The holiday rental market is growing rapidly, as people realise that they can hire their own private gite, luxury villa or city apartment for a fraction of the cost of a hotel and without the drawbacks of sharing your temporary home with hundreds of other people. But how can online holiday letting brands stand out in this increasingly competitive sector?
Boxing Day is a key date in the calendar of any business involved in the travel industry, as it marks the transition from the quietest time of the year for bookings to the busiest. In order to capitalise on the rush, the most successful companies are utilising the explosion in social media and its effectiveness at influencing what is ultimately an emotional decision.
The travel industry has a huge advantage over many industries in that exotic, beautiful and interesting locations make great pictures, and people love looking at pictures – especially on social media. Research shows photo posts on Facebook get 120% more engagement than text based posts and the first thing many people do when they’ve just booked their luxury villa in Barbados or cosy cottage in France? Update their Facebook status or tweet about it.
Sharing high quality photos of properties and destinations to show off to friends and family can really help drive awareness of the brand. Pinterest and Instagram are also great platforms for sharing pictures and creating albums of properties and destinations.
The social element of social media is also key, when booking holidays people will often draw on the opinions and experiences of others. By sharing and encouraging discussion about specific destinations, potential customers will be engaged, again leading to increased awareness of the brand more sales.Predictions suggest that by the end of this decade, 75% of travel plans will be made online meaning that it is more important than ever for travel companies to boost their online presence and many will be made on the go through the use of smart phones and tablets.
Holiday Rental Marketing Case Studies
- French Connections specialise in rental properties across France, they use social media to share stories, provide inspiration and promote travel in France which serves to engage potential customers.
- Samui Island Villas have a large portfolio of properties to let on the Thai island of Koh Samui. The picturesque nature of the island lends itself to sharing albums and pictures on Pinterest and Instagram.
- Top Villas promote high quality luxury villas in destinations such as Barbados and the Caribbean. The unique nature of the properties provides highly sharable content in the form of high quality photos and destination guides.
- Luxury Villa Rentals specialise in luxury villas in exclusive locations, again, focussing on large good quality pictures to provide content that people will want to share.