If there is an online channel capable of selling a property throughout the entire year this cannot be other than Booking.com. Through the development of dynamic algorithms to best position a listing in search engines, a continuous customer analysis and through the application of various strategies to maximize conversions of visits into sales, the company based in Amsterdam has become an absolute point of reference for both professionals and customers.
So how can a listing be optimized so that all that can be done to help it stand out is done? This short guideline will give some tips to improve it:
1. Content
First of all it is essential that the listing profile is completed 100% and in detail. All amenities must be inserted, information must always be up to date and photographs must be high quality otherwise the listing may not be placed as high as it should when search results are shown.
2. Variety in the rates
Proposing alternative rates is important so that the listing can adapt and satisfy diversified economic needs of the potential customer. For example, proposing a rate including meals and another one, cheaper, without meals may be a good option so the client can choose without having to look somewhere else.
3. Reviews
Having reviews is good and the more there are the better. Not all may be positive but also the negative ones can be an opportunity to improve company image. If you want you can find useful tips on how to manage reviews in this post.
4. Best available price
To maximize reservations the price must be competitive, that is no secret. For this reason Booking.com has a whole dedicated section called Analytics with information concerning the market and indicating who, in their opinion, are its direct competitors. If a property manager wants he can add its own competitors manually. During this particular time Booking.com doesn’t suggest to lower core prices but using genius discounts to publish offers for reservations finalized over a smartphone. It is also reasonable to think that reservations will be made more in advance than ever so it is also suggested to have properties ready to receive reservations also for the upcoming year.
5. Cancellation policy
The more flexible a cancellation policy is and the higher conversion it will have hence the listing will benefit from it. On the other hand, though, do not forget that a more relaxed cancellation policy may induce more cancellations and this is not good for a listing’s realiability. Our advice is to find a balance without being too restrictive or too elastic with cancellation policies.
5. Early bookings
Booking.com will reward when a calendar is open for the successive 16 months because this way the listing may appear for both last minute and early booking research. Booking.com also proposed 2 different plans to help boost visibility. From one side the Genius program which grants a 10% discount on reservations, the channel also supports the property manager through marketing and newsletter campaigns. On the other hand the Preferred Program is also an option providing a visibility boost after a higher commission percentage over reservations.