Vacation rentals, such as B&Bs, have been around forever, but in less than a decade they’ve become so immensely popular that they’ve sent shockwaves through the entire hospitality industry. Why is this? It might seem a silly question, as the answer appears to be quite obvious: the internet has allowed for an easy and efficient way to search and book quality accommodation at a lower price than hotels and resorts. To be fair, this is what most guests are thinking when they book, but it isn’t why the public is abandoning hotels in droves.
To illustrate the motivation of guests who have switched to booking short-stay vacation accommodation, a simple analogy can be used. Imagine that you’re moving to a new city and are looking forward to going house hunting, but you soon find out that all the houses in the city are identical. How would you feel? Pretty depressed, I imagine. The modern consumer doesn’t want to do what everyone else is doing, and in fact, she shouldn’t have to. Whether you’re hosting a middle-class family, a businessperson in town for a conference or a young couple on their honeymoon makes no difference. Each has chosen to book for a reason, and each is looking for a particular experience--even if they don’t know it. This may be why before launching their site the minds at airbnb.com drew up 45 storyboards to map out the interactions between hosts and guests. They were looking for the answer to what makes a great vacation stay. What could hosts do to make the most of their accommodation? And most importantly: What do guests want?
Well, as it turns out, guests want many different things, because they are all traveling for different reasons, and although the reasons for travel are only limited to the number of people on the planet, most travelers comfortably fit into these seven categories. The following are the niches that you need to know before listing your space.
Leisure
Leisure travel may be the most common type, and guests who fit into this category are looking for one thing: relaxation. These guests want to take things slowly. They typically live stressful lives and have busy work schedules, so their vacation time is seen as an opportunity to recharge their batteries and escape from the stress of their lives back home. These guests enjoy sitting all day on the beach or in a comfortable chair reading a book before spending the evening eating good food and drinking wine. At the end of the day, they want to go back to a cozy space in a quiet location.
These escapists are willing to spend good money because they don’t go on holiday very often. If you want to attract this type of guest, make sure that you emphasize the convenience and relaxed atmosphere of your listing, but make sure you are clear about any possible problems in the description. These guests are not fans of surprises, and even a small inconvenience will likely appear in a review. Comfort is very important to this segment, so invest in premium quality furniture, especially in the bedroom. Properties with large balconies, porches, or great views are ideal for this traveler type.
Adventure
This type of travel is the opposite of leisure travel. Guests are looking to spice up their lives, try new things, and escape the ordinary. Adventurers are typically less materialistic and prefer to collect experiences. They want to see all the sites, try exotic foods, and return home with lots of pictures to share with their friends.
As a host, it’s your job to position your listing to appear as unique as possible. How old is the building? Has anyone famous lived there or nearby? What’s interesting about it? Managing guest perception will directly correlate with their satisfaction level at the end of their stay. Remember that while your guests want to have an amazing holiday, they may not have had time to do adequate research, so make sure you provide ample information about local culture, history, museums, music, bars and clubs, typical food, and famous sites. Adventurers want to be thrilled, so be enthusiastic about your location; it’s contagious! And don’t hesitate to leave your guests a gift (ideally something typical from your location). Unlike leisure travelers, adventurers love surprises!
Business
Business travel is very common, and more and more business people nowadays are choosing the comforts of short-stay rentals to the monotony of a hotel room. Business guests will typically be focused on work for their entire stay, and they may be quite stressed. They are looking for a hassle-free stay, and they expect everything to run smoothly. Any inconvenience will seem greatly exaggerated because they simply don’t have the time. They are looing for a comfortable space that allows them to unwind at the end of the day, but which provides them with everything that a hotel would.
For hosts, this segment represents a great opportunity to build relationships that could result in long-term repeat bookings. If you have a flat in a business district or commercial area, highlight the convenience of your location in terms of public transportation, parking, traffic, and airport transfer. There are also certain things that business people need. Your flat should have a dependable, high-speed wireless connection, and a clean, sizable workspace. A closet with hangers is necessary, along with an iron and ironing board. Keep soap, shaving cream, and shampoo handy, as business people typically won’t have time to go shopping for anything they may have forgotten. Invest in a coffee machine that works on a timer, and stock the fridge with breakfast food, milk, and juice.
Luxury
Luxury travelers are the most lucrative segment, but they are also the most difficult to please. They are used to four and five-star accommodation and expect a similar level of pampering that a resort might offer. These guests expect everything to be in working order, spotlessly clean, and aesthetically pleasing. They also need to be able to contact a manager at any time if something isn’t to their liking.
Hosts should only consider attracting this type of guest if they have a space worthy of being called luxurious. We’re talking pools, heated floors, premium quality mattresses, appliances, entertainment systems, and ample space to host parties or dinners. Top luxury rentals can go for up to $10,000 per night, but you must be ready to invest major cash in your listing. Once you’ve decked out your luxury pad, follow up by providing luxury services to your guests. They will expect a daily cleaning service, along with fresh towels and sheets. Other advisable services include a delivery service for anything they might need, a car service, and translation services if they don’t speak the local language. When listing your space, make sure to employ a professional photographer and position your space as the cream of the crop. These guests don’t want second best. Avoid using words like affordable, convenient, and popular.
Budget
A budget traveler usually arrives with a small carry-on bag, some printed out pages in lieu of a guidebook, and a half-eaten energy bar sticking out of their back pocket. They want to have a nice holiday, but their expectations are not very high. They prefer cooking to eating out and visiting free attractions like beaches, markets, and monuments. Budget travelers are not complainers, as they are used to making compromises, and they tend to be realistic. They don’t need their perceptions to be managed quite so much because they are used to making the best of things.
Catering to budget travelers is great if you have a small or shared space or a space that might be a bit further away from a touristic center. It’s also a great idea for hosts who want to interact with their guests. Budget travelers are typically more sociable and enjoy sharing meals and going out with new people. The most important factor for these guests is, of course, the price. Upon arrival, it’s important to provide them with info about inexpensive or free things to do, along with cheap bars and restaurants. A working, clean kitchen is a must, and providing breakfast will go a long way in their eyes.
Long-term
Long-term travelers, better known as backpackers, represent an ever-growing segment of guests that hit the road for more than six months at a time. These guests are typically young people and couples, but as more jobs are being done remotely these days, a lot of professionals are choosing to live this lifestyle as well. Backpackers are open-minded and intelligent, and while they are definitely adventurous, they are also looking for the comforts of home, because they aren’t based anywhere. These travelers are more relaxed, less picky, and really appreciate personal space (something they may not often have). At the same time, they are typically less interested in sightseeing than they are in making personal connections and new friends.
Don’t assume that all backpackers are also part of the budget category. Many are traveling because they have money. They can be a great segment to attract because they often book for several weeks to a month at a time, so setting weekly and monthly discounts is a great way to catch their eye. A working kitchen, a washer/dryer, and internet access are very important to them, too. Once they arrive, provide them with some information about where they can go to meet locals and socialize. They will also be interested in malls, cinemas, supermarkets, and other practical locations more than tourist attractions. Remember, these guests are professional travelers, so if they ask you for a nice place to eat and you recommend the most popular tourist zone, they may find you untrustworthy or patronizing.
Expedition
This segment is represented by modern-day explorers. They are climbers, hikers, spelunkers, and rafters. They are thrill seekers and nature lovers. They pride themselves on being minimalists, but also love their gear, and are very knowledgeable about fitness, survival skills, and first-aid. These guests normally prefer camping, but book homes for a number of reasons as well.
Obviously, you don’t want to attract this segment if you don’t have a space near or in a popular expedition spot (a house in the Alps would be a good example). Position your space as a comfortable refuge from the outside world, but at the same time highlight how easy it is to reach trails/caves, etc. from the front door. It is important to do some research about your area so you can be a source of knowledge for your guests. Provide them with maps and information about popular sights, and inform them of any hazards (plants, animals, seasonal weather issues, etc.). Even if they already know these things, they will appreciate your knowledge, and will likely recommend your space to fellow explorers. Gain extra points by surprising your guests with bottled water and trail mix for their adventure.
Remember that your potential guests trust what you write on your listing because they want to believe you. If you use the word “chic,” they will develop an expectation, the same as if you use the word “tranquil.” Building a perfect listing is about much more than using the right words to elicit bookings. It’s about knowing the unique ways your space delivers and then constructing a listing based on those attributes. A great way to start is by asking yourself, “What kind of traveler am I?” and then, “Am I targeting the right segment, or am I targeting myself?” Many hosts write their listings based on what they themselves would want, which is a mistake. You may belong to the leisure segment, but if you have a small flat in a noisy city square, you are better off targeting adventure-budget travelers. As a host, it’s your job to identify what type of traveler would get the most out of your listing, and then do everything in your power to maximize their experience.
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