The Voice of Innkeeping December Issue 6 Vol. 1 | Page 27

Second, let's talk dollars and sense. Everyone wants to get his or her money's worth for everything - especially travel! Vacation days are limited, so with time of the essence, travelers want to pack in as much as they can whenever they go. By booking direct, they can eliminate the middleman and have instant access to innkeepers. This affords them with the potential for better prices on desirable packages. With specials that are designed with these guests in mind, there is an increased chance they will book and buy instead of scouring numerous sites for a price that seems right. Innkeepers who live in an area known for food and wine can cater offerings to the culinary crowd, while those inns located by the beach or in the mountains can focus on activities and amenities that make use of their surroundings. Taking it one step further, if guests want to curate their own experiences, consider helping them with add-ons that will enhance. As ambassadors of the region, innkeepers are like 5-star hotel concierges and travel agents sans the expense. Our friend Glenn Heidenreich of Glynn House in Ashland, NH is a perfect example, and he offered some firsthand insights on the subject as well.

"I believe the entire hospitality industry will compete with online travel agents for the foreseeable future. I also believe shared accommodation will continue to be a growing component of the hospitality market. Branded properties have the legal resources to fight the aforementioned in the courts. They also have the budgets to aggressively market the benefits of booking directly," explains Glenn. "I offer seasonal packages and special offers that are only offered to customers who book direct. We also have a frequent-stay program (10 nights generates 1 free evening) for guests that book direct. The aforementioned ‘chip away’ but are unlikely to ever break online visibility of the OTA and shared accommodation brokers. Our ultimate challenge is to prompt customers to go beyond the first three or four places on page one of the respective search engines. Until the marketplace understands that better value is really available to those who book direct, it’s just not going to happen."

Finally, if it’s not obvious, there is a lot in it for you! Not only will you will have engaged and happy guests who are enthusiastic before and after their trip, in addition when they book direct with you there are no third-party fees for OTAs or other online booking sites. Between these savings and the add-ons that enhance the guests’ experience and your bottom line, it’s a win-win all around! Make sure your marketing message encourages guests to book direct.