Here is the transcript of the video:
Hello and welcome to the J'poster Complet , the channel which helps seasonal rental companies and managers of seasonal accommodation to become serene and ultra-profitable . Today we're making a question video for a friend. We have Jules who is with us and who will answer a question.
I am a seasonal rental owner and I ask a question to my friend Jules, who knows about revenue management , and you will see his answer. You will be able to benefit from the answer to this question.
So, the question we have today is: “Listen, I’m a seasonal renter . I saw that in Booking.com , in the extranet , you can put yourself in Genius or Preferred too, but all that seems expensive to me. With Genius , we have reservations at -10%. What do you think, Jules? Is it really worth being interested in this and paying the price? »
For everything related to Booking.com programs , these are levers that can be super interesting and help us. But they must be used sparingly. When you create an ad on Booking.com, they often automatically offer discounts and lots of things. These are things to be very careful about. In general, we recommend removing them from the start and putting them back on if necessary. If you fill up well, with Genius , there is no need to offer 10% more. It's no use, we'll lose money.
On the other hand, if we realize that we are having problems, if we are not filling up very well and that we have more reservations on Airbnb than on Booking.com, for example, these are levers to activate. On Genius, you have the possibility of blocking one month per year, because it is something that applies to the entire calendar. So, during weak periods, it can be interesting to have leverage , but not during periods like summer when we are sure to fill up. Offering 10% off in summer is pointless. We can therefore block out a month during the peak period that we have previously identified.
These are levers but should be used occasionally and only if it is really necessary. This is for Genius .
Preferred Partners program is not automatically eligible. You are eligible under certain conditions: you need grades and a certain number of comments. This program allows us to improve our ranking in the platform's algorithms This can also be interesting to implement on an ad hoc basis, especially if you realize that you are poorly classified.
We also have the Visibility Accelerator lever on . Very occasionally, from one date to another, we grant a certain percentage in addition to commissions to the platform in exchange for a boost in visibility. It's one-off and doesn't apply to the entire calendar. This can allow us to increase our expenses .
Is it a good idea to do all three at once if you are eligible for all three? Do you recommend doing this?
I would rather recommend doing it in stages. If you have difficulty filling up, it is better to start with Genius. If that's not enough, integrate the Preferred Partner , and if that's still not enough, maybe use the Visibility Accelerator and promotions . This must be done in stages to be able to judge the effectiveness of each lever . Doing all three at once can bring in a lot of bookings, but we won't know which of the three worked. Therefore, testing in stages to judge the effectiveness of the levers allows you to take fewer risks and avoid too many reductions.
Thank you very much for your response, Jules. It's great and I have no doubt that it will help many people who were wondering. If you have not yet subscribed to the YouTube channel, do not hesitate to do so by clicking on the bell to be alerted as soon as a new video is published. See you tomorrow for the next video.