We asked: What are you doing to enhance repeat & referral bookings?
According to the PAII Industry Study - 2000, returning guests percentages run around 15%, while referrals run around 10%. Some innkeepers take active steps to maximize those numbers.
You replied: A number of you wrote with excellent recommendations for upgrading rooms for returning guests; remembering preferences and allergies; giving away mugs, wine glasses, and tee-shirts; follow-up mailings and notes; and discounts and/or free nights for repeat stays and referrals, especially off season. Here are three varied responses:
"We give our logo coffee mugs to returning guests. It's a great thank-you gift, especially for guests who love our coffee. We give away more mugs than we sell, and consider it as inexpensive but long-lived advertising. Some guests remember the mugs we gave them four years earlier, and when we come out with a new design they usually ask us if they can add to their collection! We also give mugs to guests who have to leave early to catch a flight. They leave feeling appreciative, instead of feeling that they should have asked for a discount for missing breakfast." Bill & Sharon Kaufmann, Commencement Bay B&B, Tacoma, WA
"Just before Christmas, I offered gift certificates good for a night's stay (standard double) at our B&B to the 10 people in my business networking group. Each certificate was inscribed with that person's name and the name of their company. I suggested that the certificates be given to their best customers as a holiday thank-you. As previously agreed, when the certificate were redeemed, I charged the business associate $25. This made my colleagues look good, and brought us new guests." Dar & Jo Ann Robertson, Casa de Koshare B&B, Corrales, NM
"Rosemont has a terrific repeat and referral business with our business guests, often representing anywhere from 30 to 50% of our monthly bookings. The secret is really no secret at all: accommodate, accommodate, accommodate! If you listen to your guests (really listen), they will tell you what's important to them. Then, do everything you can to meet those individual wants, needs, and desires. It may be an early check-in, a special breakfast menu, a preferred room, or a favorite meal or snack. Your guests will know that you are paying personal attention to them, and it makes them feel special and important -- that's what brings them back." Susan Maddox, Rosemont Bed & Breakfast, Little Rock, Arkansas
From the February 2001 issue of the Innkeeper News
Sarah Stotts
Marketing
BedandBreakfast.com
Inns.com
RezOvation
Sarah.Stotts@BedandBreakfast.com