Tips for Inns During the Gas Crisis

Blizzard Associate | 15 May 2006 |

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Summer is just around the corner and, with the rise in temperature, it seems every degree brings an increase in gas prices… just in time for the busy summer travel season. If your property is in one of those drive-to destinations, any feelings of uncertainly about the coming tourism season certainly justified. The US hospitality industry depends on a knockout summer season to increase overall fiscal revenues. Last month, 68% of vacationers polled by the motorist group AAA said they would consider reducing the number of driving trips if the average price of regular unleaded gas topped $2.85 a gallon - with that number climbing to 83% if the price reaches $3.35 a gallon (Bly, Laura. “Travel industry trots out driver incentives.” USA Today 4/21/2006). Never fear, Blizzard is here with some tips and tricks and online marketing strategies to keep your rooms full and your guests happy.

As frustrated as you may be as an innkeeper or property owner, try to think of this as a new hurdle in the hospitality industry race. You have a chance to get creative and perhaps reconnect with the potential guest. Remember, they are frustrated as well, so you have something in common. To successfully clear the travel hurdle, think of one simple word: incentives.

Here are some ideas to get you started:

Gas Vouchers - Ethanol vouchers or gas gift certificates. The voucher doesn’t even have to be for very much; I would recommend $30. Anything you can put back into guests’ pockets to help soften the psychological blow of the gas crisis can help. Add a little teaser to your website to highlight the offer.

Discounts - Target certain areas where you know guests will be traveling from. Put an ad in the paper with a coupon for discount rooms, and empathize with the rising prices. Connecting with your audience is key here.

Packages - Pair eco-friendly activities with a few nights’ stay or create gas-specific specials. Beef up your current lodging specials or packages with a gasoline discount.

Free Stuff - Take this opportunity to help mother earth. Offer free mass transportation passes, a free shuttle from the nearby airport, or pair up with your local bike shop for discounts on bike or even rollerblade rentals.

You may be saying to yourself, “I can’t afford to give discounts!” The truth is, from a hospitality expert point of view this summer, you really can’t afford not to.

Kate Olsen - Blizzard Internet Marketing, Inc.