Uma dúvida frequente
Em quais plataformas devo anunciar minha acomodação para obter mais reservas?
Essa é uma pergunta que recebo com alguma frequência.
Dois cenários comuns se apresentam com relação a divulgação: Anfitriões que anunciam suas acomodações em vários sites ou o extremo oposto, aqueles que somente divulgam em apenas uma única plataforma como o Airbnb, via de regra.
Meu início de carreira se encaixa no segundo caso. Quando comecei a administrar o primeiro imóvel por temporada, anunciava no máximo de lugares que conseguia na internet pois acreditava que quanto mais visibilidade ele tivesse, mais fácil seria converter reservas.
Só para você ter uma ideia, eu não lembro o nome de todas as plataformas que anunciei naquela época e não duvido nada que o anúncio desse apartamento ainda esteja cadastrado em algum desses sites. 🤦🏻♂️
O fato é que eu precisei de alguns bons anos na jornada de anfitrião para me dar conta que anunciar em um único canal de divulgação ou no máximo de plataformas e sites que poderia criar um anúncio para minha acomodação eram, em ambos os cenários, opções desfavoráveis para o objetivo de trazer mais reservas e faturamento para aumentar a rentabilidade da minha acomodação, e sabe por que?
Quando anunciamos uma hospedagem em vários canais não conseguimos focar nas preferências e no “jogo” de cada plataforma para entender como configurar um anúncio que se destaque para atrair mais reservas.
Atualmente, o que vejo acontecer com muitos anfitriões é anunciar em sites “genéricos” como o OLX ou tentando reservas a todo custo no Instagram, sem dominar o fundamental do Airbnb e/ou como precificar a diária, por exemplo, o que desvia o foco e atenção do que realmente tem potencial de mudar o jogo e conseguir mais reservas.
Por outro lado, anunciar em uma única plataforma (também conhecida como OTA no ramo da hospedagem) é perigoso pois estamos indo contra o princípio da diversificação quando o assunto envolve risco, deixando o resultado da renda proveniente do maior patrimônio de muitas pessoas (discutivelmente seus imóveis), nas costas de uma única plataforma.
Nada melhor do que a velocidade das mudanças que a tecnologia proporciona como exemplo do que ela própria pode impactar, em outras palavras, nunca sabemos o dia de amanhã. Será que a plataforma que mais traz resultado hoje será a mesma daqui a 5 ou 10 anos? Essas perguntas me fazem lembrar da época do Orkut e ICQ, mas deixa para lá que não quero prolongar ainda mais esse post.
Henrique, então o que devo fazer, afinal de contas?
Minha recomendação
Minha recomendação é você identificar plataformas com um alto potencial de retorno, dê preferência para OTAs com algoritmo mais sofisticado como é o caso do Airbnb, Booking, TripAdvisor, Expedia, por exemplo. Quanto mais reservas sua acomodação recebe e mais satisfeitos os hóspedes saem de suas estadias, melhor a plataforma irá te posicionar na página de pesquisa e isso que vai permitir você cobrar diárias cada vez maiores e ter rendimentos expressivos. Por fim, recomendo que você anuncie em pelo menos duas dessas plataformas e se possível contrate um channel manager caso queira precificar a diária como “manda o figurino” da estratégia de precificação baseada em seus 4 pilares, mas isso é assunto para outro momento…
Sendo objetivo nessa parte final, no caso das 10 acomodações do portfólio do MiCasaSuCasa, as únicas plataformas que anunciamos e que trazem um retorno financeiro considerável são a Booking e o Airbnb, respectivamente nessa ordem de relevância do ponto de vista de faturamento.
Para fechar com chave de ouro, se você quiser entender com mais detalhes sobre esse assunto, eu preparei um vídeo onde trato não somente esse tema assim como outros a respeito de reservas e resultados no ramo da hospedagem.
Espero ter ajudado pelo menos mostrando um pouco da visão do Henrique de hoje olhando para o Henrique de 2016 quando não sabia aonde aquela história de alugar imóveis por temporada poderia chegar.
Até a próxima reflexão.
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