5 . Marketing & Repeat Guests : Creating a Direct Booking Strategy Key Takeaways from Global Platforms :
• Expedia Group saw a rise in direct bookings , allowing hosts to save on platform fees .
• Airbnb introduced tools to help encourage repeat guests , reducing the costs associated with acquiring new guests .
• Booking . com ’ s loyalty programs help build long-term guest relationships and improve retention .
How to Apply This in South Africa :
• Encourage direct bookings by offering discounts for repeat guests . However , consider the risks of not having the same protections as on major platforms like Airbnb .
Build your social media presence and create a website to capture bookings outside the major platforms .
• Offer added perks such as late check-outs or discounted future stays to incentivise guests to book directly .
• Despite the potential risks of handling direct bookings outside platforms like Airbnb , offering personalised experiences and discounted rates can help build loyalty and minimise platform commissions .
The Future of Airbnb Investing in South Africa
The global short-term rental market is continuously evolving . For South African investors , staying competitive means leveraging the most effective strategies that top hosts worldwide use : datadriven pricing , optimised guest experiences , operational efficiency , and direct marketing . As the market becomes more competitive , these strategies are essential for maximising revenue and ensuring long-term success .
42 REI MAGAZINE MARCH 2025