Ask an expert: What is clustering?

These days, property managers have a seemingly endless lineup of ways to boost production at their disposal. From expertly optimized content to promotional strategies and everything in between, the number of different tools out there is actually a bit staggering—especially once you start breaking them down channel by channel. 

 

With so many options swirling around the industry, a few are bound to get somewhat lost in the shuffle. “Clustering,” for instance, is one of those strategies that you might not hear much about even though it packs some major benefits. 

 

VacayHome Connect’s Product Manager, Matt Kill, is an expert on the topic of clustering. Below, he answers some foundational questions about it, including which channels enable it and—most importantly—the productivity numbers that back it up.

 

What is clustering?

Clustering is actually a pretty simple concept: it’s combining multiple units under one listing. When you cluster, that one listing benefits from multiple-units availability, as well as reviews and conversion.

 

Where is clustering available?

It’s available on Expedia and Booking.com. (Click here to view an example.)

 

Clustering on Expedia

Clustered units on an Expedia listing

 

Are there any rules for clustering?

The two big rules are straightforward: clustered units must share the same physical address (such as a condo building) and they must have access to the same “property-level” amenities (such as a swimming pool). Outside of sharing the same address in a property or community, clustered units can be their own entities—room-level amenities, fees, cancellation policies, and other details can be different from one unit to the next, if necessary.

Clustering Expedia Booking.com

Clustering: A great tool to add to your repertoire

 

Who can participate in clustering?

Any property managers with units that share an address!

 

What are the benefits of clustering?

This is where things get really interesting. Consider this: only 20% of properties ever get a booking and guest review. But when you combine four listings into one, for example, that number instantly quadruples to 80% because there are actually four listings in one.

 

Are there any additional numbers to support this strategy?

On average, there is a 40% booking increase for property managers who cluster. Even better, some properties have experienced up to a seven-fold increase in their production, proving that clustering is an extremely effective strategy when it’s utilized properly.

 

***

Clearly, clustering units on Expedia and Booking.com is a tool that eligible Property Managers should explore. Like keeping up with and running promotions, though, this is one of those strategies that requires knowhow and attention.

 

If you’re curious about clustering, reach out to VacayHome Connect to learn more. Our team of industry experts utilizes this and numerous other strategies to boost production, increase conversions, and save Property Managers loads of time. 

VacayHome Connect