Greetings everyone,
I am wrapping up my first year as a host and am trying to better understand Airbnb's performance metrics, particularly Search-to-Listing Conversion (CTR).
For context, I host a 3BR/4BA home in downtown San Antonio, TX. The area is heavily saturated with short-term rentals, ranging from budget properties to high-end homes. During my first year I have continuously improved the listing with updated photos, improved descriptions, property upgrades, competitive pricing, and great reviews. I have also earned Superhost status, Guest Favorite status, and have received 29 out of 29 five-star reviews.
What has me confused is the relationship between my CTR and my booking performance.
July-December:
- Overall Conversion Rate: 0.37%
- First Page Impressions: 51%
- Search-to-Listing Conversion: 22%
- Listing-to-Booking Conversion: 1.67%
- Occupancy: 26%
- ADR: $336
January-May:
- Overall Conversion Rate: 0.26%
- First Page Impressions: 60%
- Search-to-Listing Conversion: 9.69%
- Listing-to-Booking Conversion: 2.73%
- Occupancy: 42%
- ADR: $341
What puzzles me is that my Search-to-Listing Conversion has fallen by more than half, yet my Listing-to-Booking Conversion, occupancy, reviews, and overall listing quality have all improved. I understand that low CTR often points to pricing, competition, or poor hero photo. However, I consistently price in the middle of my comp set and continually strive to improve my title, hero photo and listing in general. However, its seems the more I improve the listing, the lower my CTR goes. For instance, in December, I upgraded one of my master suites from a queen to a king. I immediately experienced more than a week of zero views. In late Feb/ early March I created a sub listing of the property without the two 2nd floor king suites. This sub listing was created to attract business / convention travelers and was available to book Sun-Thurs less than 60 days out. I believe this may be the culprit of my CTR demise and have since de-listed it even though Airbnb assures me all is well with my listing. I have since test driven multiple hero photos/titles and nothing will bump my CTR to double digits, again I think its due to the de-listed sub listing. Currently, insights only has data through June 1. View data shows me getting zero views on May 28th, 29th and 30th despite me having multiple wish-list saves on all three dates and a booking on the 29th. I just got off the phone with the Airbnb Ambassador who assured me this was accurate and yes guests can wish-list and book your listing without viewing it ?!?!. Then I was denied being able to elevate the matter to a higher level...despite being a super host.
My concern is that the algorithm is going to start punishing me for a low CTR and reduce the number of first page impressions and lead to fewer bookings. Its really hard to make decisions on your listing with data you don't trust. And my Spidey sense tingles when my property that avgs 20+ views a day goes several days in a row with zero views during what should be a very busy time for us. The halving of my CTR while improving my listing to booking rate, with a solid hero shot, title and 29 five star reviews has me scratching my head. Any input from the group would be greatly appreciated.
A link to my listing is below.
Thanks
airbnb.com/h/homeatthealamodome
