VR Strategies for the Ever-Changing Coronavirus Landscape

by Michelle Marquis, Chief Revenue Officer, Lexicon Travel Technologies

After months of quarantine, we’re all ready to get back to business as usual, but as climbing Covid-19 infection rates continue to dominate the headlines, uncertainty still swirls.

But one thing you can count on — even during times of global crisis — is people’s desire to travel. 

Even with the omnipresent threat of the coronavirus, people are looking to get away and relax. Social distancing lends itself to vacation rentals, giving them a distinct advantage over hotels for those who still want to travel. The cruise industry will be reeling from this for a long time, meaning that millions of travelers accustomed to cruising might soon be looking for other options, such as short-term rentals (STR). 

The important thing is to pay attention to YOUR market and YOUR customers. What affects Orlando or Hawaii may not affect you the same way, especially if your region isn’t as affected by COVID-19 or has more local, weekend-getaway clientele.

We are accustomed to making business decisions in our old familiar context, but the context has changed. Those who can let go of old assumptions and adapt to a new reality will be the fastest to recover. 

Vacation Rentals vs. Hotels 

Many of the same points that help STR sell against hotels also make them desirable for guests who still respect social distancing and mask requirements. This  could really benefit us as states seesaw between varying restrictions.

Let’s take a look at some of the messaging advantages of STR vs. hotels:

• Space. More people in close quarters isn’t going to sound as attractive after this. STR has a natural advantage here, with fewer shared spaces and more square footage between guests, many of whom already share a household.
• Geographic isolation. This isn’t always the case, but many STR properties are out in “resort, beach, or mountain” destinations with lower concentrations of people.
• Cleanliness. In general, it takes more time and attention to properly clean a rental than a hotel room. When cleanliness is at a premium, that can be presented as an advantage.
• Perception of quality. Price is often associated with cleanliness. The higher your properties fall on the luxury spectrum, the more likely they are to appear safe and clean, especially if your property photos are tack sharp and brightly lit.

The widespread cancellation of conferences will disproportionately affect urban markets, both hotels and STRs. While this doesn’t necessarily present us with an opportunity, it’s fair to assume that non-urban vacation rentals will experience a faster recovery — especially if we rethink how we market our destinations and properties.

Recommendations

Cleanliness

In the near term — that is, between now and the end of major restrictions — there will be a laser focus on cleanliness and disinfection. 

Messaging with both owners and potential guests about the steps you’re taking to ensure the cleanliness of their properties and the safety of your guests is key right now, and will be for a long time to come.

Using terms like “Sparkling Clean”, “Clean and Cozy” in your property name can help catch attention. We even saw one that described itself as “CDC clean.” Be sure to highlight the efforts you have taken to clean and disinfect your properties along with any cleaning guidelines and policies in the descriptions. 

In fact, all your property photos should scream cleanliness because a photo really is worth a thousand words. 

You might also consider including any extras you provide, such as masks, cleaning detergent and etc., in the amenities. 

Messaging/Communication

Be empathetic, upbeat, and transparent about your policies, especially what you’re doing differently as a result of all this. They’ll remember it when it comes time to travel again.

Embrace technology

As much as possible, make sure your team has what they need to work remotely. Review your email campaigns and welcome sequences to engage more effectively with guests who book direct. Create targeted campaigns to work your leads, especially shopping cart abandonment tools. If you can drive up your conversion rates now, you’ll be ahead of the game later.

Voice 

This is still your best-converting channel. Don’t leave calls unanswered. If you don’t already have an outbounding program, this would be a great time to do it. In times of social isolation, some guests might actually welcome a conversation.

Focus on the drive market

Driving is the current preferred (socially distanced) method of transportation, so focusing on the local and regional markets is critical. In a recent Travel and Leisure article, Jon Staff, the CEO and founder of Getaway, a cabin and vacation home rental company that focuses on tiny homes within driving distance of major cities, said they “saw a 400 percent jump in bookings from what they had projected around the time President Donald Trump banned travel from Europe.”

Weekend getaways are turning into respites for the WFH crowd. In a recent Bloomberg article, Jeff Hurst, president of Vrbo said, “Travelers are preferring to stay in vacation homes so they can cook in their own kitchens, control who comes and goes, and avoid crowded common areas like lobbies.” 

Summary

While uncertainty abounds, months of pent-up demand is resulting in a rush of summer vacation rental reservations. People are tired of being stuck in their homes day-in and day-out. Road-tripping to a nearby vacation rental is turning out to be the perfect escape, and many are learning “work from home” can mean “work from any home,” so make sure your listings give them a reason to escape to your vacation rental property.