State of the B&B Nation 2010

by Sandy Soule

The beginning of a new year is a traditional time for lists, resolutions, and forecasts. Here are a few of ours:

1.  We try harder. Travel prospects for 2010 show only slight improvement, especially for business travel. Our goal is to continue to help you to increase your business, by giving you more ways to attract new guests and improve the number of repeat and referral guests. For 2010, there’s no increase in BedandBreakfast.com membership rates, despite such enhancements as a free link on TripAdvisor, expansion of online reservations to Travelocity, and other projects to be announced in the coming months.

2. Customer service is key. Zappos was sold to Amazon for almost a billion dollars – not because they sell shoes, but because they built a successful business based on customer service. The hospitality business is not about selling room-nights; it’s about providing hospitality. That means putting guests’ needs first, starting with the process of selecting a place to stay through a post-checkout thank you email. People want flexible breakfast hours, in-room Wi-Fi, good lighting, uncluttered décor, convenient check-in/out, and so on.

3. It’s all about me, the guest. It’s a big scary world out there, and people appreciate personal connections. When you get a call from a prospective guest, get their name and use it to begin a relationship. If a repeat guest contacts you, use your property management software (PMS) to pull up their information, so you’ll immediately be able to reference their preferences for vegetarian breakfasts, pet friendly rooms, etc. Each day, pull up the files on arriving guests, so you’ll be able to greet them by name and ask a question about their trip or some other detail. During their stay, ask permission to take their photo, then add it to your PMS to help you remember these guests when they plan a return to your inn.

4. No bad deed goes unpublished. With minimal effort, unhappy guests can add negative reviews on numerous major websites. Complaint-proof your property by presenting yourself accurately in all your marketing, from your Internet marketing to your printed materials; by running your inn to suit your guests, not the other way around; and by asking your guests if there’s anything you can do to make their stay more enjoyable. Ask unhappy guests to tell you what you can do to satisfy them; most of the time, their request will be more reasonable than you’d expect. When a complaint is published, respond promptly, explaining what you’ve done to correct the problem and prevent it from re-occurring. Millions of readers will judge you by the tone of your reply.

5. Competitors are watching you. Hoteliers have been copying every facet of the B&B business for years, from beds to breakfasts and more. Turnabout is fair play; check into a Hampton Inn (or the equivalent) and see what you can learn. Remember that anyone can buy a bed, but true hospitality is priceless.

6.  Instant gratification rules. Although some prospective guests will call you, over 50% want to book online. They don’t want to send a reservation request, they want to make a reservation. Unless you’re prepared to lose half of your potential reservations, add a booking engine to your website today. Add a recommendation to the message on your voicemail and email auto-responder that you’ll be replying ASAP, but in the meantime, “please check our website for full information and to make a reservation.” Ask your webmaster about adding a “live chat” and/or a Skype button to your website; don’t worry, you can “turn it off” when you’re away from the computer.

7.  Repeat guests are money in the bank. Our surveys show that the recession has produced a significant increase in repeat and referral business. That’s not surprising – when money is tight, you’re more likely to repeat an enjoyable experience than to risk the unknown. Don’t be afraid to invest in marketing that will bring you first-time guests, from BedandBreakfast.com Gift Cards to online reservations through Expedia and Travelocity and more. These “pay-if-they-stay” marketing efforts cost you money only when you’ve taken a reservation; most return stays are commission free.

8.  You can’t save your way to profitability. Although it’s smart to cut expenses by dropping non-performing marketing investments and other measures, you have to spend money to make money. A “build it and they will come” mentality is an excellent recipe for financial disaster. First-rate photos in a professionally designed SEO-optimized website are an excellent investment that will quickly produce a strong return on investment (ROI). Maximize your listing on BedandBreakfast.com; test membership upgrades and secondary city listings risk-free.

9.  Beware of “wag the dog.” Don’t get so distracted by minor annoyances that you miss sight of the big picture. You may lose sleep over a negative review from a crackpot guest, but dozens of great reviews will more than compensate for one bad one; in fact, a negative review lends credibility to the positive ones. Sure, taking credit cards, for example, means you’ll have to pay extra fees and have to deal with annoying charge-backs, but it also means that you’ll get many more reservations than if you just take cash and checks. RezOvation and Webervations customers can take advantage of Intuit Merchant Service, offering single-swipe processing at great rates.

10.  Act locally, think globally. In an impersonal world, people are hungry for authentic experiences; in fact, BedandBreakfast.com surveys show that the desire for a unique experience is among the top three motivators when travelers choose a B&B over a hotel. Add photos of the innkeepers (and the inn dog, if applicable) to your website and Bedandbreakfast.com listing, with a little bit of information about yourselves. Your marketing should feature your “unique selling proposition.” Show that you’re not offering a cookie cutter experience through your location, décor, use of local food and products, and more. While maintaining full respect for guests’ privacy, understand that you offer an experience, not just a place to stay.

In writing the list above, I was inspired by an excellent article by Barry Moltz, The 10 Customer Service Trends for 2010.