Location tagging

Why location tagging matters

Destination decision-making is a complex process, and the needs and wants of guests vary widely. However, one critical piece of information that every booking is informed by is location tagging. Here are our top tips on getting it right

The location of your property matters. When you join Booking.com, one of the first steps in the process is verifying your location and ensuring this information is accurate is important for all your future guests. As simple as it sounds, even being a few hundred metres out can be the difference between a glowing guest review or a disappointed customer. So, what are the most important considerations when it comes to location-based property content?

Directions

Whether guests have embarked on a long haul flight or are navigating local public transport, the last thing they want is to find themselves going in circles at the final stage of the journey. Almost one in five global travellers (18%)* worry about getting lost when on a trip, so providing clear details on your location that make your property simple to find will immediately put them at ease.

Nearby facilities

For guests staying in homes and apartments in particular, the proximity of supermarkets, open markets, restaurants and cafés is key information. From grabbing some essentials for the fridge on arrival to popping out in the morning for a leisurely breakfast, sharing facilities in the locality - with accurate information on how far they are from the accommodation - can make a real impact on guest experience and also help you build in a more personal touch to hosting.

Nearby landmarks

Places of interest and tourist attractions can be a real unique selling point for your accommodation. Is your hotel in walking distance of the Colosseum; is your apartment a haven for fashion lovers looking to indulge on Fifth Avenue; does your guesthouse offer unique access to Phuket’s best beaches? In the same vein, are there hidden gems that your visitors won’t find anywhere else or are you the perfect destination for guests looking to avoid the hustle and bustle of more popular tourist spots? Customers may search with a particular landmark in mind, so consider what are the most appealing sites in your neighbourhood.

Guest reviews

Your location should be approached with transparency and accuracy - not used as a marketing tool. While it may seem tempting to jump on the popularity of nearby areas, giving your prospective guests an unrealistic impression of where they are staying could lead to a disappointing review or even trigger a cancellation. Interest in authentic, local experiences is high so a property that is off the beaten track needn’t be embellished to draw in guests. Make the most of what’s on your doorstep and if the big draws are a little further away be really clear in order to manage expectations.

Update the facilities and places of interest in your local area on the Extranet or on Pulse.

*Research commissioned by Booking.com and independently conducted among a sample of 53,492 global respondents who had taken a trip in the last 12 months / planned to take a trip in the next 12 months. Respondents completed an online survey in October 2018

Hero image: credit to Capturing the Human Heart, Unsplash

 

Takeaway
  • On joining Booking.com it’s important to verify your location before going open-bookable - accuracy is vital
  • Sharing clear directions to your property helps get the stay off to a good start
  • Updating your property listing with clear information on nearby facilities and landmarks can help attract custom while managing guest expectations