Airbnb hosts constantly seek ways to improve their rankings in search results, and a 2023 study from Rankbreeze offers valuable insights. The report analyzed 1.49 million Airbnb listings across three popular U.S. cities—Gatlinburg, Nashville, and Scottsdale—to identify key ranking factors and optimization strategies. Here are the main takeaways to help you boost your Airbnb listing’s visibility.
1. Instant Book: A Key Ranking Factor
The data shows a significant advantage for listings with “Instant Book” turned on. Listings with this feature enabled appeared more frequently on pages 1-3, while those without “Instant Book” often ranked lower, frequently on pages 7-15. With over 93% of properties using “Instant Book,” hosts in competitive markets can benefit from this feature by potentially boosting their listings’ visibility and attractiveness to guests seeking immediate booking options.
2. Superhost Status Drives Visibility
Superhosts consistently dominated page 1 across all three cities. The report noted that Superhosts maintained at least 66% of top-ranking spots, and those without this status were more likely to appear past page 6. This finding suggests that achieving and maintaining Superhost status not only enhances guest trust but can also positively impact search placement.
3. Listing Description Length: Finding the Sweet Spot
The study revealed that page 1 listings typically have descriptions of about 660 words, with successful listings ranging between 350 and 880 words. Airbnb listings should aim for descriptions that provide welcoming, informative, and conversion-focused content.
4. Importance of Star Ratings
Listings with ratings of 4.85 or above consistently ranked on page 1, while those with lower ratings appeared further down. To maintain or improve ranking, hosts should focus on achieving at least a 4.85-star rating by providing a high level of guest satisfaction.
5. High-Quality Photos and Optimal Quantity
Top listings commonly feature 30 to 60 high-quality photos. Although quantity matters, quality is essential, as engaging photos that showcase the property’s best features can lead to higher rankings. Aim to capture each room, amenities, and unique aspects of your space to stand out in search results.
6. Cancellation Policies: Balancing Flexibility and Ranking
Interestingly, listings with a Strict Cancellation policy occupied 50% of the top-ranking spots, while only 6.2% of high-ranking listings had a Flexible policy. A strict policy may demonstrate confidence in the listing, which Airbnb’s algorithm appears to favor, so consider this option to enhance your listing’s visibility.
7. Check-In and Check-Out Times: Be Strategic
Top listings generally offer check-in times at 3 or 4 PM and check-out times at 10 or 11 AM. This common practice allows hosts adequate time for cleaning, which may contribute to better guest satisfaction and higher rankings.
8. Allowing Pets: Proceed with Caution
Allowing pets did not improve rankings and was actually associated with lower search page positions. This could be due to potential cleanliness challenges or maintenance issues that might impact guest satisfaction scores. If cleanliness and ease of maintenance are priorities, consider limiting pet accommodations.
9. Property Management Strategy: Limit Listings Per Profile
Rankbreeze’s analysis showed that property managers often cap listings at 150 per profile, possibly to avoid risk and simplify management. While having multiple listings doesn’t harm rankings, this strategy could streamline operations and reduce the impact of potential issues on a single account.
By implementing these findings, Airbnb hosts can position their listings for greater success in search rankings and guest engagement. Whether you’re a new or seasoned host, these optimization tips from Rankbreeze can help elevate your listing’s visibility and maximize bookings.
See the complete report here: https://rankbreeze.com/rb-report-download/
Barb is the president of NASTRA and has spent her professional career in hospitality and real estate. After acquiring her first short-term rental in 2018, Barb moved her focus to legal advocacy after she sued the city of Nashville over a permit issue. Over the last three years, she has mentored more than 2,800 new STR hosts and is the Community Leader for Airbnb in Nashville, as well as an Airbnb “Ask a Superhost” Ambassador. Barb has appeared on numerous radio broadcasts, television shows, and podcasts to talk about her love of hosting. She also manages and co-hosts a number of short term rentals across Tennessee and Arkansas. Barb and her husband Pat own a hotel brokerage, development, and consulting company. Barb has a podcast titled “Woman of Airbnb” which features conversations with incredible women in the STR space, focusing on their unique Airbnb hosting journeys. You can find it on Spotify, Amazon Music, and Audible.