Beyond Pricing Shows How Properly Can Increase Bookings by 20%

Introduction

An article by Dan Hill, Airbnb’s product lead, explained their dynamic pricing algorithm. Hill emphasized that reviews significantly impact listing value, noting that “even a single review rather than no reviews makes a huge difference to a listing.”

To understand the precise relationship between reviews and booking success, we interviewed Ian McHenry, President and Founder of Beyond Pricing.

The Impact of Rating Drops on Bookings

According to McHenry, host ratings directly affect demand:

“When we’ve seen hosts drop from 4.5 stars to 4 stars, there is a significant drop in demand for their listing, and bookings slow down.”

McHenry explains that platforms automatically reduce pricing to compensate, often requiring “at least 20% price reduction to maintain the same occupancy.” Listing sites like Airbnb rank highly-reviewed properties higher in search algorithms, creating a virtuous cycle of increased visibility and demand.

Cleaning: The Critical Factor

The primary cause of negative reviews is inadequate cleaning. McHenry states that “80% of the time it’s because their cleaners aren’t doing a good job and people are complaining about cleanliness.”

The distinction between residential and hospitality cleaning matters significantly. Tasks like emptying refrigerators, checking bedsteads for debris, or vacuuming headboards for stray hairs are expected in vacation rentals but would be inappropriate in residential settings.

Solutions: Clear Communication and Checklists

Visual checklists using professional listing photos and templates ensure cleaners understand expectations clearly.

The financial stakes are substantial — a 20% increase in bookings or prices translates to thousands of additional dollars annually for typical hosts.

Creating Guest Experiences

Beyond cleanliness, small hospitality touches drive positive reviews. Offering prosecco and artisanal breakfast items, and providing business travelers with shoe polish and ironing boards can make the difference.

Conclusion

Investing time in creating comprehensive turnover checklists pays significant dividends in booking volume and revenue.

Looking for tools to put these ideas into practice? Explore Properly’s solutions:

• automated scheduling — coordinates your service providers without the back-and-forth
• Properly marketplace — find trained, badge-verified service providers near your property
• pricing options — find the right plan for your operation