Marketing Book Direct is not about saying its cheaper !
Chris MAUGHAN
CEO at I-PRAC STR Thought Leader, STR Trust Consultant Strategist - STR Trust Educator - Father of 3
The True Value of Booking Direct: Trust, Quality, and Experience - Its NOT all about the discount.....
In the fast-paced world of accommodation booking, the allure of a discounted rate can be a powerful draw. However, in the race to the bottom on prices, the true essence of what makes a stay memorable often gets overlooked. Booking direct is not always about saving money; it's about securing an exceptional experience, backed by trust and quality service. In this article, we'll delve into why advertising trust and value, rather than just affordability, should be the cornerstone of any professional short-term rental (STR) brand's marketing strategy.
When travelers choose accommodation, they are not just looking for a place to rest their heads; they seek an experience that leaves a lasting impression. Trust is the foundation upon which this experience is built. By booking through a professional and trusted provider, guests gain the confidence that their stay will be seamless and memorable. Highlighting this trustworthiness in your marketing message can set you apart from the competition.
Encourage guests to become repeat visitors by offering a loyalty program. This not only incentivizes them to book directly but also creates a sense of belonging and appreciation. Loyalty programs go beyond discounts; they signify a commitment to providing exceptional service and a desire to create a community of satisfied guests.
Building relationships with local businesses can enhance the overall experience for your guests. Offer them a local discount card for stores, restaurants, bars, and attractions. This not only adds value to their stay but also fosters a sense of belonging to the community, turning a mere stay into a genuine experience.
In an era where environmental consciousness is paramount, aligning your brand with a cause can be a powerful marketing tool. Partner with organizations like Trees4Travel and commit to planting trees for every booking made directly through your platform. This not only demonstrates your dedication to the environment but also resonates with guests who are seeking
WHY ADVERTISING ITS CHEAPER CAN HAVE A NEGATIVE EFFECT
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Advertising that booking direct is cheaper can have several negative effects on your short-term rental (STR) business:
1. Perceived Quality and Value: When you advertise that your accommodations are cheaper, it can create the impression that your properties are of lower quality or that you may cut corners on service. While this may not be true, it's a common perception, and it can deter guests who are looking for a higher quality and more comfortable experience.
2. Devaluation of Your Brand: Constantly promoting affordability may lead to the devaluation of your brand. Guests might perceive your properties as budget options, even if they are not. This can limit your ability to attract a diverse range of guests, including those willing to pay a premium for superior service and comfort.
3. Competing on Price Alone: When you emphasize low prices, you enter into a race to the bottom with your competitors. This can create a hostile business environment, where the primary focus is on undercutting each other, often resulting in reduced profit margins for everyone involved. It becomes challenging to differentiate your brand based on service and experience.
4. Attracting Bargain-Hunters: While attracting cost-conscious travelers is important, focusing solely on affordability can attract a high percentage of bargain-hunters who are looking for the cheapest option rather than a valuable experience. These guests might be more likely to leave negative reviews or be less loyal to your brand.
5. Lower Profit Margins: Operating on thin profit margins to offer lower prices can be financially challenging. You may struggle to maintain your properties, provide quality service, and invest in necessary improvements. Over time, this can lead to a decline in the overall guest experience.
6. Reduced Investment in Guest Experience: By prioritizing affordability, you may inadvertently divert resources away from improving the guest experience. For example, you might cut back on staff training, property maintenance, or guest amenities to keep prices low. This can lead to a decrease in overall guest satisfaction.
7. Loss of Trust: Constantly changing prices to stay competitive can erode trust among potential guests. They may wonder whether they're getting the best deal and might feel that your pricing is arbitrary, which can deter bookings.
8. Inconsistent Revenue: Relying on a strategy of advertising lower prices can lead to inconsistent revenue. When prices are your primary selling point, you might find it challenging to forecast and maintain a steady income. This can be detrimental to long-term business planning.
9. Undermining Direct Booking Benefits: Emphasizing cheaper rates might actually discourage guests from booking directly through your website or platform. They may believe they can find an even better deal through third-party online travel agencies (OTAs), leading to a loss in direct bookings.
In conclusion, advertising that booking direct is cheaper may seem like a straightforward strategy to attract cost-conscious travelers. However, it can have numerous negative consequences, from devaluing your brand to fostering a race to the bottom in pricing. Instead, emphasizing trust, value, quality, and the overall experience can set your STR business apart and attract guests who value more than just affordability.
START YOUR TRUST MARKETING JOURNEY - YOU WILL SEE A BIG DIFFERENCE IN YOUR DIRECT BOOKINGS......