The array of short term let property websites for guests to find places to stay in the UK is simply boggling at the minute. We’ve counted 30+ different websites and marketplaces to find accommodation in the UK when away from home - and that doesn’t include hotels. If you thought it’s just about Airbnb vs Booking.com, or even taking direct bookings from your website then you may be missing out on maximising the opportunity from your property.
Just like the most successful Airbnb and serviced accommodation owners, choose where you advertise your property wisely to get the best return.
Your serviced accommodation type
Sounds simple - and it should be - but if you get this right, you could really benefit from targeted exposure. There are now booking platforms for almost all guest requirements in the UK. Camping sites (or glamping, see below), rural lodges, beachside huts, pet friendly homes and much more. Visitors to the ski slopes in the Highlands could well look on specialist sites for winter travellers. Platforms such as OneFineStay actively promote stays for the more affluent traveller. If you fit into a bracket it could make a lot of sense to lean in fully. Play to your strengths and find your tribe - it should mean you can charge the right value and attract the right guests as well as forming the right partnerships.
Target audience
And linked very closely to this - who do you want to stay in your property? Families, UK staycationers, foreign solo travellers, corporate guests, adventure seekers, dog owners, travelling theatre troupes, maybe even large groups or those that want a property for 1 month+. Again, there are booking platforms that are focused on acquiring guests in every imaginable niche - it will reduce any time attracting the wrong type of guest. Indeed, it could be that you just want a more personal relationship with potential guests - i.e. the Airbnb peer to peer model - so this would allow you to vet each accordingly.
Marketing and advertising
The platforms you choose need the right traffic of potential guests so make sure they have sufficient appeal to fill the property as often as you require. Look also for additional services such as optimising listings in rankings or creative support with the advert such as photography. Worth mentioning here that you should test the journey a potential guest experiences on these sites as it will reflect their overall impression of your property too. The standard for booking short term rentals and holiday homes online is exceptionally high now so why settle for anything less.
Customer and tech support
When things go wrong - and unfortunately they can - you will want a booking platform that has your back. Get it right and it can be one of the major advantages of using a 3rd party over taking direct bookings. In this case, look for platforms that integrate easily with your internal management software to avoid any inconsistencies in bookings, and find ones that offer robust customer support with a clear policy for resolving disputes between hosts and guests. Ideally, the platform should have an efficient support team that can assist with everything from technical issues to emergency situations. Some platforms also offer additional insurance coverage or guarantees for extra peace of mind.
Guest verification
Many platforms for vacation rentals and STR now also include a guest verification process so you know the guests are who they say they are as well as also speeding up the check-in process. Platforms like Airbnb also include ratings about the guests themselves so you can do your own checks - this may be more important depending on the types of properties that you have or number of guests you are expecting. Sites like Booking.com have similar journeys to reserving rooms at hotels so there will be minimum vetting of guests. It's horses for courses but we think having a booking platform that aids verification is only a good thing.
Platform fees
Different short term let websites have different commission rates and fee structures. While most platforms charge a commission of 10-15%, some may charge as much as 25%. Additionally, some platforms require hosts to pay an annual subscription fee or offer optional services at an extra cost. It's important to factor this into the cost of acquiring new guests and your running costs of the short term rental.
Reputation
A short term rental website's reputation can make or break your vacation rental business. Before listing your property on a platform, read reviews from other hosts and guests to learn about their experiences. You can also research the booking platform's track record in terms of safety, security, and customer support. If a platform has a history of negative reviews or safety incidents, it's best to avoid it altogether.
Multiple platforms or just one
It is common to list your short term rental property on multiple websites or OTAs (online travel agencies). There's no magic formula for the right combination and equally you may decide to just focus on the one channel. However, the more exposure you have, the more likely traffic and then conversion to paying guests. What's important though if you use multiple channels is to get SaaS tools to help you coordinate the different platforms. One of the biggest problems that could arise are double bookings - where a guest books on one platform, and another guest books for the same date on the other. The big suggestion here is using channel management software to easily control each of the booking platforms (Guesty, a popular example with their Multi-calendar feature) and hopefully this should minimise that potential issue.
Property management companies
Increasingly, more short term rental suppliers will take the whole stress of managing your property off your hands. These property management companies effectively lease your property on a rent to rent basis taking out longer leases. This means they are responsible for filling the rooms, listing on the different booking platforms on your behalf as well as all the maintenance and upkeep of the property. It undoubtedly eats into your potential return on investment but it can still make a lot of financial sense particularly if you don't want to be hands-on.
If you are about to advertise your holiday home or serviced accommodation to potential guests, check out our review of the most popular accommodation booking platforms in the UK across the parameters above.
We would love to hear your own experiences using specific OTA sites and platforms - get in touch below or across our socials.
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