You’ve probably heard the phrase “All publicity is good publicity” in regard to those in Hollywood, but does the same sentiment apply to short-term rentals? In short, no. Unlike the world of Hollywood press, where bad publicity can sometimes spike interest or intrigue in the person in question, bad publicity for a short-term rental can severely damage or even ruin the business.

Short-term rental businesses rely heavily on their reputation, which is built on exceeding guest expectations and delivering consistently positive experiences. One negative review or poor guest experience can snowball, leading to a loss of trust, lower occupancy rates, and a decline in bookings. Unlike other industries, where bad press can sometimes be spun into a comeback, negative reviews in hospitality stick around in public forums, impacting future guests’ decisions.

In this industry, reputation is everything. High ratings and glowing reviews help build credibility and drive bookings, while a damaged reputation can be difficult to recover from. Potential guests are likely to move on to competitors with better ratings if they see consistent negative feedback or unresolved issues, as they prioritize comfort, safety, and positive experiences when choosing a place to stay.

In the short-term rental market, maintaining a good reputation means everything. That’s why operators must prioritize guest satisfaction, continually improve their services, and promptly address any concerns or issues to safeguard their business’s success.

Staying out of the spotlight

If you’re trying to maintain a stellar reputation, one of the biggest risks is a guest throwing an unauthorized party in your rental. Depending on the size and impact of the party, this could cause serious damage to your property, disturb neighbors, and potentially even land you in legal trouble. In some cases, large parties in short-term rentals have even made headlines, drawing negative attention to both the property and the host. Once something like this becomes public, it can be hard to recover from the reputational damage.

To combat this risk, it’s crucial to institute preventative measures that can help protect both your property and your business’s image. One effective solution is to implement smart noise sensors. These devices can monitor the noise levels in your rental and send real-time notifications to both you and your guests if the sound exceeds a certain threshold, indicating that things may be getting out of hand.

Noise sensors offer a non-intrusive way to keep tabs on guest behavior without invading their privacy, allowing you to maintain control over the situation while still respecting your guests. By proactively addressing noise complaints and intervening before a party escalates, you can prevent potential damage to your property, avoid complaints from neighbors, and safeguard your reputation. This simple preventative measure not only helps ensure the safety and security of your rental but also reinforces your commitment to providing a peaceful and professional environment for all guests.

Getting good publicity

It’s relatively rare to see a short-term rental make headlines for good reasons. However, this doesn’t mean you can’t work toward positive publicity on the online travel agencies (OTAs) where you list your property. The best way to gain that positive visibility is through consistently garnering good reviews and creating memorable guest experiences. These reviews serve as social proof, signaling to potential guests that you are a dedicated host who cares about both your property and the comfort of your guests.

Positive feedback can greatly enhance your listing’s reputation, helping it rise in search rankings on platforms like Airbnb, Vrbo, and Booking.com. The more 5-star reviews you accumulate, the more likely you are to stand out in a competitive market. Guests often prioritize highly-rated properties when deciding where to stay, and glowing reviews can be the deciding factor that tips the scales in your favor.

If you find yourself stuck at a standstill when it comes to receiving stellar feedback, there are plenty of strategies you can implement to improve. We’ve written other articles discussing how to secure more 5-star reviews, offering practical tips like enhancing your communication, providing thoughtful amenities, and addressing guest needs proactively. By following these practices, you can not only improve your chances of good publicity on OTAs but also build a loyal guest base that contributes to your long-term success.

Maintaining guest expectations

One of the trickiest aspects of running a short-term rental or vacation rental business is finding effective ways to entice guests to choose your property over countless others. With so many options available, making your property stand out can be a significant challenge. To address this, many hosts have turned to offering various types of discounts to attract potential guests.

Discounts can take several forms, including referral discounts, longer-term stay discounts, and direct booking discounts. Referral discounts reward guests who recommend your property to friends or family, creating a word-of-mouth marketing strategy that can drive new bookings. Longer-term stay discounts incentivize guests to book extended stays by offering reduced rates for longer periods, which can increase occupancy and provide more stable revenue. Direct booking discounts encourage guests to book directly through your own website or platform, bypassing third-party booking fees and improving your overall profit margins.

The question remains: should you offer discounts to your guests, and if so, what type of discount best suits your business model? Offering discounts can be an effective way to attract more bookings, especially during periods of low demand or in competitive markets. However, it’s important to balance the need for discounts with maintaining the perceived value of your property. Consider factors such as your target audience, peak seasons, and overall pricing strategy when deciding which discounts to offer.

Experimenting with different types of discounts and analyzing their impact on your booking rates can help you determine the most effective approach for your specific situation. By strategically implementing discounts, you can enhance the appeal of your property and drive more bookings, ultimately setting yourself apart in a crowded marketplace.

Referral discounts

One of the most effective strategies for attracting new guests to your rental is by offering referral discounts. Essentially, the money you spend on these discounts is offset by the new bookings you wouldn’t have secured otherwise. Additionally, when a previous guest refers someone to your property, it means they’ve had a positive experience and are enthusiastic about recommending your rental. This word-of-mouth endorsement can be a powerful tool in drawing new guests who are more likely to trust the recommendation of someone they know.

To further optimize this referral strategy and minimize costs, consider offering a credit or discount to the referring guest for future bookings instead of a cash discount. This approach not only rewards the guest who made the referral but also encourages repeat business. For example, you might offer a 10% discount on their next stay or a credit that can be applied to future reservations. This strategy not only reduces immediate cash outlay but also fosters guest loyalty, making it more likely that they will return to your property and potentially refer more friends.

By leveraging referral discounts, you can effectively grow your guest base with minimal effort. This approach relies on the positive experiences of past guests to generate new bookings, reducing the need for extensive marketing efforts. It’s a cost-effective way to enhance your rental’s visibility and attract new guests while also encouraging repeat visits from satisfied customers.

Long-term stay discounts

With the pandemic shifting the way businesses operate, longer-term stays have become more normalized in the short term rental industry. Like referral discounts, this method also ensures that the money you’re technically ‘losing’ is near minimal as you’re able to secure a higher occupancy rate. By giving guests a reduced rate for booking for an extended term, you guarantee that your property will stay booked. This discount method requires no extra work besides calculating how much of a discount you’re willing to give out. If you’re trying to determine the rate, figure out your previous occupancy rate before the pandemic and the amount of money you made. As you’re increasing the occupancy rate give a reduction but ensure that you’re not dipping below the pre-pandemic rate.

Direct booking

Probably the most common discount is the direct booking strategy. Online travel agencies such as Airbnb and VRBO offer great visibility when advertising your property. However, with that visibility comes fees that these OTAs take when guests book with you. If you have a website, by offering a direct booking discount, guests may be more inclined to book with you as they’ll be paying less. The best part? You’ll also be making more as you won’t be sacrificing as much to the OTAs.

On the same page as our most recent blogs, this demographic is one of the biggest you may want to focus on.  According to Investopedia, business related flights equate up to 12% of all consumer flights, and up to 75% of airline profits.  You may be wondering why we are using a flight statistic. Great question! Well, since short let stays are available to everyone, you have to consider where your guests are coming from.  Considering this massive opportunity for your rental, it would be imperative to optimize your home for this type of guest.

Understanding that a significant portion of travelers are business professionals highlights a substantial opportunity for your rental property. Business travelers often seek out accommodations that offer convenience, comfort, and functionality. They are looking for spaces that facilitate productivity and provide a home-like atmosphere away from home.

To capitalize on this opportunity, consider optimizing your rental for business guests. Ensure your property offers reliable high-speed internet, a dedicated workspace with a comfortable desk and chair, and adequate lighting for working late into the evening. Amenities like a coffee maker, a mini fridge, and a well-stocked kitchenette can also add to the appeal for those on extended business trips.

Additionally, think about the ease of check-in and check-out processes, as business travelers often appreciate streamlined, hassle-free experiences. Offering flexible booking options and clear communication can further enhance your property’s attractiveness to this demographic.

By tailoring your space to meet the needs of business travelers, you can tap into a lucrative market segment and differentiate your rental in a competitive landscape. This approach not only maximizes your property’s potential but also aligns with the growing trend of business travel within the short-term rental industry.

Maximizing your potential

You may already be familiar with the majority of your guests and how to better serve them, but catering to business travelers can present a unique set of challenges. Business trips are often booked on short notice and can range from just a weekend to a few weeks. Understanding their specific needs can help you better maximize your potential as a host.

Firstly, it’s important to recognize that business travelers are not on vacation. Their primary focus is usually work, so while providing suggestions for local restaurants and bars is still a nice touch, consider offering alternatives that fit their busy schedule. For instance, recommend excellent takeout options in the area. Business travelers may not always have the time to sit down at a restaurant, so having reliable takeout suggestions can be a huge convenience. Additionally, providing a mini fridge stocked with a selection of beverages, including some alcoholic options, can be a thoughtful touch for guests who might prefer to unwind in the comfort of their rental.

Ensure that your rental is equipped to be a comfortable and functional workspace. If your property has a desk, make sure it’s well-lit and ergonomically designed. Providing high-speed internet and other office essentials will enhance their productivity and overall experience. Also, aim to make their stay as self-sufficient as possible. Stocking up on basic groceries and essentials can ensure that they have everything they need without having to leave the property frequently.

Another key aspect is understanding the nature of their business. Open a dialogue with your guest and inquire about their industry and specific needs during their stay. This can help you anticipate and address potential questions they might have, such as queries about public transportation options or the reliability of local services. Being proactive and informed about their requirements will help you provide tailored recommendations and solutions, creating a more personalized and seamless experience for them.

By focusing on these elements, you can enhance the experience for business travelers and position your rental as a top choice for future trips. The goal is to make their stay as convenient and comfortable as possible, allowing them to focus on their work while feeling well-cared for.

One of their biggest worries when being on a business trip is not being prepared for their business endeavours. Giving directions to nearby tech shops, or coffee shops that have free WiFi can be amazing details that give your guest some reassurance that they can accomplish their work from almost anywhere. Another worry of theirs could be nearby dry cleaning services, for an in person or video call meetings. You probably know the feeling of being underdressed, and especially if it’s a business trip, the guest will want easy access to these types of places.  If there isn’t a dry cleaner nearby, think about including an iron and ironing board in the unit so that they will be well prepared.

At the end of the day, keeping a quick and open communication during the trip, coupled with the other suggestions, I am certain that your guests will be undoubtedly happy with their stay. It’s the Superhost (Airbnb) mentality that will set you apart from the other hosts jockeying for the same rental.  Like always, if you have any questions about modifying your rental, feel free to check out our website, or email us at contact@ensoconnect.com.