Last week, Airbnb dropped their new Summer Release for 2023. Airbnb say this is one of the biggest updates they have done for a while with 25 upgrades for Hosts. My first impression is kinda… Meh.. I am still poking around the back end to see how it will affect my business. These features will start rolling out over the next few weeks. The one thing I will be doing is to be actively making changes to ensure that I am keeping the algorithm happy. (*See below for more algorithm tips and tricks)
For the Summer Release, the flagship initiative was the new Airbnb ROOMS announcement – Airbnb showing the market they are going back to their roots as in-home private room hosting. There is a shiny new icon in the categories bar, search filters and privacy options.
Softening whole homes market?
Despite the recent statistics showing the majority of the Airbnb revenue is generated by the professional hosts like me. Hosts who have multiple stand alone “whole homes” properties. It was interesting to see that Airbnb is going to clearly segment the market into rooms vs whole home.
Is this because Airbnb think the property managers with hundreds or thousands of doors are saturating certain urban markets causing some of the demand softening some hosts are seeing? (Airbnbust anyone?)
Or do they feel there is significant growth potential in encouraging more folks to rent out their spare rooms? Comment below with your thoughts.
Whatever the reason, I have been playing around with the new toys. I encourage you to do the same – even if you are a whole home host like me. Getting active inside your listing should be on your to-do list – at least monthly.
Algorithm Busting – bonus tip
Staying at the top of the search rankings is essential for maximizing the number of eyeballs on your listing. Whatever Airbnb is touting as the latest feature is something that you NEED to be onboard with. Preference will always be given to listings that are drinking the Airbnb kool-aid and adopting any new functionality. If you don’t believe me, do a test your listing by offering a total price without a cleaning fee (Airbnb’s Winter release flagship initiative) and see if your rankings go up – they will – trust me.
Over the next few blogs, I will unpack a few of the other features in the Summer update – the pricing comparisons look especially interesting – mostly as I am always curious about my “competition” and how I can improve my listings. But for this post, I am focusing on the new bio/profile tools.
Host Passport
This ROOMs enhancement is offering new transparency of the Host and the Guest to raise the know, like and trust factors which are essential for hosts and guests who will be sharing each other’s spaces. Perhaps the market research has shown this is the biggest point of friction for shared space bookings.
Basically this new “Passport” is a series of prompts for hosts to make a fully fleshed out bio.
Personally I think this is a great idea.
If you are shy or you have writer’s block, the prompts will help you reflect on your hosting values, your ideal guest and also your hospitality style. These are essential business reflections but when you are busy doing ALL THE THINGS, it is hard to find the time. However, with my clients this is exactly what we do together and the results are incredible (see amazing testimonial from one of my coaching clients below)
I really wanted to upgrade my Airbnb properties and SEO to the next level. I knew they had so much potential but I just didn’t know what direction to go!”
Hawaii based STR Host
Since working with Tracey our monthly revenue has doubled. We have had more bookings than ever at prices that we never thought we would be able to book at! She’s awesome!”
Tracey was super sweet and knowledgeable and very easy to work with. She was very encouraging and had answers to all my questions!
Take Action
Take a look at some of the new prompts. Reflect on your business and allow your authentic self shine though – or let your freak flag fly if you prefer. You will attract the sorts of guests who are just the right fit for you and your business.
Market research
I look at hundreds of listings each week – looking at trends and trying to see what is converting for the hosts that are crushing it. I have picked up a ton of great tips that I have tested in my own business and for my clients.
Sadly though, I see so many missed opportunities. Hosts that totally ignore their bios or have irrelevant, outdated or innaccurate bios are not getting great bookings. I have even seen some bios that are creepy or worse. When I make bookings for my own stays, I ALWAYS check out the host bio. I want to know about the host – who is behind the business. Who I am spending my hard earned month with. You do the same thing when you book a stay I am sure.
Take a look at your bio – would you book from you?
Want to know how you can create a great bio ?
Last year, I ran a series of free workshops on how to write a fantastic bio that will convert into more bookings with your ideal client. You can still sign up here, watch the replay and grab the work book.
Final thoughts
Your listing is your first opportunity to attract a booking, fill your calendar and put food on your table – as much as I am committed to hospitality and the guest experience, I still want to be as profitable as possible. As you should be too.
But so many listings are not converting up to their potential revenue.
Having a kick ass listing that converts isn’t rocket science – there are some marketing basics that work every time. And no – this doesn’t involve discounting. But so many hosts just are not familiar with the techniques, tools and tactics that can take a ho-hum listing to one that is consistently booked.
Book in for an audit and I will help you create a listing that is customized for you, your market, your hosting style and attracting the guests that you want. Let your business reach its full profit potential.
I can help you get booked in a crowded market without using discounting as your marketing strategy.
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