The Importance of Your Own Website in Serviced Accommodation
Many operators rely heavily on online travel agencies (OTAs) like Airbnb and Booking.com in the serviced accommodation industry. While these platforms provide valuable exposure, they come with high commission fees, restrictive policies, and limited control over branding. Having your own website offers independence, allowing you to build direct relationships with guests, reduce reliance on OTAs, and increase profit margins.
A professional website positions your brand as trustworthy and credible. It enables you to showcase your properties effectively, communicate your unique selling points, and implement direct booking strategies that foster guest loyalty. More importantly, a website gives you full control over marketing, pricing, and the guest experience.
Building and Growing Your Own Website
Website Builder Solutions
Several solutions are available for building a serviced accommodation website. The best choice depends on your technical expertise, budget, and long-term goals. Some popular options include:
Webready – A complete website builder designed specifically for vacation rentals. It provides templates, booking integration, and SEO-friendly features.
Eviivo or Guesty Templates – These are platform-provided website templates that come with a booking engine, offering a quick and relatively simple way to establish an online presence.
Custom Website with Booking Engine Integration – This option involves creating a website on platforms like WordPress or Squarespace and embedding a booking engine using an iframe. This method offers greater flexibility in design and functionality.
Custom vs. Template-Based Websites
Template-Based Websites (e.g., Webready, Eviivo, Guesty) are easier to set up but may have limitations in branding and SEO customisation.
Custom Websites provide more control and scalability, allowing for enhanced branding, design freedom, and optimised marketing strategies. However, they require a higher initial investment and ongoing maintenance.
Setting Up SEO Fundamentals
SEO (Search Engine Optimisation) is essential for ensuring that your website ranks well on search engines like Google. Key elements include:
Keyword Research – Identify search terms potential guests use, such as “serviced apartments in [your location]” or “short-term rentals near [landmark].”
On-Page SEO – Optimise page titles, meta descriptions, and header tags to include relevant keywords.
High-Quality Content – Regularly publish engaging blog posts, guides, and FAQs to attract organic traffic.
Fast and Mobile-Friendly Design – Google prioritises mobile-friendly websites, so ensure your site is responsive and loads quickly.
Internal Linking – Connect relevant pages within your website to improve navigation and SEO.
Advanced SEO – Meta Tags and Structured Data
For those looking to take SEO further, consider implementing:
Meta Tags – Use compelling title tags and meta descriptions for better click-through rates.
Structured Data (Schema Markup) – This helps search engines understand your content better and display rich snippets (e.g., property reviews, pricing, and availability) in search results.
Local SEO Optimisation – Claim and optimise your Google Business Profile and generate local backlinks from directories and businesses in your area.
Driving Traffic to Your Website
Once your website is live, you need to drive traffic to it through various strategies:
Email Marketing – Build a database of past guests and send newsletters with special offers and updates.
Social Media Promotion – Share engaging content on platforms like Instagram, Facebook, and LinkedIn to attract potential guests.
Referral Partnerships – Collaborate with local businesses and tourism websites to gain backlinks and traffic.
Guest Review and Testimonial Pages – Encourage guests to leave reviews directly on your website to build credibility and improve SEO.
Why Google Ads May Not Be Ideal for Vacation Rentals
While pay-per-click (PPC) advertising can be effective for some industries, Google Ads is not always the best fit for vacation rentals. Google often encourages advertisers to run Performance Max campaigns, which use machine learning to target broad audiences across multiple Google channels. The issue with this approach is that it can bring in large amounts of unqualified traffic—people who may click on the ad but are not actively looking to book accommodation. As a result, you end up paying for clicks that do not convert into bookings, making it an inefficient strategy for most serviced accommodation businesses. Instead, focusing on organic SEO, social media marketing, and direct engagement with past guests can yield better long-term results without the high ad spend.
Building Guest Trust and Converting Traffic
Getting visitors to your site is just the first step; converting them into paying guests is the ultimate goal. To increase conversions:
Professional Design – Ensure your website looks modern, credible, and easy to navigate.
Clear Calls to Action (CTAs) – Use direct booking buttons prominently.
Trust Signals – Display guest reviews, security badges, and flexible cancellation policies.
Live Chat and Contact Options – Offer easy ways for potential guests to reach out with questions.
Exclusive Offers – Encourage direct bookings by providing discounts or perks not available on OTAs.
A well-designed website is a vital asset for any serviced accommodation business. It offers control, branding opportunities, and a platform for driving direct bookings. Whether you choose a complete website builder like Webready, a template-based site from Eviivo or Guesty, or a fully customised WordPress or Squarespace website with an embedded booking engine, investing in a professional online presence will set you apart from competitors and ensure long-term success.
