Can a company logo build guest trust—or is your face still your best marketing tool?

This week on the Hosting Hotline, Sarah is flying solo—but not alone. With Annette on vacation, she’s joined by Colleen Prochaska, COO of Thanks for Visiting, to answer a listener question that hits at the heart of hospitality: should you use your company logo as your Airbnb profile photo?

Colleen and Sarah break down what Airbnb actually allows, what’s smart from a business perspective, and how your photo influences guest trust. While Airbnb doesn’t forbid using a company logo, the platform is designed to highlight personal connection. Guests often prefer knowing who they’re booking with—and a friendly, smiling photo can make all the difference.

In fact, Harvard research shows that Airbnb hosts who smile in their photos receive about 3% more bookings than those who don’t.

The pair also touch on why some hosts choose to hide behind a logo due to discrimination—a heartbreaking but important reality of hosting. Still, if your goal is to build long-term relationships and repeat guests, Colleen and Sarah agree: authenticity wins.

Instead of trying to drive guests off Airbnb through your logo, focus on providing a five-star experience that makes them want to book directly next time. Hospitality starts with a smile—and sometimes, it really is that simple.

Resources Mentioned:

Airbnb Terms of Service — Review Airbnb’s official profile photo policies to ensure compliance.

Lodgify – All-in-one software to manage bookings, sync calendars, and build your direct booking site.

Have More Questions? We’d love to hear from you! Submit your hosting questions to the Hosting Hotline and tune in to the podcast for answers. Don’t forget to follow us on Instagram for more tips: @thanksforvisiting_.

Download a transcript of this episode.

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