Distribution channels spend a significant amount of time and money testing and developing their listing pages. This session will analyze the elements on these listing pages and how they are evolving and offer insight into how rental agents can use new features and functionality to gain a competitive advantage. We will reveal the best ways to differentiate your listings from the competition to convert more leads to bookings

1. VRMAEurope
Anatomy of Listing
Pages on Distribution
Channels
Stand Out From The Competition and Increase Bookings
Amy Hinote, VRM Intel
Koryn Okey, TripAdvisor

2. 2
ANATOMY OF LISTING PAGES ON DISTRIBUTION
CHANNELS
STANDOUTFROMTHECOMPETITIONAND INCREASEBOOKINGS
Overview
Distribution channels spend a significant
amount of time and money testing and
developing their listing pages.
This session will analyze the elements on these
listing pages and how they are evolving and
offer insight into how rental agents can use new
features and functionality to gain a competitive
advantage.
Koryn Okey from TripAdvisor will reveal the best
ways to differentiate your listings from the
competition to convert more leads to bookings.

3. 3
Being a vacation property manager or
booking agent is not easy.
We’re expected to forecast (and
control) the weather, fix appliances
and plumbing, troubleshoot the
entire internet, be marketing
experts, and offer financial advice.
Guests want us to predict the future,
arrange their travel, control airfares,
critique restaurants, and sometimes
even be chicken whisperers.

4. 4
SESSION STRUCTURE
• What we will cover in this presentation
1
Listing Page
Elements
2
Off-page
ranking
factors
3
Differentiating your
properties to gain a
competitive
advantage

5. 5
RANKING HIGHER ON LISTING SITES
PERFECTCHALLENGEFORSEARCH ENGINEMARKETERS IN THE VACATION
RENTALINDUSTRY
Ranking Algorithms
For those of us who were enthusiastic about
SEO for our vacation rental websites, the idea of
ranking higher on 3rd party sites has many
similarities.
“What is good for the consumer is good for
Google”
=
“What is good for the guest is good for listing
sites”

6. 6
SEARCH ENGINE RANKINGS VS. LISTING SITE RANKINGS
• COMPARING RANKING FACTORS IN SEARCH ENGINES WITH RANKING
FACTORS ON LISTING SITES
Search
Engines
Meta Title
Meta Description
Alt tags
Content
Keywords
3rd Party
Listing Sites
Titles
Descriptions
Amenities
Content
Search
Engines
Updated Content
Local Location
Local info
Off page factors
Social
3rd Party
Listing Sites
Updated Calendars
Verified Location
Social
Off page factors
Photos
Mapping/What’s
nearby

7. 7
ELEMENTS OF A LISTING PAGE
• On-page elements of listing pages
Title
Sales headline: Attractive and
informative
1
Photos
Professional photos, number of
photos
Description
Well-written, informative,
accurate
Amenities
Searchable amenities on
channels
Mapping
What’s nearby (Restaurants,
Attractions, etc.)
Reviews
Ask for reviews, make it easy, offer
incentives
Verifications
Profiles, location, etc.
Accurate Calendars and Rates
Updated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profiles
Encourages trust, confidence and
accountability
Floor Plans
Proven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9

8. Provide powerful property titles to attract
guests
‘GESTJ’ or ‘Great Expectations’
or
‘Luxury Villa with private pools and spectacular
views near town’

9. Descriptive Property Titles > Property Ids
or Names

10. 1
0
ELEMENTS OF A LISTING PAGE
• On-page elements of listing pages
Title
Sales headline: Attractive and
informative
1
Photos
Professional photos, number of
photos
Description
Well-written, informative,
accurate
Amenities
Searchable amenities on
channels
Mapping
What’s nearby (Restaurants,
Attractions, etc.)
Reviews
Ask for reviews, make it easy, offer
incentives
Verifications
Profiles, location, etc.
Accurate Calendars and Rates
Updated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profiles
Encourages trust, confidence and
accountability
Floor Plans
Proven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9

11. The more high quality photos, the more inquiries you
receive.
What you show them matters

12. 12 photos is “enough.” 20+ photos is “ideal.”
Photos tell the story

14. 1
4
ELEMENTS OF A LISTING PAGE
• On-page elements of listing pages
Title
Sales headline: Attractive and
informative
1
Photos
Professional photos, number of
photos
Description
Well-written, informative,
accurate
Amenities
Searchable amenities on
channels
Mapping
What’s nearby (Restaurants,
Attractions, etc.)
Reviews
Ask for reviews, make it easy, offer
incentives
Verifications
Profiles, location, etc.
Accurate Calendars and Rates
Updated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profiles
Encourages trust, confidence and
accountability
Floor Plans
Proven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9

15. 1
5
ANATOMY OF A LISTING PAGE-EXAMPLES

16. Give travelers what they want to help them
book
Most Popular Amenities Top “Luxury” Amenities
Wi-fi (21%) Amazing View (61%)
Washer & Dryer (18%) Private beach (51%)
Private Pool (16%) Large Outdoor Deck / Patio (49%)
Outdoor Living Area (10%) Housekeeping Services (29%)
Professional-grade Kitchen (5%) Hot Tub (26%)
Not surprising: Pool, Hot Tub, A/C are most popular
search filters. Only behind bedroom, sleeps & rates.
Source: TripAdvisor Vacation Rental Survey Responses to Which of the following vacation rental amenities is most likely to motivate you to book?, February 2014

17. 1
7
ELEMENTS OF A LISTING PAGE
• On-page elements of listing pages
Title
Sales headline: Attractive and
informative
1
Photos
Professional photos, number of
photos
Description
Well-written, informative,
accurate
Amenities
Searchable amenities on
channels
Mapping
What’s nearby (Restaurants,
Attractions, etc.)
Reviews
Ask for reviews, make it easy, offer
incentives
Verifications
Profiles, location, etc.
Accurate Calendars and Rates
Updated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profiles
Encourages trust, confidence and
accountability
Floor Plans
Proven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9

18. They have to find your property to get the
inquiry
Properties with exact locations have 2x conversion

19. Properties that do not provide exact
address location can’t be found

20. 2
0
ELEMENTS OF A LISTING PAGE
• On-page elements of listing pages
Title
Sales headline: Attractive and
informative
1
Photos
Professional photos, number of
photos
Description
Well-written, informative,
accurate
Amenities
Searchable amenities on
channels
Mapping
What’s nearby (Restaurants,
Attractions, etc.)
Reviews
Ask for reviews, make it easy, offer
incentives
Verifications
Profiles, location, etc.
Accurate Calendars and Rates
Updated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profiles
Encourages trust, confidence and
accountability
Floor Plans
Proven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9

21. Saw a lift in
conversion
saw improved
owner relations
Were able to make
property
improvements
Saw changes in
staff behavior
46% 25% 58% 28%
Reviews help across the board
*TripAdvisor Vacation Rental Survey Responses to: Are you more likely to book a vacation rental due to increased availability of candid user information online, such as photos
and traveler reviews?, February 2014

22. 2
2
ELEMENTS OF A LISTING PAGE
• On-page elements of listing pages
Title
Sales headline: Attractive and
informative
1
Photos
Professional photos, number of
photos
Description
Well-written, informative,
accurate
Amenities
Searchable amenities on
channels
Mapping
What’s nearby (Restaurants,
Attractions, etc.)
Reviews
Ask for reviews, make it easy, offer
incentives
Verifications
Profiles, location, etc.
Accurate Calendars and Rates
Updated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profiles
Encourages trust, confidence and
accountability
Floor Plans
Proven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9

23. Is the property really available?
Updated
calendars see
3x bookings
than open
calendars

24. Providing accurate rates give your
properties a boost.

25. 2
5
ELEMENTS OF A LISTING PAGE
• On-page elements of listing pages
Title
Sales headline: Attractive and
informative
1
Photos
Professional photos, number of
photos
Description
Well-written, informative,
accurate
Amenities
Searchable amenities on
channels
Mapping
What’s nearby (Restaurants,
Attractions, etc.)
Reviews
Ask for reviews, make it easy, offer
incentives
Verifications
Profiles, location, etc.
Accurate Calendars and Rates
Updated frequently, accurate and easy to
understand (discourage negotiating)
Owner/manager profiles
Encourages trust, confidence and
accountability
Floor Plans
Proven to increase conversions. Give
guests more info at a glance
2
3
4
5
6
7
8
10
9

26. Properties with Interactive Floor Plans book an average of 22
days faster and 18% more nights than properties without
Floor Plans Improve Conversion

27. 2
7
RECENT ADDITIONS BY DISTRIBUTION CHANNELS
• Here is a look at some recent changes implemented by 3rd party listing
sites in the last year.
Airbnb
More readable
calendars
One-screen layout
Neighborhood guide
Attraction maps
Airbnb app
TripAdvisor
What’s nearby
feature/mapping
More searchable
types and amenities
Dining/seating
capacity
“Suitable for”
Floor plans
Your
website?
Strengths
Weaknesses
Opportunities
HomeAway
Listing scorecard
Response score
PPB Model
Glad App
Sort features

28. 2
8
ANATOMY OF A LISTING PAGE-EXAMPLES

29. 2
9
ANATOMY OF A LISTING PAGE-EXAMPLES

30. 3
0
ANATOMY OF A LISTING PAGE-EXAMPLES

32. 3
2
ANATOMY OF A LISTING PAGE-EXAMPLES

33. 3
3
ANATOMY OF A LISTING PAGE-EXAMPLES

34. 3
4
OFF-PAGE LISTING PAGE ELEMENTS
Response
Time
Cancelations Online
Payments
Quoteable
Rates
Online
Booking Frequency

35. 3
5
FROM NAVIS LEADERS CONFERENCE, FEBRUARY 2015
HomeAway Listing Scorecard Based On:
1. Online Booking
2. Reviews
3. Response Score
4. Quoteable Rates
5. Integrated, Updated Calendar
6. Verified Location
7. Number of Photos

36. 3
6
OFF-PAGE EXAMPLE

37. Is this cabin still available for 10/15-10/19? What is the rate?
Sorry, but that cabin is no longer available. We manage a number of similar properties that
could be a good fit for your stay.
Please visit our website to view Cozy Cabin, Gavigan’s Guesthouse & Charlie’s Condo. All of
these properties are available during your dates and offer similar amenities to your original
request.
Please contact me if you have any additional questions or are interested in reserving one of
these properties.
Sorry, but that cabin is booked.
Improved Response:

38. I am wondering if this house is available from February 10-17. What is the cost and where
exactly is the property located?
Yes, the property is available.
The Total Reservation Cost listed below includes the following: cleaning, taxes and all fees.
Dates: February 10, 2015 thru February 17, 2015; 3 bedroom, 2 bath
Total Reservation Cost: $ 3,500.
We require a deposit of $1,000 to secure the property. Final payment is due 30 days prior to
your arrival.
Payment can be made by check or credit card. Please let me know if you’d like to reserve this
property.

39. My entire family is coming out for my nephew’s destination wedding on May 25th, 2015.
Looking at pricing and amenities to figure out where we are going to stay...was curious why
there is so much availability in May, is it not a good time to visit? Let me know if this property
is available. Thanks!
Congratulations on your nephew's wedding plans and thank you for your inquiry about our villa. We can comfortably accommodate 14-15 adults and 2 children in 8
bedrooms.
Each bedroom has central air-conditioning, walk-in closets with wall safes, and private patios with spectacular views of the Caribbean Sea! Each bedroom has a
private bathroom with double sink vanities and spacious indoor-outdoor showers. The Club Room and Den too are air-conditioned and each have a private
bathroom. You can take a 'virtual tour' of the Villa to see what the rooms look like by clicking on our Video.
Yes, we too have been wondering why there are so few villas booked yet for May; it really is one of the most beautiful times of the year to be on St. John (the
weather is beautiful in May). I suspect it may have something to do with airfares these days (you will save money on airfare by coming, rather than on the
weekend, mid-week to mid-week).
The weekly rate would be $7,500 (plus 10% US Virgin Islands Tax and $500 refundable security deposit). We have arranged special discounts for guests of our villa;
including offers from a number of car rental agencies on island and discounts with the best private chefs and provisioning services, to specials from professional
photographers to record events such as weddings, and even discounts on sail and power boat trips!
The villa is located in the southwest part of St. John (see map) about a 5 minute drive from Cruz Bay where, as you know, the ferries from St. Thomas arrive. The US
National Park beaches which people come from all over the world to experience are only a 10-15 minute drive along paved roads. The most famous of them, Trunk
Bay, is one of the 10 most photographed beaches in the world (how they know that I have never figured out). We can give your nephew and fiancée the names of
some wedding planners whom our guests have used previously to help them plan their ceremony and reception, if they wish.
Please do not hesitate to contact our team if we can provide any additional information or you’d like to book. We’ll also follow up by phone in the morning!
I suspect it may have something to do with airfares these days (you will save
money on airfare by coming, rather than on the weekend, mid-week to mid-week).
Congratulations on your nephew's wedding plans and thank you for your inquiry
about our villa.
We can give your nephew and fiancée the names of some wedding planners whom
our guests have used previously to help them plan their ceremony and reception,
if they wish.
Please do not hesitate to contact our team if we can provide any additional
information of if you’d like to book. We’ll also follow up by phone in the morning!

40. Earn the right to Ask for the Booking
Trying to make the sale before this results in half the
bookings.
• Average conversations between
with Traveler before booking5
• Most successful response time
(in hours)6
• Average time between inquiry &
confirmed reservation (in hours)8

41. 4
1
Improve Conversions
Listing Quality
PROPERTY INFO
Titles
Descriptions
Amenities
All searchable criteria
Updated calendars
Quotable rates
Owner/manager info
Reviews
PHOTOS
AREA INFO OWNER COMMUNICATIONS
Mapping
Restaurants
Attractions
Activities
Ahopping
Professional
Inside and outside
Floor Plans
Videos
Response time
Autoresponders
Online Booking
Online Payments
Cancellations
Follow Up

42. Anatomy of Listing
Pages on Distribution
Channels
Koryn Okey
TripAdvisor
pmaccounts@flipkey.com
Amy Hinote
VRM Intel
Amy.Hinote@vrmintel.com

43. Stayed in a
Holiday Rental in
2014
52%
More travelers are staying in rentals
94% are satisfied with their experiences!
An increase of
8% from 2013

44. Offer lower rates
than hotels
VRs offer better
amenities
Primary motivation
was spend time
together
53% 50% 48%
Top Reasons Travelers Book
57% of respondents had an “excellent” VR experience
More living
space
67%
What would make you more likely to stay in a VR than a hotel on a future trip?

45. Plan to stay on
an island or
countryside (tie)
Plan to stay near a
beach or ocean
Plan to stay in
a city
17%
65%
27%
Where travelers want to book
Plan to stay in
the mountains
18%
Plan to stay at
the lake
13%
-------------------------------------------------------------------------------------------------------------------------
--------
--------
--------
--------------------
--------------------
What types of settings will you book a VR stay in 2014?

46. What type of trip is a VR better for?
Hotel VR
Which type of lodging do you think is a better option for the following type of trip (not all answers displayed).

47. I’m afraid the VR
won’t appear as
advertised
I’m more
comfortable in a
hotel
I think hotels
offer better
amenities
10%
18%
13%
Why travelers do NOT book
I did not think of
staying in VR
19%
It’s more time
consuming to
research
5%
-------------------------------------------------------------------------------------------------------------------------
--------
--------
--------
--------------------
--------------------
What’s the primary reason you haven’t stayed in a VR?

48. Booked a VR
because they were
on a budget
21%
Money is a big influencer in the decision
making process
Would stay in a
VR if it meant
saving money
87%
Would NOT need
to save money to
stay in VR
27%
---------------------------------------------------------------------
--------
--------
--------------------
• $100-20045%
• $200-30022%
• Less than
$10014%
A savings of $25-$50/night is enough
For which of the following have you booked a VR stay? Approximately how much do you plan to spend per night on your VR? How much would you need to save to choose a VR?

49. 1- 2 Weeks
16%
How long do travelers say they want to
stay?
3-6 days
23%
One Week
32%
------------------------------------------------------------------
--------
--------
-------------------- Most common
stay length for
booked
reservation is
15-21 days

50. How far in advance are travelers inquiring?
1 year
out
2 -7 days
out
2-3
months
out
Source: From the date of inquiry to check in date, which leads convert most highest?