It was more than an “aha!” moment. It was an
“Oh my gosh, hit me over
the head, how can they not realize moment” when I once again grappled with
the question,
“Why do guests not realize how special B&Bs are?” The
moment I’m referring to happened recently when I attended a conference with my
husband held in a very nice and well-known hotel chain. To thank him for being
a loyalty program “Special Member,” they gave us a card upon check-in entitling
us to a free bottle of water at no charge (how generous). We needed to replace
the small bottle of water in the mini-bar with the card so we wouldn’t be
charged. Then, one evening we wanted to have a cup of coffee in the room. As a
coffee snob, I don’t like the powered creamer provided; so, in order to have
milk or cream I would have to order room service, pay for the milk, and add a
$4.99 delivery fee as well as a 20% gratuity (an additional tip also would be
welcomed). These and similar experiences are all accepted in the hotel world
and why, when guests try a B&B for the first time, they are blown away by
the value not to mention the personalization, service, amenities and more. This
leads to the question: What are we doing wrong as an industry and why are we
not communicating our value better?
Fruity French Toast at White Cedar Inn, Freeport, ME
Many inn websites barely mention the breakfasts and the savory dishes that
are served. Many don’t list or, better yet, picture the added extras offered
such as your guest pantries (with milk or cream for coffee), complimentary
drinks and bottomless cookie jars. Room pages don’t discuss amenities such as
luxury robes. During my recent hotel stay the room had one robe, yet rates were
quoted as double occupancy and two of us were listed on the reservation. I
suppose in the hotel world decisions such as how many robes in a room are made
by corporate people who are not on-site and just don’t seem to get it; but, you
do and we need to let potential guests know it. As new innkeepers, I recommend
packing a bag and staying in each of your rooms as a guest to be sure you have
the appropriate and needed amenities for guests. In Chapter 2, I discuss
“Matching your B&B style to the guests you want to attract” so you have a
good idea what will make your guests comfortable during their stay and,
hopefully, return for many more visits.
So how do you get the message out? I’m not suggesting if you already have a
website that it has to be redone. But, every time you describe your inn,
amenities or rooms, make sure to paint a complete picture of all that you
offer. If you have a blog, ask your webmaster to tie it into your website. This
is an easy way for you to make sure your information is updated (Google loves
updated info) and you'll be showing potential guests up-to-date and enticing
information about what your inn offers. If you have a Facebook page, add
pictures of your breakfasts and amenities. When you print or reprint your rack
cards, make sure you paint the picture of the value and experience here, too.
This all sounds so obvious but I find that innkeepers spend so much energy
providing a wonderful experience and they don’t spend enough time tooting their
own horns. Chapter 8 gives you insight into indentifying what makes your inn
unique; so, once you find out what separates you from the pack, let guests know
about it any way you can!
Mary White is the Founder and CEO of BnBFinder.com, a top rated bed and breakfast online directory. White is also the author of Running a Bed & Breakfast For Dummies
. As an authoritative voice on B&B travel, White is a go-to source in the bed & breakfast industry for opinions and advice. A noted expert on bed & breakfasts, she has been involved in promoting and marketing B&Bs on the Web for more than a decade. She has appeared in dozens of media outlets. Her site, BnBFinder.com, is hailed by professionals and consumers alike as one of the most informative B&B sites on the Web. Follow her on Twitter at @Mary_White.
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