How do you make your property listing rank above your competition on the big accommodation sites (aka distribution channels such as Booking.com, HomeAway, TripAdvisor, HolidayLettings)? What do these channels measure when it comes to listings and their ranking order? We have some tips to help boost your listing so you can attract more bookings.
Not-so-minor details
Detailed descriptions of your properties are essential and they score big points with the distribution channels. This includes the basics (two bedrooms, enclosed garden etc), the extra amenities (WiFi, hot tub etc), as well as what’s on nearby. You won’t be scored on property descriptions – or headlines – but they are key selling points for your properties, so make sure all content is well written, factual and spell-checked! Descriptions should be 700-1,000 characters long, and around 70 characters in length is ideal for headlines. Headlines should be informative and snappy. It’s the first thing guests see, so make sure it grabs their attention. Figure out your key selling points and promote them. For example, “Luxury 2-bed cottage with private hot tub”, or “City centre apartment – walking distance to all main attractions”. If you’re not too sure what people love most about your property, ask your past guests.
Pictures should be high-quality, look professional and number at least a dozen (more is better so add as many as you can). The first picture will be used as a thumbnail, so make sure it’s a good representation of your property. And, guests love a floor plan so make sure your listing includes one, even if you can only add it as an image. Photos and floor plans are easy additions to make – and they have been proven to increase conversions. According to research from TripAdvisor, properties with interactive floor plans book an average 18% more nights than those without.
Properties with interactive floor plans book an average 18% more nights than those without.
Availability and pricing
Displaying up-to-date availability calendars on your listing is essential. To save you time and give you peace of mind, SuperControl enables you to connect with most of the big distribution channels through our channel manager. This means we can maintain and update your availability calendars for you automatically. In many cases we can also automatically update pricing, which is handy because inaccurate, out-of-date pricing is a big no-no.
Put yourself on the map 
Make sure your listing includes a map showing your precise location. Guests like to see where you are in relation to other places and the easiest way for them to visualise this is by providing them with a map. We learned at the Vacation Rental Managers Association’s European seminar in February that not having a map is one of the top two reasons people leave accommodation websites. The other main reason is not having any reviews, which brings me to the next tip.
Ask for feedback
Reviews are a big deal – they reinforce your credibility and help maintain your relationship with your guests. They’re also known to increase the number of enquiries you get and, ultimately, boost your booking figures. So, make sure you include them on your listing. If you haven’t already done so, perhaps it’s time to sign up for our free, verified reviews service, and use the feedback you get to promote your properties.
Be social
Finally, engage with people. If someone makes an enquiry, respond quickly and personally. More than 80% of guests expect a response within 24 hours. If their chosen property is booked for the dates they’re looking at, provide an alternative. Ask them how you can help. Give them every reason you possibly can to book with you! And, not just because good customer service is good practice; the speed with which you reply to potential guests is another factor you’re being judged on. Do it well.
Top marks
If you do all the above, your listing should achieve a top ranking within whichever listing grade you have subscribed to with HomeAway, Booking.com etc. And, it’s a good idea to incorporate all these ideas in your own website too. Our SEO blog includes some more tips for improving your own site’s search ranking.
