognition through award-winning collaborations on custom homes and honors for outstanding entries in the Grand Rapids Symphony Showhouse and Lake Forest Infant Welfare Society Designer Showhouse.

Learn more about SLATE interior design