Can Your Beat the Weather?
In an industry like ours customers can be a little fickle. The recent bad weather in some parts of the country has resulted in a number of cancellations for some accommodation providers.
I won't dwell on the media who I hold partially to blame for their negative reporting on recent flooding but when they taint an area, county or region with some bad weather they do not seem to realise how much mud sticks.
Yorkshire the County in which I operate covers one eighth of the landmass of England but recent reporting has suggested that the whole of Yorkshire in underwater and people should not even attempt to visit. Complete rubbish I know but a myth continually perpetuated by the media.
Anyway enough of my grumbles I'll take them up with the BBC and others, can anything be done to improve business sales during times of shall we say misreported inclement weather?
Well here are few thoughts:
TIC/Agency Bookings
If you take any bookings from your local TIC or other agencies get in touch with them if you have vacancies. There will be others like you in your area that may be down on bookings because of the weather but if you make it a point to call your local TIC or agency them up to once a day with your vacancies they might just be tempted to offer you some business just to get rid of you for a while.
Network
I'm sure you have neighbours who offer a similar type of service to you. They might be next door or in the same town or village. Why not make contact with a few of them and offer to refer business to each other if you or they are unable to accommodate an enquiry. You could go a step further and offer to find a customer some accommodation if you are booked and pass their name on to another local operator. Great customer service!
Website
Update your website. Just adding a little information will move your site up the search rankings. Most accommodation websites are pretty static so if you can give the spiders a reason to visit your site they will take notice of any updates. Why not offer a Summer Saver Special for anybody whose holiday has been affected the flood? I would resist using the word 'flood' in any advertising including on your website as it carries very negative connotations.
Advertise
No not a quarter page in a national newspaper but something as simple as a postcard in a local shop window. It wont fill you up but for 50p or a couple of £'s it must be worth a punt to catch those who wander aimlessly about visitor destinations.
Mail Shot
Do you have an active mailing list, email or hard copy? If you do why not slip in a 'one off' contact now and offer to save their holiday if they were going somewhere which has been flooded? Alternative just make them a special offer for the next 2 months: Visit so and so attraction for free when you come and stay with us! You will most likely be able to do a deal with the attraction provider.
Get a Sign
I've spent many thousands of pounds over the years on Marketing and Advertising advice. Undoubtedly however it is the simplest things that bring the best rewards. I have an A-Board of my front lawn which says simply 'Rooms to Let Tonight'. Its not very scientific or particularity pretty but it actually works. True we have a lot of passing traffic which helps enormously but if you haven't got a sign which says you have availability, get one, now!
If you rack your brains you may be able to come up with other ways of getting some business if the weather has been unkind to you, whatever happens if you are missing out, do something and do it quickly!