Los Angeles

Everbooked and Dynamic Pricing in the Share Economy

20095445482_a8cd3c85c7_k

We live in an era of sharing. Technological developments and online platforms allow people today to network and earn extra income by sharing assets they already have – their cars (Uber and Lyft), their household goods (Snapgoods), and even their homes and apartments (Airbnb, VRBO, and HomeAway). Collectively, this activity is known as the “share economy,” and it is rapidly growing. Participating in the share economy is simple: go online, or open an app, and in minutes you can find a ride or a place to stay for the weekend.

Founded in 2008, Airbnb allows users to rent a place to stay overnight in a private home or apartment. Having personally used Airbnb, I can attest to the benefits of renting a private place while on vacation it’s often less expensive than a hotel, there are more options to choose from, and staying in a private place has a “local feel.” As Airbnb advertises, “Don’t go there. Live there.” This online platform has proven very popular: Airbnb today is worth around $24 billion and has helped over 40 million people find a place to stay. As Airbnb’s rapid growth both in the United States and abroad continues, Airbnb landlords are taking advantage of data science in order to raise more revenue and secure a greater number of bookings. Recently, I had the opportunity to speak with David Ordal, the CEO of a Bay-Area startup known as Everbooked that assists Airbnb landlords with market analytics and a technique known as dynamic pricing.

Dynamic pricing involves continually adjusting prices to adapt to changes in demand that are detected through data analysis. American Airlines is credited with being the first company to adopt this technique; in the early 1980s, it began experimenting with “Super Saver” ticket prices that were adjusted based upon seat availability, demand, and how far in advance customers made reservations. The results were impressive – American Airlines’ revenues skyrocketed the next year. Dynamic pricing is now universal in the airline industry, and the hotel industry has used dynamic pricing for a long time as well. Ordal founded Everbooked in 2014 when he noticed that dynamic pricing was not widely used in the vacation rental industry. He saw an opportunity in bringing dynamic pricing and data analytics to landlords renting through Airbnb. “We do the same thing as airlines, but for a place to stay,” Ordal explained. Today, Everbooked operates in 3,322 cities across the United States and looks to expand internationally in the future.

Everbooked uses an algorithm to scan through market data in real time, searching for changes in various demand factors. “We look at different factors for demand, such as seasonal trends and weekend and weekday tracks,” Ordal said. He noted that, in some cases, weekdays actually see higher demand than weekends, often due to business travelers. In addition, the algorithm tracks Airbnb reservations in a given area and even examines local FAA air traffic data, which has proven to be a good metric for predicting how many people are traveling to and from a particular locale. When the algorithm detects something notable, it automatically updates users’ prices within hours of detection. The end result is that, by having their prices updated in real time, Airbnb landlords can earn an extra 14-38 percent in revenue each year.

“A lot of clients are professional landlords,” Ordal added. “We work with hosts who are more business-oriented. These are the people who really want to understand the market, who really want to understand analytics.” In addition to automatically updating clients’ prices, Everbooked also compiles huge amounts of data on rental units in various locales across the United States, allowing clients to compare their listings to those of other nearby Airbnb landlords. On the Everbooked website, an Airbnb landlord can see what types of listings they are competing against – whether homes, apartments, or condominiums – and the average prices for each of these types of listings throughout the year. Several histograms display which prices are the most common among various types of listings, as well as which types of listings are the most popular in a given locale. Everbooked also creates graphs to help clients determine the prices they should charge for extra guests, and provides up-to-date information on seasonal demand trends.

At one time, the benefits of dynamic pricing were limited to large, highly organized businesses. Today, with the rise of the share economy, that landscape is dramatically changing. Ordal thinks that someday dynamic pricing will become universal among vacation rentals. I agree – there are simply too many benefits to pass up.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s