What if the difference between an average short-term rental and a standout, revenue-driving asset came down to story, strategy, and a few well-placed details on your walls? Most hosts view design as a finishing touch; my guest today views it as the core of the investment.

In this episode, I’m joined by designer, investor, and boutique hotel visionary Courtney Petrovich of Denori Designs. We’re talking about the intersection of high-level underwriting and high-impact creativity, and how you can use that balance to build properties that truly perform.

We dive into:

• Why every creative choice, from a hot tub to a fire pit, must be backed by AirDNA data, pro formas, and a clear path to ROI
• Designing for operational reality, turnover efficiency, and the hard truth about why white sofas and kids don't mix
• How to create local resonance using custom pieces, regional cookbooks, and art that actually reflects the property’s location
• A deep dive into using wallpaper at the beach, including how to handle humidity, vetting installers, and spotting quality paper.
• How Courtney is translating STR logic into the boutique hotel world with a massive project in Page, Arizona.

Courtney pulls back the curtain on how a site visit and a fascination with local history can lead to a hotel concept that investors instantly understand and get behind. You’ll hear how she rethinks everything from lobby layouts to "cold plunge" amenities, ensuring that every design choice serves both the guest’s emotions and the owner’s bottom line.

If you’ve been thinking of design as an optional expense rather than a strategic business tool, this conversation will completely shift your perspective. Get ready to start designing spaces that are profitable, operationally smart, and impossible to scroll past.

HIGHLIGHTS AND KEY POINTS:

[01:00] A short introduction about our guest Courtney Petrovich, and how her passion for design unexpectedly evolved into building a business within the short-term rental space

[02:33] Courtney explains how balancing design, guest experience, and operational practicality shapes successful short-term rentals

[06:15] Courtney shares how she discovered that thoughtful design directly influences performance and revenue in short-term rentals

[09:27] Courtney describes the overlooked details that elevate guest experience beyond just design and amenities

[12:29] Courtney explains how intentional, place-based art choices play a key role in elevating short-term rental design

[13:39] How Courtney evaluates wallpaper choices for beach and humid environments, balancing durability, installation quality, and design impact

[17:24] Courtney shares practical guidance on how to find a qualified wallpaper installer, emphasizing starting with trusted referrals such as local networks, or community groups rather

[20:03] Courtney describes the challenges of installing wallpaper in beach homes where walls and ceilings are often not perfectly level and how installers navigate them

[22:34] How transitioning into boutique hotel design has introduced Courtney to a more complex, on-site, and collaborative development process compared to short-term rentals

[24:44] Courtney describes how boutique hotel design operates on a different scale than short-term rentals

[28:02] How boutique hotel design uses immersive storytelling rooted in local history to shape a fully themed guest experience that extends from branding and interiors to reflective moments

[31:13] Courtney shares how short-term rental owners can uncover a meaningful design story by starting with the nature, geography, and local history as the foundation for creative direction

[32:45] Courtney explains how AI can support storytelling design, and why on-site experience remains critical for shaping boutique hotel guest experience

[34:37] Courtney shares how working on a boutique hotel project revealed an unexpected but critical role of design in capital raising

[37:50] Courtney describes how property owners can determine whether a designer is the right fit by first reviewing their portfolio to understand their aesthetic style and experience level

[39:53] The lightning round

Golden Nuggets:

• “We should be moving towards that level of detail that guests notice during their stay.”
• “When you're actually talking to designers in the short term rental space, it's important to find someone who's focused on short term rentals and not a residential designer. That can go really wrong, really fast.”
• “Always bet on yourself. So whatever your dreams are, your ambitions, whatever your heart desires, bet that you can do it and make that happen.”
• “What you believe about yourself, what you believe is possible, makes a huge impact on reality.”

Let’s Connect:

Instagram : https://www.instagram.com/denoridesigns/

Website : denoridesigns.com

Proudly sponsored by Futurestay: futurestay.com/stacey

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