1

2

WHAT IS THE BOOST OCCUPANCY REPORT?............................................. 4 WHO SHOULD READ IT? ............................................................................... 4 WHO WROTE IT? ............................................................................................ 4 INTRODUCTION .............................................................................................. 6 DISCLAIMER.................................................................................................... 7 SECTION I: HERDING THE CATTLE .............................................................. 81. US E A SCALPEL, NOT AN AX LOCATE YOUR GO LDEN KEYWORD** ................................................ 9 2. FLAUNT LAS T-MINUTE DEALS , EVEN IF THERE ARE NONE TO BE HAD * ............................................ 9 3. GOOD PHOTOS BOOK ROOMS * ..................................................................................................... 10 4. CREATE AND PROMOTE VID EOS . M AKE S URE THEY PORTRAY YOU ACCURATELY.** .................... 10 5. CONVEY PERS ONALITY, TRUS T WITH A BLOG: ONCE THEY RE HOOKED , CONVINCE PEOPLE TO BOOK** ........................................................................................................................................... 11 6. INS TITUTE A CALL TO ACTION AND OBS ESS OVER IT** ................................................................. 12 7. B E ACCESS IBLE, ALWAYS * ........................................................................................................... 12 8. THE BOOKING ENGINE: MIMIC MAJOR HOTEL BRANDS TO GET BOOKED LIKE THEM* ................... 13 9. GO MOBILE** .............................................................................................................................. 14 10. GUARANTEE A S AFE PLACE TO PAY* .......................................................................................... 14 11. WHEN ADDRESS ING GUES TS , DO IT IN THEIR NATIVE TONGUE* .................................................. 15 12. DONT TRY TO S AY IT ALL YOURS ELF. R EBROADCAS T THE WORDS OF YOUR GREATES T ADMIRERS * ..................................................................................................................................... 16 13. DONT UNDERES TIMATE THE N EWS LETTER** ............................................................................ 16 SECTION 1 SYNOPS IS ....................................................................................................................... 17

SECTION II: PERFECTING THE CONVERSION ........................................... 1814. ACCEPT THE FACT THAT YOU RE PROBABLY THROWING AWAY MONEY ON ADWORDS ***.......... 19 15. CHERIS H THE PHONE CALL: PLAY ON PEOPLES DES IRE TO TALK TO S OMEONE** ...................... 20 16. PERFECT THE S CIENC E OF EMAIL CORRES PONDENCE** ............................................................. 21 17. US E UPS ELL TACTICS : S MART GUES TS WILL ACCEPT S MART OFFERS * ........................................ 21 18. PLAY TETRIS US ING S ELECTIVE AVAILABILITY**....................................................................... 22 19. ENFORCE A C ANCELLATION POLICY BUT BE S ENS IBLE* ........................................................... 23 20. GET ANALYTICAL: M EAS URE WHAT WORKS SO YOU CAN DITCH WHAT DOES NT*** ................. 24 21. HONOR THE GOAL CONVERS ION: IT IS THE ONLY THING THAT REALLY MATTERS ** ................... 24 22. THERE IS NO S URER PRED ICTOR OF VAC ANCY THAN BAD CONTACT FORMS** ............................ 25 23. PRACTIC E S TEADY S URVEILLANC E* ........................................................................................... 25 24. ALWAYS AIM TO BREAK YOUR OWN RECORDS * .......................................................................... 26 SECTION 2 SYNOPS IS ....................................................................................................................... 26

3

SECTION III: DEVELOPING A REPUTATION .............................................. 2725. PLAY THE S OCIAL MED IA GAME**.............................................................................................. 28 26. PIGGYBACK: UTILIZE THE READERS HIP AND TRUS T OF ES TABLIS HED TRAVEL BLOGS ** ............ 29 27. ADD FUEL TO ARTICLE ENGIN ES * ............................................................................................... 29 28. FREQUENT THE FORUMS : DEMONS TRATE EXPERTIS E TO DRAW PEOPLE IN ** ............................. 30 29. CONQUER THE FREE PRESS RELEAS E** ...................................................................................... 30 30. YOUR TRIP ADVIS OR PROFILE IS YOUR FORTRES S : GUARD IT WITH YOUR LIFE**....................... 31 31. B E PICKY IN S OLICITING REVIEWS *............................................................................................ 31 32. AVOID BAD REVIEWS LIKE THE PLAGUE: COMMUNIC ATE WITH UNHAPPY GUES TS ASAP* .......... 33 33. B E CORDIAL IN YOUR TRIP ADVIS OR MANAGEMENT RES PONS ES** ............................................ 34 34. ITS BETTER TO LET OTHERS DO THE BRAGGING* ...................................................................... 34 35. INFILTRATE PRESS CIRCLES * ..................................................................................................... 35 36. ENGAGE LOCALS : GET HIGH ON YOUR OWN S UPPLY** ............................................................... 35 SECTION III SYNOPS IS ..................................................................................................................... 36

SECTION IV: FORMING PARTNERSHIPS .................................................... 3637. COMMIT TO S PECIAL INTERES T GROUPS ** ................................................................................. 37 38. GET LIS TED: OPEN THE FLOODGATES * ....................................................................................... 38 39. US E AWARDS NOMINATIONS TO INCREAS E RES PECT* ................................................................. 38 40. B E PERS UAS IVE ON RENTAL AND CLASS IFIEDS S ITES** ............................................................... 39 41. GET A LEG-UP ON YOUR COMPETITION: REGIS TER WITH GOOGLE PLAC ES AND GOOGLE M APS *40 42. B E WARY OF TRAVEL AGENCIES ** ............................................................................................. 41 43. DONT BE TIMID. COLLECT COMMISS IONS .** ............................................................................. 42 44. LET OTHER S ITES BOOK RES ERVATIONS FOR YOU**................................................................... 42 45. M AKE THE GRAD E* .................................................................................................................... 43 SECTION 4 SYNOPS IS ....................................................................................................................... 44

SECTION V: MAKING DO WITH WHAT YOU HAVE .................................. 4446. EMBRACE THE LOW S EAS ON*..................................................................................................... 45 47. ACCUMULATE AD VERTIS ING CREDIT* ........................................................................................ 45 48. PRICE MATCH EVERYONE* ......................................................................................................... 46 49. INCREAS E YOUR PRIC ES ; NO ONE WILL NOTIC E* ........................................................................ 46 50. GIVE IMPORTANT PEOPLE FREE S TUFF* ..................................................................................... 47 51. SCHEDULE MAINTEN ANCE AROUND VACANT ROOM NIGHTS * ..................................................... 47 52. REPACKAGE S UNK COS TS AS GREAT DEALS **............................................................................. 48 53. WACKY D EALS GENERATE RES ERVATIONS AND PRESS** ............................................................ 49 54. DANGLE THE FREE TRANS FER LIKE A C ARROT* ......................................................................... 49 SECTION 5 SYNOPS IS ....................................................................................................................... 50

4

What is the Boost Occupancy Report?The Boost Occupancy report was written by Matt Landau in 2011. Its name and objective derives from the one common ambition of all small accommodations owners, which is to acquire more reservations and increase annual revenue without investing in costly marketing infrastructure. The report is dedicated to analyzing and sharing techniques as well as sparking new creative ideas in the pursuit of higher occupancy.

Who should read it?Many think the hospitality industry is a glamorous one, which it can be. But not reaching your full potential occupancy feeling helpless with empty rooms is a bitter pill. The Boost Occupancy Report is a highly collaborative project culminated over almost two years of research. It represents an attempt to arm mom-and-pop tourism operators with enough secret weaponry to combat (or at least hold their own) against larger, richer chains. This Report is a must-read for any level of boutique hotelier: from those who are new to the industry and struggling, to experienced veterans who know theres always room for improvement. Suffice it to say, if these techniques worked for us, they will definitely work for you.

Who wrote it?My name is Matt Landau and Im a writer, online marketer, and at the age of 28, have owned a boutique hotel in the historic district of Panama City, Panama for almost 5 years. I studied international economics at the University of Richmond, Virginia and Spanish at the University of St. Louis in Madrid, Spain.

5

Ever since I bought Los Cuatro Tulipanes, it has been a crash course in hospitality. The business was not born with four aces. I came in lacking experience, deep pockets, and probably a healthy amount of restraint. A business major, I grew to appreciate statistics. So when I began marketing the business in 2006, it seemed only natural that every bit of marketing experimentation be documented, analyzed, and either improved (if it worked) or tossed out (if it didnt). The successful fruit of the past 5 years findings what to do and what not to do is documented in this report. Learning the industry also inevitably meant meeting others on the same journey. As I travel frequently, I formed something of a fellowship of men and women who owned or operated their own accommodations. Many long meals have been spent venting each others experiences (and horror stories) and heeding each others advice. Many hours have been spent trying to collectively solve everyones common goal: to increase occupancy and more money. After years of accumulating tidbits that read like a whos who list of guerilla marketing tactics, I decided to get a little more scientific about it and coordinate some research including 9 leading accommodations around the globe over a period of 18 months. The valuable, innovative, and hugely unpublicized techniques that emerged from this research are contained in this report as well.

6

IntroductionBiblically speaking, the battle of David versus Goliath is remembered as a lesson in the miraculous: an anomaly. But political scientist Ivan Arregun-Toft tends to disagree. His book, How the Weak Win Wars, examines over 200 years of conflict between strong and week opposition. The Goliaths, according to Arregun-Toft, won 71.5% of the time as expected. These were conflicts in which one side was more than ten times more powerful (measured by armed might and population) than its combatant. As the story goes, David initially prepared for his battle against Goliath with a conventional sword and clunky armor. But then, realizing that he could barely maneuver, David discarded the armor and sword and picked up five smooth stones and a slingshot. We all know what happened next. Harping on this, Arregun-Tofts chose to explore what happens when underdogs approach competition with an unconventional strategy. Reanalyzing his data, Arregun-Tofts finds that Davids winning percentage jumps amazingly from 28.5% to 63.6%. Which is to say, when less-endowed powers choose not to play by conventional rules, they tend to win.

From research, we now know that such is very often the case in the hospitality industry. Scrambling to arm themselves against competitors and larger chain hotels, boutique accommodations besides just providing personalized accommodation and services must also use innovation and flexibility to maintain high occupancy rates. It is not easy, but substituting effort for ability is (sometimes) all us independent entrepreneurs have. This report will reinforce the idea that creativity and persistence can turn the less powerful enemy into a

7

formidable foe. When it comes to beating out your big-money competitors for bookings, consider this report like David considered the slingshot. What follows is a disclaimer thats aimed to calibrate your expectations.

DisclaimerThe fundamental basis of this disclaimer is that you should not rely on the information in this report. Instead, you should use what you read here as a starting point for ideas, collaboration, and independent experimentation, then judge for yourself the merits of the material consisted below. As you plough through the torrent of expensive PR services, industry hit words, and terribly persistent email spammers promising to increase your occupancy (for only three easy payments!) one thing should be abundantly clear: no amount of tricks or insider marketing techniques are ever a substitute for substance. This guide is written based on a number of assumptions, the most overarching of which is that you already run an honorable business. The old adage actions speak louder than words rings especially true when it comes to a successful vacation lodgings. Everyone in the age of global competition needs to promote themselves, but it can be easy to forget that the most important facet of any marketing initiative is the quality of your product. Which is to say that if you do not already offer an accommodation that meets acceptable standards, the remedy for your problems is probably far more complex than 50 pages of advice. This report addresses marketing strategies only: you will not find advice pertaining

8

to any other aspect of your operation. Each technique is classified into easy (*), intermediate (**), or advanced (***).

Section I: Herding The CattleThis report is going to teach you a number of ways to increase your web traffic with highly targeted individuals. But whats the point of herding cattle through a working alley and chute if the crowding pen has holes in the fence? This portion of the report will help you seal off the holes in your website and fine tune the small details that make huge differences in securing more reservations. If you do not yet have a website, youll need one stat!

1. Use a scalpel, not an ax locate your golden keyword** This report is not for beginners so well assume you (or someone you hired) optimized your site using industry standard SEO practices (and that you are not using Flash). It is vital that your targeted keyword be specific enough to identify niches 1. Use Adwords (See also PPC) and Analytics (See also Install Analytics) as a testing ground for what keyword converts best into reservations best. Start with1

Yet, of course broad enough to capture web traffic

9

one keyword: not ten. This keyword may seem long or non-intuitive 2, but statistics dont lie. When youve determined the keyword that converts, use it: near the beginning of title tag, as anchor text from inbound links, in the domain (if possible), in H1 tag, in subsequent headings like H2 and H6, as alt text and title for images, peppered in text copy either bolded and/or italicized. Concentrating on one high-converting keyword will make your SEO campaign a lean paragon of specificity.

2. Flaunt last-minute deals, even if there are none to be had* Last-minute deal tabs are generally reserved for large, corporate hotels who use them as a way to offer discounts on wide blocks of rooms that would otherwise sit empty. But theres no reason why the small hotelier or vacation rental owner shouldnt use this same tactic. The last-minute or special offers section itself can either be a) a constantly-updated stream of your latest and greatest reservation offers or b) simply a contact form (recommended, as it requires far less up-keep) (See also Perfect Your Contact Forms). Above this form, use an introductory paragraph to explain that you will contact the guest with the best deal possible for their dates of interest. In our research, this proved an essential website feature for getting reservations. All nine hotels in our study reported increased inquiries with a Last-minute Deals tab on their top menu. One hotelier added, even if the guests didnt make a reservation, from their inquiry I accumulated valuable email information for my newsletter.2

The successful keywords determined from hotels participating in our research were on average long and complex. This is to say that instead of Costa Rica Villa, a higher-converting, less competitive keyword might be something like Villa for Rent in Costa Rica. These two keywords say the same thing but the latter demonstrates much greater spec ificity.

10

3. Good photos book rooms* Using strong, eye-catching images to reflect the ambiance of your property is nothing new, but far too many people neglect to harness their full potential. Often the sole first impression, images should be an essential component of your website design. If youre not capable of it yourself, hire a really good professional photographer (or even better, barter using room nights). Displaying big, beautiful images of your property in order to enhance text is a surefire way to increase your reservation conversions. Consider using full screen image backgrounds to dominate your homepage. But no one likes a page that wont load: remember to size them properly, using compressed images with the minimum file size possible.

4. Create and promote videos. Make sure they portray you accurately.** Online video consumption will increase to 67% to reach 941 million/year in 2013, up from 563 million in 2008. This means, if youre not using custom videos to promote your property, youll be ignoring 67% of user preferences. Video marketing is one of the most important tools you can use to increase the users involvement with your property. Videos dont just reduce customer service expenses by answering questions users like to ask via email. They directly increase reservations by adding a face and a personality behind your business/website. Use a high-definition video camera, give a virtual tour of your property 3 and upload it

3

If you can afford it, getting a local filmmaker or videographer to do so is well worth the investment. Good videos, like good pictures, propel reservations.

11

to YouTube (which offers convenient embedding code4 for website owners). When asked, almost 90% of all guests who reserved through our 9 hotel websites said they watched the videos and considered them a defining factor in helping make their decision. This is a huge opportunity! Create video tours of your property! Just make sure they dont suck.

5. Convey personality, trust with a blog: once theyre hooked, convince people to book** In a competitive travel world, you need your own identity online beyond just a shiny website: it shows you are involved with your industry, your community, and your services. A blog with original content not only helps increase the organic ranking of your website but its enormously useful as an unconventional way of gaining exposure for your property (and contributing to SEO). By maintaining a blog, you convey personality resulting in more trust from your future guests. But take it a step further and establish yourself as an authority or expert in your particular niche: this validates your property and makes guests want to stay because they trust you. Get employees to do blog posts in their free time. Use counter-intuitive marketing: everyone wants what they cant have and in our study, one hotel reported their most-viewed blog post to be 7 Reasons Our Neighborhoods Not For You in which they used exclusionary phrasing to weed out Disneyland types and drive true travelers to book a reservation in their quirky boutique hotel. Since its the point of this report, be sure to accompany all blog posts with a big, fat call to action (See also Call to action).

4

Video on YouTube embedding code: http://www.youtube.com/watch?v=3R1ysTlxiVY

12

To continue reading please visit

www.howtoincreasehotelrevenue.com