Vacation Rental Surveys: Why They Need to be Resurrected from the Dead.

I just read a short article by a respected vacation rental management colleague, Michael McFadden, entitled: Do you have a good guest survey? His work is always thought provoking as he caters to the luxury end of the vacation rental market and getting things just right is his business, but his article left me thinking...not about what I want to know from a guest survey (which is the focus of the article), but what information I'm getting from collecting online guest reviews and how does this information serve my goal of providing a BETTER vacation rental experience? This was an "aha" moment, because surveys and reviews aren't the same, and I've been trying to kill two (or three) birds with one stone since the rise in popularity of online vacation rental reviews.

What does an vacation rental owner or manager want to know from a guest:

• Why did you choose to stay with us; was your reservation and arrival made easy; were you comfortable; was the place clean; does anything need repair or replacement; do we need to supply something we didn't; can we book your next stay now; will you give us a quotable testimonial?

What a guest wants to be assured of when they read an online review:

• Is this vacation rental for real; will it meet my family's needs and expectations of a place to stay; will I be able to reach someone if there is a problem; is it clean; will I get my deposit back without hassle; is the rental safe; is the vacation rental a good value; is the place the same as in the pictures and description; will we enjoy our vacation?

Back in 1999 when I first started with a vacation rental cottage in Maine, my collection of information from guests after arrival came in 3 forms:

1. A quick phone call to check in on the guest during their stay (satisfied guest's need for being able to reach someone);
2. A paper and pen guest book left at the property year after year, which I checked at the end of each season (satisfied my need for a quotable testimonial);
3. A paper survey mailed with a SASE (satisfied all of my other needs regarding guest feedback).

With those three methods, I had the perfect trifecta of information:

1. Fix any problems the guest was having and answer property or area questions;
2. A collection of guest thoughts, activities, emotions, while enjoying our property for use in marketing;
3. Comprehensive information for our own needs regarding why they booked with us, what maintenance we needed, what they enjoyed most, and even what they wished we could improve or provide.

For years, my system seemed perfect. Happy guests. Happy owners. Continually improving property and service. Over 90% of our paper surveys were returned, our guest books filled up, and our phone calls were more like welcomes than anything else. That said, it still took a leap of faith for guests and make the initial booking. 

Over the last 12 years things have changed just a little: 

• guests can now do extensive research and even book online;
• scams are easier to carry out with the anonymity of the web;
• guest reviews are easily collected and shared online via a multitude of sites and social networks, whether the owner or manager asks for them or not;
• guests expect to see reviews from other guests online before they make their decisions;
• guests new to vacation rentals are expecting stays to be more hotel like than "old school" guests.

I embraced the world of online reviews. Before TripAdvisor was in the vacation rental marketplace,  the big four online vacation rental marketplaces (now owned by HomeAway) supplied a free place for owners to manage calendars and reviews online. We at first entered reviews from our guest books (which of course were all glowing), and later provided the link to leave a review directly to guests. Then a few years ago, FlipKey (who's majority shareholder is TripAdvisor), began offering an easy and free system to collect guest reviews and publish them online. Included in this was a little whisper that yes, TripAdvisor would start carrying these reviews soon. "SIGN ME UP"...without abandon, I was all in. Confident from years of good reviews, with a business platform based on being "Better" (company is BETTER Vacation Rentals after all), and knowing from lodging industry research that quantity of reviews was even more important than quality of reviews, I was happy to quit using paper surveys and guest books. I had already switched to in room questionnaires instead of mailed surveys in an attempt to catch maintenance needs, and the phone call had become intermittent as I grew Better Vacation Rentals from 1 rental, to 3 rentals (by owner), and then to about 25 rentals and a full blown management company. 

What I didn't count on was that fewer people would respond to my requests for online surveys (I'd like to know why) and that the surveys would not have the same feel as the in rental guest books. Instead, electronic surveys intended for review publishing seem to elicit less personal and more functional responses, including a list of even the tiniest maintenance issues.  My first response was to take it all personally and begin to believe that the company was failing in critical areas like cleaning and maintenance.  After today's epiphany, though, I know this isn't the case.  We began failing in communication with guests. My zeal for collecting guest reviews for the number of stars and number of reviews (as a marketing tool to satisfy potential guests) left out what I needed for information and what current and former guests needed as a feedback mechanism, while satisfying the needs of only future guests.

Current (in house) guests need a forum to tell you that a lightbulb is out or that the drain ran slowly. To many guests on vacation, these small things don't warrant a call to management or owner during their stay, but when asked in an online survey about cleanliness, maintenance, service...the guest has found an easy forum. A guest review becomes a performance survey and small things end up looking bigger than they are.  If a minor issue is cared for properly, instead it's either skipped in a review or turned into a "moment of truth" story. In addition, a third party online review provides a certain level of anonymity and lack of personal relationship that tends to pull out gripes rather than praises. How often do YOU leave glowing reviews vs less than glowing reviews. How many times have you told friends of bad service vs good service? My point exactly...

We're getting it all wrong. Online guest reviews are great. I'll keep collecting them. They are an invaluable source of information for potential guests to vacation rentals and hotels alike. Never, not once, have I personally experience, nor know anyone personally whose experience has been lower than the expectations set by TripAdvisor reviews. However, online guest reviews are NOT enough for the vacation rental industry. We still need guest satisfaction surveys that are used as a feedback mechanism for owners or management, and we still need to touch base with vacation rental guests during their stays to enhance the quality of the stay and let the guests know we are available to them for even the littlest things.

I've stayed in dozens of vacation rentals myself. Some great, some less so. NOT ONE ever called or emailed during my stay, and NOT ONE ever left or mailed a survey for me to complete. Several have asked me to leave reviews (with an easy link) on the vacation rental management site or on a review site like TripAdvisor, HomeAway, or VRBO. I think there is still a lot of room for BETTER achieved via satisfaction surveys and not just reviews. What about you?

More Competition in the Vacation Rental Marketplace. Good for Guests or Not?

According the the National Association of REALTORS latest Investment and Second Home Buyers Survey (March 30, 2009), 27% of second home buyers now plan to offer these homes for rental. In 2005 this figure was only 14%. That's good news for people who want to stay in vacation rentals for their next getaway. Or is it?

What's Good About More Second Homes in the Vacation Rental Market for Guests:
-more selection for the guest
-more supply usually means lower rents due to increased competition


What's Bad About More Second Homes in the Vacation Rental Market for Guests:
-lower rents mean less money for the home owner to invest in amenities, maintenance, and cleaning
-when rents do not cover ownership expenses, more vacation homes in foreclosure; will it be the one you rented?
-less experienced owners doing vacation rentals by owners may mean a poorly managed vacation rental experience


Like any travel accommodation choice it comes down to doing your homework. There are some tools for the traveler now that can make doing homework easier.
1. Find a trusted source of vacation rentals. How?
a. This can mean using the same management company or owner year after year, and asking them for referrals when you go somewhere new (many experienced owners travel themselves and are active in online groups so they may "know" more people than you realize."
b. Use a service that specializes in vacation rental homes and let them do the leg work for you. Specialists are popping up all over the place and with online connectivity, it's easy to find them. I personally like the business model of Beach Vacation Rental Scout because I met the owner through Twitter and she actually stayed in one of my rentals before publishing her profile on BETTER Vacation Rentals and actually stays in the rentals she recommends. The owner is a professional freelance hotel reviewer so she knows her stuff.
c. Vacation Rental Managers Association "VRMA" - members of this association represent just a fraction of professional vacation rental managers so you will typically find that they are specialists and committed professionals. Get ready for their launch of Discover Vacation Homes shortly which will make it easy for guests to search for professionally managed rentals.

2. Read Real Guest Reviews. There are a plethora of web sites out there where anyone can list a vacation home for rent. Not all homes, owners, or managers are created equal, though most are honest and have good intentions. See what other guests have to say. My favorite site for these reviews is also my first stop for any travel choice I make: TripAdvisor. Through a recent partnership with FlipKey, TA has brought vacation rental reviews to the masses and they are working with both property managers and individual homeowners. Hint: search first for the location in TripAdvisor, then on the tab "Vacation Rentals." FlipKey verifies that the guests actually stayed...so no fake reviews. If you cannot find the home you are looking at on TA you will probably be able to find reviews on the owner or managers' listing sites as well as all of the major portals for rent by owners. Personally, I'd ask the owner or manager why they aren't on Trip Advisor - it shows a dedication and a no fear approach to guest reviews. For a sample look at my Oceanside CA beach condo reviews.

More vacation rentals - good or bad for consumers? Generally good. Just do your homework.