7 Ways to Show You Are Trustworthy Short-Term Rental Company

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The short-term rental travel industry is plagued with bad actors!

Stories of scams and cons are rife in the media and it is becoming harder and harder to win guests over to give them the confidence to book direct rather than booking through the OTA’s (Online Travel Agencies) like Airbnb, VRBO and Booking.com.

This article will help you answer the most common questions your guests are seeking the answers to without them having to be asked.

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1. There’s so many scams how do I know this property or company actually exists?

Display your company registration number and other social proof such as memberships of alliances, organisations such as VRMA, and partnerships with a local Chamber of Commerce and tourism departments.  Making sure there are links to these sites where you are registered generates trust in your authenticity.

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2. How do i know you are a professional company?

Ensure your website is well-presented, clearly laid out, with easy navigation.  Include guest reviews, a Trust page that lays out your policy on accuracy and commitment to standards, and an About Us page that tells your story of why you are in this business and what hospitality means to you.  Nothing reduces trust more than a poorly designed site with photos that take ages to upload, and no information about the operators at all.  Or worst of all, a page of bland, corporate speak.  That blah is guaranteed to drive site visitors away.

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3. Will the property match the photos displayed on the website? 

Or more importantly, can I trust that these photos represent the property as I  will find it when I arrive?  Furniture changes, furnishings are updated, yet many listing sites retain the photos that were taken when the property was first listed.  Guests have spent many hours poring over the images, imagining themselves sleeping in that comfortable-looking bed, and sitting at that adorable patio table outside, only to find the reality is far from accurate.  

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The old acronym SNAD (Significantly Not As Described) does live on hence the doubt and uncertainty often expressed by potential guests.

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I-Prac recommends displaying a caption beneath your photos that reads: “All photos are an accurate representation of the standard of the property. These photos were taken on (enter date)”

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If any significant change happens i.e. bunk beds become two twins, or a four-poster bed is replaced by an Ikea frame, or a games machine breaks and is removed, you have to inform guests who have already booked and immediately update photos.

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4. Will the property be safe and clean?

This is a common worry and justified all too often.  I-Prac suggests incorporating a Trust page for your site where you specifically address things like cleaning. Explain what cleaning protocols you take, introduce your  professional cleaning team, and make it clear that clean, safe, and hygienic properties are one of your company values. 

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Do regular safety audits and invest in safety training for your key housekeeping staff, so they can ensure regular checks are carried out.

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Include snippets from reviews that mention cleanliness and safety.

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5. What happens if something goes wrong or an appliance/essential amenity breaks down?

Guests want to know they will not be left to fend for themselves in case of a problem.  Clearly state an emergency number for them to call and create a section in a digital guidebook that explains how issues are handled.  For example, if you use a call centre who will take a call and pass it on, then say so; if you use a text messaging service (which I highly recommend), explain how this works, and always mention a time frame within which they can expect a call-back or resolution.

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6. How do I know my money and my personal details are protected?

This is where a Trust Certification like I-Prac comes into its own as you can showcasing your I-PRAC accreditation on your website and across your marketing channels is the most credible way of guaranteeing 100% payment protection against fraud - you can explain this further on your new Trust Page. Also, allowing guests to pay via STRIPE assures them that their payments are registered with a global payment provider - remember to display STIPE, PayPal, Visa, and AMEX logos (and any other payment methods you accept), too.

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7. Will the company respect their policy if I cancel my reservation?

Cancellation can be one of the most difficult issues an operator has to deal with, particularly if it’s an unexpected request due to a death in the family or illness of the traveler or close relative.  Ensure your website has a policies page that outlines all the terms and conditions of the rental and this should include cancellation.

Be very clear under what circumstances cancellation or a change in the booking can take place, what will be refunded and what may be forfeit. Offering travel insurance gives guests the option to take out cover at the time of booking and providing clear reasons why they should do this, can take a lot of stress off a team.