VRMA Europe
Anatomy of Listing Pages on Distribution ChannelsStand Out From The Competition and Increase Bookings
Amy Hinote, VRM Intel
Koryn Okey, TripAdvisor
2
ANATOMY OF LISTING PAGES ON DISTRIBUTION CHANNELSSTAND OUT FROM THE COMPETITION AND INCREASE BOOKINGS
Overview
Distribution channels spend a significant amount of time and money testing and developing their listing pages.
This session will analyze the elements on these listing pages and how they are evolving and offer insight into how rental agents can use new features and functionality to gain a competitive advantage.
Koryn Okey from TripAdvisor will reveal the best ways to differentiate your listings from the competition to convert more leads to bookings.
3
Being a vacation property manager or booking agent is not easy.
We’re expected to forecast (and control) the weather, fix appliances and plumbing, troubleshoot the entire internet, be marketing experts, and offer financial advice.
Guests want us to predict the future, arrange their travel, control airfares, critique restaurants, and sometimes even be chicken whisperers.
4
SESSION STRUCTURE• What we will cover in this presentation
1Listing Page
Elements
2Off-page
ranking
factors
3Differentiating your
properties to gain a
competitive
advantage
5
RANKING HIGHER ON LISTING SITESPERFECT CHALLENGE FOR SEARCH ENGINE MARKETERS IN THE VACATION RENTAL INDUSTRY
Ranking Algorithms
For those of us who were enthusiastic about SEO for our vacation rental websites, the idea of ranking higher on 3rd party sites has many similarities.
“What is good for the consumer is good for Google”
=“What is good for the guest is good for listing
sites”
6
SEARCH ENGINE RANKINGS VS. LISTING SITE RANKINGS
• COMPARING RANKING FACTORS IN SEARCH ENGINES WITH RANKING FACTORS ON LISTING SITES
Search
Engines
Meta Title
Meta Description
Alt tags
Content
Keywords
3rd Party
Listing Sites
Titles
Descriptions
Amenities
Content
Search
Engines
Updated Content
Local Location
Local info
Off page factors
Social
3rd Party
Listing Sites
Updated Calendars
Verified Location
Social
Off page factors
PhotosMapping/What’s
nearby
7
ELEMENTS OF A LISTING PAGE• On-page elements of listing pages
TitleSales headline: Attractive and
informative
1
PhotosProfessional photos, number of
photos
DescriptionWell-written, informative,
accurate
AmenitiesSearchable amenities on
channels
MappingWhat’s nearby (Restaurants,
Attractions, etc.)
ReviewsAsk for reviews, make it easy, offer
incentives
VerificationsProfiles, location, etc.
Accurate Calendars and RatesUpdated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profilesEncourages trust, confidence and
accountability
Floor PlansProven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9
Provide powerful property titles to attract guests
‘GESTJ’ or ‘Great Expectations’
or
‘Luxury Villa with private pools and spectacular views near town’
10
ELEMENTS OF A LISTING PAGE• On-page elements of listing pages
TitleSales headline: Attractive and
informative
1
PhotosProfessional photos, number of
photos
DescriptionWell-written, informative,
accurate
AmenitiesSearchable amenities on
channels
MappingWhat’s nearby (Restaurants,
Attractions, etc.)
ReviewsAsk for reviews, make it easy, offer
incentives
VerificationsProfiles, location, etc.
Accurate Calendars and RatesUpdated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profilesEncourages trust, confidence and
accountability
Floor PlansProven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9
14
ELEMENTS OF A LISTING PAGE• On-page elements of listing pages
TitleSales headline: Attractive and
informative
1
PhotosProfessional photos, number of
photos
DescriptionWell-written, informative,
accurate
AmenitiesSearchable amenities on
channels
MappingWhat’s nearby (Restaurants,
Attractions, etc.)
ReviewsAsk for reviews, make it easy, offer
incentives
VerificationsProfiles, location, etc.
Accurate Calendars and RatesUpdated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profilesEncourages trust, confidence and
accountability
Floor PlansProven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9
Give travelers what they want to help them book
Most Popular Amenities Top “Luxury” Amenities
Wi-fi (21%) Amazing View (61%)
Washer & Dryer (18%) Private beach (51%)
Private Pool (16%) Large Outdoor Deck / Patio (49%)
Outdoor Living Area (10%) Housekeeping Services (29%)
Professional-grade Kitchen (5%) Hot Tub (26%)
Not surprising: Pool, Hot Tub, A/C are most popular search filters. Only behind bedroom, sleeps & rates.
Source: TripAdvisor Vacation Rental Survey Responses to Which of the following vacation rental amenities is most likely to motivate you to book?, February 2014
17
ELEMENTS OF A LISTING PAGE• On-page elements of listing pages
TitleSales headline: Attractive and
informative
1
PhotosProfessional photos, number of
photos
DescriptionWell-written, informative,
accurate
AmenitiesSearchable amenities on
channels
MappingWhat’s nearby (Restaurants,
Attractions, etc.)
ReviewsAsk for reviews, make it easy, offer
incentives
VerificationsProfiles, location, etc.
Accurate Calendars and RatesUpdated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profilesEncourages trust, confidence and
accountability
Floor PlansProven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9
They have to find your property to get the inquiry
Properties with exact locations have 2x conversion
20
ELEMENTS OF A LISTING PAGE• On-page elements of listing pages
TitleSales headline: Attractive and
informative
1
PhotosProfessional photos, number of
photos
DescriptionWell-written, informative,
accurate
AmenitiesSearchable amenities on
channels
MappingWhat’s nearby (Restaurants,
Attractions, etc.)
ReviewsAsk for reviews, make it easy, offer
incentives
VerificationsProfiles, location, etc.
Accurate Calendars and RatesUpdated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profilesEncourages trust, confidence and
accountability
Floor PlansProven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9
Saw a lift in conversion
saw improved owner relations
Were able to make property
improvements
Saw changes in staff behavior
46% 25% 58% 28%
Reviews help across the board
*TripAdvisor Vacation Rental Survey Responses to: Are you more likely to book a vacation rental due to increased availability of candid user information online, such as photos and traveler reviews?, February 2014
22
ELEMENTS OF A LISTING PAGE• On-page elements of listing pages
TitleSales headline: Attractive and
informative
1
PhotosProfessional photos, number of
photos
DescriptionWell-written, informative,
accurate
AmenitiesSearchable amenities on
channels
MappingWhat’s nearby (Restaurants,
Attractions, etc.)
ReviewsAsk for reviews, make it easy, offer
incentives
VerificationsProfiles, location, etc.
Accurate Calendars and RatesUpdated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profilesEncourages trust, confidence and
accountability
Floor PlansProven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9
25
ELEMENTS OF A LISTING PAGE• On-page elements of listing pages
TitleSales headline: Attractive and
informative
1
PhotosProfessional photos, number of
photos
DescriptionWell-written, informative,
accurate
AmenitiesSearchable amenities on
channels
MappingWhat’s nearby (Restaurants,
Attractions, etc.)
ReviewsAsk for reviews, make it easy, offer
incentives
VerificationsProfiles, location, etc.
Accurate Calendars and RatesUpdated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profilesEncourages trust, confidence and
accountability
Floor PlansProven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9
Properties with Interactive Floor Plans book an average of 22 days faster and 18% more nights than properties without
Floor Plans Improve Conversion
27
RECENT ADDITIONS BY DISTRIBUTION CHANNELS
• Here is a look at some recent changes implemented by 3rd party listing sites in the last year.
Airbnb
More readable
calendars
One-screen layout
Neighborhood guide
Attraction maps
Airbnb app
TripAdvisor
What’s nearby
feature/mapping
More searchable
types and amenities
Dining/seating
capacity
“Suitable for”
Floor plans
Your
website?
Strengths
Weaknesses
Opportunities
HomeAway
Listing scorecard
Response score
PPB Model
Glad App
Sort features
34
OFF-PAGE LISTING PAGE ELEMENTS
Response
Time
Cancelations Online
Payments
Quoteable
RatesOnline
Booking Frequency
35
FROM NAVIS LEADERS CONFERENCE, FEBRUARY 2015
HomeAway Listing Scorecard Based On:
1. Online Booking2. Reviews3. Response Score4. Quoteable Rates5. Integrated, Updated Calendar6. Verified Location7. Number of Photos
Is this cabin still available for 10/15-10/19? What is the rate?
Sorry, but that cabin is no longer available. We manage a number of similar properties that could be a good fit for your stay.
Please visit our website to view Cozy Cabin, Gavigan’s Guesthouse & Charlie’s Condo. All of these properties are available during your dates and offer similar amenities to your original request.
Please contact me if you have any additional questions or are interested in reserving one of these properties.
Sorry, but that cabin is booked.
Improved Response:
I am wondering if this house is available from February 10-17. What is the cost and where exactly is the property located?
Yes, the property is available.
The Total Reservation Cost listed below includes the following: cleaning, taxes and all fees.
Dates: February 10, 2015 thru February 17, 2015; 3 bedroom, 2 bathTotal Reservation Cost: $ 3,500. We require a deposit of $1,000 to secure the property. Final payment is due 30 days prior to your arrival.
Payment can be made by check or credit card. Please let me know if you’d like to reserve this property.
My entire family is coming out for my nephew’s destination wedding on May 25th, 2015. Looking at pricing and amenities to figure out where we are going to stay...was curious why there is so much availability in May, is it not a good time to visit? Let me know if this property is available. Thanks!
Congratulations on your nephew's wedding plans and thank you for your inquiry about our villa. We can comfortably accommodate 14-15 adults and 2 children in 8 bedrooms.
Each bedroom has central air-conditioning, walk-in closets with wall safes, and private patios with spectacular views of the Caribbean Sea! Each bedroom has a private bathroom with double sink vanities and spacious indoor-outdoor showers. The Club Room and Den too are air-conditioned and each have a private bathroom. You can take a 'virtual tour' of the Villa to see what the rooms look like by clicking on our Video.
Yes, we too have been wondering why there are so few villas booked yet for May; it really is one of the most beautiful times of the year to be on St. John (the weather is beautiful in May). I suspect it may have something to do with airfares these days (you will save money on airfare by coming, rather than on the weekend, mid-week to mid-week). The weekly rate would be $7,500 (plus 10% US Virgin Islands Tax and $500 refundable security deposit). We have arranged special discounts for guests of our villa; including offers from a number of car rental agencies on island and discounts with the best private chefs and provisioning services, to specials from professional photographers to record events such as weddings, and even discounts on sail and power boat trips!
The villa is located in the southwest part of St. John (see map) about a 5 minute drive from Cruz Bay where, as you know, the ferries from St. Thomas arrive. The US National Park beaches which people come from all over the world to experience are only a 10-15 minute drive along paved roads. The most famous of them, Trunk Bay, is one of the 10 most photographed beaches in the world (how they know that I have never figured out). We can give your nephew and fiancée the names of some wedding planners whom our guests have used previously to help them plan their ceremony and reception, if they wish.
Please do not hesitate to contact our team if we can provide any additional information or you’d like to book. We’ll also follow up by phone in the morning!
I suspect it may have something to do with airfares these days (you will save money on airfare by coming, rather than on the weekend, mid-week to mid-week).
Congratulations on your nephew's wedding plans and thank you for your inquiry about our villa.
We can give your nephew and fiancée the names of some wedding planners whom our guests have used previously to help them plan their ceremony and reception, if they wish.
Please do not hesitate to contact our team if we can provide any additional information of if you’d like to book. We’ll also follow up by phone in the morning!
Earn the right to Ask for the Booking
Trying to make the sale before this results in half the bookings.
• Average conversations between with Traveler before booking5
• Most successful response time (in hours)6
• Average time between inquiry & confirmed reservation (in hours)8
41
Improve Conversions
Listing Quality
PROPERTY INFO
Titles
Descriptions
Amenities
All searchable criteria
Updated calendars
Quotable rates
Owner/manager info
Reviews
PHOTOS
AREA INFO OWNER COMMUNICATIONS
Mapping
Restaurants
Attractions
Activities
Ahopping
Professional
Inside and outside
Floor Plans
Videos
Response time
Autoresponders
Online Booking
Online Payments
Cancellations
Follow Up
Anatomy of Listing Pages on Distribution
Channels
Koryn Okey
TripAdvisor
Amy Hinote
VRM Intel
Stayed in a Holiday Rental in
2014
52%
More travelers are staying in rentals
94% are satisfied with their experiences!
An increase of8% from 2013
Offer lower rates than hotels
VRs offer better amenities
Primary motivation was spend time
together
53% 50% 48%
Top Reasons Travelers Book
57% of respondents had an “excellent” VR experience
More living space
67%
What would make you more likely to stay in a VR than a hotel on a future trip?
Plan to stay on an island or
countryside (tie)
Plan to stay near a beach or ocean
Plan to stay in a city
17%
65%
27%
Where travelers want to book
Plan to stay in the mountains
18%
Plan to stay at the lake
13%
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What types of settings will you book a VR stay in 2014?
What type of trip is a VR better for?
Hotel VR
Which type of lodging do you think is a better option for the following type of trip (not all answers displayed).
I’m afraid the VR won’t appear as
advertisedI’m more
comfortable in a hotel
I think hotels offer better amenities
10%
18%
13%
Why travelers do NOT book
I did not think of staying in VR
19%
It’s more time consuming to
research
5%
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What’s the primary reason you haven’t stayed in a VR?
Booked a VR because they were
on a budget
21%
Money is a big influencer in the decision making process
Would stay in a VR if it meant saving money
87%
Would NOT need to save money to
stay in VR
27%
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• $100-20045%
• $200-30022%
• Less than $10014%
A savings of $25-$50/night is enoughFor which of the following have you booked a VR stay? Approximately how much do you plan to spend per night on your VR? How much would you need to save to choose a VR?
1- 2 Weeks
16%
How long do travelers say they want to stay?
3-6 days
23%
One Week
32%
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Most common stay length for
booked reservation is
15-21 days
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