Understanding the intricacies of Airbnb’s platform can be the difference between an average listing and a stellar one. In our latest deep-dive at IntelliHost, we’ve analyzed over 5,000 properties to unravel the impact of response rate and time on your Airbnb success. The revelations from our data may be the edge you need.
Response Rate: The Key to Impressions and Conversions
Response rate measures how consistently you reply to booking inquiries within 24 hours. While it may seem trivial, the data tells a different story, especially when you’re not enabling instant book for all guests. We categorized properties based on their response rate: perfect (100%), near-perfect (90-99%), and underperforming (0-89%).
Impressions: To See or Not to See?
An impression occurs each time your listing pops up in a search. Underperformers with a response rate below 89% witnessed significantly fewer daily impressions than their more responsive counterparts. However, the leap from 99% to 100% didn’t showcase a marked improvement in impressions, indicating a threshold of responsiveness that must be met.
First-Page Impressions: Not a Crowded Front Row
Contrary to expectations, there wasn’t a noteworthy difference in first-page search rankings based on response rate. This finding suggests that while Airbnb doesn’t heavily weigh response rate for search rank, other factors might be at play.
Click Rate: Curiosity Favors the Responsive
Click rates only saw an increase for properties moving from the underperforming category to the 90% response rate group. Surprisingly, exceeding a 90% response rate did not further improve click rates, possibly because response rates aren’t visible in search results.
Conversion Rate: The Deal Sealer
The most striking finding is the leap in conversion rates correlating with response rate improvements. Properties in the lowest bracket had a 0.5% conversion rate, while a response rate between 90-99% yielded a 0.8% conversion rate. Perfect responders enjoyed a full 1% conversion rate.
Response Time: Speed Wins
But what about how quickly you respond? Breaking down response times into less than an hour and more than an hour, we observed significant differences.
First Impressions Last Longer
Properties responding within an hour boasted about 16% higher daily impressions. A nod, perhaps, from Airbnb’s algorithm or simply a reflection of better-performing properties?
First Page Advantage: A Slight Nudge
Here, the quick responders had a slight edge with a 3% increase in first-page impression rate, suggesting quicker responses might indeed influence search visibility.
Click Through: The Puzzle Piece
Interestingly, properties that responded within an hour saw a notable uptick in click rate. This could be tied to factors beyond response time, such as better listing management and presentation.
Conversion Magic: When Minutes Matter
Conversion rates saw the most substantial impact, with properties taking longer than an hour to respond averaging a 0.8% conversion rate. Those within the hour mark reached 1% – a clear 25% advantage.
Insights on Responsiveness and Booking Dynamics
It’s evident from our data that listings with a response rate that jumps from below 89% to 100% tend to see a substantial uptick in bookings—up to 116% more. However, it’s important to approach these numbers with a nuanced perspective. While this increase in bookings correlates with improved response metrics, it doesn’t necessarily imply that response rates are the sole or direct cause of booking improvements.
Numerous variables can influence guest behavior, and our data suggests that responsiveness plays a significant role within a complex array of factors that guests consider when choosing a listing.
The Practical Takeaway: A Pattern of Preference
What does this mean for Airbnb hosts? Essentially, our observations point to a pattern: guests tend to prefer and perhaps trust listings that show a higher rate of responsiveness. A prompt response may signal to potential guests that a host is attentive and reliable, which in turn could positively influence their decision to book.
Maintaining a high response rate and aiming to respond as quickly as possible can be seen as best practices based on the patterns we’ve identified. While the direct effect of these practices on bookings can vary and is influenced by many factors, there is a clear association between responsiveness and the potential for increased bookings.
For Airbnb hosts looking to optimize their listing performance, focusing on responsiveness might be a strategic move. It aligns with the broader goal of providing excellent guest service, which is always a cornerstone of successful hosting.