Land conservancy seeks to radically change (pivot) revenue model to sustain 1,600 acres of wildlife sanctuary in Texas.
Problem
Vacation rental softwares have become a double edged sword. On one side, it is far easier to reach interested renters through diverse set of platforms. AirBnB, HomeAway, GlampingHub, etc. However, this has led to an explosion in ranch property investment. Ranch owners now have the ability to rent their homes at breakeven (mortgage, cleaning, & expenses) and essentially have a free ranch getaway. This makes profitability in the short term next to impossible as the market is priced at breakeven.
Analysis
Occupancy rates are critical for success, however, rural occupancy is typically driven by weekend stays. Friday-Sunday rentals would amount to only 28% capacity where rental averages sit around 55%. Therefor, a strategy to open up midweek stays was needed. Management of 1,600 acres is expensive.
Strategies For Increasing Occupancy & Revenue
Agritourism / Nature Exposure
Pull from wildlife experiences in the area
Programed Retreats
Sustaining Membership
Once a person visits, they almost always return. For the fully bought in, a sustaining membership package was created. If 10% of visitors became members @ $10 / month $60k of additional profit could be generated.
Key Performance Indicators
%
Rental Occupancy
#
Weekly Visitors
$
Per Visitor
Deliverables
Oversight Board Reporting
Strategy / Investor Package
Media & Outreach
Complete Rebrand
New logo, brand guide, website, & messaging.
Technology Roadmap & Implementation
Full technology stack selection and integration.
Saved ~$900/month over original tech selection.
New Map & Trails
GPS mapping for pinpoint accuracy.
Hosted on trail-sites for increased traffic.