In early 2023, Paul, the owner of a stylish one-bedroom apartment located in Paris's 8th arrondissement, decided to list his property on Airbnb. He photographed his apartment, made some furniture upgrades, and crafted a description along with a comprehensive list of amenities. However, after a few months, he saw a noticeable discrepancy between the number of bookings he received and the statistics he had seen online.
Key Takeaways
Understand Your Target Audience: Tailor your listing to appeal to the specific needs and preferences of your potential guests. Highlight features that cater to their interests.
Identify and Market Strengths: Showcase the unique strengths of your property through detailed descriptions and high-quality images.
SEO and Keywords: Use relevant keywords to improve your property's visibility on search engines and attract more bookings.
Positive Reviews: Strive for positive reviews by maintaining high standards of cleanliness, effective communication, and providing exceptional guest experiences.
Special Offers and Discounts: Attract more guests during off-peak times with strategic discounts and special deals.
So, why was Paul’s property so far from the average?
Well, when creating an Airbnb listing, as a host you need to understand that you are offering a service or a product, and it needs to be correctly marketed to maximize its success and consequently your revenue. Let’s have a look at a few basic marketing concepts that may increase your odds in this competitive but flourishing market.
Who is Your Target Audience?
While a studio owner in Paris may anticipate vacationing couples seeking cost-effective alternatives to hotels, a 3-bedroom apartment in London is more likely to appeal to families or larger groups. Gaining insight into your potential guests will enable you to better anticipate their needs and showcase relevant features of your property.
Let’s have a look at a couple of examples:
Property 1: A one-bedroom apartment in Holborn, London
The property is situated in the heart of London, making it an appealing option for tourists. It is ideally suited for couples or small families due to its size. However, being in close proximity to London's financial center, it is also likely to draw business travelers. These 2 categories of guests will be looking at different criteria in the booking process.
Type of guest | Tourist | Business traveler |
Primary criteria | Furnishing, reviews, local recommendations, proximity to public transportation and commerce | Good internet connection, a dedicated working space, a quiet environment, good reviews |
Property 2: A two-bedroom home in Nice, France
This apartment is located in the heart of a touristic city, close to the beach, making it highly sought-after during the summer months for families and friend groups.
Type of guest | Family | Friend group |
Primary criteria | Amenities (baby cots, AC...), kitchen facilities, local experiences, pet-friendly environments | Location (proximity to restaurants, entertainment), kitchen amenities, local recommendations |
Identifying the Strengths
Each property holds its unique set of strengths and weaknesses, and it’s important to recognize and acknowledge both aspects. Identify some key selling points of your property, ones that you know your guests are certain to enjoy. These could be a beautifully designed living area, a balcony with a breathtaking seaside view, or even a projector screen for unforgettable movie nights.
Additionally, you can conduct a quick analysis of other properties in your neighborhood. During this process, you can identify unique features or amenities that make your property stand out on the market. Simply go on Airbnb, select your location, a random stay, and scroll through.
Once the aspects are clearly identified, make sure to highlight the property’s strength in your description, as well as pictures. It could be in the form of specific keywords used in the title, or a featured image. This will instantly hook your guests and incentivize them to click on your property, instead of that of your neighbor.
SEO and Keywords
When looking for a place to stay, not all guests use Airbnb's search engine. Some people search on Google by typing in specific keywords like "Airbnb in Nice with pool" and Google returns a list of links. Google looks for specific keywords to determine the position of each link based on the user's search.
To ensure that your property appears high on the search results, it's important to target specific keywords that are relevant to your property's strengths and the kind of guests you want to attract. You can also consider incorporating keywords related to any events happening near your property. One useful tool to identify such keywords is ChatGPT. By providing your property details, the tool can suggest relevant keywords and even a customized description for your property.
Reviews
Studies show that customers have become more aware of advertisement techniques and are a lot more cautious when approaching a choice of product or service. Moreover, the younger generations (aged 18 - 35), who make up more than ⅓ of Airbnb’s customer base, rely heavily on reviews of other customers. This is also applicable to the short-term rental industry. Reviews are a reliable and uncensored source of information about your property. This is where guests might mention a negative aspect of their stay.
Having a series of positive reviews on Airbnb can help you attain the coveted SuperHost status, which further sets you apart from other hosts. Additionally, Airbnb has recently rolled out a new feature called "Guest Favorites" that adds a special sticker to your rental property's website card.
Discount and Special offers
Some seasons are more in demand than others, and during off-peak times, offering discounts or special deals can attract more bookings. These incentives can be strategically implemented during weekdays or less popular months. Special offers, such as a free night's stay after booking for a certain period, can be appealing to potential guests.
A loyalty program for repeat customers could also be beneficial. Providing discounts to returning guests not only encourages repeat business but also fosters a sense of trust and loyalty. Seasonal promotions tied to local events or holidays can also draw in more visitors looking to participate in those festivities.
Effective Communication with Guests
Prompt and effective communication with potential and current guests can significantly enhance their experience and your property's reputation. Responding quickly to inquiries, providing detailed information, and addressing any concerns promptly can lead to positive reviews and higher ratings where Upperkey can fully take the responsibility off of your shoulder.
Use automated messaging tools to send welcome messages, check-in instructions, and local recommendations. Personal touches, such as a handwritten note or a small welcome gift, can create a memorable experience for your guests. Ensuring a smooth check-in and check-out process also contributes to guest satisfaction.
Maintenance and Cleanliness
Ensuring your property is well-maintained and impeccably clean is crucial for attracting and retaining guests. Regular maintenance checks and professional cleaning services can prevent negative reviews and improve guest experiences. A clean and well-kept property reflects a host's dedication to their guests' comfort and satisfaction.
Highlight the cleanliness and upkeep of your property in the listing description. Mention any professional cleaning protocols followed, especially those addressing health and safety standards. This can reassure guests, particularly in the post-pandemic travel environment.
Start Renting Our Your Property Today
Successfully marketing your Airbnb property involves understanding your target audience, leveraging your property’s strengths, optimizing your listing with relevant keywords, maintaining high standards, and providing excellent guest experiences.
With the help of these strategies and property management services at Upperkey, you can increase bookings and ensure a rewarding experience for both you and your guests.
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