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The short-term rental industry is developing in an all-round way and is dedicated to the professionalization of practice every day. To consolidate the value chain and combine its attributes and characteristics with empirically supported knowledge of different audiences of interest. The category that Airbnb changed – marketplace or intermediary – combines the supply of real estate with the demand of guests through an online platform.
(farther: Brands competing with convenience stores: Which one?).
Booking.com is one of the largest booking agencies and currently sells more than 30% of short-term and vacation rentals worldwide. For example, Sweden recognized that this industry was a unique opportunity to develop tourism, so they launched a special campaign in partnership with Airbnb to attract more travelers seeking this type of accommodation.
A few months ago, Paris also reached an agreement with Airbnb to provide accommodation services for tourists attending the 2024 Olympic Games. This particular dynamic has been going on in Colombia for some time. According to AirDNA, a short-term rental market analysis company, by June 2024, Bogota, Medellín, Cartagena and Santa Marta have a total of 33,200 properties for sale, with an average occupancy rate of 54.5%.
In this context, he stood out as a natural entrepreneur, explaining the reality, reorienting the business and encouraging others to experience the development of this alternative. Having assumed the impact of the pandemic on tourism and hotel activities, Xavier Cárdenas Becerra created Wellcome, a provider of revenue management solutions (analytical tools that optimize room inventory sales, availability and product prices to maximize revenue), the result of an extensive study and analysis of market data, with new expectations regarding accommodation, autonomy and rates.
(Lea: JAS Worldwide acquired a major logistics company, which one?).
Short-term and vacation rentals also require managing interests and approvals from different sources. For example, owners think that engaging in the business is just about buying or renovating an apartment, house or property and putting it on Airbnb, without taking into account the services, support and logistics required for the business. Live guests. They also do not foresee the impact that will arise on the residents and neighbors of the property and its management bodies, who often interpret the law and think that they can prohibit such activity through notarization of the minutes of the owners’ meeting when the norms require a change in the horizontal property regulations.
Airbnb
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Other relevant facts affecting this category must be addressed, for example how some local and regional authorities intend to apply controls or standards to the hotel or real estate industry, which requires its own regulation. Similarly, although there are filters and controls for selecting and accessing guests,Do not want”, the sector must develop at a controlled level, as Airbnb itself has done. Also highlighted is the increase in accommodation offered by builders, who have defined business sectors with exclusive projects and adapted their designs and operations to this activity.
The interactive moments in which Wellcome participates are specifically reflected in two macro processes or stages of operations.One is to focus on search and booking, and the other is to focus on arrival, check-in and post-check-in, which requires logistical attention and precision, as well as support, understanding and anticipation of guest needs.
(Via: Solinftec hopes to deploy 20 agricultural robots in Latin America by 2025).
Wellcome’s value proposition is aimed at owners who do not have management expertise and is based on knowledge, dedication and technology. Knowledge allows us to identify different market segments in order to develop attractive promotional and communication strategies and to provide interesting content, rather than just posting information on social networks and digital platforms. Knowledge also allows us to provide recommendations Issues such as space design, furnishings, photography, advertising configuration, daily rate management, market behavior, consistency with hotel standards and adjustments to the regulatory framework are aimed not at being just another, but the best.. Dedication, means 24/7 time and availability, because clients and owners demand immediacy, they expect precise management and unforgettable travel experiences. Finally, technology allows you to automate processes and have accurate data to make the best decisions. Having a system that allows the property to be included in multiple platforms and synchronize prices and availability in real time. It also automatically creates access codes and reports information about the guest to the authorities, and obtains market information about the hotel’s performance and behavior. However, all of these technological services are desired, but at the same time unattainable for most do-it-yourself owners, because the cost-effectiveness of obtaining them can be very high.
(farther: ‘We are ready and looking to help businesses ditch plastic’: Smurfit).
Wellcome also promoted the creation of the Asohost Association, which today represents tourist accommodation in Colombia, becoming a relevant player in issues of public policy, regulation, representation and market education through fairs and congresses. Likewise, thanks to the professionalization of its management, it is today a partner/ally in Latin America for the Homes and Villas by Marriott division, which has more than 166,000 properties worldwide. Being unafraid of success, in this case, means being proactive, focusing and going above and beyond what it means”Making Parts” and promotes the stability of categories through requirements and constraints that require the professionalization, maturation, consolidation, and formalization of systems.
Alberto Mejia Aguirre, Germany
Co-founder of bmLab Latin America
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