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The economic news is very doom and gloom these days - but if you’re a drive-to destination - you’re in luck.  Gas is getting cheaper!

Today I paid $2.22 a gallon.  That’s pretty high still - we’re not very far from some major ski areas in the mountains of Colorado.  That being said - I’m more likely now to drive myself to a vacation than I was just six-months ago.

Marketing to these drive-to shoppers presents some unique challenges, especially for vacation rental managers.  There are some tips I can suggest to take advantage of this market - If you have any of your own to add - please feel free to list them in the comments below:

1. Most drive-to travelers are probably looking to stay for a long weekend.  Vacation rental peeps - those 7-day minimums are probably going to shoot you in the foot.  Consider relaxing those - even in just a few properties - if possible
2. Drive-to travelers might be able to haul more gear - so push golf, skiing, surfing, etc as they wont have to rent equipment to have a good time.  A 4-day weekend package that included a lift ticket or round of golf would be a great feature for your next email marketing blast.
3. Fido is more likely to be coming along - and not having to pay for a kennel might be a bonus for those looking to spend a few days with the family.  Emphasize pet friendly rentals and even provide a clean doggie dish and bed if possible.
4. Sort your email marketing list by less than 1 hour, 2-4hours and 6+ hours.  Send out last minute weekend specials to the 4 hours or less crowd when you have a ton of vacancies.  This is a way to have “heads in beds” so to speak - even if you have to discount them a bit.

Like I said - just a few ideas - let me know yours in the comments below!

image courtesy  freeparking

 I read about a new PhoCusWright study today over at HotelMarketing.com that outlines a dramatic growth in the vacation rental market.

The study, “Vacation Rental Marketplace: Poised for Change” (purchased report) reveals that the current 2.8 billion in online booking of vacation rentals is 12% of overall vacation rental revenue - and is expected to grow by 17% by 2010.

As someone who prefers vacation rentals, the amenities to cost benefits are astounding and it’s apparent more of the market is catching on.  I love having a kitchen and a washer and dryer when we’re on vacation.  I have kids - both are messy and picky - so when I can make them breakfast or lunch they’ll eat - and keep them in clean clothes without packing two weeks worth - it’s completely worth not having an elevator or on-site restaurant.

“12% of vacation rentals were booked online in 2007 compared to over half of all leisure travel that was booked online, so there’s a tremendous long-term upside to this market, many consumers are frustrated by the difficulty of finding the right property, overcoming issues like a minimum required length of stay, and booking through a company they can trust. Companies that can help consumers overcome these issues will be best positioned to capture this opportunity”

Douglas Quinby, Senior Director, Research, PhoCusWright

Play up the benefits of a vacation rental over a plain hotel room in your marketing efforts:

• Emphasize per-night pricing even if you have a minimum stay
• Consider making your minimum stays as short as possible.  The article indicates that 60 percent of vacation-rental stays are for fewer than seven nights!
• Play up the convenience of the kitchen and the laundry
• Multiple bathrooms are a huge deal when you’re traveling with teens

  

Offering great deals with vacation rental benefits can help bring more converts to the industry.  People dont perceive a “deal” as getting something cheaper, they want VALUE for their dollar.  So beyond offering all of the great amenities of a vacation rental - add something small but beneficial onto their stay.

• Gas cards for those driving to your destination - many people are choosing to vacation closer to home with the current economy - and a kickback on the gas it takes to get there is always welcome
• Grocery store gift cards are neat for getting the fridge stocked with staples and goodies for their stay
•  A comprehensive in-unit list of restaurants, activities & attractins in the area.  I stayed in a condo in Orlando and they had some Disney brochures right in the room for us when we checked-in.  We were able to plan the next day that evening without having to go find info on how to get there, when they opened or what to bring.
• Stock some staples in the units if they’re used enough.  I would love to check in and see coffee, filters, laundry detergent, fabric softener, dish detergent and soaps in the unit so I dont have to get that first thing after I walk in the door - or remember to do it after a long day of sight-seeing the next day

Let folks find the same information they’re looking for when booking a hotel.  Reviews are key to this step. 

The online vacation rental market is growing - there is room for expansion on almost every level.  Making sure you’re playing the game and growing your competitive market share should be your primary objective right now.  Blizzard is poised to help you wether the economic storm and come out on the other site ahead of the competitor that cuts marketing.  Give us a call if you’re ready to take the next step!

Blizzard Internet Marketing, Inc. of Glenwood Springs, Colorado is renowned as one of the leading providers of professional Internet marketing services for the travel and hospitality industry in the United States. Blizzard has enjoyed steady growth for more than ten years and has recently taken another strategic leap forward in appointing George Meshkov as the new Vice President of Sales.

Mr. Meshkov lends to the Blizzard team more than 15 years of valuable experience in the hospitality industry. Having worked for First Resort Software, ResortQuest, Infogenesis, and Instant Software, George is well versed in needs and expectations of Blizzard’s clients and target market. With a strong background in both marketing and sales, Blizzard is confident that his leadership will raise the bar for the company and is prepared for an exciting future.

Specializing in Search Engine marketing (SEM), Search Engine Optimization (SEO), website design and hosting, Blizzard continues to position itself to become the premier hospitality Internet Marketing company in the country.

With the recent hurricanes in the southern US I thought it prudent to put together some tips for combating the whims of Mother Nature. By having a plan you can be prepared to cope with the challenges that may come your way due to a variety of weather-related and even man-made emergencies. Form hurricanes to blizzards, the unexpected is a given when traveling to certain parts of the world. Making sure your guests, future guests and potential bookers are taken care of – you’ll come out the other side of the storm in good shape.

The key to handling these issues with professional efficiency is a PLAN. What will you do if a hurricane hits your hotel next week? Do you have a step by step marketing checklist to make sure things are set in motion with a simple phone call? Take the time to set yourself up now – and the obstacles Mother Nature leaves behind will be less daunting.

Marketing in Spite of Mother Nature

Using your website is a great way to keep your current guests, future bookings and possible customers informed as to the status of your property or properties. Spend a few minutes with your webmaster or SEM company coming up with a plan that can be put into action with a quick phone call or email.

Keep guests/ future guests updated
Here are a few examples of hotels using their web sites keeping guests and even employees updated as to the status of reservations and closing:

(click image to enlarge)

From MoodyGardens.com

(click image to enlarge)

From Wyndham Hotel Galvez

These are both excellent examples of taking the time to convey a small bit of information. I bet every guest and employee that visited the Moody Gardens site felt a bit of comfort in knowing they’ve been thought of and they know the property will open again on Sept. 21st.

Having a policy in place and published is also a good idea. Wyndam’s Hurricane Policy is really good, and lets guests know where they stand.

(click image to enlarge)

Post photos
Sometimes damage caused by Mother Nature can completely miss certain areas, or the devastation to certain areas can be exaggerated. If your area and property missed the brunt and is open and comfortable for business – then post date-stamped photos to prove it.

Transportation updates
Airport closures, bridge malfunctions – things happen and when a guest may be inconvenienced getting to your property – providing them with information on the easiest route will alleviate having an already disgruntled guest showing up at your front door. You might send them an email w/ alternate directions, send a sms/text message to their cell phone. Maybe even meet their flight with a driver to deliver them safely and without hassle. Taking advantage of small opportunities to excel in a time of adversity is a great way to earn repeat customers.

Family and Friend Messages
I had some friends that were stuck in the Cayman Islands during a tropical storm a few years back. I don’t know the exact circumstances but a change in direction along with limited flights and they were stranded. The resort they were staying in offered them immediate access to a phone and computer as soon as they found out they would be riding out the storm so they could notify loved ones that they were being taken care of and would contact them as soon as they could. The hotel’s location made this preparation necessary – and because they were treated like royalty with intense rain and winds whipping around outside – my friends have gone back to the same resort every year since.

So take the time during your off season - or right now - to formulate a plan of attack - and a plan for getting your efforts off the ground. It can be as simple as calling corporate - or your marketing firm or webmaster in a different city or state.

Blizzard can help!

We’re announcing the creation of a series of online strategy workshops that will teach attendees how to use powerful tools, along with providing tips and secrets for Search Engine Success. This hands-on, full day workshop will empower hotel and resort marketers to begin taking control their rankings in the search engines.

These workshops will:

• Teach core competence to hotel’s in-house marketing team
• Provide SEO understanding of how search engines work
• Empower hotels with easy steps to achieve measurable results
• Dispel myths and avoid common mistakes

The instructor, Trent Blizzard, is the founder and President of Blizzard Internet Marketing. Trent began optimizing tourism websites in 1997 and continues to maintain his expertise and focuses on future-looking strategies that keep his clients ahead of the curve. Trent is a popular speaker that engages and educates audiences at over 25 industry conferences every year.

The workshop will be September 15, 2008 from 9 AM to 4:40 PM at the Pickwick Gardens located at 1001 Riverside Drive in Burbank, CA 91506. Price is $99.00 and includes lunch. Bring your laptop.

For more information on what to expect from this Google Workshop, visit our website or call 888-840-5893.

Just a quick note to let you all know that my partner-in-crime Mary Bowling and I will be speaking at Search Engine Strategies in San Jose next week (although I know everyone has seen the cute little banner announcement over on our sidebar ~~~>, right?)

One of the great things about these conferences is the chance to sit in a room and learn from each other.  What works for one person can work for our clients, also - sometimes with some modifications. There are other benefits also - and one of my favorites is the opportunity to give back.  This  year some great people have set up an awesome party for us to attend - all that is required is a donation to the Children’s Hospital of Aurora, CO and the Leukemia & Lymphoma Society.

You all can give back too, even if you cant attend -just visit the website and click on contribute - it’s the easiest way to do something nice for those that need it.  A few keystrokes to a nice quantity of good kharma!

Donate online to the Internet Marketer’s Charity Party.

Read more about the people involved, the cause, and the party at the IMChartyParty website

Glenwood Springs, CO July 22, 2008 – Blizzard Internet Marketing, a full-service search engine marketing company dedicated to servicing clients in the travel, tourism and hospitality industries, is proud to announce their SEO Expert, Mary Bowling, will be presenting a Local Search Case study at Search Marketing Expo Local & Mobile .

Taking place in San Francisco, CA on July 24th and 25th – SMX Local Mobile is the only show 100% focused on giving it’s attendees a competitive edge through Local and Mobile search strategy and applications.  Mary will be presenting her case study “Local Search: What Works, What Doesn’t Work” on Day 1 of the conference.  Mary says,

“There are certain local search strategies that have a huge impact, and some that don’t work at all.  My presentation is designed to help attendees make wise decisions when it comes to formulating a local search strategy.”

Mary has shared her in-depth knowledge of local search at industry conferences, trainings and online venues such as SES Travel, Search Engine Strategies Training, and the Workshop Resource Center.  She also authored a whitepaper on Local Search Engine Marketing which is available for download at BlizzardInternet.com

Blizzard Internet Marketing, Inc. has been in the business of providing cutting-edge search engine marketing to hospitality clients for over 10 years.  They’re consistently rated on the TopSEOs list of top 30 SEO companies in the world and were voted one of the Top 50 Companies to Work for in Colorado in 2007.