RezStream Webinar: Low Season Strategies
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Review effective low season strategies to encourage reservations and keep your occupancy high! We'll cover OTAs, SEO, marketing to repeat guests, and more.
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RezStream Webinar: Low Season Strategies
- 1. Josh Wise VP Customer Success
- 2. • Josh Wise • VP Customer Success • 9 Years at RezStream • Colorado Native
- 3. #1 – OTAs Can Help
- 4. Do’s Negotiate commissions Promote inventory during low season Promote inventory during various need periods Utilize minimum night stay requirements Promote higher priced rooms
- 5. #2 – SEO
- 6. Do’s Research how SEO can help Work with a Lodging agency Make sure you have Google Analytics Track revenue from SEO efforts SEO on-going
- 7. #3 – Partner with Local Business
- 8. Do’s Reach out to popular places Formulate a formal referral plan Engage consistently Market to all your guests Offer promo’s to the business
- 9. #4 – Leverage Repeat Guests Do’s
- 10. Josh.Wise@rezstream.com 303-872-4063 Contact Information Additional Resources https://www.rezstream.com/blog https://www.rezstream.com/education/webinars https://www.rezstream.com/education/resource-guides
Editor's Notes
- 1. Welcome 2. Mention why we’re talking about this topic 3. Mention there is a handout at the end
- What is an OTA? An OTA is an online travel agent. So different from the traditional travel agent in the strip mall you used to visit to plan trips, all these OTAs are online. Examples you have heard of included Expedia, Booking.com, Hotels.com and Orbitz to name a few. Let’s look at some stats: Benefits for you include:
- Negotiate commissions – You should not be paying more than 15% to an OTA. Booking.com set the US on fire by offering 15%, all other OTAs had to adapt or risk losing inventory. Promote your inventory when you need help. DO NOT, I REPEAT DO NOT list your inventory during peak season or when historically you’ve been full on weekends. Why in the world would you list inventory and pay away 15% in commissions to get a booking through an OTA when history shows you’ll be full? That’s crazy. Set minimum night stay requirements. If you sell a room for $59/night and you get a one night booking you owe 15% of that $59 to the OTA. So be smart about using minimum night stay restrictions for OTA bookings. Let’s push those more expensive rooms on the OTAs. They drive traffic a gazillion times more than our website will ever get so let’s push those expensive rooms that don’t sell as well
- What is SEO? SEO stands for search engine optimization. It’s the practice of increasing the quantity and quality of traffic to your website through organic search results. Search results mean the search engines like Google, Yahoo and Bing. SEO should be implemented on every page of your website to help drive that qualified traffic that ends up booking direct on your website not costing you OTA commissions. *Looking at some stats *Measuring stick of data 50+% 55% 594% - It’s almost a guarantee yet the majority of small lodging properties don’t take advantage. WHY????? Someone is gonna have to call and tell me why.
- Last time I checked nobody stays at your property 24/7. They are getting out and about around your town. Nobody knows where to go better than you, so now is a great time to start taking advantage of that knowledge. So now what? Now you reach out to the most popular places people are visiting and you create a relationship. Try and work out a formal referral program if they offer it, if not, let them know that you’ll be referring business their way and in exchange you’d ask they do the same. Let’s look at some examples where this might work in your area: Breweries and Wineries Events, Festivals, etc. Outdoor activities (biking, hiking, amusement parks and everything between)
- Repeat Guests, this seems like a no brainer topic but I’m continually surprised by how many people do nothing and get lucky. All that means is that one day it’s going to decline and keep declining if you aren’t properly nurturing it. * Some stats related to repeat guests How do you nurture repeat guests? - Email them It’s not a burden Trusted source High open rates Promo Codes Give them a reason to book direct, don’t allow them to go to the OTAs. Get them to come back more frequently Incentives Wine, champagne, chocolate, free wifi or parking. Give them something that of minimal cost to you but great value to them. Handwritten Cards Imagine the brand loyalty you’d have if you sent a hand written card to new guests. Those who fall in love with a brand follow it blindly. Look at Apple
- PROVIDE HANDOUT