VRWS Leadership Interview of the Day
In approaching the 12th edition of the Vacation Rental World Summit, we’re releasing a series of interviews to leaders, key players and highly motivated people in our industry whose companies make a deep impact in our space and will be present at VRWS.
The aim is to get you some insight into these leaders and the company they founded, manage or work for, as well as getting some behind the scenes on their thinking, their motivation and their drive.
Rebecca Herbert
- What inspired you to enter the vacation rental industry?
What inspired me to enter the vacation rental industry was a mix of passion, experience, and timing. I’ve spent my life in events and hospitality—I love meeting people, helping their businesses grow, and discovering new places. So in many ways, the vacation rental industry felt like a natural fit.
Once I stepped into the sector, I immediately saw how much potential it had—but also how many challenges independent property managers were facing. They were relying on outdated tools and manual processes, which limited their ability to scale. I realized that technology could completely change the game: streamline operations, optimize pricing, and return control to property owners.
That’s what led to the creation of Smartness: a platform built to help every hospitality business unlock its full potential and thrive in a competitive market.
- What sets your company apart in the vacation rental industry, and how do you ensure you stay ahead of the competition?
At Smartness, we’re not just another software provider, we’re an operational partner for hoteliers and property managers. We combine dynamic pricing, guest communication, marketing automation, and market intelligence into a single, fully integrated platform powered by AI. That means no more juggling disconnected tools or trying to stitch together fragmented solutions
We stand out because our technology doesn’t just automate tasks. It drives real revenue growth, helping clients achieve an average +30% increase in revenue, reduce dependence on OTAs, and build stronger, more direct guest relationships.
What keeps us ahead is our focus on continuous innovation. We invest heavily in R&D and listen carefully to our clients’ needs, always working to make their lives easier and their businesses more profitable. We’re here to tackle the big challenges: pricing, distribution, marketing, and guest loyalty — all in one place. That’s how we’re helping shape the future of hospitality: automation for independence.
- If you attended the 2024 Vacation Rental World Summit in Porto, what was the most exciting or valuable takeaway for you? And looking ahead to the 2025 edition in Rome, what are you hoping to gain or experience this time?
Having attended the 2024 Vacation Rental World Summit in Porto, and Barcelona, one of the most valuable takeaways for me was the opportunity to connect face-to-face with so many passionate property managers and industry peers. The conversations, shared insights, and spontaneous networking moments were truly energizing. I always find great value in hearing how others are navigating challenges and innovating within the vacation rental space.
Looking ahead to the 2025 edition in Rome, I’m really excited to catch up with familiar faces, reconnect with fellow professionals, and continue those meaningful conversations. I’m also looking forward to sharing updates about our company and the strides we’ve made over the past year. VRWS is a fantastic platform to exchange knowledge and spark new ideas—and I can’t wait to see what this year’s event brings!
- Beyond business, what’s one experience or destination that left a lasting impression on you, and why?
Living in Thailand and experiencing the 2004 tsunami firsthand had a profound impact on me. It was a stark reminder that life is ultimately about experiences, not achievements or possessions. In moments like that, you realize how deeply meaningful human connection is—far beyond how long you’ve known someone. It taught me to value presence, resilience, and the power of community in ways that continue to shape both my personal and professional life.
- What’s one fun fact, hidden talent, or little-known secret about you that other attendees should know to spark a great conversation with you?
A fun fact about me: I’m a bit of a secret videographer. Over the years, I’ve captured footage that’s ended up on YouTube and even featured by National Geographic. One of my more unforgettable moments? Filming a friend as he got his thumb bitten off by a moray eel! It definitely makes for an interesting story—and a pretty wild video.
You’ll have the opportunity to meet Rebecca directly at VRWS in Rome
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