Reviews are key to success in saturated market - claim

An insurance firm’s assessment of how to market a holiday let successfully claims that strongly favourable reviews are far and away the most important factor.

Pikl Insurance says the lettings market in holiday areas is now saturated and listings need to stand out from the crowd.

Cliff Ward, holiday let expert at Pikl, says: “The most essential thing to understand is that prioritising good reviews is paramount. Positive reviews not only enhance your property's reputation but also enhance visibility on booking platforms, leading to increased interest and bookings. 

“There’s lots of ways you can do this, the first being by ensuring that your property is always impeccably cleaned by investing in a top-notch cleaning service. 

“Paying attention to the little things can make a big difference too. Providing amenities such as coffee and tea, toiletries, towel or coat hooks, and extra pillows and blankets can enhance the guest experience and leave a lasting impression. Take the time to leave an itinerary of local walks and eateries for guests to peruse. These thoughtful touches demonstrate your commitment to guest satisfaction and can result in glowing reviews and repeat bookings.” 

He says using a letting agent is important, although it ranks lower than those favourable reviews.

On agents, Ward says: “Consider letting your property through a holiday letting agency, rather than directly on online travel agents such as Airbnb and Booking. com. Whilst they will charge you a higher commission, there are significant advantages which drive higher occupancy. 

“These include price optimisation, listing your property across numerous agents, and they can often handle cleaning and maintenance. Ultimately, you may end up with more profit by taking this route, whilst having their expertise to guide you.

“Furthermore, should you list with a holiday letting agent with a grading scheme, engage with them on the grading criteria and how you can achieve a higher star rating. Many will use a recognised scheme, such as VisitEngland, which can prove a useful guide to what to provide guests in way of furniture, furnishings, even down to how much cutlery.”

Other factors listed as influential by Pikl include investing in professional photography for any listings, choosing a neutral modern style for interior decorating, and optimising online listings with relevant keywords that potential guests are likely to search for.