Understanding where our guests come from helps us make smarter decisions for your holiday properties. Over recent years, we’ve seen a significant shift in booking patterns, driven by key changes we’ve implemented.
Early Patterns (2021-2022)
Initially, most of our bookings came through social media, particularly Facebook:
- 2021 saw 68 of 93 total bookings via Facebook.
- Airbnb, Booking.com, and VRBO were negligible contributors.
- Word of mouth and repeat guests formed a modest but steady stream.
In 2022, Facebook remained strong with 108 bookings out of 301 total, but we also began expanding our reach:
- Airbnb increased to 33 bookings.
- TripAdvisor surged, providing 62 bookings.
- Google searches and local promotional channels like “Visit South Devon” started contributing significantly.
Growing Diversity (2023-2024)
By 2023, distribution diversified dramatically:
- Airbnb bookings jumped to 75.
- Booking.com emerged strongly with 95 bookings.
- TripAdvisor remained robust at 82 bookings.
- Visit South Devon channel generated 60 bookings, demonstrating the power of local tourism marketing.
The biggest leap occurred in 2024:
- Booking.com skyrocketed to 513 bookings.
- Airbnb continued to grow, reaching 147 bookings.
- TripAdvisor surged to 177 bookings.
- The introduction of the Sykes channel brought in 72 bookings.
This shift reflected our strategic move to SuperControl in April 2025, alongside our collaboration with Devon Cleaning Company. These partnerships allowed us to:
- Offer flexible Monday-to-Saturday check-ins, meeting guest preferences beyond traditional Monday or Friday check-ins.
- Leverage SuperControl’s Channel Manager, boosting our visibility on platforms like Airbnb and Booking.com by frequently adjusting prices, thus enhancing SEO and creating the appearance of constant activity.
Recent Trends (2025)
In 2025, while total bookings currently stand at 274, our channel distribution remains strong and balanced:
- Airbnb (34 bookings) and Booking.com (117 bookings) are our primary platforms.
- Sykes contributes significantly with 55 bookings, demonstrating the value of diversifying booking channels.
- Traditional channels like Facebook have tapered off, with newer channels and strategies now leading our booking sources.
What This Means for You
Understanding these shifts helps us focus resources effectively:
- Our move to flexible check-in dates expanded our market significantly.
- Proactive SEO management through SuperControl’s Channel Manager ensures consistent visibility and competitive pricing.
- Collaboration with local companies like Devon Cleaning has enhanced our service quality, attracting repeat bookings and positive reviews.
Looking forward, we’ll continue refining our strategy, ensuring your property maximises bookings from the strongest and most effective channels.