SEC-S20W3 | My Business Ideas |Marketing Strategies
My fellow business owners or owners to be,
Running a successful self-catering holiday letting requires attention to detail and a focus on guest experience.
Having the correct marketing strategies is of utmost importance. Not only is it essential to attract guests, but it enhances your brand, and in the end, it drives growth.
My main focus is on my customers, or in my case, my guests.
Customer Support ┈➤ Marketing Strategies ┈➤ Expansion ┈➤ Staffing
┈➤ Customer support |
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With a holiday letting business, you have a product and a service; therefore, exceptional customer support is vital.
Product: The property itself, which represents my offering to my guests.
Service: The services that I render, like transport services, etc.
The golden rule in any business is that the customer is always right.
There are six key factors for me.
1. Clear rules: The rules of the establishment are on my website and in the offering on the various booking platforms. There is also a copy of the rules in the apartment. Part of greeting my guests is ensuring they understand the rules.
2. Let them speak: When I let my customer speak, I acknowledge their feelings and demonstrate empathy. They feel heard and valued.
3. Listen: I listen to what they are saying, and once the problem is understood, I would assure the guest that I am committed to finding a solution, as quickly as possible, where I can.
4. Action: Taking immediate action is crucial no matter the time or cost.
5. Update: Keeping guests updated makes them feel valued and reflects the professionalism and standards of customer service I offer.
6. Follow up: I would reach out to ensure their stay is now satisfactory. I might also offer a discount on a future stay to show appreciation for their patience and understanding.
Clear communication and a proactive approach lead to positive reviews and repeat bookings, essential for my holiday letting business.
┈➤ Aggressive or soft marketing strategies |
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When it comes to marketing a holiday letting, both aggressive and soft marketing strategies have merits. However, I do believe that it depends on the size of the establishment.
As I only have one unit to market, I am taking the soft targeting approach, whereby I put all my effort into customer service.
Soft marketing strategies I currently have in place.
1. Content marketing:
- Website content: Regular updating of the website.
- Video content: Videos showcasing not only the property but also the local area, like beaches, places to eat, etc.
2. Social media engagement:
Facebook: A Facebook page where I not only highlight unique features like pet-friendly accommodation but I also share happenings in the area and celebrate special events like Easter.
Sharing: I will share some of the guest's photos and experiences while tagging them.
3. Email and WhatsApp marketing:
- Personalized newsletters: Regular newsletters featuring special offers, happenings, travel tips, and more.
- Personalize messages: birthday wishes.
4. Stay in contact:
- After a guest’s stay, I request feedback and offer a special discount for their next booking if they book directly with me.
5. Promotions:
In-season specials: Create special packages and arrange discounts for guests at various entertainment facilities, like the wildlife parks.
Off-peak specials: Offer discounts during off-peak seasons to encourage bookings.
6. Loyalty program:
- Reward: I have just launched a loyalty program that offers discounts for return visits or referrals.
┈➤ Expansion plans |
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My comprehensive plan outlines the strategies, measures adopted, and future growth options for my holiday letting business.
Measures adopted:
Property management: Efficient property management systems to ensure high standards of cleanliness and guest satisfaction.
Effective marketing strategy: Visibility and attracting guests through effective marketing.
Sustainability practices: Adopted eco-friendly practices.
Customer Engagement: Exceptional guest experiences through personalized communication, recommendations, and feedback.
Current Growth Analysis:
Occupancy rates: Occupancy rate of 70% over the past year
Revenue growth: Recorded a 17% year-over-year increase in revenue due to effective marketing and positive guest experiences.
Positive reviews: Maintained an average rating of 5 stars across major booking platforms and 9.1 on Bookings.com.
Future Growth Plan
My future growth plans for my business.
Optimize occupancy: To make sure the unit is at all times in high demand.
Customer service: To be the best by paying attention to what my guests want
Better use of technology: To enhance my property listings, booking, and payment processes to ensure a stress-free booking process.
Expanded marketing: Introducing an affiliated marketing program whereby I can reach a wider audience, increase income, and also allow my guests to earn a commission.
Associations: To network with other agents, local businesses, and industry leaders.
Scalability: To enlarge my offering by building more units and to market properties of other owners.
I believe that I can capitalize on the current success of my holiday letting and offering.
┈➤ Professional hiring |
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Company goals, growth, and staffing go hand in hand when you are in the hospitality industry and if you want to be sucessful.
Goals
I have three main goals for my current self-catering unit.
Increase of occupancy: To make a success of my marketing strategies so that I can attract more guests, especially during the quieter times, so that I can increase my occupancy percentage.
Enhance guest experience: To focus on providing exceptional service to ensure repeat bookings.
Achieve sustainable practices: To be environmentally conscious and at the same time reduce operational costs with energy efficiency, and water conservation.
Currently, I do most of the work myself, but if I want to increase the occupancy percentage, I will have to look into the following regarding staffing.
Future Staffing Plans
Hiring a part-time marketing specialist
- Role: Digital Marketing Manager
- Responsibilities: Develop and execute marketing campaigns, manage social media, and optimize online listings within a three-hour workday.
The hiring of an additional part-time cleaning staff
- Role: Housekeeping staff
- Responsibilities: Maintain cleanliness and ensure high standards for guest arrivals and servicing during the stay, especially for weekend shifts.
Of importance is to never lose sight of delivering exceptional service. The one thing that makes my business tick.
Until next time!
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I love the structured way you have highlighted the importance of customer satisfaction. In fact, after reading that section of the post, there’s no way the customer won’t rate your business with 5 stars and when they come for holidays again, your place will be the first place that will come to their mind.
I’ve a quick question to ask. I’ve been in hospitality industry for a while before Covid struck and I moved on. But during my time as a bar supervisor, there was this challenge that came up with delegating authority as a result of the expansion.
Seeing your post of expansion reminded me about it. Let’s say the expansion of your business has taken place, you have also hired additional house keepers and marketing specialists. how do you picture balancing the personal services you currently offer with delegating responsibilities? Will the expansion impact your ability to maintain that same level of personalized service you offer to the customers??
Awh!! Now these are two brilliant questions!
The most important factor in life and which is also applicable to a business is first impression. You will notice that with the expansion of the business, I have kept the most important part of the whole process for myself, that first interaction.
For example. When I receive a booking from a booking platform, I will always phone the guest to introduce myself. I will confirm the booking, what is provided and what is not, and then I will also ask about requirements. For some of the guests, I would even go as far as doing their initial shopping to stock their fridge for them. I will also send them two videos of the property and some photos so that they are well aware of what they are getting. From there, I will contact them the day before they leave and send them an early morning message to wish them a safe journey and send a location pin.
I will delegate some of my other work if I have to, but not my "meet and greet." (•ิ‿•ิ)
Next, let's take a restaurant where there is a front-of-house manager and waiters that can greet the customers. 90% of the time you will be greeted by the waiter, and 90% of the time you will find a manager asking you if everything is okay when you are sitting with a mouth full of food.
I will return to the restaurant where the 10% is. I want to be greeted by the manager and not by a waiter.
I hope that answers your questions. (•ิ‿•ิ)
PS: Thank you for the visit!
Seriously, u really need to be a consultant in many of these hotels in Nigeria.. your experience in the hospitality business is really impressive.
I really don’t know if it’s because you are the owner that is the reason you are so involved in the business and won’t let it fall apart.
Do you think that is what is affecting some businesses of today.. by handing it over to managers to manage it, while the owners do other stuffs??
I've been in the hospitality industry for more than 20 years. I've seen it all. (•ิ‿•ิ)
As for being the owner, it sure helps. If you are a good operator, you will always be hands-on. This I have been in all my businesses.
Unfortunately, when business owners start making money, they are more worried about spending it than doubling it.
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@sduttaskitchen
Thank you! 🎕
True.
Being greeted by the manager gives this sense of awareness that the company has your best interest at heart.
Before now, I'd bet that receptionists, flight attendants and their likes were the only ones who needed excellent customer service skills. But you've opened a new window in my mind's eye.
Saludos amiga muchas gracias por la invitación siempre me he dicho que usted es una mujer de negocios por algo ha sido tan triunfadora en su negocio de ventas sus estrategias son perfectas tienes una gran visión de futuro y deseo lo mejor en este nuevo emprendimiento que se propone éxitos amiga
Thank you for the visit and the nice comment my friend!
In the end all businesses depends on the operator. (•ิ‿•ิ)
Allowing your customers to speak for themselves before making decisions is the best thing to do which is why in a business environment it is said that customers are always right. For a business to stand for a long term the need for professionals are important. You have shared a nice post on how you would be able to handle your customers. Good luck to you.
Thank you my friend for the visit and the nice comment!
It is appreciated ☕
I so much love how you are able to structure things your business will need to thrive most especially the customer support aspect. The truth is every business succeed based on their customer
And with that, the operator.
I always say that you can make success of selling ice cream on the corner of a street, provided that you have the right attitude and the will to succeed.
Thank you for the visit!
Marketing strategy is very important to be able to advance a business, but it all depends on how we implement the strategy, but I am sure that if we are really able to implement the strategy well, then we will succeed.
Oh yes! Any business can succeed as long as the operator is capable and willing.
Thank you for the visit and the nice comment! ☕
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