How to create great destination content using Airbnb’s Guidebook approach

  Posted in Digital Marketing

Our industry may have many varied opinions about Airbnb, but there’s no denying the platform has a great content and customer engagement structure. Airbnb and its hosts put the utmost focus on providing guests with as much information and personalisation as possible.

This is built on delivering a constant and detailed stream of contact, and a large volume of great destination content. This helps guests to feel more comfortable and prepared for their stay.

The concept of a ‘home away from home’ doesn’t have to be restricted to the sharing economy however. You can afford guests the exact same quality of service at your hotel, by giving some extra attention to the way you communicate with them.

Let’s look at how your hotel can use some of the tactics employed by Airbnb to gives guests yet another reason to stay at your property.

 

Tactic #1
Create a downloadable PDF showcasing your local destination

Airbnb Guidebooks let hosts put together a comprehensive list of destination recommendations and tips. Some cities also have city guidebooks, which are combined lists of recommendations that hosts have added to their own guidebooks.

Everything from restaurants, parks, attractions, grocery stores, tourist hotspots, and more are listed to give guests a reference point for every need they may have.

You can do the same at your property by providing a downloadable or printable PDF. Even going so far as to provide a description for each item will let guests know exactly what’s in store and where to go. Adding photos is also a great touch and every recommendation should come from a ‘local’ perspective.

 

Everything from restaurants, parks, attractions, grocery stores, tourist hotspots, and more should be listed to give guests a reference point for every need they may have

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Tactic #2
Publish additional destination content on your website

The personal touch is what stands out most for Airbnb. Every piece of knowledge or advice is coming from a true local who knows the best spots are not always the most publicised or the most expensive.

Publish content on your website via a blog or ‘things to do’ page that gives guests the inside scoop on where they can find the most enjoyable experiences, and the most value for money. Publishing content like this will make your website a good resource for the destination in general and drive higher volumes of online traffic.

If travellers find everything they need to know on your website, they may even decide to book with you. It’s about giving guests good examples of what exactly makes your town or city special.

Tactic #3
Give guests helpful tips to get the most from your amenities

Obviously a big part of the guest’s destination experience is your property – and they not only want to know what they’re walking into, but also how to make the most of their experience while staying with you.

Don’t forget to let guests know the ins and outs of their room, including where to find and how to use the wifi, heating systems, lighting, appliances etc. Also make it clear to them the best way to contact staff and make requests, and where there room is in relation to all the amenities they might use during their stay. Any rules of the hotel should also be included in an easy to access guide for guests.

Making as many features as possible self-service gives guests autonomy during their stay and reduces the amount of time staff have to attend to run of the mill requests.

Tactic #4
Don’t waste user-generated content

User-generated content is something that powers Airbnb and can be the best resource you provide to prospective or new guests. Travellers love to hear from their peers, since it gives them good insight into the places they should frequent and those they should avoid (including feedback on your hotel) from a source they feel is trustworthy.

Include genuine reviews on your website and leverage the guest experience to drive direct bookings. Take note of social media posts and pictures of your property or destination and use them influence other travellers. Why not ask your guests to recommend local experiences and places to other guests? You can then compile these in your hotel’s guidebook.

Bonus tips:

  • Remember your staff are locals too and can indulge guests with a wealth of knowledge. Encourage your hotel’s employees to be as personal as possible with their recommendations.
  • Think about incorporating any locally made products into your hotel to give guests a taste of what your destination has to offer.

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