Drive performance by managing your property's content
You can attract more guests by making your property’s content more relevant for their needs and preferences. An easy and impactful way to do this is by having up-to-date content – such as photos, reviews and facilities – that will help you stand out on our platform.
Our data and insights shed light on what guests want in a property. You can use these insights to either appeal to a broad range of guests or select traveller types to maximise your bookings.
Why good content matters
Aside from making your property more enticing to travellers, here are some other reasons why good content has a positive impact:
Target the right type of guest
Be seen in the search results
Fewer questions, better reviews
Whether it’s business travellers, families or solo adventurers, managing your content ensures your property catches the attention of high-value potential guests.
Want to improve your chances of getting booked? Providing complete details about your facilities and amenities will help guests find what they’re looking for.
Having accurate information can help set clear expectations for guests and reduce the number of unfavourable reviews and questions you may need to respond to.
Target the right type of guest
Be seen in the search results
Whether it’s business travellers, families or solo adventurers, managing your content ensures your property catches the attention of high-value potential guests.
Want to improve your chances of getting booked? Providing complete details about your facilities and amenities will help guests find what they’re looking for.
Fewer questions, better reviews
Having accurate information can help set clear expectations for guests and reduce the number of unfavourable reviews and questions you may need to respond to.
Target the right type of guest
Whether it’s business travellers, families or solo adventurers, managing your content ensures your property catches the attention of high-value potential guests.
Be seen in the search results
Want to improve your chances of getting booked? Providing complete details about your facilities and amenities will help guests find what they’re looking for.
Fewer questions, better reviews
Having accurate information can help set clear expectations for guests and reduce the number of unfavourable reviews and questions you may need to respond to.
Here’s what we mean by content
Your property page features a variety of information gathered from many different sources. Your property description, guest reviews and guest ratings are all examples of content.
We gather content from:
- Information you share with us that we include on your property page
- Information we provide for you based on geolocation, filters and guest feedback
- Your answers to your guests that we use to automatically answer similar questions from other potential guests
Add content based on what customers are looking for
63%
of customers use photos as their primary source of information while searching for a stay.
66%
of families travelling by car want to know if you have parking facilities.
Up to 50%
more paid upgrades happen after booking when it’s clear what guests are getting for the price.
32%
of guests book two to four months in advance, so update your content ahead of the season.
Easy steps to optimise your content
These simple changes can enhance your content and bring more potential guests to your property page.
1. Update your photos regularly
Show seasonal photos and those of specific amenities – such as swimming pools or ski storage – to entice guests to book.
2. Update your facilities and services
Stand out in our search results by listing your facilities and services on a room and property level.
3. Add important information
Health and safety is as paramount as ever, so make sure to communicate any Coronavirus (COVID-19) measures you may have in place.
4. Use our strategic tool
The room differentiation tool tells you which amenities travellers are searching for and lets you display them for guests to see.
5. Show how sustainable you are
81% of guests told us that they’d prefer staying in a sustainable property. Show your sustainability practices and attract more guests.
6. React to guest reviews
Reply to guest reviews and check them every few weeks. Implement any useful suggestions and update your content to reflect your actions.
Show seasonal content
Displaying seasonal content is a great way to keep your content fresh and appeal to travellers throughout the year. Make sure to update your photos based on the time of year, especially if there are significant differences between the seasons. Here are a few examples of what we mean:
Winter content
Summer content
- Have photos of indoor or heated pools – 39% of guests are looking for this information in winter
- Describe and show your facilities – 42% of guests want a private kitchen during their ski holiday
- Show how close your property is to beaches and other attractions by providing us with the right information
- Let guests know whether you have a rooftop terrace or air-conditioning – these are in demand during the warmer months
Winter content
Summer content
- Have photos of indoor or heated pools – 39% of guests are looking for this information in winter
- Describe and show your facilities – 42% of guests want a private kitchen during their ski holiday
- Show how close your property is to beaches and other attractions by providing us with the right information
- Let guests know whether you have a rooftop terrace or air-conditioning – these are in demand during the warmer months
Winter content
- Have photos of indoor or heated pools – 39% of guests are looking for this information in winter
- Describe and show your facilities – 42% of guests want a private kitchen during their ski holiday
Summer content
- Show how close your property is to beaches and other attractions by providing us with the right information
- Let guests know whether you have a rooftop terrace or air-conditioning – these are in demand during the warmer months