World Social Media Day

Social Media is a brilliant way for B&Bs and independent hotels to connect with their customers, build relationships and promote themselves. In celebration of World Social Media Day, here are freetobook’s top ten social media tips for B&Bs:

Make visuals a social media priority

Give future guests a virtual experience of what it will be like staying at your B&B – share pictures of your rooms, the delicious breakfasts you offer, the awesome view from your property, that speciality cake you make for new arrivals…get creative!

Destinations change based on the time of year, remember to show off how awesome you are year round with pictures reflecting seasonal changes.

Play with your Facebook cover photos

 It’s the first thing that prospective guests see when they visit your page and influences their perception of your brand. Make sure your cover photo is as awesome as your business, and remember that you can change it frequently if you want to.

Engage Your Followers

Platforms like Facebook are a great way to engage with existing and new customers. Take the time to respond to questions, and also sometimes ask your own – “we’re preparing our new afternoon tea menu, what should it be, lemon drizzle or Victoria sponge?”

Get Guests Involved

Create a hashtag for your B&B to get your guests talking online. Guests can use it when they post about their holiday on Twitter and Instagram and is great bit of free PR for your business. It’s also a rich source of material that you can re-post on your own social media channels (with the guest’s permission!).

Speaking of hashtags…

When you post on Twitter and Instagram remember to include a few relevant hashtags. An important one to include is your location – holiday makers will often search for their planned location via hashtag on social media, for inspiration and ideas. Using it on your posts can draw them to your page and showcase how great your property would be for their holiday.

Promote your special offers and packages, but…

Have you just launched a brand new package? Got a new promo offer? Advertise it on social media! Get your great deals out there and encourage people to book direct.

Remember the Seven and One Rule

Too many promotional or ‘salesy’ posts are a turn off for your followers. Make sure you get the balance right by posting around seven posts that are interesting, beneficial and relevant to your customers for every one post where you advertise your B&B.

However, you can (and should) still do some ‘soft promotion’ on your posts by including a link to your website at the end of your posts.

Post Interesting Content

Consider topics and ideas that would be interesting and useful for your guests and incorporate them into your social media plan. Interesting or fun event coming up in town? Post about it! Is there a great country walk nearby? Post about it! Is there a brilliant local restaurant that your guests should try on their trip? Post about it!

Repeat Posts

So you’ve made an awesome post about family activities in your area…but it’s been a few months and now it’s hidden far down your page where your followers won’t see it. Time to repost!

Social media has a very short shelf life – if your followers don’t see your post the day you make it, chances are they won’t see it at all. Repost interesting content (as long as it’s still relevant) every few weeks or months.

Direct Bookings through Facebook

Turn your facebook page into a great booking tool with our free facebook app. Incredibly simple to set up and use, this is a brilliant way to convert all the hard work you’ve done creating an awesome facebook page for your business into more direct bookings.

Airbnb and freetobook

Airbnb connecting to hotelsIn an open letter this week to boutique hotel and B&B owners, Airbnb have just announced that going forward they want to ensure that small business owners have access to their community of travelers. Airbnb has always been a favourite of thousands of freetobook customers; over the years a large number have registered with Airbnb and use it as a great source of bookings. It’s good news that small hotels, bed and breakfasts and unique properties are now officially recognised and welcome to the Airbnb site.

Freetobook has always been a supporter of unique, independent, interesting and diverse accommodation; these are values we share with Airbnb, so its no surprise to us that so many of our customers enjoy bookings from them. Together we celebrate and support diversity, uniqueness and personal hospitality; after all, despite our size we too are a family business passionate about our customers and what you do.

There is another reason we support Airbnb for our customers. Over the past years the big OTAs have gotAirbnb API connection bigger, they continue to grow, and their commissions are cripplingly high to so many small businesses. Compared to the OTAs Airbnb has a far lower commission to accommodation owners, which gives you a welcome choice.

At freetobook we support diversity of bookings, encouraging our customers not to have all their eggs in one basket and to be over reliant on one big OTA. Airbnb is a competitor of the large OTAs and therefore an additional independent source of bookings that can help make the booking environment healthier with more players.

Thousands of freetobook customers already list on Aribnb and update their availability using our iCal feature. We are in discussions to enrich the functionality of our connection with Airbnb and help our customers get even more out of the Airbnb connection. Further news of this will be announced in the future.

Now that they are expanding their customer base to include boutique hotels and B&Bs, Airbnb are looking for new properties to list. If you’re interested in lower commission and diversifying your booking sources, check out Airbnbs list of standards to make sure it’s the right fit for you and your property. Airbnb are selective about the properties they include so you should read their creteria before registering (see 1 below)

If you are interested in becoming an Airbnb customer (or already are one) you can link your availability from your freetobook diary (you can only do this after you have an Airbnb listing).

Just to recap:

  1. First you need an Airbnb account, check Airbnb criteria here
  2. If you fit their requirments then request an account as a professional listing “hotel”.
  3. After requesting an account Airbnb will check if you meet their criteria and approve or reject your request.
  4. Once you have an Airbnb account you can update your availability using freetobook iCal

Card payments : fast, secure, and easy with Stripe

Faster and more secure, Stripe is a brilliant online payment system which enables accommodation providers to take card payments – without the need for a merchant account or a payment gateway!

Access to an easy to use credit and debit card system can make life so much easier for our customers. Stripe enables you to accept card payments for your online and telephone bookings; payment made quick and simple for you AND your customers! All it takes is a click of a button to take balance payments and make any necessary refunds; no more chasing cheques or waiting for bank transfers – Stripe does it all for you!

Here are our top 5 reasons to use Stripe for card payments:

1. Quick and easy to setup

Just head over to the PAY tab in your freetobook account to get started!

2. Low Cost

In Europe, Stripe charges 1.4% for European cards (2.9% for International cards) and a mere 20p transaction fee!

3. No monthly charges 

Stripe charge per transaction, a simple pay-as-you-go system so you’re not out of pocket!

4. Secure 

PCI compliance fitted as standard, no lengthy forms to complete

5. 92% approval rating

freetobook customers using Stripe love it! We introduced Stripe in 2015 and have since had overwhelmingly positive feedback about the service. In fact, we are so sure it will be good for your business that we offer a 30 day money back guarantee on the freetobook integration charge.

 

Still not convinced that Stripe will work for your business? Take a look at what your fellow freetobookers are saying…. A staggering 92% of freetobook Stripe users are very happy with the service! Check out some of their feedback below:

“Absolutely love it (Stripe). It has changed my life. It is so easy, great when people cancel, works fantastic… Much less admin for me. It’s a win, win all the way” – Holly Tree Cottage

“Using it about 4 months now love it all automatic, and you know if cards securing reservations are valid cards, you can also charge guest stays using the system. Well done freetobook! It so easy to set up and maintain even older users like me have mastered it simply like all freetobook products we use…” – Avlon House B&B

At freetobook we’re positive that you’ll love using Stripe for your accommodation payments! But just in case, we offer a full refund within 30 days of paying your subscription. Freetobook charges an annual integration fee of £89 for providing you with this great payment functionality, which can be accessed quickly and easily through your freetobook account.

So what are you waiting for?! Improve the speed and ease of your payments today by adding freetobook Stripe integration! Click the PAY tab when logged in to your freetobook account.

3 Things to learn from Hilton CEO

OTA giantsHigh levels of cancellation, high commissions from Online Travel Agencies (OTAs) and competition from Airbnb are big issues that a giant chain like Hilton have in common with independent owners.

In a recent interview, the CEO of Hilton talked about rising cancellation rates, high commission from the OTAs and competition from Airbnb. Every day is a school day so I thought I would consider his comments and try and interpret them for independent accommodation owners like yourself.

High levels of cancellation

High level of cancellationNassetta, from Hilton, says “customers…have been trained to do multiple bookings and do things that have created a scene where cancellations…have skyrocketed.” He is talking about certain OTAs encouraging customers to book and cancel. OTAs don’t really care about high cancellation rates if the customer books again through them it doesn’t matter to their profitability, they still get the booking; it’s the cancelled property who loses out.

If cancellation levels are an issue for Hilton they are an even bigger issue for independent accommodation owners where each room is so much more precious. To put some numbers on it I looked at our statistics from the last 10 months and they show that certain OTAs have an average cancellation rate of 26.5% compared to 8% on direct bookings.

Our advice here is to make sure you have a cancellation policy that does not penalise direct bookings. If you can maximise your direct bookings you will also lower your cancellation rate because direct bookings are more than three time less likely to cancel.

Hilton has responded by increasing their cancellation deadline from same day to 48 or 72 hours and made sure that their direct booking cancellation policy is always the best.

High levels of commission

OTA commission risesMany of our customers tell us about the rising commission bills which seem to get larger every year as OTA bookings keep rising. Hilton mentions a lack of competition “More competition would have the effect of driving down distribution [commission] costs.” We have seen less competition as the OTAs take over rivals leaving only two major OTAs (Bookingcom and Expedia, who own most of the others).  Nassetta, of Hilton, thinks that Airbnb could change to become a competitor for the OTAs and help drive down commissions.

Is there a place for another OTA with lower commission? Hilton certainly thinks or maybe hopes so. In common with many independent owners Hilton feels the pressure from very dominant sources of bookings and hope for a path to lower commission.

Airbnb is not competition

Hilton sees Airbnb as catering to “different travel or trip occasions” this may be true for Hilton because a big hotel chain clearly has little in common with a bedroom in a home. Airbnb feels far closer to the independent small businesses that are our customers.  We also know that many of our independent customers already use Airbnb as a channel for low cost bookings so they can be an ally for everyone.

In summary, it seems that there is a surprising amount in common between Hilton and independent accommodation owners. A closer look does reveal that the same issues are faced by everyone irrespective of size along with a hope for more competition in the online travel agent space.

Previous related blogs on direct bookings

3 Ways to Power Direct Bookings

1. Show the benefits of booking directly

Why should I book directly ? Answer this question in your customer’s mind and you will increase your direct bookings. Use some subtle “book direct” images and text to show that booking directly on your website is the best thing that guests can do.

Customers need to be convinced that they should book directly, it can’t be taken for granted. Present a message that re-assures your potential guests at the exact point they are thinking about where to book. As a little gift we have created some images, please help yourself to some “book direct” images, use them freely and share them widely. Link to “Book Direct” images

2. Don’t hide your Book Now button

A potential guest has made it on to your website, so make sure that they can easily find your book now button. Is your booking button in a prominent position on all your web pages ?

Book Now
Book Direct

Your “Book Now” button or “Search Availability” should be easily identifiable and should be on every page of your website, not only on the Home Page. If potential guests can’t find it easily you are pushing them away and they could proceed to some other property or end up booking through an Online Travel Agent (OTA). Make it easy to book so you don’t lose the direct booking.

Typical errors include putting the booking button too low down on the page forcing customers to scroll to find it, others hide it under tabs and menus like Accommodation, Rates or even Contact. Show your booking button clearly, simply and prominently to increase direct bookings.

3. Reward direct bookings

Reward guests who have or are about to book directly with you. Display a special offer for direct bookers using an offer for everyone or if you want to be a bit more selective use a promo code.

special offer for rooms
special offer

With a special offer you can ensure guests can book your best rates directly via your own website. This could be for a selected period or for a minimum stay, or simply make it available for all stays, it’s up to you. Creating a reward for direct bookers will certainly increase your chances of getting the booking direct. When I do a booking directly I’m always looking for that little reward to clinch the deal.

Direct Bookings using Promo Codes
Promo Codes for Direct Bookings

Using Promo codes is more selective, the customer needs to know the promo code. There are various types of offer from the simple discount to complimentary drinks or a room upgrade. A little something that shows you are willing to reward direct bookings on your website. It’s a win for everyone, guests will feel special, rewarded and will more than likely mention it in their reviews. This helps the overall book direct message because future guests learn of the benefits of booking direct when reading the great reviews the rewards have generated.

Get creative and invent original rewards for direct booking.

To find out more about some of freetobook’s direct booking benefits take a look at Promo Codes, which can help you encourage customers to book with you again, and facebook book now button using a facebook call to action button.

Keep an eye on our blogs for tips on how to improve your direct bookings and start cutting into that commission bill.

3 Ways to Boost Direct Bookings

Book Direct
Book Direct

Direct bookings save commission and are much less likely to cancel. The more direct bookings you get the more money and time you are saving.

1) Make sure you offer the best deal.

Research has shown again and again that customers will choose to book direct where the price is the same or better. Proving that we are naturally attracted to the idea of booking direct, believing we will get better options, better customer service and are more likely to get an upgrade.

Offering the lowest rate is critical, even if it is the same as any other rates offered.

2) Reward direct bookings

When customers do book direct you should look at ways to reward them. Typical rewards can include a discount on their next stay via promo codes. It’s also a great idea to make a reward during their stay, this will depend on your circumstance but might include something like a room upgrade, free wi-fi or a free breakfast.

Get creative and invent original rewards for direct booking, it helps you stand out.

Book direct for benefits
Book direct for benefits

3) Show the benefits of booking direct clearly

Customers visiting your website want to know what to expect when they stay with you but they also need to know that you want their booking direct. They will have visited many other websites and you want them to be persuaded when they are on your website. Displaying a neat little “Best Price Guarantee” on your website will go a long way to increasing direct bookings.

We have created a small selection of Book Direct images, try one or design your own.

Direct Bookings using Promo Codes
Promo Codes for Direct Bookings

To find out more about some of freetobook’s direct booking advantages take a look at Promo Codes which help encourage repeat customers and social media promotion with facebook bookings.

Tips for Switching booking system

switchSwitching your booking engine can be a lot easier than you think. Here are a few tips gleaned from our clients.

But first a word of warning, it’s not just about cost savings.  Whilst cost is always important there are subtler, seemingly less significant things that can actually make a much bigger difference to your business and your happiness!

The four areas I would say you need to understand well are the booking engine functions, it’s cost, the company and the switching process.

1) Evaluating the booking engine

Compare the functionality of each booking engine, focus on what’s absolutely critical to your business…don’t get side tracked by any irrelevant functions.

Speak to the various companies but then dig a little deeper by asking around – do you know anyone using that booking engine, what’s their view?  Remember, an “oily” sales person will just tell you what you want to hear to get the sale!

Ensure the booking engine is flexible enough to handle your processes.  It is one thing to have a function but you need to ensure it works the way you need it to.

2) Costs

You need these in black and white, good companies don’t need to hide or negotiate costs with every client – hiding prices usually means the sales team get extra commission by overcharging you.

Can you tailor their services to suit you? If it’s pay as you go, work out the costs – these tend to be the best value services because you are only paying for what you use.

Look at hidden costs i.e. how does their channel manager work and what control do you have over it? If you don’t have any control over which rooms are sold, when, where and at what price… this will increase costs.

Make sure you don’t incur any additional cost i.e. having to use a specific payment system.

3) Compare companies

heartTry to gauge how much each company really cares about your business. For example, the service and support role is currently in danger of dying off and finding a company that takes it seriously will make a real difference to your business.

Existing customers and social media are your best references when trying to get evidence of how a company treats its clients.

Ask about their plans, do they continually bring out new features, add services, are they innovative, what’s their reputation among other suppliers you work with….ask around. The best businesses are respected and loved by both their clients and partners they work with.

Look at the small print in any contract, does it tie you in? Do you have any penalties or notice periods that lock you in if you don’t like it?

4) Process

How easy is it move over? Can you access the system to try it out first, even run it alongside your current booking engine so you are 100% certain.  Is there a time restriction to get it running ? Beware of lock-in trials, you want to try it at your own speed.

Make sure the company you are switching to is ready to have you on board, do they have a dedicated switch team? If they are good they’ll have lots of experience and offer advice on the right way to set-up and which services are most suitable.

If they are really great they’ll give you tips and tricks to increase your business, remember they may have spoken with 1000s of small businesses just like yours.

Check if there are help guides or videos available to help you understand the new system (and work at your own pace).

Finally, timing is critical, it makes sense to do this kind of analysis when you have a bit of time on your hands.

The overwhelming feedback I have received indicates that all of the above is much easier than most think, there is no reason to stick with a booking system that doesn’t work for you……

I just wanted to finish with a happy switcher who got it all right…

” Wow this is amazing!! We have just reached 100 bookings in the last 30 days 9/12/16 to 9/01/17, on the freetobook system. Thanks for starting it all off, and can you thank the ladies in the office for help setting up. I wish we had moved years ago!! ” (Adrian at Seed Hill)

Thinking about switching to freetobook ? find out more here…

Spread your booking sources

Online Travel Agents
Big sources of bookings

Increasing direct bookings is the priority and we certainly help thousands of businesses grow theirs. The next priority is to ensure you have a good mix of other booking sources so you don’t have all your eggs in one basket. Too many bookings from one source creates a risk to your business.

If almost all your bookings come in from Bookingcom or Expedia there’s a danger of a single source being too dominant and any business knows that securing future success requires a healthy spread of bookings.

What if you were to fall out with your single biggest source of bookings, do you have any alternatives? Perhaps they decide to implement something you disagree with, do you have another source as back-up?  These are valid questions that could affect the sustainability of your business.

You also need to consider that each agent has their very own customer database and by working with a variety of them you maximise your exposure to potential new customers. If for example you only work with Expedia, you’ll only get Expedia customers and that will limit your business.

bestPriceA good healthy business mix includes plenty of direct bookings alongside a diversified strategy with Bookingcom and Expedia, but make sure you have a plan to increase direct bookings.

 

Secure your future bookings with a two priorities

1) Don’t rely on just one big source of bookings

Easy to use channel manager can help manage multiple sources of bookings without double entry or double bookings.

2) Invest in growing your direct bookings

Direct booking tips and blog articles to help grow your direct bookings

 

Booking extras now even better

Booking Extras for hotels
Booking Extras no limit

Freetobook properties have always been able to offer their very own extras enabling customers to choose items that will make their stay special, whilst adding to to property’s revenue.

We have now added the ability for you to define nightly extras so that the extra cost is multiplied by the number of nights your customer stays. Nightly extras can be also booked for a specific number of nights rather than all nights.

Booking Extras can be found in Tab “Availability” and “Booking Extras” on the orange bar.

More great options included with freetobook’s booking extras include;

  1. Ask your customer an associated question related to a booking extra.
  2. Limit the extra to certain dates of stay.
  3. Extras can also be offline only (not bookable by the customer), this is great if the extra is variable and you only want to add it to their bill during stay i.e. meals and drinks.
  4. An extra can also be compulsory i.e. for a security deposit.

These functions and much more are included in freetobook’s free version which continues to grow and improve, all helping your direct bookings. Just what you would expect from a cutting edge family business.

Promo Codes upgraded for more direct bookings

Direct Bookings using Promo Codes
Promo Codes for Direct Bookings

Thousands of properties have already benefited from freetobook’s promo codes so we have made them even better. You can set up as many promo codes as you like to target more customer segments and drive up your direct bookings.

Now with the new upgrades you can also;

1) Restrict the promo codes to apply on certain nights of the week.

2) Create a promo code that’s an extra service or item rather than a rate discount.

3) Set a minimum stay duration for the promo code.

Promo codes are great at encouraging guests to book direct. So why not use them to increase direct bookings and entice bookers away from other online websites, thereby powering more direct commission free bookings.

You will find promo codes and special offers in the Tab “Specials” and “Promo Codes” on the orange bar.

Further information on promo codes

On our website “More Direct bookings with Promo Codes

On our blog “How can hotels use Promo Codes ?