People with dogs don't notice the smell associated with them.
Lots of holiday cottages are branded as "dog friendly" but that doesn't mean that everyone who uses them has a dog. We were in a cottage earlier in the summer which accepted dogs, probably because it was a bungalow and in a part of Scotland well-known for being outdoorsy and marketed to active families. The "dog friendly" things we noticed were minimal, there was a couple of feeding bowls in the kitchen cupboard and that was about it.
We didn't have a dog with us and I wasn't particularly aware of any smell. I suppose it depends how the place is advertised - whether DOG FRIENDLY is the main selling point and mentioned multiple times, or whether it's just a "oh, you can bring a single well-behaved dog" at the end of the description.