Airbnb and VRBO are our bread and butter here at Jetstream. Our focus revolves around understanding these marketplaces – and the consumers who shop these platforms. We pride ourselves on providing the best service possible to our resort partners, and that means giving their listings the BEST shot at performing.
Along with our parent company, RedAwning, our data and content teams have dug deep into the factors that increase listing performance on vacation rental marketplaces. The biggest takeaway from our investigations?
Building Trust with the consumer is essential to listing conversion and performance.
This fall, Jetstream COO Emmanuel Lavoie analysed data taken from 2,300 of our Leavetown listings on Airbnb and VRBO to share with you the recipe for success. These listings were collected across our biggest markets – the USA, Canada and Europe! We have compiled a list of best practices based on our data, the vacation rental industry, and the world at large.
The key to winning on Airbnb and VRBO can be attributed to 5 factors within YOUR control. In this fast-moving world, these 5 factors establish trust at a glance. While vacation rental marketplaces such as Airbnb offer a level of trust due to their nature, the question becomes: How can your listings establish an even HIGHER level of trust than other listings on these platforms?
Key Takeaways from the Webinar:
1. Choose Your Photos Wisely
Our Leavetown data has shown that photos are key on holiday rental marketplaces. And above and beyond this – hero image selection!
The Webinar details the importance of high-quality photos, and includes a time-saving and cost-effective recommendation to ensure that your photos are of high-quality. Another key finding from our data suggests that listings with more images are associated with higher conversion rates.
Finally, we tested hero image selection across 62 of our North American resorts. Since starting this project, we’ve seen a 47% increase in search-to-views. Catch the Webinar to discover which hero images perform BEST on-platform!
2. Reviews are Key!
It comes as no surprise that, across every major industry, reviews play a large part in building trust online.
Did you know that, according to ReviewTrackers, 53% of consumers expect businesses to respond to their reviews within a week? Even more surprising, consumers say that 63% of businesses don’t! When you work with Leavetown or RedAwning, you can rest assured that you are a part of the 37% of businesses who do respond to reviews in a timely fashion.
The Webinar also offers remarkable insights into the relationship between review score on-platform and conversion ratio. Given our relationships with Airbnb and VRBO, Leavetown is in an ideal position within the marketplace to gather this data and present it to you!
3. Elevated Host Status
Airbnb and Homeaway both offer an elevated host status – “Superhost” on Airbnb and “Premier Partner” on Homeaway. According to AirDNA, a data aggregation company in the vacation rental space, there is a 5% increase in listing views with Superhost status. Having Superhost status also has a significant impact in emerging markets such as Panama or Columbia!
While Superhost status has not yet shown any initial significant benefits in our data (gathered over 1 month only), it is certainly a perk we will continue exploring. One of our theories posits that Airbnb trusts Superhosts more than non-Superhosts in cases of customer disputes and other issues. Vacation rental platforms frequently change their algorithms and so other benefits may be yet to come!
4. Optimized Amenities and Policies
Did you know that, according to Expedia, 1 in 4 consumers look for amenities in their vacation rental search?
Discover the Top 3 Searched amenities when you watch the Webinar. Emmanuel also shares the ideal number of amenities to give your listings the BEST visibility in search results – have you selected the right amount of amenities to hit that booking sweet spot?
The Webinar also demonstrates that guest-friendly Cancellation policies lead to significant performance improvement on conversion – up to 3x! There are many benefits to having a more moderate or flexible cancellation policy, though we understand that there are certain constraints to this. The Jetstream team, however, is happy to help you navigate these waters.
**NEW LEARNINGS: Since the Webinar, we have discovered that a flexible Cancellation policy can be especially beneficial for inexperienced hosts and brand-new listings because it gives guests confidence when making a reservation on a listing without any reviews.
5. Content That Creates an Experience
Finally, the actual listing content goes a long way towards establishing trust with your potential guest. This is your chance to set yourself apart and appear unique on these vacation rental marketplaces!
Our Leavetown data has shown that, while platforms such as Expedia and Booking offer a hotel-style booking platform, guests on VRBO and Airbnb are searching for an experience. Custom content on listings creates an emotive, human experience that consumers of these platforms can relate to.
Here at Jetstream, we have developed a recipe over time. Watch the webinar to catch Top Tips from our expert content team on creating high-quality listings that guests love!
After the listings have gone live, we realize that this isn’t the end of the journey. It’s key to close the content feedback loop, and our team works tirelessly to update your listings based on guest reviews and partner feedback in order to further build and nurture that trust.
In the Webinar, Emmanuel shares a case study in Orlando that demonstrated that when content was updated with relevant information after go-live, there was a 75% reduction in inquiries. Related or unrelated, there was also a 59% increase in bookings after this change!
A Final Note:
Pricing is, of course, an incredibly important factor when it comes to bookings, but pricing does not inform trust. If you’d like to investigate pricing further, we’d recommend you check out RedAwning CMO Heather Richer’s Webinar on Managing Revenue For Maximum Bookings.
Check out the Webinar on Winning at Airbnb and VRBO to discover more tips and recommendations from our expert team. We’re excited to work with you to boost your listings and increase their visibility for your future guests! Get in touch with your Account Manager to start putting these best practices to work today.
Dec 04, 2019
Winning at Airbnb and VRBO: Diving into the Data (WEBINAR)
Jetstream COO Emmanuel Lavoie analysed data taken from 2300 listings on Airbnb and VRBO to share with you the recipe for success on vacation rental platforms. Check out the Webinar to learn the 5 Best Practices that build immediate Trust with the consumer!Read more
Jun 28, 2019
5 Top Tips to Attract your First Booking on Vacation Rental Platforms
Now that boutique hotels and resorts are joining vacation rental platforms, here are 5 top tips from our Jetstream team to make your listings shine and attract bookings.Read more
Jun 28, 2019
4 Ways that Jetstream is your Multi-Purpose Tool for Airbnb Success
Jetstream's full-service solution is your multi-purpose tool for Airbnb success. Here are the top 4 ways that Jetstream will increase the performance of your listings on Airbnb!Read more
Aug 30, 2018
RedAwning Group Acquires Leavetown Vacations Inc. and its Jetstream Connectivity Solution
RedAwning, the world’s largest collection of vacation properties, announced it has acquired Leavetown Vacations and its Jetstream Connectivity Solution - a Vancouver-based vacation rental distribution and channel marketing solution specially designed for multi-unit properties.Read more
May 08, 2018
How Hotels Can Get Airbnb’s Stamp of Approval
Connecting Boutique hotels to Airbnb has been a hot topic of conversation ever since Airbnb announced that they will now feature them on their platform.Read more
Apr 24, 2018
Jetstream Connects Airbnb to Sabre SynXis Hotel Booking Engine
On April 10th, Sabre announced the launch of their new guest-centric solution on the SynXis Enterprise Platform.Read more
Apr 10, 2018
Listing Boutique Hotel Rooms on Airbnb
The days of hotels seeing Airbnb as the enemy are over. The evolution has reached the inevitable conclusion with Airbnb announcing that boutique hotels are welcome on its network.Read more
Mar 21, 2018
Airbnb and Hotels – Partners or Rivals?
Traditionally, Airbnb and the hotel industry have been seen as massive rivals. But now, is the game changing? Boutique hotels are beginning to find a partner in Airbnb.Read more
Feb 27, 2018
Now Entering the Sharing Economy – Boutique Hotels & Resorts
The sharing economy is steaming ahead. Last year, PWC predicted that the sharing economy would grow by 60% in 2017 to 27bn in Europe alone.Read more
Feb 21, 2018
Is Your Resort Ready For The Vacation Rental Market?
In the ever-evolving of travel industry, home sharing platforms and vacation rental marketplaces are continuing to make their mark.Read more
Oct 03, 2019
CASE STUDY: Oceana Resorts | Myrtle Beach, SC
Oceana Resorts is a collection of 9 properties in Myrtle Beach and North Myrtle Beach including oceanfront resorts, hotels and a waterway condominium, featuring pools, beach access, comfort and affordability. Oceana Resorts uses the TravelClick channel manager which does not offer a direct integration to Airbnb, HomeAway and TripAdvisor. THE CHALLENGE: Oceana wanted to increase […]Read more