How can hotels learn from Airbnb?
Embrace the sharing economy
One of the things hotels can do in order to root themselves into communities and provide authentic experiences for guests, is to tap into the sharing economy.Hotels have a unique opportunity to do this and by embracing this approach, it’s likely that they will enhance guest satisfaction and differentiate themselves in the competitive hospitality industry. So how exactly can it be done?
- Local recommendations
Hotels can go above and beyond and offer personalised recommendations for local activities, hidden gems, and off-the -beaten-path experiences. Perhaps in pre-arrival emails, in a digital compendium, or even at reception upon check-in, this can be a great way to engage with guests and have them connect with you and your community on a deeper level. Share with them your insider tips, curate local guides and partner with local businesses who you recommend. You could even connect guests with locals who can provide authentic insights.
- Community events
Why not put a little more effort into events at your hotel? Hotels can organise community events, local celebrations or facilitate connections between guests and locals. You could start organising cultural workshops, put on networking events, or collaborate with local artists and performers. In doing so, you’ll create memorable and interactive experiences that immerse guests in the local community. Even facilitating interaction between locals and tourists at your bar with a happy hour would be a great way to implement this.
- Partnerships with local businesses
A wonderful way to embrace the sharing economy is to share your guests with the wider community! Hotels can form partnerships with local businesses to enhance the guest experience, collaborating with nearby restaurants to offer exclusive dining experiences or teaming up with local tour operators to provide unique excursions and activities. This way, you’ll be showing off your local culture and heritage whilst also supporting local business.
Leverage technology and digital platforms
Airbnb’s success is heavily reliant on its user-friendly digital platform. Their website is simple, well considered and easy to use. In order to in keep up with the seamless process that Airbnb offers, hotels can invest in technology to streamline booking processes and enhance communication with guests. From booking to check-out, your website should avoiding creating barriers for potential guests. Here are some ways in which you can improve the online user experience:
- Polish up your website
To ensure your website is guest-friendly, your hotel should focus on creating a user-friendly design that is easy to navigate. Providing clear and concise information about the hotel’s amenities, rates, and location is absolutely essential to this (something which Airbnb typically does very well). Alongside written information, provide high-quality visuals, such as images and videos, and display guest reviews and testimonials in order to build trust and credibility. Finally, you should also ensure that the booking process is simple and convenient, whilst everything should also be totally website and mobile friendly.
Typically, Airbnbs provide lots of information about the local area, whether that’s in email communication, on the Airbnb website itself or in compendiums available inside the property. One great way to ensure that your hotel information, as well as local tips and information, is readily available, is to work with a digital compendium.
With Digital Hotel you can craft a welcome page, provide essential hotel information, offer room details, showcase dining options, and more; the possibilities are as expansive as your imagination! And the best part? Your staff can effortlessly update this information yourself ensuring your guests are always well-informed.
Adapt pricing strategies
With a great deal ofperishable inventory on site, high fixed costs (such as wages and maintenance) and varied levels of demand (annually, seasonally, and even within the week) it’s no easy feat to implement hotel revenue management successfully.
Airbnb’s dynamic pricing model however does this well. Allowing hosts to adjust prices based on demand and market conditions, they make it easy for properties to remain up to date and competitive. In order to remain dynamic, your hotel should adopt flexible pricing strategies that optimise revenue and attract a wider range of guests.
Click here to learn a little more about revenue management and the way in which your hotel prices its rooms.
Enhance the guest experience and provide unique offerings
Above, we have spoken a little about how hotels can ensure their digital experience is polished. However, there is a lot that hotels can do in order to ensure their guest experience is better inside their four walls. When it comes to Airbnb, individual properties strive to ensure that their homes or rooms serve a certain group. This can involve catering to remote workers with desks and high-speed internet, offering family-friendly homes with gardens and bunk beds, or offering budget-friendly rooms for backpackers.
So at your hotel, the guest experience can be well tailored to a certain group. What’s more, you could work on improving the unique offerings you provide.
Start by considering the kind of market you serve and work from there. Otherwise, think about feedback you’ve had from your guests and work on improving your offerings based on this. It’s all aboutproviding a personalised and memorable guest experience. Offering customised services, create a warm and welcoming atmosphere, train your staff on a particular group’s needs, work on your eco-friendly initiatives, offer packages, or improve the facilities at your property. Every little counts!
Prioritise guest reviews and feedback
There are plenty of things hotels can learn from Airbnb, but this is a very important one. If you’ve ever booked a stay at an Airbnb, you’ll know that the platform heavily relies on guest reviews and ratings. In doing so, properties are able to build trust and credibility based on genuine feedback from guests. Hotels can learn from this! By actively soliciting guest feedback, responding to reviews, and continuously improving your services based on guest preferences and suggestions, you can begin to base your business on real customer feedback and improve reviews.Remember that the needs of travellers are constantly evolving, and your hotel should be too!
