24 Sep 2013
Words
Tim Admin
Business Boosters for 2012
The term ‘two-speed economy’ is bandied about a lot, but it is definitely a concern in the accommodation market. While business booms for those catering to mining and resources industries (and all who service them), tourism-reliant properties in many areas still struggle. As 2011 winds down, many hope the new year will deliver improved business conditions and a return to growth. So, what are you doing to do to introduce better management practices that will improve your business in 2012? Here are a few ideas. Get out there for owners Management rights operators’ ability to earn income relies on property entrusted to them by unit owners. So building managers should do their utmost to work with and for the owners in their letting pool, offering strategies to maximise occupancy. Asking 30 owners to contribute $100, once or twice a year, would fund the manager to undertake regular sales trips, say to New Zealand. Imagine how impressed travel agents there would be to receive a personal visit from an Australian resort building manager. Where do you think they’ll send their clients next time they’re booking an Aussie holiday?! Dote on your database Motel and management rights operators who don’t already have a database of clientele should make this an absolute priority. Much more effort is required to get a new customer than a repeat customer! Contact customers to tell them about new features or offers. Give them a reason to return, perhaps a free breakfast or invite them for a long weekend – pay for Friday and Saturday, stay Sunday night free. Regular business and sales rep patrons are valuable. Send them a personal note thanking them for their patronage and suggest “next time you stay with us, bring your spouse or partner to stay free as our guest.” Online imperative Travel bookings continue their steady migration from offline to online. A little over a year ago, Roy Morgan Research announced “the Internet has become the most popular method used by Australians to book a holiday.” In the 12 months to June 2011, 3.3 million Australians visited travel agent websites. Every property, from tiny B&Bs to major motels and resorts, needs to make optimum use of popular sites such as wotif.com, webjet.com.au and tripadvisor.com. Unexpected kindness Much as been said about the power of ‘random acts of kindness’. It is true, there is no simpler way to make people happy. Give kindness when it is not expected. The surprise value is incredible and memorable. How about this? After your guests have turned in for the night, go out and wash their car windscreens. Pop a little note under the wiper saying ‘We’ve washed your windscreen to make your day a little brighter. Safe travelling and come back soon. John and Mary at the Warfarers Inn Gotta get together We all know the benefits of joining marketing networks like accommodation chains and regional tourism organisations. But why not start your own local strategic alliance with complementary businesses in your area? You supply quality accommodation. The couple down the road operates an award-winning boutique restaurant or winery. Nearby is a great adventure park or wildlife sanctuary. Get together with the others and pool your resources to come up with tempting package deals, weekend escapes or special occasion short breaks. Make it easy for guests to book and pay at each others’ venues and offer each other benefits for referrals. Each of you has a great attraction. Together you are a destination. It’s marketing to the power of three!
