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Airbnb advertising: How to advertise your hotel on Airbnb

  Posted in Resources  Last updated 23/04/2024

What is Airbnb advertising?

Airbnb advertising primarily involves promoting individual accommodation listings and experiences hosted on the Airbnb platform to potential guests through various marketing channels. This can include both efforts by Airbnb itself to attract users to its platform, and individual hosts promoting their own Airbnb properties.

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Can you advertise on Airbnb?

Yes, hotels can advertise on Airbnb by listing their rooms or properties on the platform, much like individual hosts do with their accommodations. Airbnb is not just for small bed and breakfasts anymore. Medium sized hotel brands can grow a significant revenue stream by promoting their Airbnb listings, considering how popular the platform is among travellers.

Here are just a few of the benefits of advertising listings on Airbnb:

  • Global visibility. With millions of users worldwide, listing on Airbnb increases a hotel’s international exposure, making it visible to a global audience looking for unique and localised travel experiences.
  • Diverse demographics. Airbnb attracts a wide range of users, from budget solo travellers to luxury holiday seekers, offering hotels the opportunity to tap into markets they might not reach through other channels.
  • Reviews and recommendations. Airbnb’s built-in guest reviewing systems offer a powerful opportunity for hotels to stand out from competitors with strong social proof points that are unique to Airbnb.
  • Unique selling propositions. Hotels can highlight their unique offerings, such as themed rooms, historical significance, or special amenities, to stand out on Airbnb where other platforms may not place the same emphasis or allow guests to search for such specific elements.
  • Cost-effective marketing. Listing on Airbnb can be a more cost-effective marketing strategy compared to traditional advertising, with fees primarily commission-based, aligning costs directly with bookings.
  • Meeting expectations. Airbnb is such a popular platform that some travellers never step outside of it, even to Airbnb competitors. Failing to advertise on Airbnb can mean never being found at all.

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How much does it cost to advertise on Airbnb?

Advertising on Airbnb for hotels involves listing fees and commission structures rather than traditional advertising costs. Typically, Airbnb charges hosts (which would include hotels) a 3% fee per booking. This fee is calculated from the booking subtotal (the nightly rate plus cleaning fee and additional guest fee, if applicable, but excluding Airbnb fees and taxes) and is automatically deducted from the host’s payout.

Is Airbnb free to advertise?

Technically, Airbnb could be considered free to advertise on, as there are no upfront fees charged for your listings. However, getting a booking through Airbnb still means that you must pay the aforementioned commission – something that is avoided when you get a direct booking through a dedicated booking engine.

Image representing Airbnb advertising

How to advertise your Airbnb listings

Advertising Airbnb listings, especially for hotel owners and operators with multiple properties or those managing medium-sized groups and chains, requires a strategic and organised approach.

Step 1: Create a cohesive Airbnb brand presence

Establishing a cohesive brand presence on Airbnb is vital for hotel chains and property managers. This involves unifying your listings under a single brand identity that resonates with your target audience, stands out in a crowded marketplace, and promises consistency of experience no matter when, where or how a guest books.

  • Brand story and values: Start by defining your brand’s story, values, and what makes your properties unique. This could include your commitment to sustainability, luxury, heritage, or providing local experiences. 
  • Visual identity: Ensure all your listings feature high-quality, consistent photography that reflects your brand’s style and aesthetic. Use a similar layout, filters, and angles to create a visually cohesive look.
  • Consistent messaging: Develop a template for property descriptions that aligns with your brand voice. Highlight unique selling points while maintaining a consistent tone and style that echoes your brand’s personality.
  • Brand touchpoints: Customise every guest touchpoint, from the booking confirmation message to the check-out instructions, to reinforce your brand identity and create a memorable experience.

Step 2: Audit and optimise new and existing listings

Optimising your Airbnb listings is an ongoing process that can significantly impact visibility and booking rates. Regular audits ensure your listings remain competitive and appealing to potential guests.

  • Listing audit: Regularly review your listings to ensure accuracy and completeness. Check for any outdated information, missing amenities, and ensure high-quality visuals are used.
  • SEO optimisation: Incorporate relevant keywords into your titles and descriptions to improve search visibility on Airbnb and search engines. Research popular search terms related to your location and property type.
  • Pricing strategy: Use competitive pricing strategies that reflect market demand, seasonality, and local events. Consider implementing dynamic pricing tools for real-time adjustments.
  • Guest feedback: Actively solicit and review guest feedback to identify areas for improvement. Update your listings to address common concerns and highlight enhancements.

Step 3: Implement targeted marketing campaigns to reach specific audiences

Developing targeted marketing campaigns allows you to connect with specific segments of your potential guest base, tailoring your message to their unique preferences and needs.

  • Audience segmentation: Identify key guest segments based on demographics, interests, and travel behaviours. This could include families, business travellers, adventure seekers, or cultural enthusiasts.
  • Personalised campaigns: Create marketing campaigns tailored to each segment, highlighting aspects of your properties that resonate most with them. Use storytelling to showcase the experiences and amenities that set your properties apart.
  • Multi-channel approach: Leverage various marketing channels, including social media, email marketing, content marketing, and partnerships, to reach your audience where they are most active.
  • Special offers and promotions: Run targeted promotions, such as seasonal discounts, last-minute deals, or packages that include local experiences, to incentivise bookings and attract attention.

Step 4: Review and improve using data and analytics

Utilising data and analytics is crucial for understanding performance, making informed decisions, and continuously improving your Airbnb strategy.

  • Performance metrics: Regularly monitor key performance indicators (KPIs) for your listings, such as occupancy rates, average daily rates (ADR), booking lead times, and guest satisfaction scores.
  • Analytical tools: Use Airbnb’s built-in analytics tools and consider third-party analytics software for deeper insights into your listing performance and market trends.
  • A/B testing: Experiment with different aspects of your listings, such as titles, descriptions, photos, and pricing, to see what resonates best with your target audience and leads to higher conversion rates.
  • Continuous learning: Stay informed about changes in the short-term rental market, guest preferences, and Airbnb platform updates. Use these insights to adapt and refine your strategy over time.

What works for advertising your Airbnb?

Every hotel is unique. What works for one hotels’ Airbnb advertising strategy may not work for yours. The key is to be willing to experiment to find the sweet spot for your individual audience. This is why taking an analytical, scientific approach to Airbnb advertising is so crucial for success. If you don’t measure, you won’t be able to manage.

Airbnb advertising examples

Advertising Airbnb listings for hotels involves highlighting the unique features and experiences that differentiate them from traditional Airbnb homes. Here are a few examples tailored for hotels:

Example 1: Boutique Urban Hotel with Rooftop Lounge

Chic Boutique Hotel in the City’s Heart – Exclusive Rooftop Lounge Access

Experience the pulse of the city from our boutique hotel, where contemporary design meets unparalleled service. Each room artfully combines luxury with comfort, offering a sanctuary amidst the urban hustle. Ascend to our exclusive rooftop lounge for panoramic city views, signature cocktails, and a vibrant atmosphere. Situated in the cultural epicentre, our hotel is the gateway to exploring the city’s finest galleries, eateries, and nightlife.

Photos: Showcase the hotel’s unique design elements, luxurious rooms, and the bustling rooftop lounge with cityscape views. Include images of the personalised guest services and amenities.

Special Features: Emphasise the rooftop lounge, central location, bespoke concierge services, and curated local experiences available to guests.

Example 2: Historic Hotel with Modern Luxuries by the Sea

Iconic Seaside Hotel – Where History Meets Modern Elegance

Step back in time with a stay at our iconic hotel, gracefully standing by the sea for over a century. Merging historic charm with modern luxury, our rooms offer a timeless escape with breathtaking sea views. Indulge in gourmet dining at our oceanfront restaurant, or unwind at our state-of-the-art spa. Located on the pristine coastline, our hotel is a haven for those seeking tranquillity and rejuvenation.

Photos: Highlight the hotel’s historic facade, elegant rooms with sea views, gourmet dining experiences, and luxurious spa facilities. Capture the essence of the serene location.

Special Features: Focus on the hotel’s historical significance, modern amenities, gourmet dining options, spa and wellness facilities, and direct beach access.

Example 3: Eco-Friendly Resort in a Tropical Paradise

Sustainable Luxury Resort – Your Eco-conscious Escape in Paradise

Embrace sustainability without compromising on luxury at our eco-friendly resort, nestled in a lush tropical paradise. Our commitment to the environment is reflected in every aspect, from eco-designed rooms to farm-to-table dining experiences. Explore the natural beauty of our surroundings with guided eco-tours, or relax at our organic spa. Our resort offers a harmonious blend of luxury, sustainability, and authentic local experiences.

Photos: Display the eco-friendly design elements, luxurious yet sustainable rooms, organic dining options, and natural surroundings. Include visuals of eco-tours and spa treatments.

Special Features: Highlight the resort’s sustainability initiatives, organic spa, farm-to-table dining, eco-tours, and activities promoting local culture and conservation.

By Dean Elphick

Dean is the Senior Content Marketing Specialist of SiteMinder, the leading technology provider delivering hoteliers unbeatable revenue results. Dean has made writing and creating content his passion for the entirety of his professional life, which includes more than six years at SiteMinder. Through content, Dean aims to provide education, inspiration, assistance and value for accommodation businesses looking to improve the way they run their operations achieve their goals.

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