How to increase Direct Bookings and Lenght Of Stay at Tenorio Lodge?
This document was elaborated for the Tenorio Lodge, Costa Rica, by Hopinoer Florie Thielin,
in a serie of works and studies allowing tourism professional to make their activity more sustainable.
Increase your Hotel Direct Bookings and Lenght of Stay by Hopineo
Become Hopinoer Spread the awareness, get together and act for a responsible tourism.
Hopineo for Tenorio Lodge - October 2014 Tenorio Lodge is a 12 private bungalows 3 Star Lodge located in north- west volcanoes region of Costa Rica, next to the famous turquoise crys- talline water of Rio Celeste Waterfall. Christine and Franck are a French photographers and nature-lovers couples who decided to go ahead with this great eco-tourism dream project in 2007. The place is a paradise for travelers in quest of discovering Costa Rica rich wildlife and birds biodiversity off-the-beaten track, in both a confortable and sustainable environment.
Become Hopinoer 2 1. Understand well the Market Opportunities 2. Develop Attractive Activities Packages
3. Develop a Pertinent Marketing Strategy
20% North America:
10% Costa Rica 3
•Trekking – Adventure
•Majority from Tour Operators
•Then Direct and OTA s
•80% of 2 pax occupancy
•Length of Stay of 2 nights Individuals
Leisure Business Couples 25-75 years old Families Friends Tour Operators via DMC
Rates Guests Satisfaction
Hotel Positioning vs. Competition
B&B 4More Expensive, Less Good Value More Budget Not so Good Value More Upscale More Budget Good Value
5 - Rio Celeste: in Top 5 of Costa Rica Tourism Attractions. - Central location between Fortuna / Rincon de la Vieja and on the way to Nicaragua. - International Airports: 1h Liberia, 3h30 San José. - Very rich wildlife and biodiversity: 500 bird species in the area, in a bird migration corridor. - Authenticity: still off-beaten-track and not so much hotels. - Still lack of international recognition for the area, and no really efficient marketing done by local institutions. - Sustainable Tourism with all the comfort. - Very easy to Access, next to the village at 200m from the main road but still in the nature. - French speaking owners and guides. - A wide range of nature-based activities well presented. - Onsite-dinner offer, good WIFI & breakfast included. - Strategic location: good sun, few humidity / mosquitoes. - Owners live onsite and operate the lodge: very guests satisfaction oriented and eager to improve. - TripAdvisor: 123 excellent reviews out of 184. - Majority of bookings from Tour Operators. - Design of the website to be improved, weak Marketing. - No professional tourism background and difficult beginning to start to business. - No Air-Conditioning or swimming-pool.
Become Hopinoer 6 ? Market Share
You’re working already well with this high potential segment, continue investing and developing it.
You’re working already well with this low future potential segment, continue working with them but stop investing on it.
There is a great potential, but it needs you to start investing on it, do you want to go for it?
Low potential, forget about it.
French Eco-Tourists (direct indiv)
American Wildlife Photographers
DMC for Honeymooners
DMC and Direct for 2nd Timer Long-Stay
Costa Rican Families in week-end
DMC for high-season dates only.
DMC for regular packages indiv sur-mesure and groups.
Hotel Global Positioning: Eco-friendly confortable private upscale bungalows in a quiet natural environment at 5mn from the village with amazing view over the volcanoes and French- speaking guides.
From all the studies done previsouly, select the most interesting segments to target.
Prioritize and work on each of them one by one in order to develop specific strategies taking into account their specific expectations and decision making process.
Use for example the CBI Factsheets to provide you key informations:
•Volcano and Active Tourism - Europe
•Adventure Tourism - France, Scandinavia, UK, Netherlands
•Wildlife Tourism - UK, Scandinavia
•Explorative Tourism by Families with Children - Europe
•Nature & Eco-Tourism - Europe
•Birdwatching Tourism - Europe
•Senior Travel – Europe
Or more simply, take the time to discuss with your current customers, ask them why they booked your hotel, how they found you and what you could improve.
Become Hopinoer 8 French Visitors in Costa Rica
•Activity offered for a minimum of X nights stay.
•Tourism Attractions at driving distance with a clear menu of activities by category: nature / culture / adventure
•Specific birds tours / hides / lures Wildlife Photographers
•Specific Animals tours / hides / lures Honeymooners
•Jacuzzi, romantic and private activities 2nd Timers
•1 night offered for a minimum of X nights stay.
•Activities at driving distance with offer on car rental.
Send with the booking confirmation:
The offer: « for one additionnal night we offer you… »
With a link towards a « light » presentation of activities per category that can be organized.
Become Hopinoer 9 3. Hotel Website & SEO 5. Communication 4. Revenue Management 6. Sales 2. Positioning & Guest Experience 1. Clear Understanding of the Market
Tour Operators & DMC
Travel Agencies Companies Events Agencies Forums Blogs & Magazines Travel Guides Social Media
Online Travel Agencies
Rates Strategy to enhance RevPar static vs. dynamic Guests Reviews (TripAdvisor)
Smart Packages Cancelation Policy Restrictions (MLOS) Rooms Category & Inventory
Develop such a marketing plan for each market segment (cf example for BirdWatchers)
Become Hopinoer 10
This document was elaborated for the Tenorio Lodge, Costa Rica, in a serie of works and studies allowing tourism professional to make their activity more sustainable. What is missing? Which improvments could be done? Please, feel to free to share with us your feedback to continue building together a better future for Hopineo, its partners, and more globally for a more responsible tourism. « The recognition of tourism as an economic powerhouse and contributor to all three pillars of sustainable development – economic, environmental and social – underlined the enduring relevance of UNWTO’s mission to promote responsible, sustainable and universally accessible tourism. » World Tourism Organization, 2013