Advanced Marketing Strategies for Your Serviced Accommodation
Serviced accommodation is a competitive business, and standing out in a saturated market requires a well-rounded, advanced marketing strategy. Beyond the basics of listing optimisation, stunning photos, and competitive pricing, hosts need to embrace digital marketing techniques that attract high-quality guests, maximise direct bookings, and ensure long-term success.
This guide delves into advanced marketing tactics tailored to serviced accommodation providers, including:
Social Media Marketing
Paid Advertising for Airbnb Hosts
Email Marketing and Guest Retention
Partnerships with Local Businesses
Leveraging Airbnb Tools
The Pitfalls of Google Ads Performance Max Campaigns
By implementing these strategies effectively, you can drive bookings, improve profitability, and maintain a steady stream of high-quality guests.
Social Media Marketing: The Key to Brand Awareness & Engagement
Social media is a powerful tool for showcasing your serviced accommodation, engaging with potential guests, and building a strong brand presence. Here’s how to leverage it effectively:
1. Content Strategy for Maximum Impact
High-quality visuals: Post professional photos and videos of your property, including virtual tours.
User-generated content: Encourage past guests to share their experiences and tag your property.
Behind-the-scenes content: Show the human side of your business – cleaning tips, staff introductions, or local attractions.
Reels & TikToks: Create engaging short-form videos showcasing the property, guest testimonials, and hidden gems in your area.
Stories & Polls: Use Instagram and Facebook stories to run promotions, ask questions, and interact with followers.
2. Strategic Posting & Engagement
Post consistently: Use scheduling tools like Later or Buffer to maintain a steady stream of content.
Engage with followers: Respond to comments, answer queries, and interact with other local businesses.
Leverage hashtags: Use relevant hashtags like #ServicedAccommodationUK, #Staycation, and #AirbnbHostsUK to increase visibility.
3. Paid Social Media Advertising
Social media ads can boost visibility and bookings, particularly when targeting specific demographics:
Facebook & Instagram Ads: Run ads targeting people searching for stays in your area.
Retargeting Campaigns: Target people who visited your website but didn’t book.
Lookalike Audiences: Find new potential guests based on previous guest profiles.
Paid Advertising: Getting the Right Traffic
Paid advertising can be a game-changer if done correctly. However, it’s essential to focus on quality leads rather than sheer volume.
1. Google Ads for Direct Bookings
Google Ads can drive direct bookings, but campaigns must be optimised to avoid wasted spend. Best practices include:
Targeting the right audience: Avoid broad interest-based targeting, as Google may mistakenly show your ads to people who merely passed through your area.
Using keyword-based campaigns: Focus on "accommodation in [your city]," "serviced apartments near [local landmark]," and similar phrases.
Negative keywords: Exclude terms like "cheap," "hostel," or "long-term rental" if they don’t align with your business.
Geo-targeting: Limit ads to users who are actively searching for stays in your area rather than those just passing through.
2. The Pitfalls of Google Ads Performance Max Campaigns
Google’s Performance Max campaigns promise automated ad placement across multiple platforms, but they come with significant risks for serviced accommodation providers:
Overly broad targeting: Google may classify people as interested in your area simply because they drove through it or took a train past it.
Wasted ad spend: This results in impressions from people who have no actual intention of staying in your location.
Lack of control: Performance Max campaigns give limited control over where and how ads are shown.
Instead, opt for more controlled Google Search campaigns and remarketing strategies to target users who have actively searched for accommodation in your area.
Email Marketing and Guest Retention: Building Loyalty and Repeat Bookings
Email marketing is an underrated yet powerful tool for serviced accommodation providers. A strong email strategy can turn one-time guests into loyal, repeat customers.
1. Building Your Email List
Collect emails at booking: Ensure you gather guest emails (within GDPR compliance) during direct bookings.
Offer lead magnets: Provide a local travel guide or discount for direct bookings in exchange for email sign-ups.
2. Effective Email Campaigns
Pre-stay emails: Provide check-in details, local recommendations, and upsell offers.
During-stay emails: Check in with guests and offer services like mid-stay cleaning or extended stays.
Post-stay emails: Thank guests, encourage reviews, and offer discounts for future direct bookings.
Seasonal promotions: Send offers during peak seasons, reminding past guests to return.
Partnerships with Local Businesses: Expanding Your Reach
Partnering with local businesses can drive direct bookings and enhance guest experiences. Consider:
Discounted dining & attractions: Partner with local restaurants, cafes, and attractions to offer exclusive deals to your guests.
Corporate partnerships: Collaborate with local businesses needing regular short-term stays for employees.
Event collaborations: Work with event organisers to provide exclusive accommodation packages.
Local influencer collaborations: Work with travel bloggers and influencers to showcase your property.
Leveraging Airbnb Tools: Maximising Your Listing’s Potential
Airbnb provides several tools to increase your visibility and conversion rates. Use them strategically:
1. Airbnb Promotions & Discounts
Last-minute discounts: Fill gaps in occupancy with time-sensitive deals.
Weekly/monthly discounts: Encourage longer stays with discounted rates.
2. Dynamic Pricing Strategies
Use Airbnb’s Smart Pricing cautiously: It may undervalue your property, so adjust pricing manually for peak seasons.
Third-party pricing tools: Use platforms like PriceLabs or Beyond Pricing to dynamically adjust rates.
3. Airbnb SEO Optimisation
Consistently update your listing: Keep your title, description, and photos fresh.
Encourage 5-star reviews: Provide top-tier hospitality to maintain high ratings and better visibility.
Instant book: Enabling this feature can improve search rankings.
Conclusion: The Winning Formula for Advanced Marketing
Successfully marketing your serviced accommodation requires a combination of organic strategies, paid advertising, and guest retention techniques. To summarise:
Use social media to build brand awareness and engage with potential guests.
Run paid ads carefully, avoiding broad targeting that wastes your budget.
Leverage email marketing to nurture repeat bookings.
Forge local partnerships to attract new guests through collaborative promotions.
Optimise your Airbnb listing using all available tools and features.
By implementing these advanced marketing techniques, you’ll ensure your serviced accommodation stands out in a crowded marketplace while attracting high-quality, long-term guests.
