Tag Archives: marketing

The Many Benefits of B&B Association Membership

association membership

 

There are many benefits of B&B Association Membership.  While each bed and breakfast association has their own unique benefits, the following lists commonly offered benefits from such groups.  Innkeepers not belonging to any professional associations will learn why membership is valuable.

 

 

  • Advocacy: promoting B&B industry and traveler interests, raising the stature of the state’s hospitality industry, growing the state’s travel economy

 

  • Affiliations: state tourism department, state travel council, Professional Association of Innkeepers International, etc.

 

  • Brochures/rack cards/travel guides: distributed at member inns, welcome centers, tourist attractions, visitor bureaus, chambers of commerce, and in response to visitor requests

 

  • Collaboration: socialize, peer support, share, network, learn, encourage, exchange lessons learned as well as recipes, and enhance the lodging experience of guests

 

  • Cookbooks: member inns can buy association cookbooks at wholesale and sell at retail for a profit (see some B&B association cookbooks below)

 

  • Credibility: association membership provides bed and breakfasts with added credibility; licensed, inspected, and approved distinction; passed high standards bed and breakfast checklists

 

  • Directory: profile information and pictures in online and print directories

 

  • Discounts: lower cost to related products and services (such as credit card processing, conferences and trade shows, floral arrangements, insurance coverage, membership to other hospitality associations, reciprocal or discount lodging with other member inns, travel deals, and web reservations)

 

  • Education: foster professional development of members and improve service and professionalism of their staff through annual meetings, experts, featured speakers, round tables, seminars, vendors, webinars, workshops

 

  • Legal representation: expert support, legal hotline, industry updates, and a better understanding of applicable laws and regulations

 

  • Lobbying: have a voice in legislative issues, support state’s lodging sector, work proactively with governmental agencies that regulate the B&B industry, produce favorable industry public policy, and champion for safety and security in the hospitality industry

 

  • Logo: members can use their association logo on their website and marketing materials

 

  • Marketing: collective advertising, email marketing, e-newsletter, public relations, social media

 

  • Gift certificate program: reimbursement for association gift certificates redeemed

 

  • Inspections:  regularly conducted property inspections; evaluated with high standards on specific criteria having to do with safety, comfort, and hospitality

 

  • Mentorship: seasoned innkeepers can mentor less experienced innkeepers, foster profitability and sustainability

 

  • Networking: learn from fellow innkeepers and receive their business referrals

 

  • Partnerships: restaurant and lodging expos; engage in charitable and community endeavors

 

  • Real estate listings: list of bed and breakfast member inns for sales

 

  • Reservations: availability calendar, reservations scheduler

 

  • Travel planner: list of area events, specials, and attractions near each member B&B

 

  • Website: many offer their members an exclusive web page with photos, contact information, inn names and descriptions, locations, amenities, and specials; links to member website, Trip Advisor and other review sites, social media, and member inn’s blog.

association membership

 

There are many advantages to belonging to a bed and breakfast association.  Perhaps the most motivating is making connections with fellow innkeepers and having the accountability and support from your innkeeping peers as well as more marketing opportunities.

 

 

Images by Marcus Berg of Unique Angles Photography

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How To Profit From Designing Bed and Breakfast Retreats

bed and breakfast retreats

 

 

Bed and breakfast retreats can be very profitable for bed and breakfast inn owners. I will be presenting on an upcoming Professional Association of Innkeepers International (PAII) webinar.  Here is the blurb:

 

 

“From dreaming to planning and pricing to marketing, Kristi Dement will show you how to profit from designing retreats at your bed and breakfast.  She will reveal 15 different types of B&B retreats that your inn could host.  Plus, learn several reasons we should all love retreats!”

 

We will discuss:

 

  • 3 Essential Questions To Ask in the Dreaming Phase

 

  • Understanding the Role of Activities and Breaks

 

  • Crucial Planning Considerations

 

  • Option of Working with Outside Professionals

 

  • Types of Retreats and The Importance of Names

 

  • Customizing Retreats for Specific Clients

 

  • Critical Retreat Policies to Have in Place

 

  • Retreat Pricing Guidelines

 

  • Structuring Your Retreat

 

  • Building Retreat Buzz

 

  • Key Retreat Marketing Strategies

 

  • Reasons to Love Retreats

 

Throughout the Professional Association of Innkeepers International webinar, I will be sharing the images (like the one above) from talented hospitality photographer Marcus Berg of Unique Angles Photography.  

 

Click here for the blog post with a link to the YouTube video of my previous PAII webinar called, “How You Can Profit From Creating Memorable Guest Packages” led by Heather Turner, the Marketing Director for the Professional Association of Innkeepers International.

 

This PAII webinar is scheduled to take place on Wednesday January 25 at 2 pm.  After the webinar, I will provide a link to the presentation right here.  To get more ideas for designing retreats, look at BnBFinder’s website under Specials and then Classes, Courses, and Workshops.  

 

If you can think of another issue for me to address, with regards to designing bed and breakfast retreats, please feel free to comment below.  Alternatively, if you have experience leading bed and breakfast retreats, I welcome you to introduce yourself.  Tell us the name of your inn and where it is located and let us know what has worked well for your bed and breakfast retreats.

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How To Let Someone Know About Your Inn

how to let someone know

 

How to let someone know about your inn…there are many ways to do this.  The more creative and original you let them know about your inn, the more likely you will get bookings.  Try answering questions that they will likely want to know.

 

 

 

  • What do guests love most about your inn?

 

  • What are you most known for?

 

  • What makes your inn unique?

 

  • Why do most people visit your city?

 

  • What is the best kept secret about your area?

 

It is important to understand why people stay at your bed and breakfast.  There could be many reasons, including some of the following:

 

 

  • Your gourmet breakfasts

 

  • Your warm hosptiality

 

  • Your ideal location

 

  • Your thoughtful packages

 

  • Your reasonable rates

 

how to let someone know

 

Pay attention to your guest comments and feedback. Keep track of guest compliments so you are sure to continue getting that response. On the flip side, make note of negative feedback, so you can make the appropriate changes.  Knowing what guests love the most (and what they don’t love at all) helps you provide the best environment possible to your guests.

 

Are you, your inn, or your area famous for anything?  For example, you could have won a breakfast recipe. Your inn may have received a prestigious award.  You area could be home to the world’s most awesome event.

 

Be sure to emphasize these accolades in your marketing messages.  Marketing messages can be spoken (e.g. what you tell your guests in person or over the phone), be online (e.g. your blog, newsletter, or website), or be in print (e.g. your sign or your brochure).

 

It is fundamental that you know what makes your inn so special.  What do you offer that other area accommodations do not?  In marketing, this is called your “unique selling point(s).”

 

What attracts people to your local area?  It could be one or more of the following:

 

  • Business

 

  • Concerts

 

  • Conferences

 

  • Festivals

 

  • Nature

 

  • Sports

 

  • Universities

 

In response to the question, “What is your area’s best kept secret?” you could reply in any of the following ways:

 

  • Tell about a famous local legend

 

  • Recommend your favorite local restaurant

 

  • Reveal a local hot spot not commonly known to tourists

 

  • Reassure them you are not hiding any local area secrets and that you will gladly answer all of their questions to the best of your ability

 

Thus, answering guest questions they want more information on is a great way to let someone know about your bed and breakfast inn.

 

Images by Marcus Berg of Unique Angles Photography

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Easy Ways to Better Understand Your Guests Lifestyles

understand your guests lifestyles

Understand your guests lifestyles to satisfy their unique needs.  The more information you know about your potential guests, the better you are able to target your marketing messages and offer attractive hospitality services.  There is no point in trying to be everything to everyone.  It is rarely possible to satisfy all customers in the same way.  When you know what your potential guests’ values and what motivates them, you are better able to attract them.

Understand your guests lifestyles are based on motivations, needs, and wants:

 

  • Activities: actions pursued for pleasure or relaxation

 

  • Attitudes: feelings about people, things, or situations

 

  • Beliefs: trust, faith, or confidence in someone or something

 

  • Interests: curiosity, attention, or concerns about something

 

  • Opinions: judgments or ways of thinking about something

 

  • Values: important and lasting ideals

 

These lifestyle factors can explain why your audience buys the products and services they do.  There is power in knowing how your prospects make their buying decisions.

 

How you package and promote your services is a key component of your marketing strategy.  Put together a list of different guest personas you want to attract that is based on what is in your local area, your unique talents, and your amenities.

 

First, ask yourself these three questions:

 

What is in my local area? This could be anything from college campuses, to concert venues, to national parks, to business conferences.  Once you know what is in your local area, you can better understand your potential guests’ lifestyles.

 

What are my unique talents?  If you are an official tour guide (local trail and/or hiking tours), a party planner (excellent anniversary parties), a massage therapist (with a spa on site), a vegetarian-only chef (cooking for vegetarians and vegans), then you have a better idea of the lifestyles’ of the guests you want to attract.

 

What amenities do I provide my guests?  This could be anything from game rooms, to gardens, to hot tubs, to luxurious linens, to indoor and/or outdoor pools, to tea rooms.  Understand what amenities you have that are attractive to potential guests.

 

Then segment your customers into different personas.  For example:

 

  • Adventurers

 

  • Antique lovers

 

  • Art and drama lovers

 

  • Board game players

 

  • Business groups

 

  • Business travelers

 

  • Class reunion attendees

 

  • Environmentally conscious people

 

  • History buffs

 

  • Hobby lovers

 

  • Honeymooners

 

  • Mystery lovers

 

  • Pet owners

 

  • Readers

 

  • Relaxation seekers

 

  • Shoppers

 

  • Sight seers

 

  • Spa lovers

 

  • Special occasion celebrators

 

  • Sports spectators

 

  • Vegetarians

 

  • Wedding guests

 

  • Wine lovers

 

These are easy ways to better understand your guests lifestyles.  Then you can promote your place of hospitality (bed and breakfast, inn, resort, restaurant, etc.) on your website and through social media.

 

Kristi Dement at Bed and Breakfast Blogging can help you attract more guests.  Click here to contact me and/or feel free to comment below on what you do to attract more guests.

 

 

Note: I receive Amazon Affiliate commissions from purchases made through these Amazon links.

 

Image by Marcus Berg of Unique Angles Photography

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NC Bed and Breakfast Inns

NC Bed and Breakfast Inns

NC Bed and Breakfast Inns Association started in 1985.  For over thirty years, they have been dedicated to serving those traveling to North Carolina.  This non-profit, statewide organization recognized the need for an association to ensure high standards in safety, housekeeping, food service, comfort, and hospitality for all member inns.  The traveling public can have confidence in their lodging.

NC Bed and Breakfast Inns is the first state association in the United States to require rigorous inspections as a condition of membership.  To maintain these standards, NCBBI re-inspects member inns every two years. 

 

The Many Benefits to B&B Membership in the NCBBI Association:

 

  • Networking, educational, and marketing opportunities
  • Remain knowledgeable and up-to-date about meeting the needs of travelers
  • Keep up with the latest requirements for state and local laws and standards
  • Show potential guests that they can expect a higher level of service
  • The prestige and credibility of passing their rigorous inspection
  • Regular blog and social media activity
  • Their printed travel planners found at welcome centers, tourism attractions, visitor bureaus & chambers of commerce throughout North Carolina
  • Quarterly newsletters and monthly emails with important industry-related news, alerts, opportunities, reminders, and updates

 

From East to West, North Carolina measures 580 miles. That is more than a day’s drive, so NCBBI encourages guests to stay in more than one region as they travel around our gorgeous state. Based on the topography of North Carolina, the association has assigned three different regions.

 

  • Coastal Region: to find the perfect B&B in the Coast, near the Atlantic Ocean, beautiful beaches, birding, water sports, boating and summer fun.
  • Piedmont Region: to find the perfect B&B in the middle Piedmont region, where you’ll find dynamic growing cities, wineries, universities, golf, lakes and rivers.
  • Mountain Region: to find the perfect B&B in the Western Mountains region, home to the beautiful Smoky Mountains, the Blue Ridge parkway, the Biltmore Estate, waterfalls, hiking and fall foliage.

 

The North Carolina Bed and Breakfast Inns Association features specials and packages from member inns on their website.  The specials include for military, veterans, and emergency workers (like police, fire and EMS) as well as last minute guestsInnkeepers also offer creative packages so guests can relax and enjoy their stay:

 

  • Anniversary or birthday
  • Girlfriends getaway
  • Local activities
  • Picnic lunch
  • Romance
  • Spa
  • Wedding
  • Wine and Dine

 

From their website, The North Carolina Bed and Breakfast Inns Association offer its online visitors an opportunity to purchase their NCBBI cookbook so they can sample the best of North Carolina cooking with their collection of bed and breakfast and inn recipes. In addition to the cookbook, give the gift of memories by purchasing lodging gift certificates (available in $50 increments) that may be used at any NCBBI member B&B. 

 

An NCBBI gift certificate is a thoughtful way to say “thank you” or to surprise someone special. They are also great gifts for special occasions like anniversaries, honeymoons, birthdays, and retirements.

 

The NC Bed and Breakfast Inns website lists North Carolina events (searching either by name, type of event, event date, or venue).   They also provide a way to search for local North Carolina attractions by its name, location and type of attraction, or by a specific local area (within a designated amount of miles).

 

Together you can promote all the wonderful things that your state has to offer its visitors.  You can educate potential guests about everything that comes included when they stay at a bed and breakfast.  You will also have a network of innkeepers with which to ask questions and refer each other business when your own inns are full.  Those are just some of the many reasons why it is important to belong to a bed and breakfast association.

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The Art of Social Selling

the art of social selling

 

I highly recommend Shannon Belew’s book called The Art of Social Selling: Finding and Engaging Customers on Twitter, Facebook, Linked In, and Other Social Networks. Belew says the power has shifted from the brand to the consumer.  Marketing has become a two-way conversation with the customer. The art of social selling is based entirely on your ability to build relationships.

 

Did you know that over one BILLION people are active on social networks? Thus, it is extremely important that you know where your customers are hanging out.

Shannon Belew defines “social selling” as the identification, targeting, and reaching out to prospective and existing customers through social media channels and social communities in an effort to engage them in conversations that result in a potentially mutually beneficial relationship.  This means being more social (listening and conversing about the customer’s needs) and less traditional selling.  The heart of social selling is relationship building.

This book reveals Belew’s ten most important rules for online social interactions:

1) Be genuine: your social networking persona should be an extension of your real persona

2) Listen, listen, listen: to truly hear what the customer is saying so you can present a viable solution you must find and monitor conversations that relate to your prospective customer’s needs, concerns, and interests with the goal of remaining relevant to your customers

3) Be responsive: to customer-related complaints and concerns voiced across social media channels

4) Follow the leader: follow group guidelines, watch how members participate and interact with one another

5) Tailor the conversation: find common ground and share information relevant to your audience

6) Be helpful: offer educational opportunities, general support, and even inspiration

7) Identify the enter and exit signs: know if it is polite to enter the online interaction and make sure to exit gracefully

8) Maintain separation of professional and personal: make sure what you share is suitable for both audiences

9) Be consistent: give people a clear expectation of who you are and what your area of expertise is

10) Admit when you are wrong: be willing to apologize, it is a sign of strength and goodwill

Shannon Belew’s concept of “unselling:

  • Unselling is a process that occurs over time
  • Requires consistent interaction with your prospects via social media
  • This establishes your credibility as a good resource
  • Identify and interact with industry influencers
  • Be a thought leader to build social influence
  • Embrace consultative sales in which you are developing conversations that educate and assist the prospect through the buying process
  • This opens the door to an increased amount of sharing
  • This increases the comfort level of prospects as well as puts you in the role of expert

Belew talks about word of mouth marketing.  Social shoppers are not only influenced by their friends and family, but by perfect strangers, too.  Encourage your happy and satisfied customers to provide online testimonials.  Include your links on thank-you pages and emails. Respond to negative reviews quickly.  Thank customers publicly for their positive reviews.

In this book, Shannon Belew cites a Technorati Report that stated that blogs are the third-most influential digital or online resource and the fifth most trusted resource on the internet.  Blogs are great for sharing on social media.  Plus, points made in a blog post can be posted or tweeted on social media.  Later in the book, Belew gives specific tips about using each of the major social media channels.  This is an incredible resource for business owners.

Affiliate Disclaimer: The link to the book is an affiliate link. If you click and make a purchase I will earn a commission from Amazon.  I only recommend what I know and love.

Image by Marcus Berg of Unique Angles Photography

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Union Gables Inn and Suites

I want to share with you my interview with the Head of Marketing, Carla Smith, about bed and breakfast Union Gables Inn and Suites of Saratoga Springs, New York.  So why do people love staying at Union Gables Inn and Suites?

We offer all the luxury amenities like an outdoor pool, free wifi, plush bathrobes in the room, as well as the personal touches and comforts that only a locally owned bed and breakfast can provide like freshly made cookies and complimentary wine each evening. What we receive the most praise from guests about after they have stayed with us is how much they enjoyed getting to know and interacting with the staff. Jane, the Innkeeper, has a personality that brightens everyone’s day and she makes each guest feel at home at Union Gables. Creating that personal connection is the greatest benefit, although the outdoor pool, private parking lot and pet-friendly rooms are also greatly appreciated by guests.

Since you have seven pet-friendly rooms, how many guests bring pets?  What pets have stayed at your inn?
As we are one of the only pet-friendly bed and breakfasts in the area, guests often come to us because it is luxury lodging that they can enjoy with their beloved canines. Guests looking for pet friendly rooms compromises approximately 30% of our bookings. Once we had a guest bring a bird for a weekend stay, but mainly the staff gets to gush over guests’ dogs and spoil them with bones!

What is your most popular room and why do you think that is the case?

Guests always ask us which room is our favorite, and it is honestly almost impossible to choose one because each room has a unique charm and various antiques. The two that are requested most by guests are the Bill Room and the Pond Cottage. The Bill Room is in the main mansion of the Inn on the second floor and is one of the largest rooms we have. Its unique feature is a private outdoor porch overlooking Union Avenue that is perfect for morning coffee or an evening glass of wine. The Pond Cottage allows people more privacy because it is a one bedroom cottage in the Japanese garden area of the grounds and has a private outdoor patio so guests can have an area to themselves surrounded by the beautiful gardens.

Are the rooms with names named after people you know?

The rooms were originally named after the individuals who resided here when the property was state-owned in the 1900’s. A few names have been changed over the years after members of the owner’s family.
 
 

Do you have regular guests that visit at least once every year?

We actually have regular guests that visit as often as once a week or once a month and that have become very close friends. We offer a discount to Skidmore [College] parents as they visit their children or attend sporting events regularly, so they comprise a significant portion of our regular guests. We also have many guests that come back each year for the Saratoga Race Track or for annual events in Saratoga like the Flurry Festival or the Food and Wine Festival.
 
From what locations have your guests visited from?
We have had guests from as far away as Australia, Sri Lanka and Thailand.
 
Your website shows your award-winning gardens you have, do you have a landscaper or gardener to help you or are you a master gardener?
The owner is the master gardener, credits for the beautiful gardens go to his vision and hard work of him and his maintenance staff.
 
The heated pool is a nice touch!  Since it is heated, what months does it get used?
Thank you! The pool opens in May and closes in September or October depending on how quickly the winter weather strikes in the Northeast. 
 
I am impressed at how well you blend antiques with modern day technology such as flat screen televisions in all the bedrooms.
Since you mentioned blending the old with new, our mission has been to tastefully merge the historic, Victorian culture of the Inn with modern technology and luxuries. We would like to preserve the history of the Inn and the antique decor while advancing into the modern century.  For example, we have purchased a GE Wattstation 240V electric vehicle charging station in order to provide an electric vehicle parking spot in our private parking lot. Guests can charge their vehicle in 4-6 hours while they enjoy a luxurious and comfortable night in Saratoga Springs.  We are now the only bed and breakfast in the state of New York with a 240V electric vehicle charging station.  Saratoga Springs is halfway between the major cities of Ottawa, Montreal, New York City and Boston so Union Gables is now part of the network supporting sustainable travel between those cities.
 

Since you are a bed and breakfast, I have to ask, what is your most popular breakfast dish?

We judge the most popular dish ordered for breakfast by how often it is ordered and how clean the plate is after the guests have finished. The chef’s Cinnamon Baguette French Toast guarantees a spotless plate returned every time. Everything we serve is cook to order and the freshness makes a difference. Bruce, the chef, drenches the baguette in the cinnamon egg mixture and browns it on the griddle, then it is baked in the oven until the center becomes a delicious custard. It is served topped with powdered sugar and the guest’s choice of blueberries, strawberries, or bananas and paired with pure Vermont maple syrup.

How many innkeepers and members of the staff are there?

There are the owners, Tom and Barbara Fox; the Innkeeper and Manager, Jane; the Chef, Bruce; and Me, the Assistant Innkeeper and Head of Marketing. We also have various cleaning and maintenance staff. Tom and Barbara have a close connection to the Union Gables Inn, as this was where they met and married. Because Saratoga Springs was the place for horse lovers to show art and Barbara is an equine artist, it brought her to the area and this is where she met Tom. The Inn has a few paintings in the main foyer that she has painted. Tom and Barbara both take pride in maintaining the beauty of Union Gables as a historic icon to Saratoga Springs, and hope that it will bring enjoyment to those that stay here.

Carla, what do you enjoy most about what you do at Union Gables?

When after a stay at Union Gables, a guest tells me that their experience at the Inn and of Saratoga could not have been more perfect. I get the most joy out of personalizing someone’s stay to make sure their individual needs and goals for their trip are met. I was born and raised in Saratoga, so the greatest pleasure is welcoming visitors to the city I am proud to call home and providing local tips and recommendations that allows them to enjoy Saratoga just as much as the locals do. 

There is so much that Union Gables Inn and Suites offers their guests.  They are located in the heart of Saratoga’s Historic district known as the ‘Magic Rectangle’, one and a half blocks from the Saratoga Race Course on Union Avenue and two blocks to the Historic Congress Park.   Check out their photo gallery and make a reservation to be the guests at another bed and breakfast!

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B&B Social Media Success

B&B Social Media SuccessSocial Media Success is the name of a Pin Board I have on the social media network called Pinterest. I pinned the pins on that board for the sole purpose of helping bed and breakfast owners successfully use social media.  What I did not expect, and I was completely surprised about, was the response from those not even in the bed and breakfast industry.  I currently have over 1700 followers on that board alone!  What is crazy is that I did not start it more than a few months ago!

That is the power of numbers and how things can go viral fast.  I highly recommend the book, “Contagious: Why Things Catch On” by Jonah Berger. Berger is the James G. Campbell Associate Professor of Marketing at the Wharton School at the University of Pennsylvania. He discusses six principles of “Contagiousness”:

 

  • Social currency: people desire to share cool things to look good in the process
  • Triggers: people talk about things cued in their environment
  • Emotion: when people have high arousal emotions (like excitement or anger) they are more likely to share it
  • Public: behavior that is made more public enables social influence
  • Practical Value: people share things to help others (save time, save money, become more healthy, etc.)
  • Story: people share memorable stories

So what can you do to have social media success and your bed and breakfast become “contagious”? 

  • Blog Posts (about your local area and your inn’s amenities)
  • Holidays (this could even be food holidays or silly holidays)
  • Pictures (inside and outside of your inn as well as of your food and events)
  • Recipes (share recipes to the dishes your guests rave about the most)
  • Quotes (from famous people or related to travel and vacations)

Kristi Dement of Bed and Breakfast Blogging is here to help!  Contact Kristi today so you can have social media success and more guests at your B&B!

Affiliate Disclaimer: This is an affiliate link. If you click and make a purchase I will earn a commission from Amazon.  I only recommend what I know and love.

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