When you’re planning a trip, whether it’s a quick getaway or an extended vacation, the way you book accommodations can be influenced by a little-known phenomenon: the Billboard effect . Whether you use platforms like Airbnb, Expedia , or Booking , this concept plays a subtle but important role in your booking decisions.
What is the Billboard effect?
The Billboard effect refers to a phenomenon whereby the presence of a property on an online booking platform improves the overall visibility of that property, not only on that platform, but also on other search channels (such as search engines or social networks). In other words, being well ranked on short-term rental platforms can lead to indirect traffic to your personal website or other direct booking channels.
The Billboard effect, from the traveler's perspective, occurs when the presence of an accommodation on a well-known booking platform (such as Airbnb or Booking ) triggers an additional search process for that same property. After discovering an interesting accommodation on one platform, you might be tempted to search for that accommodation elsewhere to see if it is available at a better price or to get more information.
In other words, the traveler uses online booking sites (known as "OTAs") as a search engine and then scans the net to find the direct site or get in touch with the owner, in order, of course, to obtain a better rate while avoiding platform fees.
The CEO of BOOKING recently estimated that 30% of traffic on his site was due to this phenomenon: travelers go elsewhere after finding the rental that suits them.
And many owners (including us) are accentuating this phenomenon by giving original names to their rentals, thus facilitating searches on the Internet and helping to direct travelers to their site.
How does the Billboard effect impact short-term rentals (renter side)?
Increased online visibility: The more visible an apartment is on popular platforms, the more it will be searched for directly on Google . Many users search on these platforms first before checking if a property is available at a lower price on other sites.
Increased renter confidence: When guests see a well-positioned apartment on a platform like Airbnb , it increases their confidence in the quality of the property. They are then more likely to search outside of these platforms for more information or to find a direct booking.
Leverage for direct bookings: By leveraging the Billboard effect, owners can drive visitors to their own booking site, allowing you to reduce platform commission fees.
How does the Billboard effect influence travelers' accommodation searches?
Initial discovery : Travelers often find apartments or vacation homes on popular platforms. These sites serve as huge showcases where owners showcase their properties. However, after finding an interesting rental, they may search for the name or address of the property to see if it is available at a better price on other sites, such as the owner's direct site.
Price comparison : The Billboard effect often pushes travelers to compare prices between different platforms. After finding a rental on one site, they may want to check if there are any service fees or commissions that they could avoid by booking directly. For example, if they find an apartment in Albi on Airbnb, they could then search the owner's personal site to get a better deal (as a reminder, ours is here: https://www.mon-appart-hotel-albi.com/ 😉).
Increased trust : Seeing a property ranked well on well-known platforms like Booking.com reassures travellers about the quality and reliability of the property. If an apartment in Albi has good reviews on multiple platforms, this reinforces the trust you have in this option, which may lead the traveller to finalise the booking, either through the original platform or through a direct channel.
Why the Billboard Effect Helps You Do Better Business?
Discounted Rates: As a traveler, you can often get great discounts by taking advantage of the Billboard effect. Property owners are aware that travelers are looking for more attractive prices, and they often offer incentives to book directly on their sites, such as discounts or more flexible cancellation policies.
Access to additional information: When searching for a property discovered on a platform via other channels, you may come across additional photos, practical details or reviews that are not present on the original platform. This can help you make a more informed decision.
Avoid extra fees: Large platforms often add service fees that can increase the total cost of your booking. If you find a direct offer on the owner's website after spotting it on a platform, you may be able to avoid these fees and get a better rate.
How to take advantage of the Billboard effect during your next rental search?
Be curious: Once you find a place you like on a platform, do some additional research. Use search engines to see if the owner offers direct booking.
Check reviews on multiple platforms: If a property is rated highly on multiple sites, it increases your chances of making a good choice. You may also find more detailed or different reviews depending on the platform.
Contact the owner directly: Some owners are willing to offer better terms (like late check-outs or discounts) if you book directly with them. Don't hesitate to ask questions and negotiate additional benefits.
The Billboard Effect is a powerful tool that, as a traveler, can help you maximize your benefits when booking a short-term rental. By understanding how listings work on platforms and looking for direct alternatives, you can potentially save money while enjoying a more personalized experience. Take advantage of it the next time you search for a rental in Albi or elsewhere!
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