You can attract more potential bookers to your page by first of all understanding your guests better, and then making sure visibility basics such as wider availability and relevant content are in place.Update your content
To get fully going and growing organically on any platform can take a little time. On Booking.com, you can improve your visibility by making sure you understand the needs and preferences of your guests, and then tweaking your basics accordingly.
Even if you’ve been with us for a while, checking that you’ve got the basics right down ensures you’re visible to the guests most likely to choose your place – which will naturally bring in more bookings.
“Even if you’ve been with us for a while, checking that you’ve got the basics down ensures you’re visible to the guests most likely to choose your place – which will naturally bring in more bookings.”
Understanding your audience – and their search journey
Every guest is unique, and their preferences and needs change over time. That’s why our ranking algorithm is optimised to meet guests’ changing demands throughout their search journey – which, in turn, helps your property attract the right kind of guests.
A guest’s search journey can be split into five different stages:
- Explore: they’re thinking about taking a trip and start searching for and exploring destinations, property types, particular facilities (e.g. swimming pool), prices and dates.
- Compare: they’ve decided what their needs are and start comparing different available accommodations, weighing up which one best fulfills their needs.
- Book: having chosen the accommodation that best matches their preferences, they make a reservation.
- Experience: the guest’s experience of a property begins the moment they’ve made a booking and continues right through to the end of their stay.
- Evaluate: the guest evaluates their overall experience both during their stay and after they check out. So your guest reviews are a good indicator of how guests rate the quality of and service at your property.
You can get an even deeper understanding of your guests with the help of our Booker Insights tool. Found under the ‘Analytics’ tab in your extranet, you can see:
- what countries guests book from
- what device they used (mobile or desktop)
- their reason for travelling (business or leisure)
You can use this information to identify opportunities to earn additional revenue, such as setting up Business Booker rates or special Country Rates for guests from certain locations.
Optimising your property’s performance and competitiveness
It’s important for your property to be visible in the different stages of a guest’s search journey in order to maximise your conversion rate (the number of guest searches or page views that result in a booking).
Conversion is the main indicator of how well your property performs on our website, and as a result, our ranking algorithm is optimised for conversion. Here are few suggestions for engaging potential guests and upping your conversion rate:
That’s why we always recommend loading rooms for at least one year ahead – you’d be surprised by the number of early birds out there who like to plan trips that far in advance! You can learn more about the importance of availability here.
Haven’t decided what your rates will be next year? Well, in your Booking.com extranet, it’s easy to copy this year’s rates over to next year – so you can buy yourself some thinking time without missing out on those potential advance bookings.
In order to market your property effectively, you need to grab the attention of potential guests in the ‘explore’ and ‘compare’ phases. That means making sure your property page has attractive, high-resolution photos, a complete description of your property and an accurate list of facilities.
This will not only help potential guests find the property that best matches their needs, it also helps you set the right expectations if they book your place. Under the ‘Property’ tab in your extranet, the property page score tells you how you’re doing with your content and offers tips on how to improve it.
Guests are always looking for value for money, so your prices play a very important role in their decision-making while they’re searching and comparing accommodations.
We recommend that you choose a price strategy that best suits your business needs, but do try to offer different rate plans that appeal to all kinds of guests. Think of the options travellers might be looking for: some people can’t be without breakfast, while others are happy to book the lowest possible rate and buy a take-away coffee.
However, as guests compare accommodation options before making a booking, it’s also important to set a competitive price within your market, so that it always reflects the changing demand.
Found under the ‘Analytics’ tab in your extranet, our Price Performance Dashboard monitors your rates online and presents you with a Price Quality Score that indicates your competitiveness. The higher your score, the higher your conversion rate – which can make a big difference to your visibility in guests’ search results.
Competitiveness is not just about price though, so don’t forget to review your policies as well. Can you allow some wiggle room in your cancellation policies and restrictions? To be seen by more potential bookers, try to offer some flexibility in your policies.
Extra pricing tip
If you ever feel you need help deciding your prices, you might be interested in RateIntelligence. It’s a free tool that presents data on your market demand and competitive set (i.e. properties in your area), helping you evaluate your rates, so you can adjust them to attract more guests.
Visibility Basics: Our top tip
Availability is the number-one way to be seen by potential guests. By loading your available rooms 12 months in advance and being flexible with restrictions, you’ll increase the likelihood of being seen by more bookers searching our website.Review your availability
Beyond the booking process
So, we’ve gone through the main elements that impact your visibility in our search results: being available when guests are searching, ensuring pricing and policies are competitive for your offering, and keeping your content accurate and attractive.
It doesn’t stop there, though. Remember that during the stay, you’re you are your own brand manager! Writing a personal welcome message and being available for questions can really add to a guest’s overall experience. Guest message templates can save time and help make communicating with guests easier.
In the long term, managing guest expectations through your content and having good communication with guests will help you to get even better Guest Reviews, which influence others to book, as many people filter searches based on guest review scores. It’s also a nice, human touch to respond to every guest who takes the time to review your property, whether positive or critical. Check out our tips for responding to reviews.