Marketing - not the be all, but some is far better than none
Websites. Where would we be without the wide world web? Probably not offering holiday accommodation. And certainly not operating at 100% fully booked!
Isn’t it just the most incredible facility. I can still remember when our first B n B website went live in December 2000. You don’t really expect anything to happen too quickly, but the very next day, there were booking requests arriving in your inbox. Encroyable. As the days went by requests trickled in from all over the world. From the USA, the UK, Australia, New Zealand, Canada, Croatia, Korea, Mexico, on and on it has gone ever since.

So one of the first steps for promoting your holiday accommodation is to create a website. Our advice is to have your site developed professionally. Yes it costs money, but it is a one-off cost and once it is established it can be updated easily. A quality designed website conveys much about you to prospective guests. It projects high standards, efficiency and a sense that you are heavily committed to your accommodation product and not just ‘playing’ at it.
The best single most important advice I can give is to ensure your site ‘is uncluttered, simple and user friendly’. Do the clients notice the difference? You bet. There are a lot of choices out there for them. We regularly receive admiring comments from our guests about our site http://www.maisonchaudenay.com/ and how it influences their decision making.
Does your website need to be in more than one language? We don’t believe so. One of the reasons guests book with us is that they know we speak english and can help them with any language difficulties. (normally there are many!) If your accommodation and/or location specifically appeals to say the German market you may consider a german language version. But our experience is that all our guests speak fluent english, whether they be Swiss, Dutch, German, Italian, Belgian or Scandinavian.
Internet accommodation directories. These are a neccessary evil and we suggest you list your property with one or two of them. I do have a bit of a beef with many of them, mainly because in my view their charges are exorbitant.
They charge you an annual fee even though they hardly undertake any work for you once your property is listed. They keep on ‘boasting’ about how many more properties have been listed with them which effectively provides more competition for you. The cost of I.T. in general has diminished over the years. They keep on adding ‘features’, some admittedly are helpful for prospective guests but many of them are designed to allow you to ‘manage’ your listing thereby removing work for themselves. I would not object to many of these initiatives if they reduced their prices. I believe there is strong justification for them to do so.

Now that I have that off my chest that feels better!! Here are some specific observations from our experience!!
www.ownersdirect.co.uk Very strong booking enquiries, very good value for money, our favourite for ‘user friendly’, the best availability chart
www.frenchconnections.co.uk Originally had a friendly, informal style, but revamped site very ‘corporate’ and quite busy. It does pull a reasonable level of bookings. Availability matrix not easy to read. High end of cost.
www.stopoverconnections.com One of the few who work on a commission basis, so only a cost if you receive a firm booking. Reasonable level of enquiries, seems to get good search engine positions.
www.holiday-rentals.com Used them in 2000/1 for our Provence B n B, were not overly strong in France at that time, very few enquiries, let our listing lapse.
www.sawdays.co.uk Alistair Sawday has strong brand recognition in the UK, also publish excellent book directories. Is recognised as one of the market leaders. Usually require two year contract but cost is worthwhile. Exercise control over the quality of properties.
www.karenbrown.com One of the ‘bibles’ for the USA market, has been around a long time and pulls very strongly. Keep good influence over property standards. Very good value for money.
www.pour-les-vacances.com An ‘oddball’ one, but excellent value for money. It is French based but has an english version. Ranks very highly in engine searches and often shows as the strongest number of ‘visits’ in our tracking statistics.
www.ibbp.com USA based, also used them in 2000/1, very reasonably priced but not overly strong in Europe accommodation.
www.cheznous.co.uk Haven’t used them but have nearby friends with a Gite who receive a very good level of bookings from them.
Magazine editorial If you can get editorial coverage of your property in a magazine (nearly any magazine will do) it is hugely advantageous. If you can swing a feature article with pictures it is like gold. Editorial text carries so much more weight than advertising and of course magazines have a long life. We still get enquiries from a House and Garden article that appeared over three years ago.
Editorial text is not easy to achieve, you have to work at it. The best way is if you know of a journalist, or know a ‘friend of a friend’. (our H & G article) Another method is to despatch a proposal off to various selected magazines. The proposals need to be presented professionally and the first question an Editor asks is ‘will this story be of interest to my readers’. So select your magazine titles carefully. We succeeded with this method with a New Zealand glossy magazine, it dragged in enquiries galore.
European expat market If you haven’t tapped into this market segment then you should. Pockets of ‘expats’ exist all over Europe. Some we have actively solicited, others we have merely stumbled over. We had an American doctor based in Germany stay with us, he referred three other families to us. We have canvassed the New Zealand and Australian Embassies around Europe resulting in visits from Ambassadors and Consular staff from Paris, Geneva, London and Brussels. Often they have family visiting from ‘home’ who they want to occupy for a week or so!
We have had expats from Basel, two big pharmaceutical centres there; from W.H.O. in Geneva where there are over 2000 expats; the International school in Paris and also in Frankfurt, both you can find on a Google search; and our website has picked up expats in places like Prague (plus referrals) and Dubai.
The expat market is a really productive, strongly word-of- mouth source of business.
Some people feel it is beneficial to place advertisements in the english language ‘French’ magazines. It probably works for them but it is something we have never felt a need to do. There are many other promotional avenues of course but many of them are peripheral and need careful evaluation before you spend your hard earnt euro.
Till next time. A Bientot, Bruce.