We love social validation when we’re shopping. This goes for everything from taking a friend shopping when you’re feeling indecisive, to asking a friend their opinion on the charity you’re choosing to support. That’s why it’s a huge accomplishment that our Courageous Kitchen cooking class for tourists has surpassed 100 reviews on Airbnb Experiences. This is no easy accomplishment, and we’re proud to have garnered so many positives feedback in less than a year on the platform.
What is an Airbnb Social Impact Experience?
This past January we celebrated a year since the launch of our social enterprise offering cooking classes to travelers visiting Bangkok. As a new business, we really struggled during the first year to get new customers. Fortunately, we did have some success as one of the early experiences on the Airbnb marketplace called Airbnb Experiences. Most people know the company as an affordable way to find lodging when traveling, but they have recently begun offering other activities to travelers looking for things to do in new cities, including some with a significant social impact.
Without a doubt it can be hard to choose a cooking class in Bangkok. There are so many classes at different price levels and there are a variety of other online markets as well. This means when customers find our class highly recommended by Airbnb’s customers, they can expect our class is different from the run of the mill cooking classes offered by tour companies. In addition, as a recognized 501c3 in good standing, Airbnb collects no commission on the bookings made on their site. That means more money for buying quality ingredients, equipment, and funding our outreach in Bangkok!
Growing Pains and Negative Reviews
We’ve been teaching children in the marginalized community we serve to thrive in kitchen spaces for 5 years now. However, when we started this fun activity to help pump nutrition into the community, we didn’t expect it to prepare us to later host professional classes. In fact, teaching 30 children to cook at once would seem a lot more intimidating to most people, compared with the stress of teaching a small group of foreigners. However, we’ve had to learn other aspects of running the business beyond the teaching the hard way. For example, pricing can have a big impact on experience. If we’re priced too low, people book in hurry, classes are more crowded, and guests may arrive not knowing much about our organization. On the contrary, if the pricing is too high, we have fewer customers and their expectations for the cooking class are unrealistic.
Everyone who steps into our kitchen is different and we want to have an experience all can enjoy. This presents a unique challenge, however, that is especially difficult when managing different languages and personalities in a group. So while our reviews have been overwhelmingly positive, we have also had negative reviews impact our bookings. When customers are unhappy, we discuss their feedback as a team and consider how to improve the experience in the future. Here are common reasons people don’t enjoy the class, that we’re working to mitigate or have already solved:
- Customer doesn’t know the class is charity run
- Customer is uncomfortable because of heat, chairs, chili, amount of standing, etc…
- Customer does not speak strong English
The most common problem our team has encountered when hosting guests from around the world has been around managing expectations. Since many customers book in a hurry, they often don’t read all of the info about the class. This means customers can arrive expecting to be cooking in a professional kitchen, or in today’s tense political climate, may not know until arriving they have booked a class in support of refugees — often a divisive political issue. All of these issues are exacerbated when customers don’t speak much English or Thai. We won’t be able to solve all of these problems instantly, but we strive to produce a high quality class each session, and want to be transparent about the challenges.
How You Can Help
As people learn about opportunities with Airbnb, it becomes more competitive. We have to work harder at generating more direct bookings, instead of being overly dependent on Airbnb or another third party. We always need help sharing our cooking class with friends visiting Bangkok, and need continued support for the educational support we offer those in need. Finally, if you’ve attended a class, consider leaving a review on our growing Tripadvisor profile as well!
Thank you for following our project, and until the next update stay courageous!