Read expert recommendations from Booking.com on how good listing content improves performance. Attract more visitors when the content of the accommodation listing is more relevant to their needs and preferences. With this in mind, Booking.com has prepared a handy guide for partner properties on how the host should organise the content of the listing…
Why good listing content is important
In addition to helping your accommodation become more attractive to travellers, good content has a positive impact for the following reasons:
Targeting the right types of visitors
Whether it’s business travellers, families or individual travellers, content management helps you ensure that your accommodation attracts the attention of potential high-value visitors.
View in search results
Want to increase your chances of booking your accommodation? Providing detailed information about your facilities and amenities will help guests find what they are looking for.
Fewer questions, better comments
If the information displayed about your accommodation is accurate, visitors know exactly what to expect, reducing the number of negative comments and the number of questions you may have to answer.
What we mean by “content”
Your accommodation page contains a variety of information collected from many different sources. Your property description, reviews and guest ratings are all part of the content. We collect content data from: ** Information you share with us, which we display on your property page ** Information we provide about you, which is based on geolocation, filters and visitor comments ** Your responses to visitors, which we use to automatically respond to similar questions from other potential visitors
Add content based on what customers are looking for
63% of customers use photos as the main source of information when looking for accommodation. 66% of families travelling by car want to know if there is parking available at the accommodation. Up to 50% more paid upgrades are made after booking, when it’s clear what guests are securing with the price increase. 32% of visitors book two to four months in advance, so it’s a good idea to update your content before the season starts as better listing content improves the performance of the accommodation.
Good listing content, improved performance
These simple changes can improve your content and attract more potential visitors to your accommodation page. 1. Update your photos on a regular basis Post seasonal photos as well as photos of specific amenities, such as pools or ski storage, to encourage guests to book. 2. Displaying content seasonally Displaying content seasonally is a great way to keep your content up to date and attract travellers throughout the year. Be sure to update your photos based on the time of year, especially if there are significant differences between seasons.
Content suitable for winter
** Add photos of indoor or heated pools, 39% of visitors seek this information in winter ** Describe and showcase your facilities , 42% of visitors wish to have a private kitchen during their skiing holiday
Content suitable for the summer
** Provide us with the correct information to show guests the distance of your accommodation from beaches and attractions ** Inform guests if you have a roof terrace or air conditioning, as these are sought after in the warmer months
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