Build your accommodation business online: A Guide for Small-Scale Property Hosts

Nowadays, small property owners are increasingly becoming hoteliers. According to surveys, more than 60% of travellers are opting to stay outside of traditional hotels, giving owners of small properties such as mountain lodges or city apartments a great opportunity. If you want to market your property for accommodation, you need more than just the keys and clean sheets; you need a website that gives your potential guests a reason to come to your place and gives them all the information and tools they need to do just that. Let's show you how to create such a website.

Why bother with your own website at all?

In short, for independence and to build guest loyalty. It's a more sustainable approach to running your accommodation that will pay off in the long run. Hospitality management studies and surveys show that the cost of acquiring a new customer can be up to five times higher than the cost of maintaining a relationship with an existing customer. While offering accommodation through intermediaries like Airbnb or Booking.com may entice with the greater reach of your offer, it only generates one-time guests who will never return to your apartment or cottage. Moreover, using these services often means high commissions, which can range up to 15-30% of each booking.

How to create a website of your own accommodation

When creating a website for a small accommodation, it is important to understand that it is not necessary to start with a perfect solution. Even a simple one-page website can effectively showcase your property and start generating first bookings. The most important thing is simply to get started, as with everything. Every additional day without an online presence means a loss of potential opportunities and guests.

What do you need to have on hand to create that first version of your website?

• Photos

• Table of Contents

• Brand manual

• Contact information

• Booking system

What to think about when creating a small accommodation website

Over time, you'll work your way from the first version of your website to your final idea. What should you consider when implementing it?

Show your cottage or apartment in the best light - High quality and attractive photographs of rooms, common areas and surroundings that realistically reflect the services and environment on offer are absolutely key to choosing your accommodation. Approximately 60% of travellers make their booking decisions based on photos.

Make it easy for your guests to decide - Clear and up-to-date information on prices, availability and specific packages or discounts is essential. Transparency in pricing increases trust and makes the booking process easier, which can lead to a significant increase in conversions.

Enable easy online booking - An easy-to-use, secure and fast online booking system allows users to conveniently book their stay directly on the site. Systems that enable easy booking increase conversion rates.

Be easily available for any questions - Make sure your contact information, including phone number, email address and contact form, is readily available. Subsequent customer satisfaction is priceless.

Describe what you offer in detail - Thorough information about room amenities and other facilities such as spa, restaurants or a detailed introduction to the activities for which your facility can be rented. Detailed and clear descriptions can noticeably increase interest in your facility.

Harness the power of reviews and ratings - Display reviews from previous guests, which increases credibility and gives a real insight into the quality of service. Listing reviews can increase conversion to bookings by up to 270%.

Provide clear location information - Provide information on the location of the property including an interactive map and recommendations on transport links and nearby attractions. The right location on the map and good accessibility information can positively influence booking decisions.

Clarify any ambiguities upfront - Frequently asked questions can save potential guests time and make the decision-making process easier. FAQ sections can reduce the number of customer questions by up to 50%.

Keep in touch with guests after they've left - A blog or regular newsletter that shows your involvement in the community and gives guests reasons to return. Proactively communicating with guests can increase the chances of their return visit by up to 60%.

Optimise your website for mobile devices - Ensuring your website is fully functional and easy to use on mobile devices is key in this day and age where over 50% of bookings are made from mobile phones.

The cherry on the top

Attention to detail always makes a big difference. Try enriching your guests' experience with these "nice to have" elements that will motivate them to visit, improve their overall impression, contribute to guest satisfaction and keep them coming back thanks to web communication.

1. Guide to local attractions

Create a guide for your guests that includes recommendations for activities, tours and attractions in the area. Include information on local festivals, cultural events, hiking trails, the best restaurants or hidden gems that aren't in regular guidebooks. You can offer this guide digitally on your website or as a printed brochure in your room.

2. Welcome your guests with a personal touch

A small welcome gift such as a bottle of local wine, fresh flowers or a handwritten note can make a memorable first impression. This personal touch shows that you genuinely care about your guests and intend to give them a memorable experience.

3. Current and seasonal offers

Tailor your service to the season or local events. For example, during the winter months you can offer discounts on ski passes or organise transport to the slopes. In the summer, you can rent bikes to guests or offer picnic baskets for outdoor excursions.

4. Cultural experiences

Offer guests the chance to engage in local experiences such as cooking with local chefs, traditional craft workshops or language classes. These activities not only enrich your guests' stay but also support the local community and culture.

5. Flexible check-in/check-out

Providing flexible check-in or check-out options can be greatly appreciated, especially for guests travelling from far away or with irregular flight connections. This flexibility can greatly enhance the convenience of the stay and overall guest satisfaction.

6. Communication and assistance

Ensure that regular communication is maintained with guests throughout their stay. Offer readily available support for any questions or problems they may have. Using FAQs on your website or instant messaging apps can make it easier for guests to get the information they need in real time.