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US: Short-term rental marketing firm BookingsCloud has launched its Opportunity Score tool. The tool is meant to identify marketing gaps and automatically run campaigns to increase bookings.
Measured on a zero to 100 scale, Opportunity Score is a predictive metric tasked with identifying revenue opportunity in short-term rental listings. The tool works across an operator’s listings in real time to automatically run advertising for undervalued properties.
BookingsCloud said their Opportunity Score focuses on a listing’s optimal booking window, prioritising near-term opportunity in a given market. After zeroing in on missed value, Opportunity Score will create an advertising campaign using a listing’s property information to draw customers directly to the property manager’s booking site.
After connecting to an operator’s performance management system, it can then use data on booking history, markets and price points to develop campaigns for increased revenue.
When a listing is fully booked or additional advertising would yield low value, BookingsCloud will terminate the campaign.
The firm said Opportunity Score’s early results return denser and more effective demand generation.
“Opportunity Score was built to remove [sic] manual decision-making entirely,” BookingsCloud general manager Amber Knight said. “By continuously evaluating each listing using live performance and forward-looking demand signals, and automatically identifying where booking potential still exists, marketing becomes an always-on system aligned with how modern portfolios actually need to operate.”
Highlights:
- BookingsCloud has launched Opportunity Score, a predictive tool designed to identify short-term rental listings with untapped revenue potential and automatically deploy targeted advertising campaigns to increase bookings.
- The tool scores properties on a zero to 100 scale based on optimal booking windows and near-term market demand, then creates advertising campaigns using listing data to direct customers to the operator’s direct booking site.
- Opportunity Score integrates with property management systems to analyse booking history, market conditions and price points, and automatically terminates campaigns when listings reach full occupancy or additional advertising would yield low returns.
- BookingsCloud stated the tool eliminates manual marketing decisions by continuously evaluating listings against live performance data and forward-looking demand signals.
