We Asked: Last-minute bookings have changed the business. How have you responded?
Innkeepers responded to the trend to last-minute bookings with a variety of creative strategies, including giving past guests incentives to book in advance, value-added off-season packages, and procrastinator's website specials and emails. A number of innkeepers emphasized that although their last-minute rates have helped to "get heads in the beds," it's important to remind travelers that these rates are non-cancelable.
Joan Wells explains that her advance booking incentive program system helps book a significant number of peak season guest rooms a year in advance. "We have a sheet in each guest room information book that explains the program. When guests say they want to book in advance, we pull out our worksheet with blanks for arrival and departure date, cancellation date, name of room, number in party, number of nights and rate. We use pressure sensitive paper, so we keep one copy of the completed form and give one to the guest. With this system, guests are guaranteed the room of their choice; the current year's rate for next year's room; and a 5% discount off the total stay if they pay their deposit by check before their departure (or 3% by credit card) or within seven days of making the reservation."
Joan Wells , Queen Victoria, Cape May, NJ
David Lieberman writes: "We certainly are experiencing the 'Last Minute' phenomenon. Last year at this time we saw advance time cut from two months to two weeks, now it's more like two days! We have a great procrastinators' special -- it's our "Spontaneity Club," offering 15% discounts on reservations made on-line no more than two weeks in advance. We're also moving into our winter rates, starting November 1st, and provide a mid-week special: after the first night at full rate, additional nights are 50% off. We're trying to attract return guests with a "Rewards" promotion -- unique gifts that increase in value as the quality of room and length of stay increase. We've also added three new winter packages, combining discounted lodging with 1) dinner, 2) wine tasting, or 3) massage/body treatments. Our newsletter (sent both by post and email) includes an Email Sweepstakes, encouraging people to send us their e-mail addresses. All who respond receive a $25 gift certificate good on any stay within 6 months. We're averaging 20-30 new addresses per week. The first winners upgraded to a large suite and extended their stay to three nights. Talk about a winner!"
David Lieberman, Elk Cove Inn, Elk, CA
Jean Barton is celebrating a successful partnership among local B&Bs, restaurants, attractions, and our visitors' center. "A PR person helped our group get some great publicity for this package that runs through November through April, and offers a 20% discount for a two-night stay, plus many other benefits. We had people calling this August to see what this year's package was going to be! By mid-October I already had four bookings - and this was before we did any promotion work! The availability calendar on our website has also made a tremendous difference. More people now call knowing what nights and even what room they want, and are ready to book!"
Jean Barton, Celebrations Inn, Pomfret, CT
From the November 2002 issue of the Innkeeper News
Sarah Stotts
Marketing
BedandBreakfast.com
Inns.com
RezOvation
Sarah.Stotts@BedandBreakfast.com