Connect Booking.com and LateRooms

Update Booking.com & LateRooms in one place

We all know that in the current economy every extra booking is precious. We also know that an accommodation owner’s time is valuable. There are always a million things to do and not nearly enough time to do them in. With that in mind, freetobook now offers you a channel manager that allows you to connect to Booking.com and LateRooms and update them direct from your freetobook diary.

Thanks to this new functionality, you’ll no longer have to update lots of different systems. One diary will automatically update them all so you can never go over-booked. It’ll also allow you to alter room rates across different sales channels from one place. And each time a booking is made, it will go straight into your diary with all the customer details (phone, email, and prices) captured.

Not only will this new functionality save you time and increase room sales, it will also increase your exposure via the world’s leading booking websites and eliminate the worry of double bookings.

To find out more about how our new channel manager works and all the benefits it can bring you, go here.

 

 

 

Customer Reviews – Bite Sized Winning Strategies (2of10)

Customer Reviews – How to win at the reputation game.customer reviews bite sized winning strategies

Customers trust reviews above promotional material and nothing you can do will change this. Reviews are extremely important for your sales, over 75% of your customers will form an opinion of you based on browsing a set of reviews. Managing your online reputation is now a critical marketing activity, so arm yourself with some winning strategies.

1) Responding to reviews both positive and negative will show that you are looking at customer feedback and taking note. Customers want to know you care, what better way to show it than by responding positively to everyone that took the time to post a review. If a bad review is left without a response to it looks like you don’t care.

2) Get control of your own reviews, if your booking system sends out reviews you will quickly generate lots of reviews which you know are genuine. These are an asset and they will be the best way to counter or dilute bad reviews some of which may be beyond your control.

3) When you get your own reviews, a winning strategy is to send out a “thank you” to those great reviews asking if they would post it on Trip Advisor (give them the link). Making the most of great reviews is important.

4) Good: Have as high a rating as you can but remember very few properties will have a 100% score. Customers do not expect you to have perfect scores all the time and it may even look suspicious if you do. Accept you’ll have the odd bad review and be prepared to handle it.

5) Bad: It can be very personal and disheartening to see a bad review but the last thing you want to do is make it personal. No matter how untrue the review is respond in a constructive way and move on. We are not all perfect 100% of the time and before you know it the odd bad one will get buried in time.

6) Ugly: Never be tempted to reply in kind to an ugly review it only escalates and magnifies the negative side of the review. Customers know that ugly reviews are often more representative of the reviewer than of the service. It is critical to respond in a constructive way and keep the high ground.  Take some time out to consider your response or ask someone else to help, it helps take out the personal element.

You never win by attacking a reviewer, it always makes you look worse.

Reviews need to be monitored and managed. They are a wonderful source of information on how your business is performing in the eyes of our customers. Don’t just “manage” your reviews use them to genuinely improve and develop your business to exceed your customer’s expectations.

Read more detail on our blog : http://blog.freetobook.com/2012/03/managing-your-online-reputation/

(look out for next weeks bite sized winning strategy “How to win with laterooms and booking.com”)

 

 

Ayrshire Bed and Breakfast Association gets Online

ABBA Case Study : Brochure websites no longer work, your customers want  to book online.Ayrshire Bed and Breakfast Association

Getting your Association online – Ayrshire Bed & Breakfast Association Case Study

Many websites created by accommodation associations are informative but don’t offer a great user experience because the customer can’t search and book accommodation.  It’s frustrating for customers who are used to searching, comparing and booking online.

The accommodation sector has been radically transformed in the last 10 years by the internet. Accommodation websites, with their sophisticated booking engines now transact billions of dollars weekly. Customers find these sites easy to use, they provide information, choice and ease of access to accommodation grouped by area. The Online Travel Agents (OTAs) can afford to pay and compete for a strong presence on the search engines by offering a variety of properties, which  improve their chances of converting searches into bookings.

ipadAs online booking becomes more and more the norm, the OTAs continue to grow their influence. Individual properties cannot compete due to the limitations of their single product offering.

Any marketing Association needs a strong internet presence to improve awareness of their area and member properties. It makes sense to capitalise on these grouped marketing resources by offering customers a direct booking channel, cutting out commissions and increasing efficiency.

For  Associations to compete online they need:

  • a professionally designed website
  • great local content and quality images on the site
  • a good number and variety of properties
  • a simple search and online booking process

Associations have an inherent advantage on content due to their deep understanding of their customers and how their area attracts and fulfils the needs of these customers. They will also have a good range of accommodation covering various local areas and markets.

Finally, it would have been impossible several years ago to access this level of technology as the cost of placing a professional online booking engine on their website would have been prohibitive.

Competition in the online market place is fierce so Associations must use all their websiteResultsresources: Create a bookable website to fulfil your visitor’s needs. Direct traffic to the website so it can be converted and monitored. Use the improved marketing power to earn the Association more visibility and credibility locally.

There are barriers, some real, some perceptual that can all be overcome.

Cost: The cost of sophisticated professional technology is no longer expensive (relative to the past), just look at freetoboook.com, a world class system freely available to the world. This is effectively a marketing exercise (not a technical one) and there are often grants (some involving match funding) that can help reduce the initial set-up cost.

Competition within the Association: Many businesses compete on a day-to-day basis so getting agreement from everyone maybe impossible…. at the outset, but this is nothing new to voluntary organisations!

Project Management: Set clear objectives and get several quotes all based on the same criteria.  Selecting the right company to go with may determine the success or failure of the project.

Get the right person in charge from the start, support them and select a strong team to help. They must have executive decision making powers.

Updating rates: Not everyone will agree to use or update just one system, don’t try to force it. Find one that’s : effectively free for everyone to access and use and doesn’t require members to use on their own website, simple to set-up and easy to update well supported, so there’s help and encouragement to those who need it.

It will take time before the website gets into the internet’s “bloodstream”.  You can decide to take it slowly and see what comes from free search or create Pay Per Click (PPC) campaigns. If you opt for PPC, the association can manage it or choose to hire someone to manage it.

Associations must utilise all their local membership connections to build links into the website with surrounding businesses. Collaborating and creating local partnerships benefits the area as a whole, increasing the local spend of customers whilst providing you with access to the most relevant and up-to-date content available.

As with any project, it must work! Ideally, it will be on time and look impressive. That’s easy to test with friends and local businesses, are they keen to link to you? Are members proud of the site, has it encouraged businesses to join the Association. The process may also bring the members closer together and there should be improved partnerships within the local community.

These are the “soft” measures of success but you need hard measures as well: Does the website and system bring in bookings, are your marketing efforts sufficient? How well does the site rank? Remember it takes time and effort to show on key terms. How many visitors is the site getting compared to before? Visitor time on the website should increase, as will page views, monitor this with google analytics. Direct user feedback can be collected by members and fed back in to optimise features. Bookings may generated from any new marketing that directs customers to the site.

There are now opportunities for Association websites to really harness the power of their many members, hitherto this has not been the case.

My bet is that fortune will favour those who realise their strength lies in co-operation, not isolation.