In this episode of The Key to the City of Angels, host Rick Albert sits down with Nisha Franklin and David Franklin, co-founders of From Where, to discuss how design, technology, and commerce are reshaping short-term rentals and boutique hospitality.
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Turning Design Into Revenue
The conversation traces the origin of From Where back to a simple guest question—“Where is this bed from?”—and how that curiosity evolved into fully shoppable digital storefronts for hosts. Nisha and David explain how thoughtful design enhances guest experience while unlocking new revenue streams.
The Future of Experience-Driven Stays
This episode dives into STR design trends, guest psychology, and the differences between affiliate and wholesale models. With insights on what guests buy most after their stay and where the market is headed, this conversation offers valuable takeaways for hosts, designers, and hospitality entrepreneurs navigating the future of experience-driven stays.
Golden Nuggets:
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How shoppable storefronts enhance the guest experience
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Why design and aesthetics drive STR bookings and pricing
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The difference between affiliate and wholesale revenue models
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What products guests buy most after their stay
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Future trends shaping short-term rentals and boutique hotels
Take Away Transcript!
Intro
Nisha:
If you go to a really cool place, you’re just like, “Oh, I like that. How can I do this in my own house?” And that’s where we come in.
David Franklin:
Yeah, and I think it really reflects in the price point of the STR as well. When you’re able to charge a little bit higher rent when you’re using nice sheets, nice mattresses, people really enjoy that.
Nisha:
So we do get a lot of people coming back to us for mattresses, sheets, soaps — yeah, soaps that are being used. Those are some of the bigger products. Coffee makers as well. People enjoy the coffee that they had there or were making. So those are some of the big winners that we’ve seen so far.
Rick B Albert (Host):
All right, hello everyone. Rick Albert here with another episode of The Key to the City of Angels. I’m super excited to have Nisha and David Franklin. Did I get it right?
Nisha:
Yes.
Rick B Albert:
All right. Oh my gosh — in my notes. Okay, all right. So I apologize, but you guys are From Where. Thank you so much for coming on the show. I really appreciate it.
Nisha:
Thank you.
David Franklin:
Yeah, thanks for having us.
Discovering From Where: The Origin Story
Rick B Albert:
Yeah, so why don’t we dive into what you guys do and how you got into this space?
Nisha:
Sure. So From Where is basically a platform where we build digital storefronts for short-term rentals, boutique hotels, and interior designers. Basically, we make any space shoppable.
This is actually how From Where came to be. If you stay in an STR and really love the bed or the bedding — our example is the mattress — we fell in love with a bed while on vacation in Hawaii. We had a great night of sleep and were asking, “Where do you think this is from?”
I actually reached out to the host, and he was nice enough to get back to us and let us know.
After that — and a few more times of noticing things we liked, whether it was decor or furniture — we realized there must be other people asking the same question. And now we know there are a lot of people asking.
So we built From Where to turn that into a really simple process — for hosts to make recommendations and earn commission, and for guests to easily scan a QR code and shop the space.
How From Where Works: Making Spaces Shoppable
David Franklin:
Yeah, I think that’s one of the really important things that sets us apart — we do all the heavy lifting in building the storefront. So it’s really simple for the host to share the link or embed it on their website.
Rick B Albert:
Got it. Is this more like an Amazon Affiliates type of deal?
David Franklin:
That’s a great question. You want to take it, or—
Nisha:
Sure. And you can add on anything I leave out. It’s both. We have affiliate partnerships with a lot of home brands, and we also have trade and wholesale relationships. It depends.
What’s really cool is that, unlike a traditional Amazon storefront, you can list anything. It doesn’t have to come from one store or brand. We’re constantly expanding our partnerships.
David Franklin:
Yeah, two examples we always talk about — my brother-in-law was trying to find a mattress from a hotel and said how hard it was.
And before the call, I mentioned how my wife loved these robes at a hotel. I had to call the front desk, track them down, and then found out we couldn’t even buy them.
Rick B Albert:
I think that just shows the demand. You’re willing to put it in your suitcase.
David Franklin (laughing):
Exactly.
Consumer Trends and Product Popularity
Rick B Albert:
What trends are you noticing in what consumers really want?
Nisha:
Even before products, people are looking for a full experience now — not just a place to stay. They want something memorable.
Rick B Albert:
Very much.
Nisha:
People spend more time looking at listing photos, design, amenities. Everything is more aesthetic now.
David Franklin:
Yeah, absolutely.
Nisha:
And when you stay somewhere really cool, you think, “How can I do this in my own house?” That’s where we come in.
David Franklin:
And it reflects in pricing too. Higher-quality bedding, mattresses — people notice.
Nisha:
We see repeat demand for mattresses, sheets, soaps, and coffee makers. Those are the big winners.
Challenges and Opportunities in the STR Market
Rick B Albert:
One big challenge is people getting into STRs without knowing what they’re doing.
Nisha:
Yes.
Rick B Albert:
How are people finding you?
David Franklin:
It’s mostly been word of mouth. Events, networking.
Nisha:
Someone recently even wrote “ChatGPT” in our signup form under “How did you hear about us?”
Rick B Albert:
That’s huge.
Consumer Experience and Membership Model
Rick B Albert:
Do you have a subscription model?
Nisha:
Not yet for STRs, but it’s something we’re considering.
David Franklin:
Right now, memberships are more for interior designers and boutique hotels to be featured on the site.
Rick B Albert:
What do you mean by qualifying characteristics?
Nisha:
We analyze reviews and create our own scoring methodology for Best Interior Designers and Best Boutique Hotels.
Building a Curated Storefront
Nisha:
Some hosts come to us saying they don’t have many standout products yet. We tell them to start small.
David Franklin:
And it doesn’t have to be new products. We can often build the storefront just from listing photos.
Nisha:
Curation is key. You don’t want an overwhelming “everything store.”
Travel Choices, Boutique Hotels & Shopping Experiences
Rick B Albert:
Are boutique hotels standard or room-specific experiences?
Nisha:
It depends. Some are standardized, others offer unique rooms.
David Franklin:
What’s cool is that guests can shop by room — seeing products in context.
Storefront Styles and Sales Trends
Rick B Albert:
Which styles sell best?
Nisha:
People don’t buy a “style” — they buy products.
David Franklin:
Bedding, couches, soaps. Couches especially — they’re hard to find.
Traveling with Kids & Lifestyle Conversation
(Lighthearted discussion between Rick, Nisha, and David about traveling with children, passport photos, and travel hacks.)
Future of Interior Design & STRs
Rick B Albert:
Where do you see this going?
Nisha:
We’re seeing interior design, STRs, and boutique hotels blending together more.
David Franklin:
Those who don’t level up their design won’t be competitive.
Nisha:
We want to support that ecosystem — designers, hosts, and hotels.
Conclusion and Contact Information
Rick B Albert:
How can people get in touch with you?
Nisha:
You can find us at fromwhere.com or on LinkedIn, Instagram, and Facebook — @fromwherefinds.
David Franklin:
Sign-up is quick and simple.
Rick B Albert:
Thank you both so much for coming on.
Nisha:
Thank you.
David Franklin:
Thanks so much.
Rick B Albert:
Thanks everyone for watching. I’ll talk to you next week.
