Author Archives: Kristi Dement

Everybody Writes: Story Rules

Posted on by Leave a comment

everybody-writes

Ann Handley, author of Everybody Writes: Your Go-To Guide To Creating Ridiculously Good Content, explains some rules of story writing.  I will show how her advice can be applied to bed and breakfast story writing.

Ann’s Compelling Story Rules:

  • Must be true (always be truthful)
  • Must be human (do not have to pretend to be perfect)
  • Must be specific enough to be believable (avoid talking in generalities)
  • Must be universal enough to be relevant (must be relate-able)
  • Must be original (not commonplace)
  • Must be stories only you can tell (unique)
  • Must serve the customer (beneficial to them)
  • Must tell a bigger story aligned with a larger mission (ex: relationship building)

Ann’s Business Questions To Answer:

  • What is unique about our business? (what makes YOU different than other B&B’s)
  • What is interesting about how our business was founded? (share your story)
  • What is special about the founder? (unique background)
  • What problem does our company try to solve? (ex: add enjoyment, reduce stress)
  • What inspired our business? (such as a person or mission)
  • What AHA! moments has our company had? (major lightbulbs)
  • How has our business evolved? (process of changes)
  • How do we feel about our business, our customers, and ourselves? (state goals)
  • What’s an unobvious way to tell our story? (be creative)
  • What do we consider normal that other folks would think is cool? (stories from guests)
  • How will our company make a difference? (ex: eco-friendly)
  • What sets you apart? (ex: personal touch)
  • Why should your company matter to me? (what is in it for them?)

Your brand voice is simply an expression of your company’s personality and point of view.  Your unique voice comes from knowing who you are and who you are not.  The key is to be authentic (or true to) your own unique personality and innkeeping style as well as feature WHY people should stay at YOUR bed and breakfast inn versus a local competitor.

Image by Marcus Berg of Unique Angles Photography

Posted in Guests, Marketing, Promotion

Everybody Writes by Ann Handley

Posted on by Leave a comment

everybody-writeseverybody-writes

Everybody writes, but do you know how to “create ridiculously good content?”  This “Go-To Guide” offers practical tips that can be applied to owning and running bed and breakfast inns.

Author Ann Handley explains a 12-step “Writing GPS”:

  1. Goal: know what you are trying to achieve and why it matters to your readers. Is it to educate them about your local area?  Inform them about upcoming events?  Entice them to vacation at your B&B?
  2. Reframe: phrase the idea in a way that relates to your readers.  Can they relate to needing a break?  Are they seeking to improve a relationship?
  3. Seek out the data and examples: use credible sources that support your main points and/or discuss personal experiences.  Your sources could be about travel and leisure, health and fitness, or food and wine.  The personal experiences could be yours or a story (told with permission) of a couple renewing their vows, for example.
  4. Organize: know what structure best helps communicate your point.  The story about the couple could be put in interview format, for instance.
  5. Write to one person: your goal is for your readers to recognize and relate to the issues. If may help to speak as though you are writing to a dear friend about the benefits of a bed and breakfast stay.
  6. Produce the ugly first draft: you first just want to get your initial thoughts written down.  This may not be pretty, but the object is to start writing!  You can edit it later.  What compliments do you hear from your bed and breakfast guests?
  7. Walk away: put some distance between your first draft and your second draft.  Even if it is to get up and make breakfast for your current guests.  The point is to allow yourself some time to get away from what you are writing.
  8. Rewrite: shape it into something a reader wants to read.  You may think of some additional points or some more specific examples to illustrate your points.  Perhaps you live in a historical bed and breakfast and learned more about the people who lived here and/or the guests they entertained.
  9. Give it a great headline or title: make sure you deliver on what the title says.  If your title is “10 Ways to Have Fun In [insert your area here]” make sure that you list 10 Ways and that people really have fun doing those leisure activities.
  10. Have someone else edit it: for grammar, usage, style, and punctuation.  Spell check is not enough and even that will not correct every spelling error.
  11. One final look for readability: make sure it is alluring, easy to scan, maybe part of a list or have bullet points.  Can people easily find my main points or do they have to hunt for them?
  12. Publish: know what you want your readers to do next so you can give your call to action.  This could include following you on social media, subscribing to your blog, booking a room, etc.

Ann Handley says that the more you think about what you want to say, and plan for it, the easier it is to say.

  • Why am I creating this?  Your content has to matter to your target audience.
  • What is my objective?  Know what you want people to do as a result of reading your content.
  • What’s my point of view?  Always be focused on your readers perspective (have a customer-centric point of view).
  • How will this impact my readers?  Put your readers into the story.

Creative Approaches To Frame Your Writing (examples listed apply to B&B’s):

  1. Quiz: Test Your Knowledge of Bed and Breakfast Etiquette
  2. Skeptic: Are Bed and Breakfasts Really Better Than Hotels?
  3. Explainer: The Bed and Breakfast Difference in Plain English
  4. Case study: How One Couple Renewed Their Relationship At a B&B
  5. Contrarian: Why Relaxation Is Underrated: The Key To More Productivity?
  6. How-to: How To Plan Your B&B Vacation
  7. Quick how-to: 3 Ways To Jump Start Your Vacation Plans
  8. How NOT to: 5 Ways to Compromise Your Relationships
  9. First person: My Personal Experience At Bed and Breakfasts
  10. Comparison: How B&B’s Measure Up To Hotels
  11. Questions and Answers: Frequently Asked Questions (FAQ)
  12. Data:Are People Working Longer Hours? Yes, Says Survey
  13. Man on the Street: Experts Offer Opinions On B&B Stays
  14. Outrageous: Why No Breaks Can Actually Make You Sick
  15. Insider secrets: The One Thing You Need To Know About Bed and Breakfasts

Bed and breakfasts can write using the 12 Steps of Writing GPS and they have many different ways to creatively frame their writing to their readers.  The important thing is that consistent, quality content keeps you in the forefront of people’s minds when they go to book their next vacation!

Posted in Decorating, Marketing, Success

Bed and Breakfast Patriotic Holiday Celebrations

Posted on by Leave a comment

bed-and-breakfast-patriotic-holiday-celebrations

Bed and breakfast patriotic holiday celebrations in the United States of America occur on special days like Flag Day, Fourth of July, Memorial Day, and Veterans Day.  It is during these times that we can honor our country as well as the men and women who serve in the military, our nation’s veterans, and those who sacrificed their lives while fighting to protect our freedoms.

Bed and breakfasts across the country can take the lead by decorating their B&B inside and out, hosting events on site, informing guests of local events in the community, offering holiday specials to attract guests to their inn, and cooking festive looking and fabulous tasting foods.  First, did you ever wonder about the history behind this patriotic holidays?  Here is an up close look:

  • Memorial Day, May 30 (traditionally), is a sacred day to all war veterans. America’s citizens are reminded of the deaths of their fellow countrymen during wartime. By honoring the nation’s war dead, we preserve their memory and thus their service and sacrifice. They came from all walks of life and regions of the country, but they all had one thing in common: love of and loyalty to country.
  • Flag Day is June 14 and celebrates the official symbol for the United States: our Stars and Stripes. Flag Day was first recognized by Congress on June 14, 1777. The colors used in the flag give special meaning to the flag: red for valor and zeal; white for hope and cleanliness of life; and blue for reverence and loyalty. When you are looking at the American flag, you are looking at the magnificent history of all Americans who have lived before us and the most enduring nation of free people that has ever existed.
  • Fourth of July is a day when Americans celebrate the pivotal moment in history on July 4, 1776, when the signers of the Declaration of Independence boldly asserted that all are “created equal, that they are endowed by their creator with certain unalienable Rights, that among these are life, liberty, and the pursuit of happiness.” With these words, our forefathers formed a new nation and put forth a vision of liberty and democracy that would forever alter history. This set into motion the development of a land of freedom and opportunity without equal in the world.
  • Veterans Day is an opportunity to publicly commemorate the contributions of living veterans. Formally the holiday was called Armistice Day through a congressional action in America. If World War I had been “the war to end all wars,” November 11 might be still called Armistice Day. Realizing that peace was equally preserved by veterans of World War II and Korea, Congress decided to make the day an occasion to honor all those who have served America. In 1954 President Dwight D. Eisenhower signed a bill proclaiming November 11 as Veterans Day.

Decorating your bed and breakfast is a patriotic expression of our thankfulness to be citizens of our free country.  You can add unique displays of red, white, and blue with American flags, banners, decorative crepe paper, table centerpieces, fireplace mantel decorations, and even displaying your very own fireworks show at night!

While hosting an event to celebrate a patriotic holiday at your bed and breakfast, your inn could have some of those actively serving our country or military veterans as guests.  Reach out to your local community and invite a guest speaker to give a speech. You can serve tasty treats at your event and hand out patriotic goodie bags so visitors can remember their visit to your inn.

Letting guests know about local events in the community such as parades or public nighttime firework displays allows you to promote your area.  There may be some local museums that allow your bed and breakfast guests to get a closer look at America’s military history.

Offering guests attractive holiday specials at your bed and breakfast will likely bring more business.  You may gain some first time guests to your inn.  This could be from a patriotic discount to American guests or a military discount to military families and veterans during these specific holidays.

bed-and-breakfast-patriotic-holiday-celebrations Lastly, creating patriotic breakfast dishes adds to the experiences of your guests.  In particular, using strawberries, bananas, and blueberries (to represent red, white, and blue) innkeepers could make a mixed fruit dish, add the berries to French toast, or even make a berry fruit smoothie.  Only limited by your own creativity, you will think of something amazing that your bed and breakfast guests will be delighted to eat!

 

Images by Marcus Berg of Unique Angles Photography

Posted in Activities, Decorating, Events, Food, Guests, History, Marketing, Promotion

Popular Guest Room Amenities

Posted on by Leave a comment

popular-guest-room-amenities

Popular guest room amenities attract potential bed and breakfast guests.  Bed and breakfast guests are willing to pay more for bedrooms offering more amenities.

Some bed and breakfasts have a room comparison chart that lists the guest room amenities available and then puts a dot or check by the amenities that correspond with each particular guest room.  This makes it easy for online visitors to see a room comparison and the price differences since there may be some rooms that have more amenities than others within the same bed and breakfast.

The amenities bed and breakfasts offer often depend upon the location and size of each bed and breakfast.  Geographical location plays a role in choosing guest room amenities (fireplaces usually more common in climates with cooler weather).  Likewise, the size of the bed and breakfast matters.  Typically the more rooms an inn has, the higher the likelihood of upscale amenities.

The amenities at bed and breakfasts range from small things (like an alarm clock and stationery) to big things (like wi-fi internet access and a large flat screen television). There are certain amenities that are usually standard.  For example, almost every bed and breakfast offers a private bathroom to their guests.

Other amenities in bedrooms are less common place.  For example, in-room hot tubs are seen as an added luxury.  This is typically found in bed and breakfasts that cater to those seeking a romantic destination.

The following is an alphabetical list of some guest bedroom amenities and features your bed and breakfast may offer:

  • Alarm clock radio
  • Antiques
  • Bathroom (private and connected)
  • Beds (oversized and comfortable)
  • Bedside table on each side of the bed
  • Blankets (extra)
  • Books
  • Bottled water
  • Ceiling fan(s)
  • Chairs
  • Chocolates
  • Coffee maker
  • Coasters
  • Coat rack
  • Comforters (extra)
  • Desk
  • DVD player
  • Ear plugs
  • Evening sweet treat
  • Fireplace (hand carved wood or marble)
  • Flowers
  • Furniture (such as antique or leather)
  • Guidebook with local maps and restaurant menus
  • Hair dryer
  • Handicap accessible amenities
  • Hangers
  • Hot tubs
  • Ice bucket and glassware
  • Individual climate control
  • Iron and ironing board
  • Lamps (such as Tiffany lamps)
  • Lighted make-up mirror
  • Luggage racks
  • Magazines
  • Microwave
  • Mini-Bar
  • Mini-Fridge
  • Mints
  • Mirror (full length)
  • Outlets with USB ports
  • Pillows (extra)
  • Pictures
  • Plants
  • Postcards
  • Private balcony, deck, patio, porch, or veranda
  • Private entrance
  • Reading lamps
  • Refrigerator (small)
  • Robes
  • Rose petals on your bed
  • Rugs
  • Separate sitting area
  • Sink (in the bedroom)
  • Slippers
  • Snacks or evening dessert in your room
  • Sofas
  • Stationery
  • Table
  • Tablet computer (stays in the room)
  • Technology charging stations
  • Television (large flat screen) with premium cable channels
  • Windows showing a breathtaking view
  • Wine and cheese
  • Wireless internet access (complimentary)

We did not include things that are typically found inside guest bathrooms which are additional amenities.  Bed and breakfasts may suggest a packing list to help their guests prepare for their visit.

Bed and breakfasts are wise to point out exactly everything that is included in the stay at their luxurious bed and breakfast versus what guests may have to pay for if they chose to stay at a hotel (concierge, breakfast, parking, free wi-fi, wine and cheese, and much more).  By offering popular guest bedroom amenities, bed and breakfasts can separate themselves from other lodging destinations and host more guests.

 

Image by Marcus Berg of Unique Angles Photography

Posted in Amenities, Decorating, Food, Guests, Marketing

Breakfast Food Holidays

Posted on by Leave a comment

breakfast-food-holidays

Breakfast food holidays occur throughout the year.  One way to vary your menu and impress your bed and breakfast guests is to fix them food that is celebrated on certain food holidays!  For example, the first Friday in June is National Donut Day.

So what are just some of the amazing food holidays innkeepers can use?

  • January 20: National Cheese Lover’s Day
  • January 24: National Peanut Butter Day
  • January 30: National Croissant Day
  • February 16: National Almond Day
  • February 21: National Sticky Bun Day
  • February 23: National Banana Bread Day
  • March 1: National Fruit Compote Day
  • March 7: National Cereal Day
  • March 25: National Pecan Day
  • April 7: Coffee Cake Day
  • April 16: National Eggs Benedict Day
  • April 25: National Zucchini Bread Day
  • May 4: National Orange Juice Day
  • May 6: National Crepes Suzette Day
  • May 14: National Buttermilk Biscuit Day
  • June 3: National Egg Day
  • June 18: National Cherry Tart Day
  • June 21: National Peaches and Cream Day
  • July 5: National Apple Turnover Day
  • July 11: National Blueberry Muffin Day
  • July 27: National Crème Brulee Day
  • August 8: National Zucchini Day
  • August 24: National Waffle Day
  • August 31: International Bacon Day
  • September 8: National Date Nut Day
  • September 17: National Apple Dumpling Day
  • September 26: National Pancake Day
  • October 10: National Angel Food Cake Day
  • October 26: Pumpkin Day
  • October 29: National Oatmeal Day
  • November 14: National Guacamole Day
  • November 17: Homemade Bread Day
  • November 28: National French Toast Day
  • December 15: National Cupcake Day
  • December 17: National Maple Syrup Day
  • December 24: National Egg Nog Day

The cool thing about food holidays is that they correspond with the seasons of the year.  It makes sense National Egg Nog Day is in December!

Innkeepers and chefs, how do you come up with your menus each day?  Some of you get inspiration from (or have even created your own) cookbooks!  Others have tried and true family recipes.

I know a big emphasis (and rightly so) is placed on buying local farm fresh food.  Not only is it great that your food is prepared fresh in your kitchen, but that your bed and breakfast/restaurant supports your local community.

In addition to breakfast food holidays, if your bed and breakfast specializes in cooking a certain type of food, then by all means embrace that.  One deliciously distinctive type of cuisine is the Southwestern cooking cuisine.  Depending upon your bed and breakfast location and your family roots, your guests can enjoy a variety of delectable dishes authentic to your region and or ancestry.

 

Image by Marcus Berg of Unique Angles Photography

Posted in Food, Guests

Managing Your B&B Reputation

Posted on by Leave a comment

managing-your-b-and-b-reputation

Managing your B&B reputation is more important than ever in this fast-paced world of easily accessed online information. Whether bed and breakfast innkeepers monitor it or not, people are talking about their inns. Do you know what others are saying about your bed and breakfast?  Do you look at reviews written by your previous guests? Conversation goes on whether or not you participate in it.  You can’t afford not to know what is being said about you and your inn!

According to Trip Advisor, 93% of people find reviews important when determining where they want to stay.  This is why receiving positive feedback from satisfied guests is so critical.  Every effort should be made to reduce negative reviews and improve the reputation and appeal of your place of lodging.

Online reputation management means monitoring and influencing the image of your property throughout the internet.  Places of hospitality should focus on review sites, social media, and search engine results.  People from all backgrounds and all over the world use the internet for online travel research before booking their accommodations.

Reputation management tips:

  • Monitor all feedback avenues regularly
  • Spend most of your time listening and paying attention
  • Read everything travelers are saying about your B&B on OTAs & review sites
  • Set up a Google Alert for the name of your B&B and other relevant keywords
  • Communicate why people should recommend your brand vs. your competitors
  • Know what messages about your brand you want guests to share
  • Provide plenty of opportunities for guest feedback during their stay
  • Answer all questions in a timely manner
  • Respond with an open mind to comments
  • Engage with sincerity and authenticity
  • Take all precautions to prevent negative events from occurring

Owning a hospitality business means you need to actively protect your image.  In the event that your reputation management escalates to crisis management, ignoring negative guest comments does not make them go away. Here are many things you can actively do to protect your hospitality brand.

  • Identify the naysayers and respond promptly
  • Make the appropriate apologies and explanations
  • Seek to positively solve their problem
  • Isolate them so the conversation becomes more personal, but far less public
  • Talk in a one-on-one private discussion to find the solution to their problem
  • For every zealot trying to hurt you, your loyal guests are ready to defend you
  • Consumers will generally “shout down” detractors who are way off base
  • Reputation terrorists often base their arguments on feelings vs. facts
  • Have an escalation plan in place for excessive bashing in multiple forums
  • Pick your battles and tactfully respond to criticism
  • Always take the high road

Gathering a lot of mostly positive feedback will increase your visibility because guest reviews will be distributed efficiently on social media as well as booking platforms. At the same time, you can avoid high provision fees by getting people to use your website and your booking engine.  A high rating means your reputation is on a good level, automatically driving demand for your B&B and creating more revenue for you and your employees.

The key is to be attentive and responsive to guests in person, on the phone with callers, and online with those asking questions or making comments.  If you do not have a blog already, considering adding one so that people can get to know the details about you, your inn, and your local area.  Managing your B&B reputation is critical to the success of your bed and breakfast.

 

Image by Marcus Berg of Unique Angles Photography

Posted in Associations and Ratings, Blog and Social Media, Guests

Bed and Breakfast Promotions

Posted on by Leave a comment

bed-and-breakfast-promotions

Bed and breakfast promotions include marketing special deals and packages throughout the year. These opportunities include various holidays, seasons, and other special times.

This can be a chance for your bed and breakfast to stand out and show its own personality.  Innkeepers who are creative and thoughtful can really improve the experiences of their guests.

The benefits of staying at a bed and breakfast include your guests getting a break, reducing their stress, and focusing on strengthening their relationships.  Guests also experience the beauty of your local area as well as enjoy the luxury of your gourmet breakfasts and plush amenities.

We have talked about the advantages of offering guests special packages.  Now we will concentrate on developing specific promotions.  You can entice with discounts (lower price), complimentary services (free massage or tasting hour), and free upgrades (such as rooms with more amenities).  It is important to create a sense of urgency and give a call-to-action:

  • Hurry!  Offer ends…
  • This weekend only!
  • Back for a limited time!
  • Last chance to…

Your promotions can be put on your website and blog as well as social media and email marketing.  If you assign promo codes, you can track how they found about the promotion.  A bed and breakfast can have the same promotion, but give it different promo codes depending upon where the guest saw it.  For example, if it were a patriotic holiday promotion (Memorial Day, Independence Day, or Veteran’s Day), it could have the following festive PROMO CODES to indicate the place they found your promotion:

  • “Red, White, and Blue” (website/blog)
  • “Let Freedom Ring” (Facebook)
  • “Home of the Brave” (Google+)
  • “Star Spangled Banner” (Twitter)
  • “Lady Liberty” (Pinterest)

Guests will enjoy holiday promotions and themes throughout the year:

Season promotions could be titled:

  • “Spring Forward” or “Have a Spring Fling”
  • “Summer Sun Adventure” or “Dog Days of Summer” (for pet friendly B&B’s)
  • “Fall Back in Love” or “Autumn Leaves”
  • “Winter Wonderland” or “Ski the Slopes” (for ski lodges)

Promote during special times:

  • Last Minute Promotions (keep rooms consistently booked)
  • Midweek Discounts (encourage guests to stay during the week)
  • Weekend Deals (popular time for guests to visit)

Bed and breakfasts that have blogs can write a blog post to explain more of the fun details associated with your specific promotion.  The fresh content from regular blog posts offers a great way to become more visible online.  Greater online visibility means not only more web visitors, but also a consistent source of regular bookings. Innkeepers who do not have the time for (or interest in) writing a blog can contact Kristi Dement of Bed and Breakfast Blogging.

 

Image by Marcus Berg of Unique Angles Photography

Posted in Blog and Social Media, Kristi, Marketing, Promotion
« Older Entries Recent Entries »