Latest / Host Planet: Airbnb, Holiday Let, and Vacation Rental Insights / The Gap Between Average and Exceptional Property Managers

Transcript

The Gap Between Average and Exceptional Property Managers · Host Planet: Airbnb, Holiday Let, and Vacation Rental Insights

• 0:00
  Welcome to the House Planet Playbook, your go to guide for
• 0:03
  mastering short term rentals. In this special series, we're
• 0:06
  sitting down with 30 of the world's top property managers to
• 0:09
  uncover what really drives success in the vacation rental
• 0:13
  industry. You'll hear their stories, learn
• 0:15
  the key lessons they've picked up along the way, and discover
• 0:18
  the game changing tech they use to deliver 5 star guest
• 0:21
  experiences. If you're serious about growing
• 0:24
  your STR business, you're in the right place.
• 0:27
  We've also developed an e-book featuring the stories of every
• 0:30
  manager in this series. And you can download it for
• 0:32
  free. Head to Houseplanet dot Club to
• 0:35
  find out more. In today's episode, we're
• 0:37
  chatting to SAB Mulligan from Zing in Malta.
• 0:40
  Stand by for a deep dive into island hosting, the importance
• 0:44
  of brand development, and how to always deliver an exceptional
• 0:48
  guest experience. This special series is brought
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  to you by Host Planet and Hospitable, the smart AI powered
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  property management software trusted by hosts worldwide.
• 1:03
  With Hospitable, you can automate guest messaging, sync
• 1:06
  calendars across platforms and manage your rentals with ease,
• 1:10
  all from one powerful, easy to use platform.
• 1:13
  If you're keen to run your short term rental on autopilot, try
• 1:16
  Hospitable today. Visit hospitable.com/host Planet
• 1:20
  to see how the platform can save you time, reduce stress, and
• 1:24
  maximize to your earnings. SAP.
• 1:26
  Thank you for being part of the House Planet Playbook.
• 1:28
  Let's start with you. What's the name of your company?
• 1:31
  Where are you located and how many rentals do you manage?
• 1:35
  So Zinc and we are in the island of Malta, we managed 350 units,
• 1:41
  a combination of vacation renters, holiday homes, villas,
• 1:45
  apartments, as well as boutique guest houses and also now hotels
• 1:49
  as well. So we'll be hitting the 500 mark
• 1:51
  by the end of 2025. S scaling fast.
• 1:54
  Scaling fast, yeah. Amazing, amazing.
• 1:57
  So tell us, how did you get started in the world of short
• 2:00
  term rentals? OK, bit of background about me.
• 2:02
  So I spent almost a decade working in TV.
• 2:05
  Then I moved on to a tech Academy.
• 2:07
  That was really fun because we kind of reframed learning and I
• 2:12
  learnt a lot, especially working with some of the world's biggest
• 2:15
  tech brands like Adobe, Cisco, Autodesk Hospitality.
• 2:20
  I've always had a soft spot for hospitality, mainly because I
• 2:23
  always thought as very happy industry, right?
• 2:25
  You get to be a part of making memories for guests, right and
• 2:29
  leaving a mark there. So hospitality has always been
• 2:33
  on my radar and 2 1/2 years ago, I had the golden opportunity of
• 2:38
  joining the Zinc team as head of team.
• 2:41
  And brand will always be my playground, though I love brands
• 2:44
  and humanizing brands as well. So I think now it's getting even
• 2:48
  more interesting for us now that our foundations are quite solid,
• 2:53
  I would say. Yeah, fantastic.
• 2:55
  So tell us about the growth of Zynga and how have you got to
• 2:59
  this stage where you're now managing hundreds of properties?
• 3:03
  So we, I think when I joined we had about 40 or 50 properties.
• 3:08
  And so over the last 24 months there was like increase like
• 3:15
  very fast growth basically when mold is an island.
• 3:18
  So referrals of course are very important.
• 3:21
  So we work with a very particular type of property
• 3:24
  partner who always recommends or continues to invest in new
• 3:28
  properties as well. So then we become, of course,
• 3:31
  their natural choice. I think, I think word of mouth
• 3:35
  would be like one of the main reasons why we grew so fast.
• 3:39
  Also from the very start, we've always been very tech centric.
• 3:43
  And the fact that through our tech property partners had
• 3:47
  complete visibility on their earnings, right, full
• 3:51
  transparency that for the island of Malta 2 1/2 years ago was a
• 3:56
  bit of a game changer. So that made us even more
• 3:59
  attractive tech. Yeah.
• 4:01
  So I mean, you've probably answered the question here, but
• 4:02
  the next thing was going to be what makes your brand stand out?
• 4:06
  Is tech the main thing or or what else kind of makes you
• 4:09
  stand out from the crowd? Well, in my opinion, the fact
• 4:12
  that yes, across all divisions, we are powered by tech.
• 4:15
  So we're very hungry and eager to be tech first across.
• 4:20
  And this has definitely been very important part in our
• 4:23
  scaling journey. I think another differentiator
• 4:25
  would be our agility. We can go live now relatively
• 4:30
  quickly. Unfortunately, we don't always
• 4:32
  celebrate it, but our teams are really In Sync.
• 4:35
  When you take a step back, it's really nice to watch how our
• 4:39
  hospitality team and our operations team kind of merry,
• 4:42
  you know, and move forward quite fast.
• 4:45
  And what I'm most proud of our obsession with guest experience.
• 4:49
  I think we love guest experience only because we have realized
• 4:53
  that in every booking there is intention and purpose right from
• 4:59
  a guest point of view. And we are those guests so many
• 5:02
  times because our team is made-up of travellers.
• 5:05
  So as soon as you put yourself in their position, you
• 5:08
  understand why they are sometimes angry, frustrated, or
• 5:12
  you know they're feeling the feelings that you would feel if
• 5:15
  the same thing happens to you. So as soon as you get that, I
• 5:21
  think, I think it's so important and I think that's a bit of a
• 5:23
  differentiator because we remind ourselves and each other daily
• 5:28
  that we are here, our purpose is for the guest.
• 5:31
  That leads us nicely into the guest experience then.
• 5:34
  So what are your top tips for delivering an outstanding guest
• 5:38
  experience? We are more than a room night,
• 5:43
  it is about experience. I think that is very important
• 5:47
  keeping it personal. Guests leave so they, they
• 5:53
  sprinkle so many clues when they actually choose to communicate
• 5:56
  with us, right? And if we pick on those clues,
• 5:59
  that is an opportunity to delight guests and surprise them
• 6:02
  and also exceed their expectations.
• 6:06
  So I think making it personal looking for the, the, the, the
• 6:10
  clues that kind of really help us stand out.
• 6:13
  And I would say my tech third one would be employing the right
• 6:17
  talent and guest experience. And this is part of our personal
• 6:21
  journey as well because you are not looking for individuals who
• 6:25
  simply want to keep answering the same questions over and over
• 6:30
  again. A guest experienced team in
• 6:32
  hospitality, they should be fuelled by creativity and
• 6:35
  curiosity. They exist to delight guests and
• 6:39
  they are not the people who want to do the mundane and mediocre.
• 6:44
  That is just a ticket to losing that sort of talent.
• 6:47
  So to be able to come up with a beautiful system where you have
• 6:51
  AI agents who handle the day-to-day, always the same
• 6:55
  questions for every property on and on, and then let your guest
• 6:59
  experiencing team thrive in a space where they get to make an
• 7:03
  impact on guest experience. I think that is the winning
• 7:07
  combination and I think that is what brands should focus
• 7:11
  towards, to work towards that sort of combination.
• 7:16
  I think it's easy for us. It took us a while, but then
• 7:19
  when we understood what can be AI and what should be guest
• 7:24
  experience, as soon as that line is not blurred anymore like then
• 7:29
  as they say, the rest is history.
• 7:30
  You can really move fast. So tell us a little bit more
• 7:34
  about Malta then what are the main challenges and
• 7:38
  opportunities in the island? OK, we are blessed, lucky,
• 7:44
  grateful that tourists come to us, right, like bees to honey.
• 7:48
  So it kind of is easy to get in your comfort zone where OK
• 7:54
  portfolio is growing, always booked.
• 7:57
  There's no real seasonality, right.
• 7:59
  So it's like it's always high season in Malta.
• 8:02
  We have like almost 11 months of summer a year.
• 8:06
  And so for us, again, having a team who is motivated to be
• 8:12
  better, move forward, get inspired by brands, global
• 8:15
  brands, which are so much bigger than us and they're leaving
• 8:19
  their mark and seeing what they're doing and understanding
• 8:21
  if we want to kind of follow in their footsteps, I think that
• 8:26
  doesn't happen automatically. And so you need to wire the
• 8:29
  teams mindset to want to be better.
• 8:34
  So I think that's one, of course, part of the scaling
• 8:38
  journey challenge has been housekeeping talent, finding the
• 8:41
  right talent, retention. And what you did this year,
• 8:45
  which I'm really proud of is thanks to Tech, we are now
• 8:48
  rewarding based on review scores because money is a motivator,
• 8:53
  right? And so that we have, we could
• 8:56
  have only introduced it because of tech, but now that works so
• 9:00
  beautifully, retaining the right talent.
• 9:02
  And also because of growth. That's really important because
• 9:06
  you don't just want to attract, you want to keep your solid
• 9:10
  leads happy and watch them also kind of grow and move to
• 9:16
  different positions in the company, whether it is vertical
• 9:20
  or horizontal. So I would say that's the second
• 9:22
  one. I think another challenge for
• 9:25
  Malta is we need to constantly remind ourselves that travellers
• 9:30
  are booking an island and sometimes we might not always
• 9:34
  feel like we're an island anymore.
• 9:37
  And that kind of starts the downhill of the experience quite
• 9:43
  fast, you know what I mean? So I think reminding ourselves
• 9:47
  that guests are looking for the live like a local, the
• 9:50
  authenticity, don't kind of try and impress them with the the
• 9:55
  flashiness of beings they want like Malta.
• 9:59
  And again, it's easy when you are local to forget that you
• 10:06
  need to look at our islands. That's what we tell our team
• 10:10
  with like a traveller's eyes, with a foreigner's eyes.
• 10:13
  They see magic more than sometimes we see our magic.
• 10:16
  I guess this is like common for everyone, right?
• 10:19
  So it's not just us, but knowing and kind of, again, setting that
• 10:25
  intention of reminding yourself and everyone around you that
• 10:30
  this can happen is part of the win.
• 10:35
  So those are, I would say, challenges.
• 10:37
  Yeah, they're great. And I think the the housekeeping
• 10:40
  challenge, it doesn't matter whether you've got hundreds of
• 10:42
  property or just a couple of properties like me, it's a
• 10:44
  challenge. It's a challenge wherever you
• 10:46
  are and whatever the stage of of your journey and incentivizing
• 10:49
  there like you are sounds like a a good place to start.
• 10:53
  So what's been, so you've been with the the brand for a few
• 10:55
  years. So what's been the biggest
• 10:57
  lesson learned for you since you joined Singh?
• 11:00
  Biggest lesson is that we are not property managers, We are
• 11:06
  players in the hospitality space and we form part of the short
• 11:11
  term rented playground basically, but we are
• 11:13
  hospitality people. Yeah, I think this reframing is
• 11:17
  really important across because as soon as talent start to
• 11:22
  understand that this is hospitality, yes, we're property
• 11:25
  managers, but there's also the hospitality and it's the guest
• 11:27
  side. We mimic hotels when it comes to
• 11:31
  cleaning protocols, when it comes to maintenance.
• 11:34
  Yes, there is that expectation, but we exist because of the
• 11:38
  experiences that we can deliver that make us different and that
• 11:42
  is all it gets, strength centric.
• 11:44
  So property managers, fine, call us that, but we are in the
• 11:47
  hospitality space and I think that needs a really big
• 11:50
  spotlight. Absolutely, Yeah.
• 11:53
  And you were saying that you're focused on the branding elements
• 11:56
  of things and and marketing the property management company.
• 12:00
  So talk to us about branding and marketing.
• 12:03
  How do you get that right from the point of view of growing a
• 12:07
  property management company? And what tips can you share with
• 12:10
  other management companies out there who perhaps want to follow
• 12:13
  in your footsteps and and grow to hundreds of properties like
• 12:16
  you've got? Yeah, Authenticity, enthusiasm,
• 12:21
  I think are really important. I think understanding and
• 12:25
  carving out who you want your target audience to be.
• 12:29
  You can't be everything for everyone.
• 12:32
  I think that's a lesson basically that we have learnt as
• 12:36
  well. So understanding that there are
• 12:39
  52 weeks a year, you know, 365 days a year, you're not
• 12:43
  necessarily for each property looking for hundreds of bookers.
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  When you really start drilling it down, it's that particular
• 12:51
  family, that particular couple, that particular business
• 12:54
  traveller. And so each property or each
• 12:58
  collection within your property can really create kind of that
• 13:02
  ownership over your audience. I think then when you figure
• 13:07
  that out, it's speaking to those people.
• 13:10
  I am 100% forever against cookie cutter approach.
• 13:14
  A lot of people think that just because you're scaling, it has
• 13:17
  to become cookie cutter. And I think a lot of people are
• 13:20
  so very much focused as we were, as we are on the operational
• 13:25
  side of thing. You kind of forget that there is
• 13:28
  so much magic in the building of memories in the hospitality
• 13:32
  space. Art can really kind of trigger a
• 13:35
  lot of emotions as well for the team.
• 13:38
  I think as well from a brand point of view, it's all about
• 13:42
  making people feel the right feelings, the good feelings,
• 13:47
  because most travellers would have so much expectation and
• 13:51
  excitement and delight and then their surprise, you know, and if
• 13:56
  you manage to build on that and yes, operationally you're
• 13:59
  ticking all the boxes, then one, they're going to have an
• 14:02
  appetite to spend more and 2, they will give you a, a really
• 14:06
  great review and more importantly also refer.
• 14:10
  So I am very much interested in studying, studying at the moment
• 14:14
  about how we can take the next step and build our tribe of
• 14:18
  travellers. I think that is really important
• 14:21
  for us as zinc, but also for the space, you know.
• 14:24
  So what is the expectation of people who are staying in a
• 14:28
  vacation rented? I think there should be so many
• 14:31
  must their minds and conversations about that.
• 14:33
  I think that would be fun and. What have been the most useful
• 14:37
  tactics and useful platforms for growing the business from a
• 14:41
  marketing point of view? Social media or SEO or you know,
• 14:46
  working with influencers, you know, are there certain things
• 14:49
  that have worked really well for you?
• 14:51
  So honestly, we are in the very initial stages of our direct
• 14:58
  booking initiatives and campaigns, OK.
• 15:01
  We have relied so much on OTA channels and that is fantastic
• 15:06
  and they're always going to be part of our mix.
• 15:09
  I think at this stage though, where we have collected so much
• 15:14
  valuable data and we have a better understanding of who the
• 15:17
  people coming to Malta are and more importantly for us, why
• 15:21
  they are choosing to stay with us now.
• 15:24
  This is where we are at the moment, speaking to these people
• 15:27
  directly. Obviously we know very much that
• 15:31
  Malta is very strong when it comes to low cost airlines.
• 15:35
  We understand exactly where they are coming from, direct flights.
• 15:39
  So we can really laser focus our campaigns to speak to the people
• 15:45
  in very particular areas who are thinking of coming to Malta.
• 15:50
  So it's a mix of for me referrals attracting through
• 15:53
  social media as well for sure as Co improving our website, but
• 15:58
  also again, the brand messaging, what our brand's promise is.
• 16:03
  I think that's really important. And of course, AIA, So what is
• 16:08
  happening with AI and searches and how people are finding their
• 16:12
  property on any AI platform that you prefer, that's kind of if
• 16:19
  you're not going to, if we're not all going to take one step
• 16:22
  ahead of that, there's a lot of missed opportunity.
• 16:25
  Yeah, very much so. I mean, this is the next thing,
• 16:27
  isn't it? How to make sure that ChatGPT
• 16:29
  and other similar platforms are recommending you?
• 16:32
  When people say I want to go on holiday to Malta, who should I
• 16:35
  stay with? It's, I think it's a challenge
• 16:37
  that everybody is is dealing with now.
• 16:42
  Yeah, it's a challenge and an opportunity, 100%.
• 16:46
  So what do you love most about hosting?
• 16:49
  Oh, the word host hosting, I think it's there's something so
• 16:55
  special about the word hosting. And again, also, we have learned
• 17:01
  that we sometimes think that because you're growing so fast,
• 17:05
  like one of our aims is to scale but to remain boutique.
• 17:11
  And people used to think that just because you scale, then
• 17:14
  it's just going to become very cold.
• 17:16
  And what they tend to forget is that that this is what
• 17:19
  technology busts. Basically, this is a myth that
• 17:21
  technology is busting because you can remain boutique and
• 17:26
  scale very fast as well with tech on your side.
• 17:31
  So I think that would be my answer there, yeah.
• 17:38
  Fantastic. OK then SAB, we've got a few
• 17:40
  more quick fire questions to throw at you now.
• 17:43
  So which PMS does Zing use? Guesting.
• 17:49
  OK. Which dynamic pricing tool do
• 17:52
  you use? Price sets.
• 17:54
  OK. Which piece of tech couldn't you
• 17:57
  live without? Boom.
• 18:02
  Oh boom. OK, in an ideal world, pets yes
• 18:08
  or no at your properties. OK, here this is fire questions,
• 18:11
  but here I just need a second. OK, So get the operational part
• 18:15
  right, create the processes, protocols to be able to
• 18:19
  accommodate whatever the guest wants.
• 18:21
  Don't limit, don't limit. It's hard.
• 18:24
  And in the beginning we used to say straight no, no, no pets.
• 18:29
  But if there is an audience, make it happen.
• 18:33
  I like that. Good answer.
• 18:35
  Hot tubs yes or no? Same guest wants it.
• 18:38
  We'll create an operational structure whereby we can support
• 18:41
  that with the right people, of course.
• 18:45
  Do you prefer to offer self check in or a personal welcome?
• 18:50
  So protect first. So we're all about self
• 18:52
  checking, however the journey we are on because of course there
• 18:56
  are a ton of benefits of giving freedom and flexibility.
• 18:59
  And for us at Zing, if a guest manages to book, stay and leave
• 19:04
  without speaking to us, obviously there is success
• 19:07
  there. However, in a particular part of
• 19:11
  our collection, especially when it comes to the villas and the
• 19:13
  more luxury properties, if a guest requests a welcome, then
• 19:18
  we should be able to tick that box.
• 19:21
  So just like with the pets question and hot tub, I would
• 19:24
  say if a guest wants that, we are here to make that guest
• 19:29
  happy. Telephone call or AI response?
• 19:32
  Combination of both. This is what I am most proud of
• 19:36
  for 2025 at Zing, our Zoe, our AI agent, I think we've built
• 19:43
  her with a lot of empathy, a lot of friendliness.
• 19:45
  So there has to be a combination of both and also now coming up
• 19:49
  calls with AI as well. What's your most memorable
• 19:54
  hosting moment? Memorable hosting you know what
• 19:59
  I would say in the beginning of my journey at Zing when I was
• 20:04
  very I would I wouldn't say against I was challenging the
• 20:08
  concept of a welcome basket and so I.
• 20:12
  I was speaking to this guest who asked us because for us it's
• 20:16
  really important. No matter your role, always
• 20:18
  speak to guests to understand to they are the heart and soul of
• 20:23
  why we are here. So you need to keep that
• 20:25
  connection anyway. And this guest asked us for
• 20:31
  restaurants who have non alcoholic options.
• 20:34
  All right, so a good guest experience executive would just
• 20:37
  give that list. Thank you very much.
• 20:39
  See you soon and more so a great guest experience executive would
• 20:43
  make sure that there is no wine in her hair welcome baskets
• 20:48
  because how frustrating or careless or nothing about kind
• 20:55
  of we exist because of you. Is that right?
• 20:58
  And so the cookie cutter approach would say same by wine
• 21:01
  basket across all properties because this is so easy.
• 21:05
  Spent a whole day packing welcome baskets and you're set
• 21:08
  for the week. But I think again, putting
• 21:12
  intention and purpose behind every stay and This is why I
• 21:16
  mentioned the sprinkling of clues, right?
• 21:18
  She was telling us that she does not drink alcohol.
• 21:22
  So this is what and, and that remains a lesson.
• 21:28
  That was a lesson for me and that I still share with the
• 21:31
  team. I think that's a really good
• 21:33
  point. I remember actually when I
• 21:34
  started hosting and we used to leave a bottle of wine for
• 21:38
  guests when they arrived and often it wouldn't get drunk.
• 21:41
  And sometimes it's because the guests, they don't drink alcohol
• 21:45
  for whatever reason, whether it's cultural, whether it's
• 21:48
  health reasons or whatever. And sometimes it would just get
• 21:50
  left. We stopped doing it in the end.
• 21:51
  But but yeah, your point is absolutely valid.
• 21:54
  And I stayed at a place last week and there was a welcome
• 21:56
  basket and it had my favorite sweets in it.
• 21:59
  So I thought it was great. I thought it was wonderful.
• 22:01
  Like when you walk in and you see it, you're like, oh, that's,
• 22:04
  it's, it's great. It kind of, you know, makes you,
• 22:06
  makes you more likely to give that five star review, I think.
• 22:08
  But I can see, you know what the point is.
• 22:12
  You've just got to know what your guest wants.
• 22:13
  And if you've got those clues, then then act on them.
• 22:16
  And of course, that's that. I guess you need the systems,
• 22:19
  but you need the people in place to do that, right?
• 22:20
  You need, you need the people in the place to think.
• 22:22
  All right, I've clocked that. So now I need to go and amend
• 22:25
  the the gift passport. And you need to give the people
• 22:28
  the free freedom to have this time.
• 22:30
  So This is why AI plays such an important role as well, because
• 22:33
  you want guest experience executives to really kind of get
• 22:38
  a whole buzz. And I that for them, it's fun to
• 22:41
  be able to act like they're detectives and kind of figure
• 22:44
  out who is this guest? What, what can I ask the guest
• 22:48
  to find out? What would make the stay
• 22:51
  different? I think also, just how do you
• 22:55
  want to be treated, right, Again, how would you want to be
• 22:58
  treated? And anyone who could kind of
• 23:01
  make my stay a tiny bit better than I had planned it.
• 23:05
  Wow. They'd get a review very quick.
• 23:08
  Yeah, a good review, very quick. Very much so.
• 23:14
  OK then shout out time. Is there an individual in the
• 23:16
  short term rentals industry who's helped you that you'd like
• 23:19
  to give a shout out to? At the moment, I think we work
• 23:22
  very closely with, as I mentioned before, the Boom
• 23:25
  Brothers, all of them and their team.
• 23:29
  I think we can scale so confidently and we're setting
• 23:32
  the speed to how we want to scale only because of
• 23:36
  technology. I think they've also given us a
• 23:40
  certain piece within the team that tech is being handled so we
• 23:45
  can really focus on what we know how to do best, which is the
• 23:49
  management of the properties and then the delighting of guests, I
• 23:53
  think. So my shout out would be to them
• 23:56
  because every time they roll out a new feature, we are very
• 24:00
  hungry to jump on that. Fantastic shout out for boom
• 24:07
  questions. Finished then.
• 24:08
  Ultimate goal for the business. Ultimate goal is to continue to
• 24:14
  scale. I think we are really now a bit
• 24:17
  more comfortable in the pace that we have set, but to remain
• 24:21
  boutique. I think this is one of my
• 24:24
  personal purposes. So if I can leave my mark at
• 24:27
  Zinc, this would be it to make people feel that they are one
• 24:30
  and not one of, I think the constant reminders that this is
• 24:37
  holiday time and people chose you and it's special.
• 24:41
  And, you know, there could be like a wedding proposal coming
• 24:44
  up or they're just running away because they need some time to
• 24:47
  escape. There is a story that is being
• 24:50
  said and it is our privilege to be a part of it.
• 24:54
  Great way to finish, SAB. It's been a real pleasure.
• 24:57
  Thank you for joining us on the podcast and thanks for being
• 25:00
  part of the House Planet Playbook.
• 25:01
  James, thank you. I really appreciate and it's so
• 25:04
  fantastic that there's this community of individuals who
• 25:07
  want to share their knowledge and experience.
• 25:10
  Really happy to be part of this project.
• 25:12
  Thank you. All right, that's it for today's
• 25:14
  episode. My thanks to SAB for sharing her
• 25:16
  journey and for being part of the house Planet Playbook.
• 25:19
  Remember, this series is brought to you in partnership with
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• 26:02
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• 26:04
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• 26:07
  Until next time, happy hosting.