The Boostly Podcast

Episode: "From First Click to Final Clean: The New Guest Experience in 2025"

Host: Mark Simpson
Guest: Christina Vassal, Director of Partnerships at Turno
Date: August 25, 2025

Overview

This episode explores the evolving guest experience in 2025, focusing on how hospitality providers can take back control of their bookings from OTAs (Online Travel Agencies) like Airbnb and prioritize direct bookings. Mark Simpson shares actionable marketing strategies, while Christina Vassal from Turno presents data-backed insights on operational excellence—especially in cleaning and maintenance. The conversation covers the complete guest journey, from initial search to post-checkout review, emphasizing how technology and changing guest behavior are reshaping expectations.

Key Discussion Points and Insights

1. Introduction to the Guest Experience (00:00–02:16)

• Mark Simpson sets the stage by underlining the importance of adapting to rapidly shifting guest demands.
• Christina introduces Turno, a platform for cleaning automation tailored to hosts and professional cleaners.

2. Data-Driven Hospitality: Tracking What Matters (02:16–11:02)

The Power of Data in Guest Experience

• Christina laments that most hosts "are guessing, rather than using data as guidance to improve the guest experience." (03:05)
• Recommends leveraging:
  • Multichannel guest feedback (Google, direct website reviews)
  • Post-checkout surveys for specific, actionable data, especially during peak season.

Turno’s "Quality Center" and Airbnb Partnership

• The Quality Center provides granular cleanliness and operational analytics (04:45).
  • Tracks property trends and cleaner-specific ratings.
  • Example feedback issues: missed cleans, unstocked toiletries, bathroom cleanliness, missing TV remotes.
• Sharing data:
  • "Active Turno users are actually seeing about a 4.83% [cleanliness score]... users actually see a 20% increase in reservations on the channels when their cleanliness score is that high." (07:16)

Other Key Metrics to Track

• Turnover Time: Know the average, compare it with cleaners’ records, resolve discrepancies to enable perks like early check-in/late checkout and better revenue (08:40).
• Pre- and Post-Clean Photos: Ensure consistency with listings, set standards, and increase accountability (09:28).
• Job Ratings: Evaluate cleaner performance to maintain reputation, decide on potential replacements or coaching (10:10).

3. Turning a 'Looker' into a 'Booker' — Pre-Booking Strategies (11:02–21:05)

Evolving Guest Behavior

• Guests now cross-check between OTAs and direct sites, thanks in part to viral travel hacks on platforms like TikTok (12:18).
• Mark remarks, "Your future potential guest... they are willing now to click around. They are looking to do a little bit of research." (11:25)

Billboarding Your Brand

• Embed your business name subtly but systematically in property photos, listing descriptions, and your Airbnb host profile.
• Example hack for descriptions: "This is Treetopia Treehouse brought to you by Okie Dokie Cabins." (14:55)
• Aim: When guests Google the unique property + brand, your direct website ranks #1, not OTA listings.

Leveraging Technology

• Recommends tools like DIRECTO—a Chrome extension that flags direct booking deals and refers users from OTA searches (16:54).
• Control your search presence by owning your Google Business Listing and counterbidding on your brand name if necessary (18:12).

Website Conversion Essentials

• "When your website loads up, it needs to be set up and it needs to be created to turn a looker into a booker." (18:57)
• Three key homepage questions: Who you are, what you do, and how the guest can book.

4. Safeguarding Against Cancellations — Post-Booking Tactics (21:05–23:42)

The Challenge of Multiple Bookings

• Guests, empowered by flexible cancellation policies, may book several properties and cancel all but one. (21:34)

Personal Touchpoint: The Phone Call

• Mark’s low-tech, high-impact fix: "Pick up the phone and call your guest." (22:23)
  • Humanizes the booking, differentiates you, and provides a chance to upsell services.
• Upsells (early check-in, experiences) increase guest commitment and reduce the likelihood of cancellation.

Data Collection on Calls

• Use the call to learn about the guest’s purpose for travel, personalize their visit, and reinforce the value of the stay.

5. Key Takeaways and New Features (23:42–27:04)

Review Power

• Christina: "36% of travelers are influenced by the reviews that previous guests have stayed [and] have left. So it's so important to try and get those as as many as you can." (23:55)
• Mark adds: "93% of all purchases online, not just hospitality... are on the back of social proof." (24:16)
• "56% of people who book direct have done it on the back of an OTA search." (24:55)

Turno Platform Updates

• Maintenance features coming soon: hosts can now find cleaners with both cleaning and maintenance skills (26:34).

Notable Quotes & Memorable Moments

• "Every phase truly does offer that opportunity to either wow them or completely lose them and not have them come back."
  — Christina Vassal (02:32)

• "Why does a cleanliness score matter so much? ... Those poor cleanliness scores can actually deter future bookings. They can impact your income and your reputation."
  — Christina Vassal (07:45)

• "If you want to turn a looker into a booker, your website has to answer: Who you are, what you do, and how I can buy—immediately as it loads."
  — Mark Simpson (19:10)

• "It's so important to get your guests' commitment up front. If you can get them to book a service or experience, the chance of them cancelling decreases dramatically."
  — Mark Simpson (22:52)

Timestamps for Key Sections

• Introduction & Housekeeping: 00:00–02:16
• Leveraging Data & Turno Overview: 02:16–11:02
• Pre-Booking: Direct Booking Strategies: 11:02–21:05
• Post-Booking: Reducing Cancellations: 21:05–23:42
• Takeaways, Stats, and Turno Feature Updates: 23:42–27:04
• Episode Wrap-Up: 27:04–end

Final Takeaways

• Data and Automation Lead to Excellence: Invest in systems that capture and use guest feedback and operational metrics.
• Brand Visibility is Crucial for Direct Bookings: Be creative and consistent in branding across platforms.
• Your Website Must Convert: Immediate clarity and streamlined booking paths are a must.
• Personal Touches Matter in a Digital Age: A simple phone call can separate you from the competition and secure the booking.
• Reputation Drives Revenue: Social proof and reviews remain pivotal in guest decision-making.

Useful Links

• Boostly YouTube Channel
• Turno Cleaning Automation Platform
• Book: The Book Direct Playbook by Mark Simpson (Amazon)

For more actionable tips and future episodes, subscribe to The Boostly Podcast and join the conversation about the future of direct bookings in hospitality.