Direct bookings and repeat guests are more profitable for your vacation rental business. Yet, studies have shown that less than 20 percent of travelers remember the company they stayed with 60 days after checkout. So how do you reach the other 80 percent?
While guest experience is vital, how those experiences make your guests feel is what really drives a lasting impression of your brand. Strategically placing your brand front and center in the property helps create a memorable experience from the moment guests walk in the door.
Matthew Tesdall, owner of Family Time Vacation Rentals, has a successful branding approach. Matt explains, “Our company motto is ‘Family memories made here.’” Their brand story includes family-friendly travel, access to national parks and recreation, and service that goes the extra mile. Matt and his team use in-property messaging to share an “idea of the day” that features a unique place to visit, a nearby hike, or another personalized option to help families enjoy their time together.
As Matt demonstrates, branding goes beyond your logo to create great memories that match guests’ great experiences.
Branding through content and design:
Build in-property brand awareness through consistent interior design and informational content that allows your personality to shine through. Get guests excited about your area and enhance your décor with hand-selected local artwork and photos. When it comes to information about the property, today’s travelers prefer to be self-sufficient, troubleshooting issues on their own. Providing guests with helpful how-to videos for amenities such as the home entertainment system or thermostat controls or sharing your insider tips and local area suggestions can help you make guests’ stay more enjoyable, increasing the chances they’ll remember your brand the next time they book a vacation.
Incorporate touches that are consistent with your brand story to delight your guests:
Include thoughtful extras that are consistent with your brand. For example, if your guests visit your area for an outdoorsy adventure, leave healthy snacks like fruit or granola bars in the fridge. If a highlight of your property is the proximity to vineyards, leave a bottle of wine or a cheese sampler. Let your guests know these items are included for them–and weren’t left behind by a previous guest–by sending a personalized welcome message. Learn your guest’s reason for traveling and create a personalized experience by sending a message to acknowledge their special event.
Don’t be remembered for a negative experience:
In a recent article for VRMIntel, Chris Taylor wrote about guest experience versus memory. Chris cites an example from a TED talk by Daniel Kahneman that describes the experience of listening to a symphony recording. It was an incredible performance but ended on a screeching final note that left the listener with a bad feeling and ultimately ruined the memory of the experience.
Common reasons for bad reviews are lack of cleanliness, poor communication with the host, and inaccurate property descriptions. Chris recommends examining your guest’s journey to “minimize the screeches and maximize the glorious music.”
It is vital to communicate effectively with your guests during their stay, in real-time and through automated messages. Using in-property messaging, you can easily minimize potential guest frustration with notifications like trash day reminders or check-out instructions. It’s equally important to make sure all of the guests staying in your property have a clear, easy way to reach you when they have issues or questions.
Facilitate rebooking without the hassle:
Make it easy for guests to plan their next visit by providing a link to rebook with you directly before they leave. By promoting rebooking in-property, you have a better chance of getting in front of the guests who may not have participated in the booking process for their stay and may otherwise default to thinking they’ve stayed in “an Airbnb”. You can sweeten the pot by creating special offers for guests who rebook while onsite.
Be sure to collect guest email addresses so you can remind guests of the memories they made while staying at your property. Email marketing is a high ROI method to encourage rebooking through booking anniversary emails, newsletters, and holiday greetings. Incorporate your brand story to keep guests engaged and excited for their next stay.
Whether you’re considering purchasing GuestView Guide for your vacation rental property, or if you are already using our digital guidebook as a part of your property management tech stack, find all the resources you need right here.
