Escapia Blog - Vacation Rental News and Trends

The Griswolds are Back!

By Kris Lande, Product Marketing Manager

(Image via HomeAway)

Today my day was made for multiple reasons.  In addition to the recent excitement surrounding last month's announcement of a HomeAway Super Bowl ad featuring vacation rentals; today HomeAway announced that the Griswolds - the famous family of the National Lampoon's Vacation movies - will be the reunited for the Super Bowl ad.  As a child of the 80's, an advocate of vacation rentals and a lover of the National Lampoon's movies... let's just say that 'ecstatic' is an understatement of how I feel about this! 

Here at Escapia, we're particularly excited as our partnership with HomeAway will give our clients' properties a flood of exposure due to this advertisement that will reach more than 100 million people.  This is a reminder that if you haven't opted into HomeAway via EscapiaNET, now is a great time to do so!  Depending on where your vacation business is located, opting in on EscapiaNET is an easy way for you to take advantage of this fantastic marketing campaign by HomeAway. Opting into HomeAway is simple, and your properties will automatically and immediately be shown on HomeAway and ready to be booked by football fans and National Lampoon lovers alike.  If you have any questions about opting in, contact Escapia Support. 

Escapia Customer Testimonial Video

By Kris Lande, Product Marketing Manager

One of my favorite things about attending the annual VRMA conference is the chance to see many of Escapia's amazing customers.  We always have a great group of customers attending each VRMA event and I love catching up with them.  This year I was excited to record video testimonials from some clients attending the VRMA conference. Below is the video of customer responses when I asked them "What do you like the most about Escapia?" 

Blogging VRMA: Guest Reviews - Experiences and Tips from the Top Users

By Kris Lande, Product Marketing Manager

Over the past week we’ve blogged about sessions at VRMA presented by a range of industry experts. Escapia was honored to be chosen to present four sessions at the VRMA conference.  The first session Escapia participated in was “Guest Reviews:  Experiences and Tips from the Top Users.”  Bill Furlong, CEO of Escapia, led the session along with TJ Mahony of FlipKey.  Bill and TJ were also joined by a panel of vacation rental managers who shared their experiences and advice with guest reviews.

If you weren’t able to make it to this year's VRMA conference, we’ve included a video of the session below as well as the slides from the presentation.

Blogging VRMA: TripAdvisor on Vacation Rentals

by Bill Furlong, CEO

One of the biggest developments in the vacation rental industry in the past year has been TripAdvisor's commitment to the category.  With tab-level visibility for vacation rentals, home page promotions on TripAdvisor and creative approaches like their hotel/vacation rental price comparison tool, TripAdvisor is making a clear commitment to the category.

TripAdvisor's CEO, Stephen Kaufer, gave a talk at VRMA on TripAdvisor and their approach to the category.  Much of the presentation was focused on TripAdvisor itself; though there was some interesting information about how they see the challenges and opportunity in the category:

...TripAdvisor's overall focus in the category
- TripAdvisor is here to grow the vacation rental market by putting it in front of the millions of hotel eyeballs that they have already on their site.
- They want to bring the TripAdvisor reputation for trust and transparency to VRs.
- They want to remove the reasons why people don't try vacation rentals.

...Their perception of vacation rental challenges
- Awareness: only 10% of people have stayed in a VR.  TripAdvisor is addressing that by introducing vacation homes and giving them a high level of visibility.
- Confidence: TripAdvisor are facilitating guest reviews.  Photos are key; their stats suggest that more photos mean more bookings.  20+ photos lead to a 150% increase in inquiries.
- Trust in owner/manager:  37% are worried that they won't have an emergency contact.  TripAdvisor survey suggests that people will pay more for the reliabity that comes with professional management; of 177 people surveyed, 53% would rent from a PM even if it may cost more, 47% said they prefer to rent from an owner because it may cost less.

...TripAdvisor is helping differentiate VR managers from RBOs.
- TripAdvisor clearly labels a listing as being from a "certified owner" or a professional manager.
- The manager has an opportunity to present their brand, provide aggregate rating information, describe their company and have a link to their site.

...Repeat travel is huge
- 24% have stayed in a vacation home 10+ times.
- 14% stay in the same vacation rental property every year.

...Family focus is big
- 66% stayed in a vacation home because they can sleep more people
- 64% like having a kitchen for cooking meals.
- 60% like having more hang-out space.

Blogging VRMA: Customer Service

By James Sells, Dir. Client Services

Jodi Taylor Refosco from Taylor-Made Deep Creek and Denny Honsey from Catalina Vacation Rentals gave a great talk at the VRMA conference on Customer Service called  “From Yelling at You to Boasting About you: How to Deal with Difficult Situations and High Maintenance Owners and Guests”.

They shared many great tips and humorous examples (the cockroach story was great) during their session. Some of the things they covered that I thought were really great ideas and reminders to those of us in the Customer Service world are:

• Assume responsibility for misunderstandings
• Stay Positive
• Listen to the guest carefully, let them vent, and read between the lines
• Use the 2 Person Rule – if you are the second person to talk with a guest, take charge of the situation and resolve it.
• “I want to help you with this situation” – always use the words “We” or” I”.
• Anticipate needs/volunteer necessary information
• When you are discussing the situation give the guest 2 choices (always make the one you want them to choose more enticing)
• Have a specific goal when negotiating. For instance if you are negotiating a discount, make sure you know the maximum you are willing to do.
• Keep Track – once a problem occurs, record it
• Do not find the nearest exit when you see an angry guest come into the office

Do not let someone determine your behavior. When you are around behavior you do not like is the best time to exhibit behavior you want.

L- Listen attentively without interrupting, encouraging the guest to voice all of their concern

E – Empathize – Let the guest know you “understand how they feel”. It may be appropriate to acknowledge that you would also be upset in their situation

A – Apologize – Sometimes a simple apology is all guests really want. An apology is not necessarily an admission of fault, but an acknowledgment that the intentions were good.

R – Restate the options/Resolve the Problem. When a guests complain they want results. If their request is directly in conflict with policy, offer alternatives. (Avoid  actually saying “policy” to guests)

N – Never Try to Prove Guests Wrong. Sometimes guests may offer undue criticism; you might even determine the guest actually caused the problem themselves. However, attempt to prove guest wrong never leads to satisfactory solutions.

Blogging VRMA: 25 Top Web Sites for VR Managers

By Bill Furlong, CEO

Trent Blizzard, founder of Blizzard Internet Marketing, presented his list of 25 Web sites that every VR manager should know.  Trent's presentations are always lively and packed with info.  And best of all, they are very practical with some tips and/or sites that present opportuunities for VR managers to improve their online marketing.

Oh, and if you're counting you might note that Trent admitted that he fell a couple sites short of the 25.  But there should be more than enough below to keep you busy.

According to Trent, links drive 66% of Google's search results.  Metatags drive 0% of Google today (still drive Yahoo search results, but Yahoo search will switch to Microsoft's Bing under the recent deal between the two companies).

Social Networking faves:
- Facebook: Good for search engine results saturation.  But you can waste a lot of time.  A lot of people are doing it wrong.
- Twitter: All about last minute stuff.
- Linked In: All about your business.  About business networking and not guests and bookings.

SEO Faves:
- DMOZ.org: submit your self
- PRWeb: for distributing press releases.
- Best of the Web:  Nice listing and link that helps in search engines ("SE"s)

User Gen Content faves:
- Flickr: upload your pictures.
- YouTube: Second biggest search engine in the world.  50/50 split in the audience of how many managers are using videos on their web site.  Consider Wistia.com for hosting videos.  More customizable if you are putting it on your site.  Tubemogul.com will push videos out to multiple sites at once (YouTube, Vimeo, etc.)
- CommunityWalk:  Create maps.  Good for search engines.  Especially local SEs.
- Google MyMaps:  Ditto above.
- Google Earth (keyhole):  Ditto above.

>> Tip:  Put full contact info with address and phone not just link.

Review Faves:
- FlipKey
- Yelp
- Judy's Book
- Google Local:  Take ownership of your listing on Google Local

>> Tip:  Try and get reviews in a lot of different places.

Yahoo Faves:
- Travel.yahoo.com
- Local.yahoo.com
- Yahoo Biz Directory: $299/year

>> Spending 10-20 hours can pay off.  Sites are below the radar for a lot of people, so you can do well.

VRM Faves:
- Postlets: Upload homes.  RE and VR site.  Very time consuming to upload by hand.  Free.
- Besttraveldeals.net:  Helps Google page rank as well as passing traffic.  Completely free.

Learn to Fish!
- SEMRush: Most exciting tool on Internet.  Searches Internet phrases and what keywords you rank for.
- Yahoo Site Explore: Top links to your site or your competitors'.
- SEOMoz Juicy Link Finder:  Fee-based tool.  Rich tool set. 

Blogging VRMA: Consumer Travel Trends

by Bill Furlong, CEO

Peter Yesawich, President and CEO of the Ypartnership, the PR agency used by the VRMA,  gave a very informative and entertaining presentation on how the consumer travel landscape is changing.  The following were his main points:

...Travel is down from the peak
- 55% of households took 1 trip/year75 miles or more from home.
- That number has dropped from a peak of 66% in 1999 and 63% as recently as 2007.
...the Web is the dominant way people are planning travel
- % of households with web access has increased from 11% in 1996 to 80% in 2008 and 2/3 of that access is high-speed.

How do people plan and purchase travel:
- 61% use the Internet exclusively
- 24% use a travel agent and the internet
- 7% use a travel agent
- 8% use neither
(sample base is leisure travelers using airlines and hotels in 2009)

- % of people using the web was 53% of people in 2002.  That number has increased to 66% by 2009.

...and the % of people using the Web to book travel is also a majority
- 35% used the Web to book travel in 2002.  56% of people used the web to book by 2009.  BUT, the % using the web to book has been flat from 2007-2009.

... what do people think is important on a Web site
- 87% lowest fares and rates
- 74% easy booking
- 72% photos
- 46% user reviews

...the next generation of search is meta-search sites like Kayak that search a large number of travel sites for rates, availability and more and let people compare
- only 5% of travelers use meta-search today.

...Meta-search powered price shopping will make it more important to build equity into a brand
- But consumers today care less and less about the brand. 
- A survey asked people when they fly whether they prefer to use a legacy carrier that they have used before, a low fare carrier or had no preference.  21% said a legacy carrier; 29% said the lowfare carrier; 50% said they had no preference.  So half of consumers didn't care about the airline brand.
- A survey asked people how important the lodging brand name was.  57% said the brand name was very or extremely important in 2006.  That number has dropped to 44% in 2009.  So brand importance is dropping for hotels.

... blogs and advisory/review sites are increasingly important.
- 19% use blogs and advisory sites today to plan travel.
- 1/3 of next generation, younger travelers use them.
- What do they use?  42% use YouTube, 33% use Facebook, 30% use MySpace, 27% use TripAdvisor.

Helping VR owners prepare for generational change

 by Bill Furlong, CEO

A Seattle-based family practice lawyer I know recently sent along their quarterly newsletter.  They included a link to a Seattle Times story (that was syndicated via the Minneapolis Star) about what owners of vacation homes should do as they think about the family cabin changing hands to their kids some day.  The story may be a useful resource for vacation rental managers and the owners of homes they manage.

On caveat...my lawyer-friend notes that the story quotes Minnesota attorneys and that you should get legal advice from someone based in your home state.

Vacation Rental Data Suggests that Hawaii Is On The Mend

By Bill Furlong, CEO



During our recent vacation rental breakfast seminars in Oahu and Maui, we presented a summary of vacation rental trends for bookings done in 2009.  The past 12 months have been rough ones in Hawaiian travel business.  More than anywhere else in the country, bookings have been incredibly slow in Hawaii since the country entered the recession.  A few of the takeaways from our recent analysis:

• Bookings have been on a steady recovery from the lows of early 2009.
• The recovery has been broad-based rather than narrow.  In other words, the steady improvement through the year isn't drive by a few management companies doing well.  It is a trend being felt by many of the companies in our survey.
• Most managers reduced rent in 2009 versus 2008.  Discounting accelerated as the year progressed, probably because more and more managers turned to pricing as a way to fill empty homes.  In July 2009, 93% of managers in our survey averaged a lower rent per booking than a year earlier.
• Lead times, which have shrunk in recent years, have shrunk even faster in the past 12 months.  The average booking lead time is up to 25% shorter than it was a year ago, averaging roughly 80-90 days.
• Weekend bookings appear to be smaller dollar value bookings.  And Monday and Tuesday appears to be when the long-range vacation planners book.

 The slides below have all the details.  In a few weeks, we'll be publishing our 3rd quarter 2009 vacation rental trends for the whole country.

Hawaii Vacation Rental Trends 2009

View more presentations from billfurlong.

Google Internal Study on Search Engines and Travel

by Bill Furlong, CEO

Ever wonder what people at Google think about search engines and travel?  Today, TechCrunch reported on a 2005 study from Google analyzing how search engines impact consumer decisions in a number of categories including travel.

Keep in mind that this study is from 2005 -- four years ago.  And, as you'd expect, it skews towards airlines and hotels.  But it is packed with info that might well be helpful for vacation rental managers thinking through whether to invest in search advertising.  And since it is an internal Google document, the information is not directed to selling online ads as much as internal decision-making.

Use of Online for Travel Information and Purchasing -