Readaway Guests: How to Turn Your Apartment into a Reading Retreat (2026)

Digital trends directly influence the tourism market, and the latest example is #BookTok. This phenomenon on the TikTok platform, where users share book recommendations, has created a global movement that is revitalizing reading and, consequently, shaping new travel habits.

For vacation rental hosts in Croatia, this presents a unique opportunity. Guests are no longer just looking for sun and sea; there is a growing demand for quiet, inspiring spaces where they can disconnect and dedicate themselves to reading. Positioning an apartment as a "reading retreat" opens the door to a new, high-quality guest niche.

This guide analyzes how to leverage the #BookTok trend, transform an existing space with minimal investment, and effectively promote it to the target audience.

— 01What Is #BookTok and How Is It Creating a New Type of Guest?

#BookTok is an organic trend on TikTok that, according to 2024 data, has generated over 200 billion views, directly impacting global book sales. This trend creates travelers who see their vacation as an opportunity to read, seeking quiet and aesthetically pleasing spaces. These guests, predominantly Millennials and Gen Z, are willing to pay more for an experience that allows them to escape the noise.

Unlike traditional summer tourism focused on beaches and nightlife, "readaway" tourism is based on the experience of the accommodation itself. Guests don't come for the destination per se, but for the quality and atmosphere of the apartment. According to consumer behavior research, 55% of TikTok users have purchased a product after seeing it on the platform, a behavior that extends to travel decisions.

Key characteristics of the #BookTok traveler:

• Demographics: Primarily women aged 25 to 45, often traveling alone or as a couple.
• Priorities: They seek silence, comfort, privacy, and a good internet connection.
• Behavior: They book longer stays, often outside the peak season (April, May, September, October), which helps hosts fill their calendars.
• Spending: They spend more on quality accommodation and less on external activities.

— 02How to Turn Your Apartment into a Reading Retreat with Minimal Investment?

Transforming an apartment into a reading sanctuary doesn't require a complete renovation but rather a strategic investment in key elements that create an atmosphere of comfort and peace. The focus is on creating a dedicated "reading nook," which can be achieved with a budget of 300 to 500 EUR. This small expense can significantly increase the perceived value of the accommodation.

The investment consists of three basic components:

1. 1 A comfortable armchair or lounge chair: The central element of the nook. It should be ergonomic and aesthetically appealing. Prices range from 150 EUR at stores like IKEA or JYSK to 400 EUR for designer pieces.
2. 2 A quality reading lamp: An essential element for evening reading. A floor lamp with directional light is an ideal choice. This is an investment of 30 to 70 EUR.
3. 3 A small, curated library: A few shelves with carefully selected titles. You don't need a hundred books; 15-20 titles are enough to start. The cost of shelves is around 40-80 EUR.

Additional details that make a difference:

• A soft blanket and pillows: These enhance the feeling of comfort.
• A small side table: For placing a book, a cup of coffee, or tea.
• Book selection: Offer a mix of genres in multiple languages (Croatian, English, German).

— 03Marketing and Photography: How to Attract the "Readaway" Guest?

Effective marketing for a "reading retreat" relies on visual storytelling and precise targeting. Photographs are the most important tool because they must communicate a sense of peace, comfort, and escape from everyday life. Hiring a professional photographer, whose price ranges from 150 to 300 EUR for a package of apartment photos, is a key investment.

Photos must show more than just the space; they must sell the experience. Instead of an empty armchair, photograph it with an open book, a steaming cup of coffee, and a blanket casually draped over the side. Show the view from the window next to the reading nook. The light should be natural and soft, ideally in the morning or late afternoon hours.

In the property description on platforms like Booking.com and Airbnb, use specific keywords:

• "Quiet apartment with a reading nook"
• "Your private reading retreat"
• "Ideal for writers, digital nomads, and book lovers"
• "Apartment with a private library and sea view"

— 04Listing Optimization: Airbnb Categories and Booking.com Tags

To make your listing visible to the right audience, it's crucial to use all the tools that platforms offer for categorization and tagging. Selecting the right categories and tags signals to the algorithm what type of guest your property is intended for, which increases the chances of it appearing in relevant searches.

On Airbnb, in addition to standard filters, use specific categories. Although there is no direct "Reading Retreat" category, you can position yourself within related ones:

• Peaceful: Emphasizes quiet and relaxation.
• Creative spaces: Attracts writers and artists.
• Design: If your reading nook is aesthetically prominent.

On Booking.com, the tag system is crucial. In the extranet, under the "Facilities & Services" section, be sure to check the following:

• Library
• Soundproof rooms
• Seating Area
• Tea/Coffee maker
• Garden view / Sea view / Mountain view

Additionally, update your listing title to make the benefit immediately clear. For example, instead of a generic "Apartment with sea view, Hvar," use a more specific "Apartment with view, balcony, and reading nook." You can find more detailed information on optimization in the guides offered by Cimerfraj. ^[1]

Case Study: An Apartment in Inland Istria

Let's take the example of a 45 m² apartment near Motovun, which traditionally struggles with occupancy outside of July and August. The average nightly rate in the shoulder season is 80 EUR.

Before the transformation: - Description: "Nice apartment in nature." - Photos: Standard room pictures, without a focal point. - Occupancy (May): 40%

After the transformation into a "Reading Retreat": - Investment: 450 EUR (armchair, lamp, shelves, 20 books, professional photos). - New description: "Stone house with a private reading nook – Your Istrian retreat." - New photos: Focus on the cozy nook by the fireplace, with a view of the Istrian hills. - New price (May): 95 EUR (+18%) - Expected occupancy (May): 65% (an increase of 25 percentage points)

This strategy not only increases revenue but also attracts guests who are more appreciative, quieter, and leave better reviews. According to data from the Ministry of Tourism and Sport, extending the tourist season is a strategic goal for Croatian tourism, and niche offerings like this contribute directly to it. ^[2]

The market is changing, and with it, guest expectations. The "readaway" trend is not just a passing fad but a reflection of a deeper need for peace and authentic experiences. Hosts who recognize this opportunity and invest in creating a space that offers more than just a bed and a roof over their head will secure a competitive advantage, better guests, and more stable business throughout the year.