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Be available for your guests from the first contact. Be nice, helpful, welcoming. Behave like you'd like hosts would treat you as a guest. Make sure your guests can relax, enjoy and not have to worry about anything. They need to feel they're welcome, they need to feel almost like friends visiting and not just guest who're paying for their stay. Pay attention to what your guests are interested in, LISTEN, don't assume. Guests are different and therefore have different things they need and like.
Make sure you provide small additional things your guest might need (eg like toiletries, coffee, tea, sugar etc), provide extra towel, beach towel if applicable. Show that you made extra effort when decorating your apartment, guest will recognize it. All of that counts.
I've read in one of the comments, money isn't everything and I cannot agree more. You need to love what you're doing and your guests will feel it.