In today's competitive hospitality industry, standing out and securing consistent bookings is no small feat. With the increasing demand for unique experiences and impeccable service, hotels and rental properties must constantly innovate and adapt.
Here's a comprehensive guide filled with actionable tips and advice to help you become booked solid and earn those coveted 5-star reviews.
Understand Your Target Audience
Is your property more likely to attract business travelers, families, or young couples? Tailor your marketing messages and amenities to attract the right audience.
Leverage Social Media
Utilize platforms like Instagram, Facebook, and TikTok to showcase your property and connect with potential guests. Share behind-the-scenes looks, special offers, and content that engages with your followers. Social media is also wonderful for completely free advertising. If you are listing on a platform such as Airbnb consider adding your social media handles in your listing so people can follow and tag you during their stay.
Build Partnerships with Local Businesses
Collaborate with local restaurants, tour guides, attractions and even travel agents. You can create collaborative packages or just simply an exchange where they advertise you and vise versa, you advertise them by adding them to your welcome book or having their business cards or brochures for guests to checkout. You could also create your own custom brochures and hand them out to local businesses in your area.
Welcome book
A well-crafted welcome book can outline the rules and expectations of the stay, reducing misunderstandings. A welcome book offers a quick and easy way for guests to get acquainted with the property. It usually contains information about the property's amenities, rules, how to use various appliances, emergency contacts and recommendations to local attractions and restaurants. This immediate guidance helps guests feel more at home. Also Including a personalized welcome note or some background information about the property adds a personal connection between you and the guests. It makes the interaction more human and helps build a relationship from the outset. You can also add your social media handles into the welcome book as well so guests can tag you during their stay.
Welcome baskets
Although this is not completely necessary your guests will really appreciate it! It doesn't have to be something overly extravagant. It could be as simple as a bottle of wine or locally crafted beer or maybe a few items from local shops you support. You could even collaborate with local shops on this as they may be willing to give you a small discount on items because you are promoting them to your guests. A little goes a long way. The amount you should spend on this should be no more than 10% of the first nightly cost only.
Don't cheap out on a comfortable bed
There are certain things you should never cheap out on and a comfortable bed is one of them. You can compromise on some things such as a bed frame you can spend a little less but the mattress and sheets are very important. Guests expect to have a good night sleep. There is nothing worse than sleeping in an uncomfortable bed especially if you have had a long day of traveling to get to a destination.
Good marketing
Marketing a rental property effectively is vital in a competitive marketplace. By employing marketing strategies, hosts can make their properties more appealing, maximize revenue, and provide a superior guest experience. It's not just about making a sale; it's about building a brand and a community around your property, leading to long-term success. Whether you're a seasoned host or just starting, understanding marketing can really push you to the forefront of the market and increase your bookings significantly.
What does good marketing look like?
Good marketing consists of:
-Using dynamic pricing strategies such as adjusting prices based on demand, time of year, and local events.
-Collaborate with local businesses to offer special deals or experiences
-Emphasize special features such as a hot tub, pool, beautiful views, unique architecture, or proximity to attractions.
-Use high-quality images and videos that highlight the best features of your property. Drone shots are exceptionally great for this because they provide a unique perspective. Having a really good drone shot for your first image will add uniqueness, help you stand out against competition and intrigue potential guests.
-Utilize social media to your advantage as stated earlier. Hire professional photographers to help you create useable and engaging content. Another option is hiring or collaborating with the right influencers who can help give your social page a boost in views. Another great idea is to run giveaways once in a while through Instagram. You can even collaborate this with already established local businesses or collaborating with a photographer or influencer that has good social media engagement. A really good time to run giveaways is around Christmas or special holidays.
-Write a detailed and engaging description that provides essential information or coming up with a slogan that identifies your core values or what your brand is about.
-Come up with an engaging name for your rental property business. Choose something that is easy to remember and catchy. I always like to think in the long term rather than short term. Do you see your rental property business growing to more than just one property? If so come up with a primary business name or otherwise known as a "brand name or parent name" and then give individual names to each of your properties within the business which would be referred to as the "sub-brands," or "individual property brands."
For example:
Brand Name: "Sunshine Vacation Rentals" (the overall company name)
Property Names: "Sunshine Beach House," "Sunshine Mountain Chalet," etc. (the names for individual properties within the company's portfolio)
In conclusion, the importance of marketing in the rental property business cannot be overstated. It's the engine that drives visibility, engagement, and ultimately success. It's the creative force that transforms a listing from mere accommodation into a destination, ensuring that properties resonate with guests long after their stay. Investing in marketing is a necessity that underpins the sustainable growth and thriving future of any rental property.
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