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According to the travel marketing platform, Sojern, the South African tourism industry is showing promising signs of recovery.
Its data which analyses booking trends and travel behaviour shows that the last quarter of 2022 saw a larger number of bookings than in the final quarter of 2021.
Sojern claims this data shows that the South African tourism industry is on a recovery path. ‘Despite the challenges Frances by the industry over the past few years, including the Covid-19 pandemic, and more recently the ongoing pressures of load shedding, we see the resilience of South Africa’s tourism sector and the appeal of the country’s culture, landscapes and wildlife continue to attract travelers from around the world,’ says Stewart Smith, Sojern’s managing director of the Middle East and Africa.
But how do small businesses and, in particular, Airbnb’s harness some of the increase in business while competing with the hotel industry, particularly when it comes to luxury hotels? As the old saying goes: “When you can’t beat them, join them” – Airbnb business owners could do worse than adopt a trick or two from the hotel industry to capitalise on the growing tourism numbers in the country.
Here are a few tips and tricks you can adopt to get a slice of the action:
1. Tell a good story
Hotels often excel at telling captivating stories that resonate with their target audience. By crafting a unique narrative around your business, you can create an emotional connection with potential customers. Develop a brand story that highlights your mission, values, and the problem your product or service solves. Engage your audience by weaving an authentic and relatable tale that evokes their curiosity and compels them to choose your business over competitors.
2. Be visually appealing
If you have a sparkling pool, rooms that offer a view of where game drink at a watering hole, or access to an award-winning golf course on your premises then you should show it off. Hotels understand the power of visual aesthetics in attracting guests. Similarly, compelling visuals can significantly impact your business’s promotion.
Invest in professional photography and videography to capture high-quality images of your products, services, and premises. If, however, you don’t own the setting (e.g. the golf course on the estate) make sure you have permission to market the images and the services and that the estate rules allow your guests to use the facilities that you’ve highlighted in any brochures or website copy.
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3. Leverage influencer marketing
Hotels often collaborate with influencers and travel bloggers to amplify their brand. Similarly, partnering with relevant influencers in your industry can help expose your business to a wider audience. Identify influencers whose values align with your brand and engage in authentic collaborations that provide value to their followers. If you haven’t had an influencer stay at your establishment- why not invite them? You can offer for them to stay for free or a discounted rate in return for an honest review (don’t put pressure on them to lie if they didn’t enjoy the experience). This strategy can significantly enhance brand awareness, credibility, and customer trust.
4. Offer personalisation
The hotel industry thrives on personalising guest experiences. Take inspiration from this approach by tailoring your products, services, and communications to meet the specific needs and preferences of your target audience. You may not always know what they are from the outset but this is information you can gather over time by asking your customers directly or asking what experiences they would’ve liked to see offered in their review questionnaire. By making customers feel understood and valued, you can foster loyalty and word-of-mouth referrals.
5. Engage on social media
Social media platforms are indispensable marketing tools for the hotel industry, enabling them to engage with guests in real-time and create a community around their brand. Emulate this approach by actively participating in social media conversations relevant to your industry. Share valuable content, respond to customer inquiries and comments promptly, and foster a sense of community. Social media platforms also provide opportunities for targeted advertising, allowing you to reach your desired audience with precision. Highlight any discounts and specials you may be offering, especially during the low season.
6. Offer the best service
You may not be a hotel or luxury establishment but that doesn’t mean you shouldn’t act like it. You may be a solopreneur but guests tend to forget about that and expect a good experience so make sure you maintain good standards and services. People don’t want to stay in a holiday place where they feel the host is unavailable or not approachable.
Consider what popular hotel chains do to make sure their guests know they care about them. If you don’t know what they do, why not stay at one and get some inspiration from how they treat their guests.
If you can’t offer a professional service, consider outsourcing to an agency that can offer it.
