How to market/advertise a small brand new B&B?

gettingready · 12 March 2013 at 10:20PM

My daughter got fed up with rat race in London last year - she took on a house in Windermere, refurbished the whole lot to a lovely standard and is running a B&B.

Location is great as it is right on Windermere High Street, she allows dogs (one per room only though), all is brand new, fresh clean etc.

She is paying rent on the house, has only 2 year lease (took her from August last year till December to do the place up, spent a lot of BORROWED money on the place), only started taking guests from December.

Money is obviously very tight.

She has done a KGB deal (sighhhhh), she is on booking.com (they charge percentage from bookings of course), she has some reviews on Trip Adviser too.

Booking com - she only has 3 reviews on there and needs 5 to get "stars" next to her B&B listings - how to encourage guests to post reviews after their stay? I have to say my daughter does not like to be pushy and ask people for reviews and by themselves they are not really posting those.

What is the best/most effective/cheap way of advertising?

Any websites that will take the listing for free?

She is currently working on a FB page for her B&B but what else can she do?

Or what can I do to help her out with marketing the place?

Thanks a lot for any advice anyone can offer.

Savvy_Sue · 13 March 2013 at 2:18AM

You can help by making sure that everyone you ever speak to knows there is a wonderful B&B in Windermere which takes dogs.

Having said that, we wouldn't stay there as DH is allergic to dogs. I just wonder if that's something she should consider for the future, making at least one room permanently dog-free.

Although if she only has a two year lease ... will it definitely be renewable?

Let's have a quick think: presumably she's also on the Tourist Information website, does she have any stars or whatever from them?

TripAdvisor, is she on that? That's another one where she'd need to get reviews.

She does have to ask people to review the place, she can't afford not to push this. Maybe a card as people leave? "Did you enjoy your stay? If so, please review us here and here ... If not please tell us what we could do to put things right."

Or perhaps it would be better to email people a couple of days after their visit, with the same request, and a link to the relevant sites?

Twitter is another way that people use to advertise, if people know that special offers will be there ...

but she needs to know where her current visitors are coming from, and work out what to offer, IYSWIM. For example, if people are travelling a long way then they want to stay more than one night, so no point offering a reduction for one night stands midweek, or whatever.

It could be worth watching a few episodes of the Hotel Inspector ...

paddyrg · 13 March 2013 at 6:30AM

I love dogs, but wouldn't want to stay in a hotel that took them, so that's a niche market already. How about promoting in dog-based magazines and websites for doggy people wanting to take pets on holiday? Reach out to the community she isn't excluding. Push the place on dog groups on facebook. You get the idea!

ntb1 · 13 March 2013 at 7:31AM

Has she been into the Tourist Information Centre in Windremere and Bowness. She could join and advertise through Cumbria Tourism golakes website and the lakes hospitality association. Also worth speaking to the Windermere lake crusies info centre at the opposite end of the pier head to the tourist Info centre in Bowness.

It's a keen market in the lakes currently been a slow winter and thus everyone fighting for their pounds of flesh.

Dog forums or dog clubs may be a route to market.

The trouble is now if she hasn't done any traditional holiday guides she's missed the boat for 2013.

Also on a personal note taking dogs would put my family off.

Slinky · 13 March 2013 at 8:09AM

Agree that if she's going down the doggy route she'll have to promote that heavily with people who want that service.

We've stayed several times at The Crown and Castle in Orford, owned by Ruth Watson, the original Hotel Inspector. They take dogs, but only in certain chalet rooms. As a non-doggy person, I wouldn't stay in one of those rooms. She's able to take both as the establishment is large enough.

The two year lease is a huge concern.

vintagebrighton · 13 March 2013 at 8:46AM

Unfortunately if she takes dogs that could be a major issue for non doggy people. I'm allergic to dogs and even though the rooms will be thoroughly cleaned between guests there'll always be something left that you just can't get rid of. A bit like a smoking room.. it'll be cleaned thoroughly but if you're a non smoker you can smell it no matter how clean the room. How about just one room dog friendly?

Slinky · 13 March 2013 at 9:31AM

Having another think about it, how about leaving a card in the rooms saying 'We hope you enjoyed your stay, as a new business we really need your assistance to become better known, if you are able to leave us a review on blah blah, we would be most grateful.' I think generally most people are happy to help if asked in the right way.

The Crown and Castle gave us a bottle of bubbly when we returned to the hotel after leaving a nice review for them. We didn't know they would do this.

In sales, which is effectively what your daughter is in, you have to be a bit 'pushy' or you'll be beaten by others who are less embarrassed about doing it. I knew a hairdresser who had a salon full of hair products she wasn't 'pushy' enough to sell. There wasn't even a price list up. She went under in the end.

gettingready · 13 March 2013 at 11:20AM

Thanks for all comments - at work now so will have a good read later when at home...

One room is permanently dog free.

Other rooms she allows one dog per room.

She also has 2 of her own house cats but they do not go into guest rooms.

Absolutely understand about allergies and some people not liking cats/dogs, fair enough.

She is on Trip Adviser.

terra_ferma · 13 March 2013 at 11:22AM

Minor note, I normally take notice of those stickers that tells you 'we are on Trip advisor' kind of thing.
Also if you get a bad or so-so review it's worth replying to them (or even positive reviews if they raise any minor issues).

Maybe a competition (weekend for 2 + dog during low season) with a dog forum/website?
(or without dogs involved, you get the idea).

There are some more 'minority' groups that she would be able to reach by advertising on specialist websites, as a family friendly but welcome diversity type of establishment.

Mistral001 · 13 March 2013 at 12:14PM

No offense to OP, but have you actually asked your daughter if she needs help with the marketing. She might have a clear one thought out based on getting long-term returning custom. She might actually need more help with painting, cleaning rooms, house-sitting when she needs a break for a few hours from this 24/7 business.

gettingready · 13 March 2013 at 1:12PM

Mistral001 wrote: »

No offense to OP, but have you actually asked your daughter if she needs help with the marketing. She might have a clear one thought out based on getting long-term returning custom. She might actually need more help with painting, cleaning rooms, house-sitting when she needs a break for a few hours from this 24/7 business.

As per my opening post - she only got a 2 year lease and 1 year will be up in August already. Long term returning customers is not quite th scenario.

She works 2-3 jobs to keep the B&B going (read: pay the bills) at the moment as does not have enough bookings, as happens with a new place.

There is no need for painting/decorating etc as all is absolutely brand new and fresh, only opened in December 2012. Took the house on Aug 12, done the whole refurb before opening in December.

I am in London, she is in Windermere - can not help with house sitting etc as I am simply too far away and also work full time.

As per my question - ideas about marketing/advertising is what she needs,...

Thanks a lot.

How to market/advertise a small brand new B&B?

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