Airbnb’s influence on the STR sector is undeniable. However, high fees and policy changes have pushed many hosts to explore direct bookings.
Direct booking platforms, enabling hosts to create their own websites and marketing funnels, are gaining traction in the short-term rental space. Opting for direct bookings offers hosts enhanced control over their business, freedom to accept guests of their choice, reduced fees, and the opportunity to establish a distinctive brand identity.
In this blog post, we explore how you can begin focusing on direct bookings and how it can increase your short-term rental property’s returns.
Advantages of Going Direct
Making the switch to direct booking platforms provides several benefits. Hosts escape algorithmic constraints and save on fees, but they also unlock further future returns for their property.
Focusing on getting direct bookings instead of relying on third-party websites like Airbnb has its advantages.
Save on Fees
One key issue many hosts have with Airbnb is the 15% cut they are taking on most bookings. By starting to focus more on direct bookings, hosts can keep more of their returns for themselves.
Instead of funding Airbnb’s marketing campaigns, they can start to use that money to fund their own marketing.
More Control
Focus on direct bookings also provides STR property owners with greater control over who they rent their property to—without being penalized by a third party any time they reject a booking request.
Hosts focusing on direct can also focus less on Airbnb changing the search algorithm that drives potential guests to their listing, and can promote their property the way they want.
Your Own Customer Base
The beauty of direct is being able to run your own marketing campaigns but also have your own loyal customer base. By having direct communication with your guests off-platform, it’s far easier to build rapport.
You can use email campaigns to stay in touch with guests and tell them about reasons to stay again, such as developments to the property or festivals happening in your area.
How to Grow Direct Bookings
The advantages of using direct bookings to increase your property returns are clear, but it still requires work to get those bookings in the first place.
A common route many hosts take is starting on Airbnb and then working on turning the guests from Airbnb into repeat visitors who book directly with you, the host.
The first step to taking any direct booking, however, is first having the right online presence and a booking functionality of your own.
Build Your Brand for Success
Building a direct booking website is easy with vacation rental software. It offers easy-to-use templates tailored to short-term rentals. Moreover, it will seamlessly turn your direct booking website into one of your distribution channels working in sync with the OTAs.
Utilizing platforms like Hospitable simplifies website creation and incorporates safety measures, enhancing user experience and trust. It allows you to quickly spin up a website of your own and include key protections for your property, such as guest vetting on every booking, $5M damage protection, and payment processing.
Tailoring your property’s appeal to specific guest demographics is crucial. This applies to your direct booking website, too. Language, design, and functionality should resonate with your target audience.
In the same way that you use Mashvisor to figure out the right market to invest in, it’s also important to figure out the right target audience for the guests you want to attract and how your direct website needs to speak to them.
Cultivate Repeat Bookings
Existing guests from platforms like Airbnb and Vrbo offer a ripe opportunity for repeat bookings. Prioritize delivering exceptional experiences to these guests to encourage their return, and work on getting their direct email addresses in order to encourage repeat bookings by sending them seasonal offers and news about local events.
Implement tools like StayFi, a short-term rental WiFi that gathers guests’ information when connecting, to nurture relationships via email campaigns.
Master Google’s Power
Leverage the search prowess of Google by optimizing your website content. Understand the search terms your target audience uses and incorporate them naturally.
Collaborate with local businesses in order for them to link to your website and increase bookings from referrals, but also to increase your rank in local Google search results.
If you choose to build your direct booking website with Hospitable, you can have your property show up in even more places on Google Vacation Rentals. Travelers can discover listings by browsing relevant keywords in Google Search, exploring destinations in Google Maps, or filtering for vacation rentals in Google Travel’s dedicated lodging search.
Harness Social Media Influence
Free and effective, social media is a dynamic marketing tool. Use high-quality visuals and informative posts to showcase your properties. Encourage guests to share their experiences and engage with local brands for wider exposure.
There are plenty of resources and tips out there for growing your social media presence, such as this insightful blog post from Superhog.
Conclusion: Taking Charge With Direct Bookings
While Airbnb has revolutionized the short-term rental landscape, hosts are diversifying their strategies. Direct bookings offer greater control, lower fees, and brand identity development.
This, in turn, means higher rental returns for your property in the long run. A little work at the beginning of your direct journey can go a long way.
Beginning with building a compelling brand, tapping into repeat bookings, enhancing Google visibility, and leveraging social media influence, hosts can flourish in the direct booking realm.
