Insider Tips to Master Your Online Travel Agent Listings
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Online Travel Agents (OTAs) like Booking.com, Expedia, and Airbnb are powerful tools for attracting travellers to your property.
However, with so many listings available, it’s essential to ensure your property stands out. Optimising your OTA listings can significantly improve visibility, increase bookings, and help you attract your ideal guests.
Here’s a guide to mastering your OTA listings with practical tips and examples, so you can make your property irresistible to travelers.
1. Optimise Your Profile with Stunning Photos
Your listing’s photos are often the first impression potential guests will have of your property.
High quality images capture the essence of your offering and can make all the difference when guests are scrolling through dozens of options. Consider what guests need to see in order to be confident in booking your property. Then developing a well composed gallery of images can give your property a professional, polished look, enticing travellers to explore your listing further.
Example: A boutique hotel in Byron Bay improved their bookings by investing in professional photos showcasing not only their rooms but the lifestyle experience, sunset views from their rooftop bar and guests enjoying the beach just steps away.
Pro Tip: Ensure your images are well lit and show the unique features of your property, including amenities, nearby attractions, and the overall atmosphere. Consider a mix of wide-angle shots and close-ups to give guests a full picture of your offerings.
I am an advocate of images with people in them. Especially in your republic areas, pools, spas, restaurants and bars. I hear you saying that having people in your photos will date the photos quickly, however if you aren't updating your photos regularly then your sales will be impacted.
When you have people in your photo, potential visitors can see the experience you are providing.
2. Craft a Compelling and Detailed Description
A well written description goes beyond listing features, you need to create excitement.
Highlight the experience guests will have, the atmosphere, and any unique amenities that set you apart from competitors. A strong description helps guests visualise themselves at your property and entices them to make a booking.
If you have a Unique Selling Proposition now is the time to use it.
Example: A vineyard guesthouse in the Hunter Valley described guests strolling through the vines, enjoying wine tastings, and dining under the stars. This narrative helped attract guests looking for a romantic getaway and boosted their mid-week bookings.
Pro Tip: Use engaging language and provide clear details. Focus on what makes your property unique and what guests will love about their stay. Include essential information like check-in and check out times, amenities, and nearby attractions.
3. Leverage Guest Reviews to Build Trust
Reviews are critical to boosting your listing’s credibility. Positive reviews can make a massive impact on potential guests' decision making process. Not only do reviews showcase guest satisfaction, but they also provide social proof that your property is reliable and trustworthy.
Example: A luxury resort in the Whitsundays grew their customer base by actively encouraging reviews from guests, specifically asking for feedback on standout features like their exceptional customer service and breathtaking views.
Pro Tip: Ask guests for feedback during or after their stay, and always respond to reviews, especially negative ones to show you care about customer satisfaction. Consider setting up automated review request emails after a guest’s stay to prompt them to leave a review.
4. Use Promotional Tools to Boost Visibility
OTAs often provide promotional tools like discounts, special offers, or highlighted listings that increase your visibility and attract more bookings. These tools allow you to stand out in a crowded marketplace and appeal to budget conscious travellers without sacrificing quality.
Example: A family run eco lodge in Tasmania used Booking.com’s “Secret Deal” feature to offer exclusive discounts during their off-season. This strategy helped fill their rooms during quieter months and boosted their visibility.
Pro Tip: Take advantage of promotional options to boost your listing’s ranking and attract customers who are price-sensitive but still value quality. Experiment with limited-time offers to create urgency and encourage last-minute bookings.
5. Keep Your Calendar and Availability Updated
An up-to-date calendar is essential for avoiding double bookings and providing accurate availability. If guests see that your property is unavailable when they want to book, they may look elsewhere. By updating your calendar regularly, you make it easy for guests to book a stay with confidence.
Example: A Melbourne hotel integrated a property management system (PMS) that synced their availability across multiple OTAs. This helped reduce overbooking and cancellations, leading to higher occupancy rates.
Pro Tip: Sync your calendars across all platforms and update availability as soon as you know about any changes. The more accurate your calendar, the better your guest experience. If you offer multiple room types, ensure that each is properly listed to avoid any confusion.
6. Offer Flexible Cancellation Policies
A flexible cancellation policy can reassure potential guests and encourage them to book, especially in uncertain times. Offering flexibility helps to address guests' concerns and shows that you understand the unpredictable nature of travel.
Example: A Sydney apartment rental offered free cancellation up to 48 hours before check-in, attracting guests who were hesitant about booking during unpredictable travel conditions.
Pro Tip: Offer flexibility in your cancellation policy to appeal to cautious travelers, but balance it with non-refundable options to cater to different preferences. Flexibility can especially benefit those booking during times of high uncertainty like holidays or major events.
7. Fine-Tune Your Pricing Strategy
Pricing is a significant factor in whether travellers decide to book your property. Setting competitive, yet profitable, rates can improve your chances of securing bookings. Striking the right balance between affordability and quality is key to attracting guests who value what your property offers.
Example: A Great Barrier Reef resort used dynamic pricing software to adjust rates based on demand, weather patterns, and local events. This helped them maximise revenue during peak times and fill rooms during quieter periods.
Pro Tip: Consider using dynamic pricing tools to adjust your rates automatically based on demand, local events, and seasonality. Additionally, research your competition regularly to ensure your pricing is competitive within your market.
8. Engage with Potential Guests Using Messaging Tools
Many OTAs have messaging features that allow property owners to communicate directly with potential guests. Engaging with inquiries promptly can convert interest into a confirmed booking. Personal interaction helps build trust and shows you are attentive to your guests’ needs.
Example: Sol Hus confirmed bookings after responding quickly to guest inquiries, offering personalised answers that showed they were attentive and committed to a positive experience.
Pro Tip: Be responsive to messages from potential guests. The quicker you reply, the higher your chances of securing the booking. Personalise your responses by addressing specific guest inquiries, showing your willingness to assist them in making the best choice.
9. Monitor Your Performance and Adjust as Needed
Keep track of how your listing is performing by reviewing data provided by OTAs, including views, bookings, and customer feedback. Adjust your strategies accordingly. Staying on top of your performance helps you spot opportunities for improvement and ensure your property stays competitive.
Example: A Gold Coast holiday park monitored their listing and noticed that despite many views, their conversion rate was low. After tweaking their description and offering a small discount, their bookings increased by 20%.
Pro Tip: Use performance data to continually adjust and improve your listing. If something isn’t working, make changes and see how the results improve. Consider conducting A/B tests to determine which description or pricing strategy works best.
Conclusion
Mastering your OTA listings is a dynamic and ongoing process.
By optimising your photos, descriptions, reviews, pricing, and responsiveness, you can increase visibility, build trust with travelers, and drive more bookings.
Remember, even small adjustments can lead to significant improvements. Use these insider tips to enhance your listings, stand out from the competition, and grow your business. Ready to elevate your OTA game?
Learn more here: Boost Your Revenue: How Accommodation Businesses Can Increase Sales
Start implementing these strategies today, and watch your bookings soar!
If you need help with your OTA strategy contact me for help.
