Mark Simpson argues short-term rental hosts need their own brand and direct-booking website to keep guests from returning to Airbnb or Booking. Without a recognizable brand, guests won't come back directly next year.
It's very important to show your guests that you have a brand and that they can book with you directly. And if you don't do it in that way, they might not book with you next year. They might go again to the brands that they know, which is usually Airbnb or Booking. And so the only really way to gain guest loyalty is to build your brand and let the guests know that you have a website or that you have a web app where they can go back to book for next year.
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