Reduce your commission bill with promo codes

OTA CommissionOn the phones we hear the pain many accommodation owners feel when they get the monthly commission bill from their OTAs. Particularly annoying is finding repeat or regular customers who somehow end up booking through an OTA rather than directly. Many of you are looking for tools to help fight back against rising costs from the Online Travel Agents. One excellent way to do this is by using promotional codes.

Direct Bookings using Promo CodesA promo code is a private special offer that gives customers a discount when they book online directly with you. Essentially you give them a small discount making it cheaper to book directly, they save and you reduce your commission bill with more direct bookings. They simply type a promo code into your online booking page and it gives them a special direct discount.

The first step is to think about how much of an incentive you want to give to direct bookers. Perhaps your OTA commission is 15% and you want to give your customers 10% off thus saving you 5%. In the example we give the hotel offers a ten percent discount but you decide the amount yourself (you set it and you can easily change it).

Regular customers use promo codesNext you create a “Promo Code” in your freetobook account. Once you have your promo code setup (eg. DIRECT10) you now need to let your customers know about it, ensuring they know that booking directly on your website will save them money. The  simple message is “Book direct and save” but you do have to promote it. Here are some clever ideas to help.

Promo Code business cardAt Guest Checkout – Hand your guest a little business card with your promo code on it. This lets them know they are special and that they will always get a better deal booking directly with you.

At reception – Put up a little plaque or sign stating that you always guarantee the best rate when guests book direct and that some guests might get a special discount when they book again. Give them the promo code so they can use it to claim their discount when booking direct.Promo Code sign at reception

On your email signature – When you email guests about coming back to stay with you mention your promo code so they can get their special private deal. Again this reinforces the book direct message in a place where they might be considering making a booking with you.

We all like to feel special, using promo codes is a great way to show guests that you value their business and want them to come back and stay. Its a powerful message, book direct and save… here is a little exclusive discount because we value your custom. You want them to come back and/or tell family and friends about the special deal they can have by booking with you directly next time – promo codes do that for you.

The video below shows how the promo codes work, all you need to do is login to your freetobook account select the tab “Specials” and “Promo Codes” on the orange bar. To get a little further information see the promo codes section on our website.

Posted in booking button, bookings, marketing, OTAs, sales, savings, technology, tips, website | Tagged , , , , , , , | Leave a comment

Back to Basics

Well done, you’ve made it to the end of the busy summer season.  Take a breath but then start planning for next year.  Guests are already thinking ahead to next year’s holidays so you must too.  If you have forgotten how to enter your rates or set up your minimum stays, here’s a quick “Back To Basics” to help you through it.


Entering rates:  On the AVAILABILITY tab, click on the first green box, hold your finger on the mouse and drag all the way to the bottom green box.  This turns the boxes a darker colour.  Release the mouse and a white square appears in each box.  Enter your rates in the first column and then click the “a” below that column to copy the rate forward to all days.  The “d” will copy to just that day of the week and in all cases it copies to the dates going forward so you can up your rates later in the calendar and click the “a” or “d” again below those new rates.  Don’t forget to hit save before moving forward and repeating for the next six months.


Changing minimum stays:  You can set a default minimum stay in AVAILABILITY tab under DEFAULTS subtab.  This is handy if you normally insist on stays of 2 or more nights.  You can also set minimum stays on individual days or sets of days.  Similar to adding rates, on AVAILABILITY tab click the MINIMUM STAYS sub tab and then highlight the boxes on the calendar by clicking your mouse, dragging and releasing.  Each box will have a white square.  If you want to set all of a certain day of the week then change the first column of that day and then click the “d” button.  You can also change individual days/rooms as required.  Again, don’t forget to hit save before moving forward.


Close outs:  There are two ways to enter close outs.  In the DIARY tab you can click on a white box and bring up the “Quick Close Out” box.  This is ideal for one or two close outs on specific dates.  If you need to close out on a larger scale then you should do that in AVAILABILITY tab and CLOSE OUTS subtab.  Clicking a green or blue box will turn it pink.  Clicking, holding and dragging the mouse will allow you to close out multiple rooms and date in mere seconds.  Once you have closed out all that you need remember to hit the save button before moving on to the next six months.


Special Offers: If you are looking for a bookings boost during the quieter winter months then adding a special offer can help.  There are two types of offer in the SPECIALS tab; discount offer (i.e. offering a monetary or percentage discount from the nightly rate) and free night offer (i.e. stay 3 nights and get one of them free).  Please note that special offers do not transfer through the channel manager, if you would like the offer to be added to the channel manager please contact us for details of who does what.


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TripAdvisor at 12 percent

Own the bookings on your TripAdvisor page

Twelve Percent commission on TripAdvsior

Twelve Percent commission on TripAdvsior

More and more bookings are being made on TripAdvisor, we have some information and friendly advice to help ensure you are not losing out. In the last week we have seen a 400% increase in TripAdvisor Instant Bookings. If you use the freetobook direct connection these are now available at 12% commission.

All across the world Instant Booking is becoming more widely available, you will have noticed a change to your TripAdvisor page. Now visitors to your page are asked for their dates of stay and your availability only shows if you’re connected, if not, TripAdvisor lists availability of nearby properties.

Getting a direct connection to Instant Booking is easy and will save you commission. To take part you just need a freetobook account and a TripAdvisor account.

Login to your TripAdvisor account and switch on the connection to freetobook, it’s as simple as that.

Six advantages of a direct TripAdvisor connection:

1) Lower commission, you can pay as little as 12%
2) You only pay commission on completed bookings
3) No upfront costs, no signup costs, no fees from freetobook
4) You receive all of the customer’s direct details, including email address
5) Simple to do, just login to TripAdvisor and connect
6) You don’t need a Business Listing to get these TripAdvisor bookings

Booking by TripAdvisor

Booking by TripAdvisor

The connection simple, just activate it in your TripAdvisor account to enable direct bookings on your TripAdvisor page.

Freetobook has always believed in great technology for direct bookings as well as offering the highest quality connections to world’s biggest sources of bookings. We all know some providers are not universally popular with accommodation owners but it remains a fact that they have access to the world’s online bookers. We try to advantage our customers (property owners) by offering these connections at better value. It is certainly better to get a booking through TripAdvisor at 12% than one through another big source at higher commission!

This year a freetobook customer was awarded TripAdvisor’s “Best B&B in the World,” yes, number 1 out of 300,ooo or more listed on their site. The Millgate in Masham is certainly a fantastic B&B and for us what stands out is their great attitude to using new technology to maximise sales and free up time to get on with taking care of customers. See what the Millgate has to say about getting to the top on TripAdvisor.

To become the best B&B in the world you certainly need to be fabulous but you also need to have fantastic reviews and as many of them as possible. Here again freetobook can help you rise up on the TripAdvisor rankings. A Review Express connection on your freetobook account can automate review requests for your customers and dramatically increase the number of reviews you receive. Find out more about Review Express.

Most of freetobook’s benefits are free with a few optional charged services, find a complete list of our charges on our pricing page, what does freetobook cost ?

View our helpful TripAdvisor Instant Booking video for a quick recap of how to increase bookings on your TripAdvisor page, click play below.

Posted in bookings, channel management, digital marketing, instant booking, Review Express, technology, tips, TripConnect | Tagged , , , , , | 32 Comments

Direct Bookings vs OTA Bookings

Grow your direct bookings whilst using the OTAs

Direct bookings vs OTA bookings

Direct Bookings vs OTA Bookings

How much more of the “booking cake” can the OTAs (Online Travel Agents) take and how much bigger is the online booking sphere getting? They’re both interesting questions we continue to ask ourselves with a view to helping independent properties generate more direct bookings and reduce commission bills.

There is now evidence that the growth in new online customers is starting to flatten and mature. The OTAs are giant corporations that require continual growth to fire their share price. With fewer new online customers to sell to, the OTAs are looking for ways to keep their growth on target and some have been launching products to control your direct bookings. This strategy of getting income from your direct bookings doesn’t require them to find any new customers yet helps them expand their income. When they manage your direct bookings you are effectively providing them with an opportunity to acquire new customers, your direct customers.

We have also seen some OTAs removing the customer’s direct email address when the booking has originated on their site. In the past they shared these details freely with the property owners but now you need to make the effort to obtain the customer’s contact details. This will lead to less communication between you and the customer, reducing your ability to make direct marketing offers and run loyalty promotions. The knock-on effect is to shift more bookings into commissionable income and reduce direct bookings. Make sure you get contact details of all your guests.

Best Rate Guaranteed

Make sure your customers know, promise them the best rate

How do the OTAs control so much of the online business? Well, they spend billions on online marketing to get customers to book on their website. Along with the expensive adverts they quite often advertise on the search engines under cheaper terms like your property name. When they advertise under your name customers looking for your property will see them first at the top of the Google page. You will also probably see them paying for advertising on other high traffic websites e.g. your TripAdvisor page.

So what can you do about it ? Take your direct bookings very seriously, be under no illusions that you are in competition for your own direct bookings. You need to stop thinking that the property down the road is your main competition. In the online world your biggest competitor is most likely to be the OTA that provides you with the most bookings. If a potential customer has a better website experience on an OTA’s website then that’s where they’ll book.

Direct booking savings re-invested

Re-Invest your direct booking savings to generate more savings

Make sure you have invested in a great website, lots of fantastic images (critical), a great design and good original copy. There is nothing new there but independent businesses are all too often reticent to invest in their marketing, seeing it purely as a cost. Have you ever wondered why the OTAs insist on you uploading so many great images? They know customers are more likely to book with them if they have great images of your property.

A fantastic image led website will generate more direct bookings and save commission. Making sure your website is the best it can be will give you an edge when competing for direct bookings. Some of the big hotel chains even keep their best images for their own website so that they have better visual content for direct customers.

Book direct for benefits

Book direct for benefits

It’s a fact that big OTAs have a global sales coverage that independent accommodation owners can’t match. Learn from the way the big hotel chains do it, they use the OTAs for customer acquisition in areas they cannot reach. Use the OTAs to get the bookings in and convert the customers to future loyal direct bookers. Not all OTAs are the same, some customers have loyalty to a specific OTA that they use most of the time. If you rely on just one OTA for too large a percentage of your bookings then you should probably diversify the source of your OTA business. Work with the biggest OTAs but not just one of them. This gives you more online exposure, access to more customers, reduces your reliance on a specific channel and gives you a better mix of customers. It’s also a lot easier to bargain with the OTAs if you have more than one.

together by freetobook

get together as a group

Co-operation between nearby properties will help grow direct bookings for all. When it comes to getting more direct bookings your main competitor is your OTA. If properties switched from competing with each other to cooperating there would be a mutual benefit for all. Taking it to another level some accommodation owners have enjoyed significant success by cooperating and creating bookable websites featuring their members, examples include Fort William and St Ives in the UK (see freetobook together).

The benefits of more direct bookings are clear, the simplest calculation is the commission. By cutting out the middleman you save precious commission but importantly you also own the customer relationship. You have the customer’s contact details, and from the booking onwards it’s your brand that they will communicate with, not the OTAs. The direct booking message is simple so make it clear on your website, social media, emails, brochures and do let guests know that booking direct is better for them and better for you.

The service you offer from the point of confirmation to their stay with you and beyond is all yours. With direct bookings you have no communications middleman, so take advantage of the opportunity to differentiate yourself and be “special”. Always have the best rate on your website. If you ever feel the need to make a special offer make sure it’s on your website so customers booking direct never pay more.

It can be complex in the online world, as an independent family business we try to keep things simple and in perspective for smaller businesses, there’s lots of bookings out there you just have to keep chasing them.

To find out more about freetobook call, email or visit our home page
Properties group up, Get Together and cooperate

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Planning ahead for your promotions

heather turnerThis week’s guest blog is from US based social media and marketing expert Heather Turner, “Chief Logroller” at Forfeng Media. Here Heather helps you plan your social media calendar for holiday events and special promotions.

The time to start planning ahead for your promotions throughout the year, is best done in slow season when you actually have a little down time, a little space to actually think and work on your marketing for the upcoming year.

Developing a social media and content calendar in advance is key to getting promotions out in an stress free, and timely manner so you have the best chance for a journalist to pickup an event or special for a story, and to make sure you work any kinks out of the special or offer in advance. If you are doing specials in conjunction with other area businesses, i.e. a discount at a local restaurant in conjunction with a stay, or free or ½ price tickets to a museum, for example, as part of your packages, it’s best to be able to make those connections and iron down the details as far ahead in advance as possible. When making joint package deals its very important to stress to the partnering business that they will be getting a lot of free publicity out of it. Working some numbers up, and letting them know where and how you will be promoting it, and them, is leverage for getting you a better deal on a partnership offer or discount.

If you are hoping to get your special or offer picked up by the news for inclusion in a newspaper or magazine, be cognizant of the fact that the lead time for both is very different. A newspaper generally needs several weeks leads time to run an article. Monthly magazines generally need three to six months.


Realistically any unique specials or promotions should be up online on your website at least 6 months prior to the actual event. If you send press releases out about it, it should be send out at least 4 months or more prior. Advertising them on social media should start being pushed out at last 3 months prior, 2 at the very latest.

If you have something that you know will book up and sell out in advance, advertise it on social media at least 4 months in advance so that if you get the inevitable cancellation or two you have time to rebook it. Developing the social media calendar will help you keep on track for when you are scheduled to start promoting your specials.

Specific Holidays, Christmas, Valentine’s Day, Father’s Day and Mother’s Day are generally high traffic days for lodging packages, and many potential guests do like to plan ahead for those. You may want to consider starting to advertise these on your social media channels a little earlier than the rest of your other packages.

Posting your specials on social media should not be done more than once a week, each post should be unique, have an appropriate and inviting picture accompanying it (make sure you either own the photograph or image, have permission to use it or have purchased it from a legitimate stock photo source), and be written in a way that utilizes the soft sell approach.

As an example of the soft sell post: Father’s Day is coming up soon. What better way to thank your Dad for being there for you and your family then treating him to a weekend away from it all. Our special Father’s Day Package includes a full day of golf at the historic Beach Head Golf Club, followed by a day on the water fishing for Bass on Lake Bestinach. For more information about this special Father’s Day package please visit

VS. the hard sell post:  Father’s Day Package, June 18-19, Package includes 18 holes of golf, cart included. River tour with Bass fishing instructor, $360 for the weekend D.O.. Exclusions apply. Book Now at 800-555-1212.

Make sure to keep your social media calendars from previous years, and note when you have gotten the most traffic and bookings for each previous year on them. You should also include anything of note that happens during the time your packages have happened. The Christmas of 2013 had a horrible snowstorm resulting in cancellations, Easter of 2011 had a travel ban, etc. Long term this helps you better plan for next year, as well as being able to look back and see what previous years results were based on what you did for marketing as well as any external events that may have happened that were outside of your control.
Forfeng on Google+   Forfeng on Pinterest
Forfeng on Facebook   Skype: forfengdesigns

Posted in guest blog, social media, technology, tips, tourism, winning strategies | Tagged , , , , , , , | 1 Comment

Spread your OTA bookings

OTA selection

Select more than one OTA

Are all your eggs in one Online Travel Agent’s (OTA) basket? We see a number of independent accommodation owners who rely on just one OTA. Business wisdom and common sense suggest that an over reliance on one source of sales is risky. Spreading your sales sources will give you a more reliable, robust and diversified stream of bookings.

So what are the risks of working with just one OTA? At some future point that company may decide to implement something you disagree with; it could be a policy about commission or some way that they deal with guest data, reviews or customer relations. There’s no way to say what the future holds but with only one source you will have to follow their rules without any backup relationships.

Biggest OTAs in the World

World’s Biggest OTAs

Each of the biggest three worldwide travel websites (and they keep growing), Expedia, TripAdvisor and all have their own customer databases and their own advertising strategies. By working with more than one you both maximise your exposure and diversify sources of potential customers. Remember that some customers only ever book with Expedia and others only so by working with both you get seen by them all.

Customers also visit many websites during their research process so featuring on the big three means you have more chance of catching their eye. Again each of these booking sites will place a different emphasis on your property so you will appear in different positions and places on different searches and pages.

Having only one OTA is a bit like a farmer getting a giant contract from a major supermarket. The initial glow wears off when you have had to turn down all other distribution opportunities and tailor your processes to that single source, and then you realise that losing the contract would likely mean instant business failure. It’s a horrible question to ask but an important one, if your biggest OTA stopped working with you would your business survive?

Fortunately in the accommodation business you can spread your risk far more easily than some farmers can. You can share your availability across multiple channels and benefit from a bigger and more diverse spread of bookings whilst increasing your negotiating position. Then, if at some future date one OTA ever demands something you don’t want to give you can always move business to another.

A good healthy business mix includes plenty of direct bookings so your OTA policy should always go hand-in-hand with a strategy to increase direct bookings. In our next blog we cover ways to increase direct bookings, so you can make the most of the existing customers that have booked via the OTAs.

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Posted in bookings, channel management, digital marketing, marketing, online, OTAs, sales, winning strategies | Tagged , , , , , , | Leave a comment

Great, Gratis and Glorious digital marketing ideas to boost direct sales

Gonzo Marketing

Gonzo Marketing

Our guest blog and interview is with Frederic Gonzalo, founder of Gonzo Marketing. With over 19 years of experience in the travel and tourism sphere, he is passionate about marketing and communications.

Frederic recently attended the EyeForTravel event in Miami as a speaker, panelist and participant to the 2015 edition of Online Marketing Strategies in Travel.

Here Frederic generously shares his industry insights and expertise with freetobook. As he pointedly states, having no marketing budget is no excuse for not having a dynamic online presence!

What is the most important trend in online room booking?

It’s about going mobile. More than 51% of travelers now research their next destination, accommodation and transportation from a mobile device, whether it’s a smartphone or tablet. And more importantly, an increasing proportion of them are now booking via their mobile device: in fact, it is estimated that 25% of all online travel revenue in the US will come from mobile devices in 2015.

How can a property get more direct bookings?

1- Have a “best online rate” guarantee and feature it, big and bold, on your home page. People will shop around no matter what, but if they can have the confidence that by booking direct they will get the best deal, well… you got it!

2- Have a relationship marketing approach in place. This can be through a rewards program or simply by capturing emails from clients and visitors to your site and/or blog. Sending out regular newsletters and promotional offers to this base can ensure retention and direct booking through time.

3- Promote deals and best rates across your various social accounts. I see hotels mention a promo code for 10% off best rate… on their Twitter bio. Others do Facebook offers, or mail push to group databases. Think outside the box, and make sure you crossover information from newsletter to blog to social media.

Having no marketing dollars is not an excuse not to have a dynamic online presence.

The first step is to have a professional-looking website, and this can be done with various solutions that cost a fraction of what it used to 3-5 years ago.

Sending out emails? MailChimp is free up to 2,000 email addresses, and other providers offer similar low-cost solutions.

Social media? It’s not free, contrary to what many believe, because someone has to manage it, but you can have impact and reach on Facebook with minimal investments. It’s more a matter of having a strategy in place to begin with, then finding the resources (human and financial) to manage this new reality. Knowing 87% of travel decisions now begin with an online search, do we even really have a choice here?

15 key stats to consider:

  1. TripAdvisor (42%) is the most downloaded mobile app amongst travelers, followed by Priceline (15%), Expedia (14%) and Orbitz (13%)
  2. There are 139 reviews written every minute on TripAdvisor
  3. You lose 25-60% of visitors with each click on the mobile path to purchase.
  4. 69% of travelers begin their search online…via a mobile device!
  5. Average mobile users check their device 150 times per day!
  6. Of the average six daily hours US adults spend on digital media, 3 hours is on mobile.
  7. Twitter on Travel: in the past year, 60M tweets mentioned hotels, 21M tweets mentioned vacations
  8. 70% of followers have taken some action after seeing travel content on Twitter
  9. 70% of Instagram users have looked for a brand online
  10. 3/4 of consumers are frustrated when online content doesn’t relate to their interest
  11. In 2016, 50% of total travel sales will involve more than one device
  12. Ritz Carlton Hotel sees 18% conversions from email campaigns. Email is not dead, folks!
  13. 92% of visitors to a website will never return. Thus, remarketing is key!
  14. Only 27% of hotels send automated emails prior to arrival (and after departing)
  15. According to Google, 1/3 of people with a smartphone would give up sex instead of their phone. Sad.

Visit Frederic Gonzalo’s website for further insights


Posted in digital marketing, facebook, marketing, mobile, online, OTAs, sales, social media, technology, tips, tourism, TripAdvisor, website, winning strategies | Tagged , , , , , , | Leave a comment

Does Your Website Tell Customers WHY They Should Book Directly ?

bestPriceDoes Your Website Tell Customers WHY They Should Book Directly ?

We were chatting with one freetobook customer this week who was alarmed at the growing number of rooms sold via rather than her own website and to make matters worse, a returning customer had re-booked using the OTA! With a few clicks all became clear. The property’s website was overly cluttered, out of date with offers from the Christmas holidays and it wasn’t clear there was an online booking facility.

Does your website tell potential customers WHY they should book directly with you?  The OTA’s do a brilliant job at converting lookers to bookers. From the ‘last room, last chance’ popups in red lettering, they create a sense of urgency to drive through that final click to book.

It’s worth saying once again …
Place your BOOKING BUTTON on the top left hand side if you possibly can. Advertisers pay a premium for this ‘sweet spot’.

HIGHLIGHT to potential bookers that they will get the BEST POSSIBLE PRICE (with no commission) by booking on your website.

Add in fresh, positive reviews onto your front page. Update very regularly!

Other general website design tips to remember …
How well do other folk feel you are marketing your accommodation? Ask friends and business associates whose opinions you trust to spent time on your website. Their feedback may highlight some great new suggestions or angles.

Make your website look as professional as possible, it’s your number one marketing tool. It’s worth considering giving it a timely overhaul with the help of a website designer.

Beautiful images SELL.  Refresh images of your property seasonally, there is nothing more off-putting than searching for a summer retreat only to find the main photos on the property’s website show a winter wonderland!

Write concise (less is more!), appealing copy about your property and what visitors can expect on arrival.

Posted in booking button, marketing, OTAs, sales, tips, updates, winning strategies | Tagged , , , , | 6 Comments

OTAs – Rise of the Giants

Rise of the giants

A huge amount of internet change is currently impacting independent accommodation providers.

Online travel agent (OTA) consolidation puts the vast majority of bookings into the hands of just 2 or 3 players. Together they dominate the online space through aggressive marketing and huge pay per click spends with Google and other high volume websites. This continues to make it increasingly challenging for independent accommodation owners trying to maintain the same volume of direct bookings.

If you find yourself in this situation the best strategy is to avoid over reliance on a single OTA as that level of dominance creates obvious business risks, no business wants all its eggs in one basket. So make sure you have a spread of booking sources and always be on the look out for new, more efficient ways to distribute. Don’t be afraid to invest in technology that improves your direct commission free bookings and also enables you to diversify your booking sources i.e. a channel manager and booking engine that connects to all three big players…, Expedia and TripAdvisor.

Remaining fiercely independent and open to multiple sources of bookings becomes more crucial as the dominance of the biggest grows. In other words the most successful strategy will be diversified and independent – keep your eggs in baskets you can trust.

connect to freetobook channel manager


Posted in bookings, channel management, marketing, OTAs, sales, TripAdvisor | Tagged , , , , | 4 Comments

B&B marketing tips from Karen

hopton house“If anyone knows about B&B, Karen does.” (Guardian) Karen owns Hopton House, a converted granary in Shropshire offering three bedrooms. Alongside her own bed and breakfast business, she runs regular courses for potential B&B owners. Here Karen shares her business expertise and thoughts on TripAdvisor, the ‘Marmite’ of the B&B world.

“I’ve been running Hopton House for nearly eleven years now and the B&B courses for a couple of years less than that. I’m often asked what the biggest changes I’ve seen in that time are. In terms of the running of the B&B it’s very much about guest expectations, they tend to be more widely travelled and the lines between hotels and B&Bs are getting a bit blurred. Internet access is one case in point – ten years ago it wouldn’t have been required or maybe it was just a nice to have, but in 2015, with the amazing growth of smartphones, it’s pretty much a necessity for many people. From my own travels I know that if there are choices of similar accommodation in an area, I’ll always go for the one with Wi-Fi access. I think the biggest changes I’ve seen are the ways in which B&Bs market their businesses.

Here are the top 5 areas that I think have been game changing;

guest reviews tripadvisor1. Guest Reviews:
Tripadvisor; the marmite of the B&B world! All guests these days are potential amateur reviewers. Whilst having lots of great reviews is heart warming for the B&B owner, a negative review has the potential to cause serious damage to a business. Even now my heart skips a beat whenever I see I have a new review come through. Whilst receiving a bad review can ruin the owner’s day, it’s important to address the review and respond constructively. Tripadvisor reviews have shown that potential guests are more likely to choose to stay at a B&B if they’re taken to respond to negative feedback in a positive constructive way.

online travel agents2. Online travel agents:
The OTAs such as are changing the way people book accommodation, and many B&Bs can have a bit of a love/hate relationship with them. OTAs can bring us a lot of business with no upfront joining fees but the commission they charge is high and the guests haven’t always understood what they should expect in their B&B. I think B&B owners need to make a decision about whether they will use the OTAs and then how will they use them. Whilst I don’t use them myself (I’m on but haven’t yet released nights to them), I think they can be very useful ( and possibly essential ) to some types of accommodation providers.

social media3. Social Media:
Many B&Bs have always relied on word of mouth to promote their business for years, and social media is the ultimate word of mouth. Social media, be it twitter, facebook, Instagram or even blogging, provides B&B owners with a great way to attract new guests, meet suppliers and keep in touch with repeat guests. I filled a room last minute following a cancellation using a promoted Facebook post last week. Better still, when you attract someone on social media and they like what you offer, they’ll then go back and recommend you to all of their followers.

advertising4. Advertising:
Whilst paper advertising in magazines and tourist guides has been steadily declining, digital advertising has been on the increase. I find both Facebook promoted posts and Google adwords are an effective way of marketing my B&B.

Google adwords particularly are becoming quite complicated to manage these days. I’d always suggest getting a recommendation for a digital marketing company to help you get started (although avoid those that cold call you offering top place on Google).

online booking5. Online Booking:
I’ve had online availability since I opened my B&B, I was one of the first in my area to get online booking. I do think online booking is an essential for any tourism business these days. About 85% of my bookings come through online via freetobook. Taking the deposit, blocking the calendar and sending confirmation are all handled seamlessly without me having to do a thing (the hours I used to spend on holiday looking for an internet café so I could sign into my email and respond to guest bookings with my old booking system!)

These days marketing is as an essential part of running a B&B as cleaning the rooms or cooking the breakfast. If it’s something you enjoy then great, if not then find someone who can help you. There’s lot of support out there locally via local tourism associations and groups.

Hopton House B&B, Hopton Heath, Craven Arms, Shropshire, SY7 0QD

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Posted in channel management, marketing, sales, social media, technology, TripAdvisor, website | Tagged , , , , , , , , | 4 Comments