As a Guest, Some Advice I Have to Vacation Resort
Last weekend I had the wonderful opportunity to take my wife and kids to LA for a little beach and Disneyland. With shame, I have to admit that we stayed at a Timeshare Resort. Many years ago I bought an Annual Timeshare at the Maui Marriott. So this year we traded the Maui Vacation Club for a week in LA. Something we learned is that just as some vacation rentals are great and others are not, some timeshares are great and some not.
Even though this LA timeshare was far (like vintage 1984 for the LA Olympics) below the standard of the Marriott Maui, it did not have to be as much of a disappointment as it was. I spent some time with the general manager of the resort discussing what I thought he could do to improve the experience. Here is part of our conversation:
Set expectations - be very clear about what it is, and what it is not. Trying to make it sound and look more than it is will only lead to disappointment. This is especially true about the information provided after the booking is made. I understand that a certain amount of 'marketing/positioning' needs to happen to get the booking. But once the booking is made, start setting the expectations and preparing guest for exactly what they will find. ('a retaining wall 4 feet from your balcony and bedroom window, but you only have to cross the street and you are on the beach, so enjoy the beach live, not through the window')
Little things - budgets are tight, you cannot replace the carpet in every room every year (although 2 decades next to beach is probably the limit). Update some pictures, some decorations, the plates/silverware, the outlets that wiggle in the wall and do not hold plugs in them b/c they are so worn, maybe a shower-head, .........you get the idea. Details make the experience.
Preparedness - we had a planned outage as a transformer was replaced in front of the resort one morning. Unfortunately the resort staff did not alert any guests about this and most of the emergency lighting and the flashlights (which are 'plugged' into the wiggly outlets) did not work. I understand you cannot control the utility, but you can control your response. Their response showed me very little respect for myself and other guests.
Welcome Gift - again it is the little things, but this just shows that "we are happy you are here, we are here to serve you, we are here to make your stay great, we appreciate you choosing us over all your other options". This can be something inexpensive & small, but it should be thoughtful. It can make all the difference in creating a collaborative feeling between guests and the host.
We had a great stay. The pool was awesome, the location next to beach perfect, and the distance to town convenient. Unfortunately this was overshadowed by some shortcomings, that if addressed proactively would have been overlooked.
HomeAway Online Reservation Announcement – What is it to your vacation rental business?
HomeAway Offers New Reservation System is not exactly news to those of us who follow the vacation rental industry closely. But the press announcement is out today and it seems good time to pontificate on what this means.
The Good:
Attention, publicity, and more recognition of our industry. This enables a large portion of vacation home inventory to potentially be booked online. This may spur interest in vacation homes across all kinds of travelers. HomeAway will continue to be a good sales & marketing channel for vacation managers.
The Bad:
Competition - one of the advantages the vacation manager enjoys over the 'rent by owner' has been the ability to offer an online transaction. A question comes to mind (let me know if you have the answer) - as a vacation manager, how do I synchronize a calendar with HomeAway to allow me to take bookings? Sounds like you have to use the HomeAway reservation system to be part of theonline bookings on HomeAway.
The Ugly:
Lots of individual, lots of individual home, lots of one-on-one transactions, lots of $$'s, ............ this could create an environment with more fraudulent activity and undermine the credibility and trust we are trying to build into the vacation home rental industry. Especially as it pertains to online transactions.
A comparison also comes to mind. A spent several years working fro an eCommerce solution named Infopia. Infopia provide small online retailers an eCommerce engine that allowed them to sell via their own website and via eBay. Starting see where I am going? Vacation managers have a brand (a valuable sign of quality & trust) on their own website, but no identity on directories, such as HomeAway. Just like online retailers have an online store with a brand, but are just another supplier for an 'I got it on eBay' - even with branding efforts.
Which of these online retailers were most successful ? The retailers who saw eBay as a sales & marketing channel.
Which of these online retailers were least successful ? The retailers who saw sales on eBay as their goal - they lost their brand, competed only on price, and could not build their own business. They became completely dependent on eBay.
An interesting analogy I think.
Ralf
LiveRez
New Target for Vacation Home Rentals – the Business Traveler
Now, I am not thinking of the harried 2 night trip to Dallas, or the overnighter to Boston. I am talking about two very specific categories:
- The long-term business traveler
- The business meetings & awards
The long-term business traveler is the consultant, or the person assigned to work with a different division or on a remote project. These prospects can be all over the map, young & old, white collar & blue collar, high paid & low paid. Finding them requires some creativity and some info gathering about what companies and projects you have in your area. Is anyone bringing in lots of contractors, anyone starting up new business unity, anyone building a power plant (you would probably notice that one).
Business meetings, offsites, and award trips are being scrutenized like never before - by the government, the public,a nd the accountants. An opportunity to offer companies an alternative to the high-flash vacation resorts. The business meeting and awards will require you to do reasearch into companies as well. You can look at what companies have done events at local hotels in the past, and you can start a marketign campaing directed at the HR and Executive groups. Also think about going after the Marketing departments, maybe they want to give away some vacation time at one of your vacation homes as part of a promotion.
Hope this can help you get some more bookings.
Ralf
www.LiveRez.com
Week-to-Week Vacation Home Rental Only? More power to you if you can pull that off.
Recently I had a conversation with a vacation manager about her strategy of week-to-week rentals. We agreed that although that was a good strategy in the past, it might not be what she wants to do for 2009. As a matter of fact, she already changed her business model to adapt to the changing traveler booking habits.
Here are some noteworthy stats - based on 2007/2008 bookings:
- For 1 Week 25%
- For 6 days 20%
- For 3/4/5 days 15%
My expectation, and what i am observing across our many vacation managers is that the % of 7 day rentals is decreasing and travelers are looking for more flexibility. While not being able to afford the full 1 week vacation, they do not want to forgo the vacation completely and a few days is much better than no vacation home at all.
So my advice is, put the old 'week-to-week' rental only strategy on the shelf while the economy and travelers are in recovery mode.
Ralf
www.LiveRez.com
Targeting Your Vacation Website Visitors – 10 Tips
Targeting, segmenting, personalizing......whatever you want to call it, I am a huge fan and believe that much of online marketing success depends on the ability to do this well. Following are 10 tips on how to look at the visitors to your website and how to target them with messages that will resonate wiht them.
Returning Visitors
Returning visitors already know the basics about your site. Help them learn more, have a richer experience, and convert faster by targeting a different experience after their first visits. For example, you might replace instructional or introductory language with more relevant content on a second visit based on what you want them to do next.
Frequent Converters
For frequent converters, give them targeted rewards – these visitors are the most valuable, and it pays to engage them more effectively.
Or, encourage infrequent purchasers to convert again by identifying them and then providing a more compelling offer.
Registered Users
Most sites devote a lot of real estate to user registration. If a visitor has already signed up, fill that valuable space with different content. A magazine site, for example, should remove the subscription sign-up content if an existing subscriber is visiting the site. If someone is already receiving your newsletter, use that sign-up space to promote something else.
User-Generated Content Providers
For visitors who contribute to reviews or discussions on your site, make it even easier and more rewarding to participate more. Highlight other opportunities to join your site’s community with layout changes or calls to action.
Weekenders
People behave differently depending on when they visit your site, so target campaigns based on day of week or time of day. If you have offers, promotions, or content that expire at certain times, targeting content based on time of day or day of week will give you an easy relevance win. Inform visitors of upcoming shipping cutoffs, show different content to lunchtime visitors, and try day of week offers to help drive conversion metrics.
Category Loyalists
Give your visitors what they are telling you they want. For the portion of your traffic that repeatedly visits the same category, make the favorite category even more prominent. Try changing navigation to put a visitor’s top category first in the list. Or deliver targeted calls to action and offers associated with the favorite category.
Searchers
Show returning visitors content related to their last site search. Or, make search functionality even more prominent for people who search frequently during their visits to your site.
Deciders
If someone provided job title as part of site registration or a request for information, focus your messaging based on that information. Create segments for different levels of responsibility to increase engagement and to identify decision makers or business owners. Speak to decision makers differently than decision influencers for greater relevance.
Locals
Even on the Internet, a visitor’s geographic location can make them likely to respond to different messages. Would you tell them something different if they were within a few miles of you?
Yahoos and Googlers
People who come from search engines may behave differently. They have used a keyword that you can use to align your solutions to their needs. For that matter, any traffic source may bring users with similar preferences. Use this knowledge to be more relevant to them.
Ralf
LiveRez
Travel Insurance against Jobloss – One way to get some bookings
On my way into the office this morning I listened to an interesting discussion about how some travel companies are utilizing travel insurance to help travelers feel more comfortable about booking a vacation.
Do not lose bookings to anxiety!
There is tremendous uncertainty about incomes, jobs, and personal wealth among our target market. In order to avoid losing potential vacationers, that will not book a vacation just because they are uncertain about their future income, we can address that anxiety by offering travel insurance.
We have all positioned travel insurance for the purpose of helping travelers in case unforeseen events prohibit them from taking their vacation. Well, the most likely unforeseen event for many travelers is the involuntary loss of income and inability to pay for the vacation. Some insurance companies will guard against this loss of income due to the loss of employment.
Take the time to find out the details about the employment requirements the insyrance company has - could be 1 year employed or even 5 years employed at the current company. Also be aware of other potential conditions.
Once this information is clear to you, offer it to customers to help them ease their anxiety about booking their 2009 vacation home. This can also become a differentiators for you and make you stand apart from your competition.
Ralf
LiveRez.com
Groups? Feared or Endeared by You?
A recent artilce in the Mercury News reinforced one of the advantages we have over hotels - we are a great value for groups. That reinforces our targeted marketing, our value proposition, and is wonderful PR.
Read the article: Big spring break group? Try renting a house!
"It was the perfect option. With a full kitchen, our meals weren't subject to the whim of the hotel restaurant, especially when it came to the demands of two toddlers who preferred boxed mac-and-cheese over fish tacos. Everyone had their own room and bathroom. No bunking up. No fighting over who got to shower first before the wedding.
And, with a full house, it turned out to be a cheaper and more flexible option than most hotels.
We could hang out with the wedding guests at Costa Azul's pool, or wander home and relax with homemade margaritas on our rooftop terrace overlooking the ocean. "
.....we know all the resons......Now I insert the challenges.
1. The only option for finding a vacation home that is mentioned in the article is www.vrbo.com . Unfortunate. WE as a vacation management iondustry need to step on the gas to get the vacation home maangement company message out there.
2. Groups are often feared by many of us. They definiteky require more due diligence and care to ensure proper care for the property, limiting liabilities, and ensuring safety.
How do you ensure large groups are not the 'irresponsible party crowd'? Here are some suggestions:
-
If it is an online booking, call them to confirm, welcome, and ask lots of questions.
-
The person booking my rental (who must stay at the cabin throughout the entire time) to be at least 25 years old.
-
Rental agreement clearly states, that if any violations occur, the will be asked to leave immediately with no refund and no return of security deposit.
-
Agreement says no loud parties. (Be cautious if I there are colleges around.)
-
Don't hesitate to come right out and tell them that you don't rent to party groups or college crowds as the neighbors will complain.
-
Tell that you regukarky ‘patrrol’ all the rentals, so your tem will be driving by .
-
Ask what type of party the group is (married couples, family, students, hoodlums, ….).
-
Tell the that all guests must be registered to to get into you community facilities .
-
Sample contract language: 4. NOISE: Because we respect our town, neighbors and the quiet enjoyment of their property, please do the same. This is a family home in a quiet residential area. This is not a "party house" and loud noise outside the house after 11 PM will not be tolerated and may result in your being evicted and losing your deposit and all monies paid."
If you have any great tricks, please share.
Happy MLK Weekend!
Ralf
www.LiveRez.com
New President…..New Vacation Planning
All political views aside, you got to like the fact that Pres. Obama stayed in a vacation home rental in Hawaii. That is some great publicity for our industry. You may think about using that as a tag-line or angle to campaign to some potential new guests (remember many potential guests have no experience in vacation homes - get lists of travelers from your friends and business partners). "find out why the president stays at a vacation rental", "have a presidental experience in a vacation rental", "good enough for a presidential vacation",..........you get the idea.
Now I lost my train of thought completely. My post here was goign to be about 2009 plans and trends. Recently, YPartnerships created an interesting list of predictions for the travel industry which I thought were worth looking at. When looking at this, think about how it applies to you and your business - how it applies to what you can affect.
YPartnership Emerging Trends in Travel
- Value Is King - Remember that does not mean 'cheap' - it mean lots for their money. All-inclusive, no extra fees, specials, etc.
- Trips Will Get Shorter – "staying fewer nights" is one traveler strategies they to still go on vacation. Look at your min nights, be flexible, and be creative in specials.
- Consumers Will Use The Internet Differently – comparison shopping for competitive products and services from multiple Web sites
- Marketing Will Go Mobile – only 15% of cell phone users are Internet enabled. This percentage will rise with the popularity of the iPhone™, Blackberry Storm™ and similar devices.
- All Vacations Are Not Created Equal – vacations are increasingly perceived as an appropriate way to recognize certain life events (e.g., anniversaries, school graduations, retirement, etc.).
- Travel Agent Usage Will Continue To Rise – traditional travel agents are not down for the count, three out of ten American travelers use the services of a travel agent
- Going Green Is Good For Business - fully 85% of Americans consider themselves to be "environmentally conscious!" and 'four out of ten' stated they would consider shifting their patronage to a travel service supplier who demonstrates environmental responsibility.
- Diversity Awaits Discovery – diversity represents an emerging market force, and one that will gain more prominence in the year ahead, particularly given the election of soon-to-be president Obama.
Again, this is only interesting when applied to your market, your business, and your success factors.
All the best.
Ralf
www.LiveRez.com
CFVRMA Calling for Help to Save the ‘Visit Florida’ Budget
Another reminder that we are all in this together. I am passing along this request by the CFVRMA leadership to help unite Florida vacation home managers. Staying abreast of legislative issues and uniting in causes is essentail for our industry success.
Dear Industry Member:
I come to you today with an urgent request. The Legislature, now in special session, is considering cutting up to 90 percent of VISIT FLORIDA’s remaining fiscal year budget. This decision is being discussed now and will be made this week. These cuts would force VISIT FLORIDA to cancel major programs, marketing and advertising, except for those by which we are contractually bound. If these budget cuts pass, we will operate as a skeleton organization. CALL TO ACTION
We need your help today. Please make calls to your legislators and also mobilize your network of employees, partners, colleagues, families and friends to call. We need to communicate that budget cuts at this level will devastate our industry and hurt our economy. Every voice counts, so we are sending this email to Florida tourism businesses. Now more than ever, we need your commitment to keep our industry healthy and save VISIT FLORIDA. If you are unable to reach your legislators directly, please speak to their legislative aid or staff. Your message will be passed along to the legislator. When you call your legislators at the Capitol TODAY, I ask that you fill out the attached form
http://www.informz.net/z/cjUucD9taT03MDcxOTImcD0xJnU9MTA2MjIxMDM5JmxpPTI3Nzg5MjA/index.html
and email to https://cfpma.clubexpress.com/educationcampaign@floridastourismcounts.org or fax to 850-224-9286.
This will be the best way for us to keep a pulse on the legislative environment and determine next steps. To find your local legislators and their Tallahassee office contact information, you can visit this website http://www.informz.net/z/cjUucD9taT03MDcxOTImcD0xJnU9MTA2MjIxMDM5JmxpPTI3Nzg5MjE/index.html .
Simply enter your zip code for a contact list of legislators in your district.
Suggested Talking Points
I am [NAME] with [BUSINESS], who lives in [CITY]. It is important to communicate that you are in
their district.
I am calling to strongly urge [REPRESENTATIVE X / SENATOR Y] to vote against cuts to VISIT
FLORIDA’s budget.
VISIT FLORIDA’s state destination marketing is critical to the success of my business.
If these cuts pass, my company and my community will suffer the consequences. [Briefly comment on how VISIT FLORIDA helps you do business].
Cuts to VISIT FLORIDA will only hurt our state tourism industry and Florida’s economy. Tourism is a profit center in Florida:
o For every $1 the state invests in tourism marketing, more than $3 is returned to the state
in tourism-related taxes.
o VISIT FLORIDA provides advertising and marketing opportunities that are crucial to
my business—opportunities that would not be possible otherwise.
o VISIT FLORIDA is the catalyst for the tourism industry and matches every $1 in state funding with $2 in private sector investment. Without state funding, we will lose our ability to be competitive with other destinations.
The absence of VISIT FLORIDA could result in a loss of 143,750 tourism related jobs and will further harm our struggling state economy.
I appreciate [REPRESENTATIVE X's / SENATOR Y's] consideration on this urgent matter. Thank you in advance for your assistance in this very important issue.
Respectfully,
President and CEO
VISIT FLORIDA®
Be heard!
Ralf
www.LiveRez.com
Fly-to or Drive-to….Be In-Tune with the Vacation Homes Rental Traveler
A trend that I have seen in recent weeks is that travelers are picking locations that are closer to home. For example, although Big Bear ski area is not seeing as many out-of-state skiers at this time, they are seeing an increased number of skiers from the local southern California market.
I suggest that you pay closer attention than ever before to where your website visitors and your guests are coming from. There may be a shift occuring in the markets where your guests are coming from. Which translates into a shift into your marketign efforts, resources, and funding. Missing this shift can cost you.
Now, if you are a fly-to destination, do not think you are (1) immune to this trend, or (2) just taking it in the shorts. You also have options. This trend will affect you, the fly-in guests will choose drive-to destinations. So think about new target markets, new promotions, or new types of guests. In the gas price crisis of the summer, drive-to destinations were offering 'gas credits'. Maybe you can offer help with the travel expense to fly-in customers? One of our LiveRez vacation managers in Mexico has record bookings so far this season.
The point is no matter which one you are, fly-to or drive-to, you must be in tune with your market more than ever.
All the best.
Ralf
www.LiveRez.com
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