Passion Breeds Success: How a Lanark Couple Built a Top 1% Airbnb Business

What began as a simple idea during a stay at an Airbnb out west has grown into a thriving business for Alison and James, owners of Closs Crossing in Lanark County. Their success is rooted in passion, persistence, and a belief that it’s the little things—like a warm welcome and a slice of homemade cake—that leave the biggest impression.

Inspired by their B.C. host’s laid-back lifestyle and genuine hospitality, the couple returned home wondering how they could create a similar experience. With James’s carpentry skills, Alison’s love for interior design, and her background in marketing, they decided to take a chance and dive into the short-term rental market.

Their first Airbnb guest arrived at Closs Crossing in November 2019. “We staged our house, moved out, and opened our doors,” Alison said. “It was a leap, but we were excited to start.”

When COVID hit only a few months later, Alison and James focused on conforming to meet COVID safety requirements, and opening when they were able. Surprisingly, the pandemic brought an unexpected, but welcome, surge in demand.

“People just wanted to get away. They wanted fresh air, space, and nature,” Alison said. With a prime rural location and an independent accommodation, Closs Crossing became the ideal escape, and business took off.

Over the next five years, Closs Crossing has expanded from a single guest house to three unique Airbnb properties, including a loft and a cabin treehouse. 

“We took a staggered approach,” Alison explained. “It gave us time to learn from each experience and refine things as we went.”

Each space is designed to feel like home, with thoughtful touches like handwritten welcome signs and homemade carrot cakes waiting for guests upon arrival. That attention to detail, combined with a focus on customer service, helped them earn consistent five-star ratings and Superhost status.

Last year, all three properties were ranked in the top 1% of Airbnbs worldwide.

For Alison and James, it’s not just about providing a place to stay. They’ve made it a mission to support their local community. 

“When guests book with us, they’re not just booking a stay—they’re experiencing Lanark,” Alison said. Each Airbnb includes a guidebook with local recommendations for restaurants, hiking trails, and attractions. They also feature market tables with products from local businesses like Tasha’s Table, The Plaid Cow, Knots on 9th and Bay and Balm.

“When I travel, I want to know about the community I’m visiting,” Alison shares. “We wanted to offer that same experience to our guests. They get to take a little piece of Lanark home with them.”

Of course, success didn’t happen overnight. Social media also played a big role. “We had no idea what we were doing at first,” Alison laughs. “But we learned. We collaborated with influencers, ran giveaways, and shared our story. It helped people find us.”

Their advice for anyone thinking of starting a short-term rental business is straightforward:

• Create a unique space. It doesn’t matter how amazing your business is, if guests don’t feel comfortable, they won’t be back and won’t share referrals either.

  “It has to be somewhere people actually want to come to,” Alison said. “We focused on privacy, connecting with nature, and creating spaces that feel special. We offer amenities for every season—everything to make the stay memorable.”

• Focus on customer service. Alison suggests going that extra mile when it comes to customer service, and supporting the customer’s visit to the area, not just to the accommodation. Their Guidebook is a big hit with guests and means the community benefits. Guests notice things like that, and it helps to form a lasting connection.

  “It’s about building relationships. It’s about building relationships. We have made many new friends from all over the world who return year after year.”

• Use social media. Promotion is key for Alison and James. The short-term accommodation market became flooded during COVID and social media has become a key way to market their business to new, and returning markets. 

  “Marketing is key. If people don’t know about you, they won’t come. Social media helped us get noticed.”

Looking ahead, Alison is already planning their next project, aiming to take their offerings to an even higher level. “It’s always a work in progress,” Alison said. “We’re always thinking about how to make the next stay even better.”