A true-story based on stats and experience
How often have you
- Explored newer, offbeat farmstays in a place you want to visit.
- Saved a reel about a farmstay in Instagram and started following them.
- Read reviews about multiple farmstays before narrowing in on one.
- Booked a farmstay because someone you know could not stop talking about it.
Thanks to the digital boom, accessing information about a farmstay is now very easy, and accessible. Before homestays ventured into the digital space, our guests would often book via phone calls, personal visits. It was a cumbersome process. Booking these homestays through offline third parties was common and had its benefits and pitfalls.
Image 1 From page 8 of Homestays in India: A Functional and Economic Impact Analysis research report from the Internet and Mobile Association of India. The percentage represents hosts who had gotten bookings via the above methods. It was often more than one.
Over time, farmstay hosts like Hide and Teak, went digital creating our websites, listing on other platforms, etc. Based on the study by The Internet and Mobile Association of India (IAMAI) on Homestays in India, 67% of the hosts had listed properties across multiple booking platforms.
REACHING DIVERSE TRAVELLERS
By reaching out to travellers via the digital, 80% of the hosts saw guests from varied parts of the world, across different customer segments coming in. We have successfully tapped into broader markets.
BUILDING THE BRAND
In 2018, 40% of the hosts have been using social media to promote their properties. The current number could be over 90%. Story telling is the heart of creating the most memorable brands. Many interesting branding and marketing strategies are at work. Be it weaving exceptional stories for our social media platforms and showcase the breathtaking visuals, local attractions, and others. Most often our guests put in the effort and tags us on social media. It crafts a compelling narrative for any potential visitors to explore. With ease of communication, and use of translators, potential guests now directly engage through social media platforms. It has led us to cultivate not just a strong online presence but also a loyal customer base.
Image 2 From page 8 of Homestays in India: A Functional and Economic Impact Analysis research report from the Internet and Mobile Association of India. The percentage represents hosts who have been using various modes on Promotion and Visibility.
INTEGRATED BOOKING EXPERIENCE
Globally, moving into a robust and easy booking system has revolutionized the way travellers secure their accommodations by allowing guests to check availability, compare prices, read reviews, and make reservations. Even as early as 2018, over 85% of hosts got bookings from online travel platforms and government websites; while 45% of them also got booking also via their own website.
MOVING FROM OFFLINE TO HYPER-PERSONALIZED ONLINE
Almost 2/3rd of hosts who started with offline operations have now moved into fully digital for their operations; while 1/4 farmstays have both offline and online facilities. We could take advantage of global practices, thanks to the digital platforms, and understand better the needs of the guests and tailor their services according to individual guest preferences. Through these online platforms, one can gather information about guest preferences, dietary restrictions, and special requests prior to arrival and serve them accordingly. It takes the layer of personalization up by many notches.
IMPACT ON THE BASELINE – REVENUE
Most of all, digitalization is another means to reach people. The number of queries has significantly increased, as confirmed by 91% of the surveyed hosts. Over 75% hosts also had their properties occupied almost half the time. It resulted in increasing the revenue of 80% of the hosts. Going digital also helped them increase their tariffs, 60% could increase their rates by 50% while 20% could increase their tariffs up to 75%.
Image 3 From page 12 of Homestays in India: A Functional and Economic Impact Analysis research report from the Internet and Mobile Association of India, showing the impact of seasonality.
Digitalization of the journey of farmstays in India has a profound impact on the market. The digitalization of farmstay journeys has also had a positive impact on our business, the Hide and Teak Farmstay located close to Bengaluru! Be it for expanding reach and brand building to seamless booking experiences and hyper-personalized operations! The revolution has created a landscape of endless opportunities for both of us!
Get in touch if you would like to get an immersive experience away from the hustle and bustle of the city – be it you are planning a getaway or hosting a party!
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