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VRMA - How to get more off-season bookings - Vacation Rental and Airbnb Property Management Advice
This document provides 7 tips for attracting more bookings during the off-season: 1) Identify your low season and target guests, 2) Leverage existing customer and lead databases, 3) Update property listings to focus on the low season, 4) Adjust policies like cancellation to attract bookings, 5) Make weekdays more attractive with deals but avoid over-discounting, 6) Add amenities that convert well during the low season, and 7) Consider adding property types that appeal to low season travelers. The presentation was created by Booking.com for industry partners to help boost bookings when occupancy is normally lower.
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VRMA - How to get more off-season bookings - Vacation Rental and Airbnb Property Management Advice
- 1. 7 ways toattract more bookings in the off-season Mieke van den Nouland & Thibault Masson
- 2. Agenda: Actionable tipsfrom your industry 1. What is your low season? Who is your guest? 2. Leverage your customer and lead base. 3. Effectively update your listings. 4. Craft low season policies. 5. Make weekdays attractive. But do not over-discount. 6. Add amenities that convert well in the low season. 7. Add, to your portfolio, properties that attract low season travelers.
- 3. How we builtthis presentation for you at VRMA Mieke van den Nouland, Booking Home Manager EMEA Thibault Masson Product Marketing Manager
- 4. What is yourlow season? Who is your guest?
- 5. What is yourlow season? Stayed vs. Booked
- 6. What is yourlow season? Stayed vs. Booked
- 7. Does low seasondiffer per nationality?
- 8. What can youdo to attract specific nationalities? • Know their preferences https://doyouspeaktouriste. fr/chinois.php • Get on international platforms • Note down Golden Week dates
- 9. Leverage forecasting tools Booking.comPace report - Upcoming Paris events, 2017 vs 2018
- 10. Leverage forecasting tools HomeAwayMarketMaker
- 11. Leverage your leadand customer bases.
- 12. Get future directbookings by looking back • Past Guests who had stayed at your properties in the low season (email special offer?) • People who had enquired, but did not book • Ask for referrals from previous guests and make it worthwhile to them (gift?)
- 13. Grab your phone,see remarketing in action!
- 14. Example from ourindustry: Vacation Rental Event • Customer List • Aged 18+ • in Amsterdam NOT JUST « VISITORS » ! / PROPERTIES I’VE VISITED <<
- 15. Matching a listof past contacts into Facebook
- 16. Uploading your contactlist to target them
- 17. Effectively update yourlistings. Make it seasonally relevant.
- 18. Update main photosto influence Look to Book
- 19. Seasonal options tomake your property attractive.
- 20. Craft low seasonpolicies.
- 21. Same dates, sameplace, 4 prices Low price, yes, but non-refundable price and no breakfast included
- 22. Test: Is moreflexibility better than lower price? Guests have more negotiation power in low season. • Simple: • Become more attractive to guests by offering more flexibility • e.g. Free cancellation until 2 weeks before arrival • Advanced: • Set up 2 cancellation policies running at the same time • No flexibility can work with last minute bookings: Non- refundable prices that are at least 10% cheaper seem to convert well close to arrival
- 23. Policy can bea change in your procedures. Do you have more time in the low season? Lower chance of cancellation by getting more personal. ‘Every time we get a booking, we always send them an email to say thank you for the booking and things like that.’ - Booking.com Partner, Wales, UK
- 24. Make weekdays attractive. Makethem bookable, but do not over discount.
- 25. Personal experience: reallynot available?
- 26. Be flexible onyour arrival days Pula region - Croatia Market average | apartmentsProperty Manager X
- 27. Only create adeal when you get incremental business • When do guests book normally? (lead time) • How strict am I normally on cancellations? (policies) • How many nights is the average booking? (length of stay) Get some (free) marketing in return!
- 28. 2x more revenuefor a PMC in Portugal Changed free cancellation policy from 30 days -> 7 days
- 29. Convince your home owners -not booked? Be available for last minute bookings
- 30. Add amenities thatconvert well in the low season.
- 31. Amenities that createmore value Hot Tub, in Autumn, for couples = Good idea
- 32. Use OTA toolsto mention important amenities Example of the Booking.com Content Score: The higher, the more chance to attract bookings. Based on experiments!
- 33. Add, to yourportfolio, properties that attract low season travelers.
- 34. How about attractingbusiness travelers? Airbnb Business Travel Ready
- 36. Conclusion: Test outfor yourself! • Try, mix and match solutions • Learn from your peers, from channel managers and from OTAs (Network at VRMA!) • Visit the nice people at the Booking.com ;-)
- 37. Thank you! Visit usat our booth! Mieke van den Nouland & Thibault Masson