Netflix has a couple of series for AirBnB property owners and what an Australian series calls Instant Hotels. A combination of education and entertainment, there are some fundamental lessons for all Marketers.
In each episode of Stay Here, AirBnB property owners get expert advice on guest experience and marketing from a pair of experts. Its a formula, but its a formula that can be replicated for almost any business.
- Focus on the Guest Experience. Your guests’ experience doesn’t start when they open the front door and it doesn’t end when they leave the property. Are they excited? What are their expectations? What do they consider is average and what will amaze them? The guest experience has to be thought of in the context of your Buyer Persona’s, What they will need and when?
- You need your own website that you control. Instagram and Facebook are not enough. Not only does your own website allow for direct bookings that earn you more money, it also gives your advantages on Google Maps and SEO benefits. Any prospective guests who contact you via your website, you own and can build an ongoing relationship with.
- Build a Brand. What is your Value Proposition? What makes you stand out from the crowd? This is especially important in competitive markets where there are several options for guests in the same location at a similar price point. This is also the reason why many people choose this type of accommodation. The hotel brands are all the same. So make sure your brand is authentic and you are truthful to it. How do you prove the promises you are making, implicitly and explicitly?
- Think about ‘Near Me’. One of the fastest growing Google searches include the phrase ‘Near Me‘. So do it for yourself and partner with complimentary businesses near you. Maybe a Spa or mobile massage or even private chef.
The other series that is on Netflix at the moment is ‘Instant Hotel’. This is a reality TV competition set in Australia where property owners compete against each others offer. There are some problems with it. Mainly because the owners are so different – the experience can never satisfy all.
So if you have thought about your normal guests and what they want, then you might not be able to convince someone who is the polar opposite of your market market.
SPOILER ALERT….
Without giving too much away, the final has 2 simple lessons.
- Listen to feedback. Customer feedback, comments and reviews have become the currency of online shopping and Ecommerce, especially in Retail and Travel. Negative feedback can be hard to take, especially if it is your property, but listening to feedback and acting on it can have massive results.
- Test. Test. Test. There is a reason why restaurants have soft openings. There is a reason why people do rehearsals. Get a friendly mystery shopper in, Test the edge cases – ask ‘What if’… look at some of the potential issues and ask – what is the chance of that happening? What is the impact on my review if it did happen?
These tips apply to all businesses. We’ve included them in our Ecommerce, Marketing and Travel Training courses and we also apply this thinking to our consulting engagements.
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