General Q&A
Mary C. | 21 May 2005 |
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General Q&A from Customers
Trent Blizzard - Blizzard Internet Marketing, Inc.
from Belma Marshall, Dutch Iris Inn
Q: Do you have any insight on how a B&B can get internet exposure in the corporate/business travel realm?
A: Hi Belma,
Most innkeepers hit the pavement and visit their local businesses to invite them to send their out-of-town visitors to the property. Some fresh-baked cookies delivered to that administrative assistant can work wonders. Online marketing to corporate travel is more difficult. Here are some things that successful inns are generally doing:
* Make corporate amenities (newspapers, early breakfast, desk area, WiFi) clear on the website
* Offer airport shuttle service and make it clear how close they are to the airport
* Offer special business rates
* Use the GDS to attract travel agent business (this helps to get international business, too) through companies like Sceptre and Innlink
* Recognize that women travel for business
* Sign up for www.inn-businesstravel.com
* Buy PPC ads that are corporate travel friendly, using ads that are for business travelers, not leisure ones
By the way, Belma, you and Kevin are doing a great job promoting your property to niches. Innkeepers should visit your press page www.dutchirisinn.com/tax_relax_news.htm to check out your tax package… maybe Susan and I should come out next April and get tax help.
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from Bill Aho, Super 8 Motel
Q: Hi Folks, After several months of receiving your Newsletter, I find that your website designs seem to focus on B&B’s, Lodge’s or generally more specialized facilities which I find very interesting and creative. I enjoy the very pleasing designs, choice of color and numerous photos. I own a Super 8 Motel in Eveleth, Minnesota, which, by the way, is the top rated property in the entire Super 8 chain, having received the Quality Assurance Awards of "Excellence" for 15 years straight years. The property is on several sites, including the www.irontrail.org , exploreminnesota, www.mnlodging.com and www.super8.com. I do not have my own website. The super8.com site is very elementary and uncreative, which I have the opportunity to change, and have sent 12 photos and script. They, super8, make the changes, but believe they are struggling with my nonconformist style seeking change. How far they will allow me to progress….I don’t know. My thinking and questions for your consideration as follows:
1. As a "Super 8 Motel", should I, or why should I, have my own website?
2. As a mainstream lodging facility, would it be wiser to concentrate on improvement to the present sites?
A: We feel pretty strongly that you should have your own website. It is a fact that the corporate website doesn’t do a great job of selling your property - you are not a widget. A website that reflects the essence and uniqueness of your property and appeals to your type of consumer will always have higher conversion rates than the corporate website. It is too bad that so many of the flags don’t recognize this fact.
The other fact, evidenced by doing some searches for hotels, motels and lodging in your area, is that the Super8.com corporate site is not representing you very well in search engines. I couldn’t find you at all (except through "cheezy" discounters) when searching for lodging in your area on Google. Your own website would give a much greater opportunity to market to consumers who are searching for a hotel in your area. Finally, a website will help you track and convert visitors from the places you are already advertising. In summary, a website will help you generate new potential guests, who aren’t finding you now, and will increase your conversion rates.
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