When it comes to renting out your luxury property, simply listing it on Airbnb might not give you the results you’ve been hoping for.
The Luxury Market Problem
The vast majority of Airbnb users are looking for budget-friendly accommodations, not luxury stays.
The main idea of Airbnb is to provide more affordable accommodation options compared to traditional hotels. Which doesn’t resonate with a Luxury Property. If you’re looking to attract high-end clients, you need to consider a more brand-focused approach.
Let’s dive into Why Airbnb Isn’t Enough to Rent Out Your Luxury Property.
The Limitations of Airbnb
Airbnb has democratized travel accommodations by providing a platform where anyone can list or book a property. However, its open-to-all nature also means it’s saturated with listings, making it hard for properties to stand out.
Additionally, Airbnb’s reputation, while generally positive, is often associated with budget travel, making it less appealing to affluent travellers seeking premium fully-staffed accommodations.
For our Luxury Villa clients, we use Airbnb just as one of the tools, but never as the main source of bookings.
Who’s the owner of the content and contacts?
When you publish your listing on Airbnb, it doesn’t belong to you but to Airbnb, if the website shuts down, you will lose all the contacts of your clients, as well as the information and reviews of your property.
You also have to follow their strict rules and play the game by reaching “Super Host” badges and other forms of business gamification. This is why we recommend our Luxury Villa Marketing clients to have a professional website as a main source of information for guests.
Risk N1: If you get suspended on Airbnb, or Airbnb stop working in your country – you will lose all your content and reviews
Airbnb Bros (aka Manager) trap
Many luxury property owners mistakenly allow their Airbnb managers (or even Property management companies) to register as property owners on Airbnb, without realizing the potential implications.
Managers may argue that it is necessary to use their “Super host status,” which isn’t true. The Managers need it to have power over you. This situation is a problem because Airbnb accounts are non-transferable. If you decide to stop working with your (often Freelance) Marketing manager, you will be losing all property reviews.
To prevent this, Airbnb has been offering the co-host function for many years. This not only retains the reviews for the property owner but also allows them to monitor all guest communication. Because you never know if your Airbnb bro is redirecting your guests to more profitable properties for him.
We recommend working with official companies, like FAMEsolutely, or Management companies, or hiring staff to take care of the bookings. For our clients, we connect a Hotel Management system to have the possibility to manage the property on multiple OTAs (like Booking.com, Agoda, VRBO etc).
Risk N2: In addition to risk N1, if you stop working with your Airbnb Manager – you risk to loose again all the content and reviews
The Role of Branding in Luxury Property Rentals
Branding is the key to differentiating your luxury property from the rest.
A strong brand communicates the unique value proposition of your property. It tells a story, evokes emotions, and creates a connection with potential renters. It’s about more than just a logo or a name; it’s about creating an experience that renters can’t get anywhere else. This is especially important for luxury properties that cater to discerning clients who are willing to pay a premium for a unique experience.
Related posts:
- Luxury Villa Brand: Will it work for your property?
- Property Marketing: What is really a Luxury Villa Brand?
- How to know if your luxury holiday property needs a brand?
- Luxury Villa Launch: How long does it take?
What about Airbnb Marketing?
Airbnb does offer some marketing tools, such as professional photography services, but it falls short in terms of personalized marketing. Luxury market clients are often looking for a personalized experience and Airbnb’s one-size-fits-all approach may not appeal to this demographic.
For our clients, we use some website marketing techniques to bring traffic to the Airbnb account. Without that, the Marketing in Airbnb is limited to filling up all the fields of the property description, and playing with the Rates – which will force you to be the cheapest in your category – to be noticed, but is it what you want for your luxury property?
How to Build a Brand for Your Luxury Property
Building a brand for your luxury property involves defining its unique selling points, identifying your target market, and creating a consistent message that speaks to this market.
Check our case studies from our previous clients:
Related posts:
- TOP 5 reasons why your luxury property doesn’t get more bookings?
- How to launch a luxury holiday villa brand the right way?
- How to get a maximum of bookings for a luxury holiday villa?
While Airbnb is a useful platform for listing properties, it isn’t necessarily the best choice for luxury property owners seeking high-end renters.
By investing in branding, you can elevate your property above the competition, attract the right clientele, and command higher rental prices.
After all, branding is not just about making your property known—it’s about making it known for all the right reasons.
Are you ready to upgrade your business to a new level?
At FAMEsolutely – we make brands Absolutely Famous!