The short-term rental industry has changed far beyond simply providing a place to sleep. Today’s guests seek curated experiences, and hosts have responded by transforming their properties into carefully designed spaces that tell a story. But what happens when guests fall in love with the furnishings, decor, and amenities they encounter during their stay?
This gap in the market caught the attention of Nisha Franklin, co-founder of From Where, a platform that turns short-term rental properties into shoppable storefronts. The Los Angeles-based company addresses a common scenario many travelers have experienced: discovering something appealing in a rental property and wondering where to find it for their own home.
From Guest Curiosity to Business Opportunity
Nisha Franklin’s journey to founding From Where began with her own travel experiences. With a background in advertising and marketing, Franklin found herself repeatedly asking hosts about items in their properties.
“I found myself over and over again staying at a rental and asking my husband, ‘Where do you think that’s from?'” Franklin recalls. “It was a real question that I was asking to the point where I reached out to hosts to ask them where things were from.”
The catalyst came during a trip to Hawaii where Franklin and her husband discovered an exceptional mattress. “We loved the mattress we had, like the best night’s sleep. It feels rare for two people to like the same mattress, and we both were like, ‘Amazing,'” she explains. After reaching out to the host for information, they realized there might be broader market demand for this type of product discovery.
The couple conducted research within the short-term rental industry and their networks, consistently hearing that the concept addressed a real need. “Hosts are already curating these beautiful spaces. They put a lot of thought and time into them, and they’re beautiful, guest-ready. Why aren’t we tapping into that product demand that those spaces are naturally generating?” Franklin says.
Hosts as Tastemakers
From Where operates on the premise that short-term rental hosts have become tastemakers. The platform recognizes that today’s rental properties require professional photography, thoughtful design, and careful curation to compete effectively.
“People are not just looking for a place to spend the night. They are looking for a place to wow them,” Franklin explains. “As that’s happening, hosts are becoming tastemakers, because they have these spaces. You walk into them and they’re like, ‘Okay, this is really cool. How do I replicate this, or where do I get this?'”
This marks a change from earlier days when travelers might book properties based on just a few basic photos. Today’s guests expect professionally photographed spaces with strong reviews and carefully considered design elements.
How the Platform Works
From Where simplifies the process for hosts to monetize their design choices. The platform currently serves US-based properties, with plans for international expansion, and offers free storefront creation for any bookable space.
The process begins when hosts sign up through the company’s website and provide property information. From Where then builds a custom storefront based on listing photos, featuring the furniture, decor, and amenities guests can purchase. Hosts receive a preview to approve or request changes before the storefront goes live.
Once activated, hosts can promote their shoppable experience through guest communications, checkout instructions, and social media.
The company provides unique links and QR codes that can be placed in guest books or property guidebooks.
“We’re really just extending the guest experience,” Franklin notes. “People are looking for that now. People aren’t just booking a place and looking for a place to sleep. They are looking for an experience, for connection and curation.”
Market Trends Driving Growth
From Where’s emergence aligns with significant trends shaping the short-term rental landscape. The first is the movement toward experience-first hosting, where properties compete on the quality of the overall guest experience.
The second trend involves hosts moving toward direct booking strategies, reducing dependence on major platforms while building their own brands. From Where fits into this by offering an additional experience element hosts can promote through their channels.
The third driving force is content-driven booking behavior. Social media platforms have heightened aesthetic expectations, with travelers booking properties based on visual appeal and the desire to replicate beautiful spaces at home.
“People are starting to see things on Instagram, TikTok, and they’re like, ‘I need to stay there,’ or ‘I want to stay there,’ or ‘I want my house to look like that,'” Franklin explains. “On the product side, that’s what we’re tapping into. People are able to, with From Where, replicate that in their own home.”
Early Growth and Market Response
Since launching, From Where has built over 200 storefronts and continues expanding steadily. The company’s growth strategy focuses on tapping into industry networks, connections, and social media to identify properties that would benefit from shoppable experiences.
The platform addresses a gap that some hosts have attempted to fill through individual Amazon storefronts, but From Where’s focus on the short-term rental space allows for specialized features and streamlined implementation.
“What we’re doing is really focused on this space, and it’s meant to make it easy. We’re doing a lot of the heavy lifting for hosts and owners, so that they can really just turn it on,” Franklin says. “We build a storefront, it’s on, and they let their guests know about it, and they can start earning right away.”
The Future of Shoppable Hospitality
Franklin’s long-term vision extends beyond the current platform capabilities. “The ideal is that down the line, every beautifully designed rental is a shoppable experience. That’s the goal,” she states.
This target reflects broader changes within the short-term rental industry, where successful properties increasingly function as lifestyle brands. By enabling hosts to monetize their design expertise and guests to acquire items that enhance their own living spaces, From Where is positioning itself at the intersection of hospitality, retail, and lifestyle marketing.
The platform represents a natural evolution in the relationship between hosts and guests, turning what was once a simple transaction into an opportunity for ongoing engagement and revenue generation. As the short-term rental market matures and competition intensifies, solutions like From Where may become essential tools for hosts looking to differentiate their properties and maximize revenue streams.
The above interview was conducted and shared by Steve Marcinuk and featured on KeyCrew.co, an innovative media intelligence network, reaching decision-makers at every level of the industry.
