Why niche works · · 2 min read
Why a niche site beats the everything-shop
A site that sells one kind of trip can afford to know it properly. A site that sells everything can only afford to rank it.
General booking platforms are optimised for choice, not judgement. When a catalogue holds two million rooms, nobody has seen them; the ranking is a proxy for quality assembled from reviews, cancellation rates and, quietly, commission. A specialist site holds fifty options and somebody has slept in most of them.
Depth shows up in the filters
You can tell a specialist by what it lets you filter on. A camping platform filters by whether you can drive to the pitch and whether there is shade by noon. A craft-holiday site filters by kiln access and class size. Those fields exist because the person who built the site has the problem themselves.
The listings are written, not templated
Niche marketplaces tend to write their own descriptions, which means you get the caveat as well as the pitch — the walk in is steep, the ferry is cancelled in swell, the studio is cold in March. Honesty is cheap for them and expensive for a platform selling at volume.
Fewer options, better decided
The paradox of a huge catalogue is that it makes you work harder. Twenty curated options with real differences between them is a faster decision than four hundred that all photograph the same.
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