Why do 'identical' properties perform so differently?

By Zak Ali, Revenue Management Expert

It was about 30 minutes to midnight at the PASC UK agency conference when Andrew Easton from Beach Retreats and I found ourselves deep in one of those classic late-night conversations, tackling the kind of question that always seems to get bigger the later it gets.

Two holiday lets, same location, same size, same fit-out, yet one consistently outperforms the other. Most of us assume it’s about photos, pricing, or reviews, but in reality, everyone nails the basics, so why does the gap stay, or even widen?

Research from STR Global shows a single early five-star review can boost booking velocity by 30% over the next six months. Momentum builds fast: once a property edges ahead, algorithms surface it more often in search.

AirDNA's 2025 OTA analysis backs this up: listings with higher host responsiveness and guest engagement are promoted up to 31% more, even if everything else is the same. Guest perception is shaped by message tone, reply speed, and the “feel” of your listing. The International Journal of Hospitality Management found that authentic, human responses (not just automated ones) convert 15–20% better, even when price and amenities are matched.

Here’s the paradox: once a property gets ahead, it’s not just a lead, it’s a flywheel. Visibility drives bookings, bookings drive reviews, reviews build trust, and trust drives conversion. The effect is exponential.

So, what does this mean for operators?

• Don’t obsess over checklist parity. Track momentum: which assets are accelerating, and why? Go beyond ticking boxes. Monitor booking pace, review growth, and repeat guest rates. Who’s gaining traction or losing ground? Use rolling 30-day booking curves to spot trends early and act fast.

  
  

• Look for, and fuel, the smallest early differences: a review, guest experience, or micro-change (image order, amenity highlight, booking window flexibility). Encourage “small wins” and scale what works.

  
  

• Treat each property as a business with its own digital journey. Track what makes your outliers outperform: features, channel mix, guest segment? Build playbooks from these insights, double down on what moves the needle, and accept that divergence is the real driver of upside.

Next time you see two identical properties heading in different directions, don’t just reach for the obvious answers. Look deeper, track the flywheel, and experiment with your own micro-levers. That’s where the next breakthrough is waiting.

Zak Ali is a Host Planet Columnist and Revenue Management Expert with 15 years of international experience leading pricing strategy, yield optimisation, and distribution for hospitality businesses across Europe, the Americas, and Asia.

A PASC UK Board Member, Zak has played a central role in the design, development, and deployment of revenue management technologies, including dynamic pricing engines, integrated distribution platforms, and automated booking systems.

Connect with Zak on LinkedIn.