Dealing with consistently low "Value" ratings despite competitive pricing

Category: Listing Optimization

By: Daniel Kowalski

Posted: 2026-01-23T06:57:20.012Z

My overall rating is 4.8 but my "Value" subcategory is consistently 4.3. I've compared my pricing to competitors and I'm actually BELOW market rate. Guests love the property but keep rating me low on value. How do you improve value perception without just dropping your price?

Reply by David Okafor:

Value perception is about the GAP between expectations and reality, not the absolute price. Here's how to close that gap: **Why you're getting low value ratings:** 1. **High cleaning fee** — if your nightly rate is $100 but cleaning fee is $150, the guest sees a $250/night total and feels cheated. The cleaning fee inflates perceived cost. 2. **Missing amenities guests expect at your price point** — at $150+/night, guests expect certain amenities (quality linens, good coffee, toiletries, fast WiFi). Missing any of these feels like low value. 3. **Listing photos oversell** — if your photos look like a luxury resort but the reality is a nice apartment, there's a value disconnect. **How to improve value perception:** **Quick wins (free or cheap):** - Add welcome amenities: snack basket ($5), local coffee ($10), bottle of wine ($8) - Upgrade toiletries from dollar-store to mid-range (Method, Mrs. Meyer's) - Add a printed welcome card with guest's name - Offer a late checkout option (even if "subject to availability") - Add streaming services (Netflix, Disney+, etc.) — $15/month total **Medium investment:** - Upgrade to hotel-quality linens (percale cotton sheets, plush towels) — ~$200 one-time - Quality coffee setup (Nespresso or pour-over with local beans) — ~$100 - Robes and slippers for each guest — ~$50 **Structural fix:** - Reduce your cleaning fee and increase nightly rate. Same total price but the perceived nightly rate looks lower. Guests psychologically anchor on the nightly rate, not the total. **The "surprise and delight" strategy works:** When a guest walks in and finds a bottle of wine, a handwritten welcome note, and fresh flowers, the value perception skyrockets — even if the total price is the same as the competitor with none of those things.

Reply by Michael Thompson:

I solved my low-value ratings by literally putting a framed card in the living room that said: "Welcome! A few things we've provided for your comfort:" followed by a list: "Premium coffee, local snacks, plush towels, high-speed WiFi, streaming services, board games..." It sounds silly, but guests don't notice every amenity unless you point them out. After adding the card, my value rating went from 4.4 to 4.7. People appreciate what they're aware of.