Over the last six months, we have been helping hosts across Canada, the USA and Europe pivot their businesses online. We know that hosts are increasingly interested in going live with Airbnb Experiences and to help, we compiled our Top 6 tips for Airbnb.
1. Craft a Unique Tour Experience
Airbnb describes Experiences as “one-of-a-kind activities hosted by experts.” When creating an Experience, it is crucial to set yourself apart. Make sure to ask yourself the below questions:
- What is your niche? For example, do you host a walking tour of Chester, OR do you host a “Walk in the roman footsteps of Chester” tour?
- What sets you apart from similar hosts in your area?
- What can guests learn or see on your tour that no one else can give them access to?
2. Assess Your Travel Competition and Set the Right Price
One of the best things about Airbnb Experiences is that you can learn about your competitors. First, start by determining your direct competitors (those in your area that could be a reasonable alternative to your Experience) and your indirect competitors (those who provide a similar Tour to yours but aren’t in the same region as you). As you go along, make notes of things that resonate with you to improve your own Experience.
As a next step, determine how your pricing compares to other hosts. Think of the story of Goldilocks and the Three Bears - pricing your Experience too low may create a perception of lower quality, pricing your Experience too high may reduce demand for your tour - you need to try to price it “just right.” This testing will likely result in some experimentation until you find the right price.
Some criteria to look at when assessing your competitors are:
- The duration of the Experience - longer isn’t always better
- What is included/excluded
- Price per person
3. Make Potential Tour Customers Want to Click into Your Listing
When it comes to marketing your tours, remember how a customer finds their way to you. Many times, they find you by navigating to the Airbnb Experiences page followed by a search for location and dates to assess potential listings.
Your title and cover photos are paramount when grabbing a potential customer’s eye. Remember that potential customers would like to get an impression of your Experience without clicking into it. When naming your Experience, use concise and exciting words that convey the tour you provide as simple as possible. When adding photos, use ones that showcase the Experience itself and happy guests enjoying the moment - photos with humans perform better in traditional searches.
4. Persuade Potential Travel Customers to Book Your Experience
Next up, the contents of your listing are your sales pitch. Your goal should be to edit this section in a way that compels customers to want to join you on your unique and fun Experience.
When you start editing, provide information in a concise and digestible manner. Potential customers will skim through your listing, so use spaces between paragraphs and bullet points when relevant.
Complicated language with long sentences makes content hard to read, especially for potential customers where English is not their first language. So, keep your language as simple as possible. Ask yourself:
- Would everyone be able to digest the content easily?
- Do you come off as an expert who can provide a unique Experience?
- Would you book after reading what you wrote?
Tools like Hemingway App can help you decipher the grade level of the copy you are publishing online and determine if the description is overly complicated.
5. Cultivate Social Proof
Social proof is creating trust through social content and reviews from reliable sources. Airbnb gives you the first nod of approval by listing your Experience on their platform. Next up are your reviews and any other information you can provide to establish further trust.
No one expects you to have dozens of reviews the moment you start hosting, but every positive review you can collect helps.
6. Be Consistent with Your Tour
It is essential to have consistency across platforms and listings. Are you hosting more than one Experience? Mention this in your "About Your Host" section so that potential customers know that you have other tours they can join.
Are you hosting on multiple platforms? Apply the consistency principles mentioned above across platforms. Note that customers will lose confidence if they find different prices or details elsewhere.