Recent data from Expedia Group* shows that the 0-21-day window accounted for more than 50 per cent of global searches – with the 31-60-day window accounting for just 15 per cent. What does this mean? That in the US, at least, travellers are looking to book vacation rentals NOW and take domestic breaks in the short term.

With many resorts closed or running a skeleton service for local guests, it’s time to ramp up your services and attract potential guests as they book their first trip in months.

Flexibility is still crucial

Potential guests want confidence and peace of mind when booking their vacation rentals, so it is essential that you communicate your flexibility across all channels. Make it straightforward on your website, social media and email communications that you offer full refunds, free cancellations, flexible reservations and date-change policies.

Media Solutions found that 53 per cent of travellers will feel more comfortable if they have complete cancellation and refunds on their bookings. While Expedia’s research shows, travellers booked refundable rates 10 per cent more often in 2020 than the previous year. Indeed, 70 per cent of rate plans on Expedia’s sites are now refundable.

Reassure travellers

In previous articles, we have highlighted the importance of spotlighting your cleaning and disinfection protocols. This activity reassures travellers who are looking to stay at trusted properties post-pandemic. 

Messaging around reduced capacity and social distancing measures will reassure the more than 30 per cent of travellers who have avoided hotels and resorts during the pandemic. Communicating your health and safety measures is now a must for resort operations. They should be easily accessible wherever potential guests are searching for vacation rentals.

Yes, it is “cleaning theatre”, but highlighting information on your sanitisation measures throughout the resort and in the unit gives them the encouragement they need. And they’ll share it in their reviews (see below).

Research has found that:

50 per cent of travellers have avoided hotels and resorts during the pandemic because of cleanliness concerns.

Pandemic measures will feature in reservation decisions for nearly 80 per cent of travellers regardless of age.

The provision of regular deep cleaning and disinfection is essential for 83 per cent of travellers, and 76 per cent of all travellers want to see a checklist outlining what has been disinfected.

To help resorts and accommodation providers, Expedia Group, for example, launched a feature allowing partners to highlight the health and hygiene measures they are taking. This support included offering contactless check-in and check-out, hand sanitiser availability, enhanced cleaning and enforcing social distancing. If you are an Expedia Group partner, make sure you have updated your listing. 

Reviews matter even more

According to a 2020 Expedia Group survey, nearly 75 per cent of guests read reviews before booking a property. They consider comments about room cleanliness and overall hotel condition to be the most critical.

Moreover, visitors will turn to recent online reviews 41 per cent more than pre-pandemic. In comparison, online reviews from any time will see a 15 per cent lift.

It is essential to get your review procedures up to date. Indeed, it is imperative when 80 per cent of travellers believe that if a resort does not respond to a negative review, it must be true. 

Encourage reviews from your guests and respond to them, both the good and the bad, within 24 hours. In this way, you can show potential guests their opinions and suggestions that are important to you. In addition, you can showcase all that you are doing again.

Update your vacation rentals marketing toolkit

As travellers prepare for their first vacation in over a year, they look to hotel and resort websites, online travel agencies, and travel advertising to help plan their trips. 

Make sure you are where they are, by implementing a multi-channel marketing strategy and updating your marketing toolkit. Take new resort photos and share information about your property. Provide them with local news, advice and guides, so your resort is front and centre with potential guests.

Target the right travellers

The motivation to travel again and book vacation rentals varies by age, so develop targeted offers or promotions that appeal to different age groups. Many are travelling for a change of scenery and seeing family and friends. 

It is expected that Millennials and Generation Z will be at the forefront of driving demand, so consider them for your short-term marketing strategies. However, longer-lead messaging and offers might be more suitable for other generations.

Expedia Group’s research indicated that 20 per cent of millennials who travelled during the pandemic did so to take advantage of deals and savings. 

With this in mind, reaching younger generations should be a combination of special deals, discounts and promotions. In contrast, family-friendly packages will appeal to the silent generation. Generation X and baby boomers may be more inspired by scenic properties with stunning landscapes and outdoor experiences. These should be front and centre of campaigns aimed at this audience.

If you want to make it easy for your website visitors to book vacation rentals, then check out the suite of Merlin’s WebApps. These WebApps allow your guests and owners to search for availability, book and pay online, in real-time, directly on your website – with all data served and collected in Merlin.

Source: eHotelier

*March 1, 2021