Booking % Statistic on AirBnb - What's good?

Question

Wondering what a "good" percentage is for bookings per views on AirBnb.  We are currently at 2.3%.  I tried to do some research but couldn't find an easy answer so thought I would ask the group.  (we have 5 bookings out of 215 views in last 20 days)

Michael Greenberg · Answer

•  I think this is a lousy metric.  Just because people are "possibly" looking to stay at your place, there isn't any detail information beyond this semi-arbitrary number that AirBnb displays.  Remember, they are only interested in you lowering your price so you're booked 100% of the time - that's how they are paid.  I just check one of my places and it's at 1.5%, yet I'm booked 80% of the time on this place via all channels I am using (VRBO, ABB, Direct).  Don't drink their cool-aide, do your own hard pricing research and update it monthly.  You'll find your own price for success.

Caroline C. · Answer

Depends of course on your market, the time of year, and how booked you are for the next few months. I have 4 bookings with 301 views in last 30 days, for 1.3%. Don't think I've ever seen it over 3%.

Kevin Lefeuvre · Answer

First let me confirm: 2.3% is a very good rate. Congrats!

The rate is a conversion rate and it is obviously valuable as any conversion rate. What Michael is telling you is that the conversion rate on Airbnb (I add: at launch) is not totally meaningful for your business and he's right, but it is what it is: conversion rate for airbnb during launch period, valuable as such.

- It's just one metrics not enough by itself: You can have a good conversion rate on airbnb but not enough views and end up with low total occupancy rat.

- You may have a minimum night = 1, that will generate a lot of views and even bookings and a high conversion rate but won't necessarily lead to a profitable business (too much work)

- You can have a low conversion rate on airbnb but still have a high occupancy thanks to other channels: Vrbo, direct ads, ...

- IMPORTANT: Airbnb boosts new listings aggressively, both by direct emails (they send to all visitors who looked into your market, saying hey check these new listings including yours) and by ranking you higher. So enjoy the high rate while it lasts.

To put numbers in perspective, with a few  listings both on airbnb and vrbo, my average occupancy is in the 85-90% range each year, airbnb represents around 1/3rd of my business and my conversion rate is more or less 1% on airbnb. (my newest unit is 7 months old).I find the conversion rate valuable especially for comparing how my different units perform one compared to each other.

Myka Artis · Answer

I agree with @Michael Greenberg. I think it's a pointless metric. I'd focus more on occupancy rate than anything. Every host I have ran into usually says their rate is pretty low. We also don't truly know what the booking rate entails. Airbnb would have to give us the full run down.

Benjamin Vail · Answer

I think 2% is good, but don’t get caught up on this stat. I think an optimized listing should get 500 - 1000 views per month, and get 5 - 20 new bookings per month (1 - 2%).

If your doing a good job of filling your calendar with optimization, (75% booked in next 30 days, 30% booked in next 90 days) then your actual listing views should be lower than when you first get started. If your booking rate is lower than 2%, it does not mean your doing bad, it could just mean you have a lot of available dates on your calendar.

Julia Parslow · Answer

Views don’t matter too much. Nights booked matter. I want to stay above 50% even during “slow season” across all listings.  I am at 80% in December. That’s great. YMMV.

Sean Wilt · Answer

Yeah, I hear you @Michael Greenberg.  We are a new listing though and are awaiting our first review (which hopefully comes in today!).  3 separate bookings are at the property just this week..... So, was just curious how we are doing so far.

But yes, lots more ways to truly analyze performance than just this metric.

Thanks!

Booking % Statistic on AirBnb - What's good?

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