Publicity is something that most hosts dream of as it’s a sure fire way to boost your profile and increase your room occupancy. Now, we’re not saying that your property has to be as famous as the Hilton, if that sort of thing scares you, but a little publicity can go a long way. Read the first in our three-part series about the ways in which you can make your property media-ready. In this part, we will be talking about the offline steps you can take to make a splash.
Pay attention to detail
It’s important have all your ducks in a row before you start thinking about courting publicity. If you want a positive response from the media, you need to pay strict attention to detail in all aspects of your business. eviivo customer Peter Pickering, owner of Russell House, knows all too well about life in the B&B limelight, having been featured in national newspapers and local radio off the back of National B&B Week.
Speaking about the importance of being detail-orientated, Peter says: “Never cut corners, never think [that will do]. You need to gain the confidence and trust of your guest within the first 5 minutes of meeting them. If you don’t, it’s a very difficult task to claw it back.”
Become AA star-rated
It can be hard to know what makes for a good review with the rise of independent travel sites. A property with 2 stars on one website and 4 stars on another confuses guests and makes gaining their trust a very difficult task. That’s why it’s a brilliant idea to become AA star-rated. Having one AA star (or several!) under your belt proves that the guest experience is paramount to you. To be accredited, an inspector will need to assess your accommodation. If you are successful, your business will be listed in their hotels guide and on the AA website, giving you national exposure.
And hey, it might promote some healthy competition with your local B&B owners. Now that’s what we call Star Wars.
Connect with tourist boards
Tourist boards are filled to the brim with destination-marketing gurus who aim to passionately champion the development and promotion of the area. So join the club! Partnering with your local board is a great way to showcase your property as a vibrant and friendly place to visit. Tourist board websites are a trusted source of information for travellers so it makes sense to have your name featured among the cream of the crop.
Tourist boards present many fantastic marketing opportunities, such as press trips and releases that highlight the best places to stay in the area. Many help you to feel part of the local tourism community by featuring your property in newsletters alongside attractions and restaurants.
Boost publicity by applying for an award
Entering independent accommodation awards should certainly be on your to-do list as there is a lot of value in applying, and more so in winning. A category nomination is a third-party endorsement of your property and what’s more, awards organisers will be doing their best to get publicity for their event and the nominees – which means free marketing for you!
It is also worth noting that award nominees tend to recruit better talent and retain staff, meaning that you will have a workforce that are committed to providing your guests with the best experience possible.
So there you have it! Follow these steps and you’ll be on your way to securing some publicity that is sure to benefit your business. If you’re looking for more information on how to work digital media to garner attention, stay tuned for ‘How to get more publicity for your property: Part 2 – Online actions’ where we will be covering everything from social media to SEO.