In the competitive world of short-term rentals, visibility and bookings on platforms like Airbnb are paramount. For hosts aiming to maximize their property’s success, it’s crucial to understand the elements that influence search rankings. A recent in-depth data study by Rankbreeze explored Airbnb’s search rankings across three prominent U.S. cities: Gatlinburg, Nashville, and Scottsdale.
The study examined a vast dataset of 1.49 million Airbnb pages to uncover trends and insights about the listings in these cities. The researchers identified 29,244 unique property listings, analyzing their positions in search results. The results offer valuable information for Airbnb hosts looking to improve their search rankings and attract more bookings.
How Instant Book Impacts Search Rankings
One of the key features evaluated in the study was the “Instant Book” option, which allows guests to book accommodations instantly without waiting for host approval. The findings show that listings with Instant Book enabled are more likely to achieve higher rankings in search results. These listings consistently outperform those without Instant Book.
Listings without Instant Book often appear beyond page 6, suggesting that not having this feature could negatively affect a listing’s search visibility. The study highlights that over 93% of properties in these competitive markets have Instant Book activated, underscoring its importance for visibility.
For hosts looking to enhance their listing’s visibility and improve their chances of appearing within the top six pages of Airbnb search results, enabling Instant Book is strongly recommended.
Characteristics of Listings Without Instant Book
Interestingly, the study found that listings without Instant Book tend to have similar numbers of reviews and slightly higher ratings than those with the feature turned on. These listings also typically feature fewer photos. This suggests that hosts who opt not to use Instant Book might not be professional hosts, but they may offer a more personal level of hospitality, leading to better ratings.
Despite these positive attributes, the overall trend indicates that enabling Instant Book is advantageous for securing higher search rankings.
The Role of Superhost Status in Rankings
Another important factor influencing a listing’s search ranking is the host’s status. The study revealed that Superhosts, recognized for consistently providing outstanding guest experiences, dominate the first page of search results. Although Superhosts appear slightly less frequently on the second and third pages, they still make up at least 66% of the listings in top-level city searches.
This finding suggests that achieving and maintaining Superhost status can significantly enhance a listing’s visibility, making it a valuable objective for Airbnb hosts.
Optimal Listing Description Length
The length of a listing’s description also plays a crucial role in its search ranking. The study found that longer descriptions tend to perform better, with the average character count for page 1 listings being about 3,100 characters, which equates to roughly 660 words.
Listings appearing on the first three pages typically have descriptions ranging from 1,580 to 4,055 characters, or approximately 344 to 882 words. Based on this data, hosts are advised to aim for descriptions between 350 and 880 words to remain competitive.
While the specific word count is less critical than the quality of the content, a well-crafted, informative, and conversion-focused description is essential for ranking highly.
Importance of Star Ratings
Star ratings are another critical component in a listing’s success. The study indicates that if a listing’s star rating drops below 4.85, its future performance may be at risk. Listings with higher star ratings generally rank higher, with page 1 results averaging a rating of 4.89 stars.
Listings with lower ratings, typically capped at 4.5 stars, start to appear further down the search pages. Maintaining a high star rating is therefore crucial for staying competitive in search rankings.
Influence of Photos on Search Rankings
The study also found that the number of photos in a listing can significantly impact its search ranking. Top-ranking properties typically have a greater number of photos, with most having between 30 and 60 high-quality, appealing images. The data suggests that listings should aim to include at least 31 high-quality photos to rank well.
However, the emphasis is not just on quantity—engaging, high-quality photos are key to making a strong impression. Regardless of how many photos a listing has, their quality can greatly influence a potential guest’s decision.
Impact of Cancellation Policies on Rankings
Cancellation policies can also affect a listing’s search ranking. The study discovered that in Nashville, Scottsdale, and Gatlinburg, listings with strict cancellation policies made up 50% of the top-ranking spots. These listings appear to have a slight advantage in ranking within the top three pages.
It’s possible that Airbnb’s algorithm views the ability to convert bookings with a strict cancellation policy as a sign of reliability, which could contribute to higher rankings. It’s also noteworthy that Airbnb allows hosts to offer guests a choice between refundable and non-refundable reservations, with different payment options.
Conversely, listings with flexible cancellation policies, which permit guests to cancel up to 24 hours before arrival, did not perform as well in the rankings. The majority of top-ranking listings did not offer a flexible cancellation policy, with only 6.2% of the top-ranking listings in the study featuring this option.
Optimal Check-In and Check-Out Times
Check-in and check-out times can also influence a listing’s performance. The study found that most hosts set check-in times at 3 or 4 PM and check-out times at 10 or 11 AM. Top and middle-ranking properties typically have a 4 PM check-in and a 10 AM check-out.
This suggests that top-ranking listings prioritize giving guests less time on the property, allowing more time for cleaning. As a general rule, it’s advisable not to set a check-in time later than 4 PM.
The Effect of Allowing Pets on Search Rankings
Finally, the study explored whether allowing pets influences a listing’s search ranking. The data revealed that allowing pets does not enhance search visibility. In fact, properties that allow pets were more commonly found on the bottom pages, past page 6.
This could be due to the difficulty in maintaining cleanliness scores in pet-friendly properties. Interestingly, the majority of listings in Nashville, Gatlinburg, and Scottsdale did not allow pets, indicating that this is not a prevalent feature among top-ranking properties.
Conclusion
The insights gained from this comprehensive data study provide valuable guidance for Airbnb hosts looking to optimize their listings for better search rankings. Whether it’s enabling Instant Book, pursuing Superhost status, crafting an engaging description, or carefully choosing a cancellation policy, the decisions hosts make can greatly influence their visibility and success on the platform.
By applying these insights, Airbnb hosts in Gatlinburg, Nashville, Scottsdale, and beyond can enhance their listings’ performance and improve their chances of securing more bookings.
Link to the study: 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. Look for her upcoming podcast series, “Women of Airbnb.”