How to Expand into New Platforms Beyond Airbnb and Booking.com

How to Expand into New Platforms Beyond Airbnb and Booking.com
January 20, 2022

In the rapidly evolving world of short-term rentals, property owners and managers are consistently looking for ways to enhance their visibility and revenue streams. While Airbnb and Booking.com have established themselves as the giants of the industry, there is a wealth of alternative platforms and strategies that can be utilized to reach a broader audience. This blog post aims to guide you through the various avenues available for expanding your short-term rental business beyond these well-known platforms.

1. Explore Niche Platforms

While Airbnb and Booking.com dominate the market, niche platforms cater to specific types of travelers. These platforms can help you reach a targeted audience that is more likely to appreciate what your property has to offer.

a. VRBO (Vacation Rentals by Owner)

VRBO is particularly appealing to families and larger groups looking for entire homes. Unlike Airbnb, which offers a mix of shared accommodations and entire homes, VRBO focuses solely on whole-property rentals. This makes it a great alternative if your property can accommodate larger parties.

  • Example: If you own a spacious cabin in the mountains, VRBO users are more likely to be families looking for a home away from home, complete with all the amenities.

b. HomeAway

HomeAway operates under the same umbrella as VRBO but has its unique audience. This platform emphasizes family-oriented vacations and offers extensive search filters for travelers looking for specific amenities, such as pet-friendly properties or homes with pools.

  • Advice: Make sure to optimize your listing with high-quality photos and detailed descriptions that highlight family-friendly features. Offer amenities like cribs or high chairs to attract family bookings.

c. FlipKey

FlipKey, owned by TripAdvisor, allows you to tap into the extensive user base of one of the most trusted travel review sites. It focuses on vacation rentals and encourages guest reviews, which can help build your property’s credibility.

  • Tip: Engage with your guests post-stay and encourage them to leave reviews on FlipKey as well as on other platforms. Positive reviews can significantly increase your booking rates.

2. Local Platforms and Direct Listings

In addition to global platforms, local vacation rental websites can help you reach travelers who prefer to engage with businesses in the areas they are visiting.

a. Local Vacation Rental Websites

Many cities have their own vacation rental websites that cater specifically to visitors. Research these local platforms and list your property to attract travelers looking for unique accommodations in your area.

  • Example: A property located in a trendy neighborhood might benefit from being listed on a local site that specializes in urban rentals, such as a site focusing on rentals in New Orleans during Mardi Gras.

b. Your Own Website

Creating your own website is one of the most effective ways to market your property. By having a dedicated site, you can showcase your rental without the constraints of third-party platforms.

  • SEO Strategies: Invest time in search engine optimization (SEO) to ensure your website ranks well. Use keywords specific to your location and property type, and create engaging content about local attractions and events.

  • Direct Bookings: By encouraging direct bookings through your website, you can avoid paying hefty commission fees to platforms. Consider offering special deals or discounts for guests who book directly.

3. Social Media Marketing

In today’s digital age, social media is an essential tool for marketing your property. Platforms like Instagram and Facebook can help you reach a wide audience and engage with potential guests.

a. Instagram

Instagram is a visual platform that allows you to showcase your property through stunning images and engaging stories. Create a dedicated account for your rental and post high-quality photos that highlight your property’s best features.

  • Engagement: Use local hashtags and engage with your audience by responding to comments and messages. Collaborate with local influencers who can promote your property to their followers, potentially increasing your reach.

b. Facebook

Facebook allows for targeted advertising, which can help you reach potential guests based on specific demographics and interests.

  • Facebook Groups: Join local travel groups to share your property and engage with members. Many travelers seek recommendations in these groups, making it a valuable way to gain exposure.

c. Pinterest

Pinterest is an often-overlooked platform for travel inspiration. Create visually appealing boards that feature your property, local attractions, and travel tips.

  • Content Ideas: Share blog posts about local events, hidden gems in your area, or travel itineraries that include your rental. Link back to your website to drive traffic and increase the likelihood of bookings.

4. Partner with Travel Agencies

Collaborating with travel agencies can significantly increase your property’s visibility and attract a different clientele.

a. Collaborate with Local Agencies

Local travel agencies often seek unique accommodations to offer their clients. By forming partnerships with these agencies, you can gain access to a network of travelers looking for a memorable experience.

  • Example: If your property is located near popular tourist attractions, partnering with a local agency that specializes in guided tours or experiences can lead to increased bookings.

b. Corporate Partnerships

Consider forming relationships with corporations that may need temporary housing for employees. Many companies require accommodations for traveling staff or relocating employees, creating a potential long-term revenue stream.

  • Networking: Attend local business events or join chambers of commerce to network with businesses that may require corporate housing.

5. Use Other Travel Aggregators

In addition to listing your property on traditional rental platforms, consider using travel aggregators that compare prices across multiple booking sites.

a. Expedia and TripAdvisor

Listing your property on Expedia and TripAdvisor can expose your rental to a wider audience. These platforms attract travelers who are actively searching for accommodations.

  • Optimization: Ensure your listings are optimized with high-quality images, detailed descriptions, and competitive pricing to attract potential guests.

b. Kayak and Trivago

These platforms are known for their price comparison features, appealing to budget-conscious travelers.

  • Tip: Monitor your pricing strategy closely and adjust rates to remain competitive, especially during peak travel seasons.

6. Leverage Emerging Technologies

As travel technology advances, integrating emerging technologies into your rental can enhance the guest experience and set your property apart from the competition.

a. Smart Home Technology

Incorporating smart home devices can streamline the guest experience. Features like smart locks, thermostats, and voice-activated assistants can make your property more appealing.

  • Example: Smart locks allow guests to enter the property with a code, eliminating the need for key exchanges. This not only enhances convenience but also adds a layer of security.

b. Virtual Tours

Creating a virtual tour of your property can be a powerful marketing tool. This immersive experience allows potential guests to explore your property before booking.

  • Implementation: Use 360-degree photography to create a virtual tour and embed it on your website and listings. This can help guests visualize their stay and increase the likelihood of bookings.

7. Focus on Customer Service and Experience

Exceptional customer service can set your property apart in a competitive market. Building relationships with your guests can lead to positive reviews and repeat bookings.

a. Personal Touch

Make an effort to personalize the guest experience. This can include welcome messages, providing local guides, and offering thoughtful amenities such as snacks or local wines.

  • Example: Consider leaving a welcome basket with local treats or a handwritten note to make guests feel special and appreciated.

b. Collect Feedback

Encouraging guests to leave reviews and provide feedback can help you continually improve your property and guest experience. Monitor reviews across all platforms and respond promptly to any concerns.

  • Actionable Steps: Use feedback to make necessary improvements and showcase positive reviews in your marketing materials to build credibility.

8. Consider Seasonal Adjustments

Adjusting your strategy according to the seasons can help you maximize bookings throughout the year.

a. Seasonal Promotions

Create seasonal promotions to attract guests during off-peak times. Offer discounts for longer stays or special packages that include local experiences.

  • Example: Consider offering a winter getaway package that includes discounted ski passes or a summer promotion with free bike rentals.

b. Event-Based Marketing

If your property is located near a venue that hosts events (concerts, festivals, conferences), consider marketing your property around these events.

  • Strategy: Create targeted ads or promotions leading up to popular events to attract attendees seeking accommodation.

9. Stay Informed and Adaptable

The short-term rental market is dynamic, with trends and regulations constantly changing. Staying informed and adaptable is crucial for sustained success.

a. Follow Industry Trends

Regularly read industry blogs, attend webinars, and join forums to stay updated on the latest trends, technologies, and regulations affecting short-term rentals.

  • Resource Recommendations: Websites like Skift, Airbnb's own blog, and industry-specific publications are great starting points for staying informed.

b. Adapt to Regulations

Understand the regulations and laws governing short-term rentals in your area. Be proactive in complying with these regulations to avoid fines or legal issues.

  • Tip: Join local associations or groups that advocate for short-term rental owners. This can provide you with insights into changes in legislation and best practices in your area.

Conclusion

Expanding your short-term rental business beyond Airbnb and Booking.com requires a multifaceted approach and a willingness to explore new opportunities. By tapping into niche platforms, leveraging social media, collaborating with travel agencies, and enhancing the guest experience, you can diversify your income and increase your bookings. As the market continues to evolve, staying informed and adaptable will be key to your success. Embrace these strategies, and watch your rental business thrive in this competitive landscape. Happy hosting!