5 Simple Steps to take when Your Bookings are Down

Some of our cottage owners have contacted us to say that although the enquiries are the same as they were this time last year, they are seeing a reduced number of bookings. We have put a list of 5 simple steps to take that will most definitely help you, both in the business and by helping you feel positive.

1. Do not panic.

Firstly, don't panic and start advertising madly with out research, in every local and national magazine you can find. This may cost you a huge amount of money at a time when you can not afford it, with no guaranteed results. As a business, it is important that you look at the complete picture and not just a brief snap shot.

Do not count your bookings by weeks or nights knocked off the calendar. Rather, set your self targets of predicted income and work towards them. This can be done for months, quarters and years. It will set the direction for your business to go and you will be surprised at how close you can get or very often you will see that you can do better than you had predicted.

If you are not sure how to actually write a predicted income analysis sheet (most of us doubt our selves and find the getting started the hardest part), 5 minutes with your friendly bank manager and you will be away. They are there to help us, so make the most of it. If they are not approachable, it may be time to move banks!

2. Write a letter to all your past guests.

Take your time for this as it is very important. Sit down and write a letter to all your guests who have stayed with you over the last 3 years. Make the letter personal, upbeat and chatty. Tell them all about what is happening with your business. Include any improvements or upgrades that you have made to your property or even extra services that you now offer. Include new activities that have come to the area or you have discovered and you think they would enjoy, remember to tell them why.

Put in a 2008 price lists.

In the letter tell them clearly that as they have been your guests before, and because of this they are very important to you. State that you would like to make them a special offer if they book with you before a set date. Two weeks works well, much longer and they will not be galvanised into action.

The special offer can be anything that you put a value to. Hold last season's prices for them, make sure that there is a bottle of wine in the fridge, £25 M&S voucher. Just think about what would suite you and your guests the best. I do not suggest that you offer a discounted rate yet. That could come with another letter in a few weeks time if you still have spaces to fill quickly.

You could also put in as a P.S. Recommend a friend and receive another gift with each of their bookings. Remember to specify what it is and how they will receive it.

Send them off and be ready for some lovely calls from past guests.

Note. You can also email your guests remembering to make it personal to them. Always use their name, not just dear Past Guests.

Once you have done this letter to your past guests you can now write a letter to many other groups. Include all the local estate agents and tell them that you are an ideal base for people who are looking to buy a house in the area and need somewhere to stay whilst viewing. Include all the local clubs and sports associations to say that you would like to be considered if ever they have visiting clubs needing accommodation. Contact the local craft fair organisers, local craft and arts shops. Send a letter to your tourist office and police station. Start sending personal letters and you will start to see the response and bookings.

3. Keep up to date.

Make sure that all your literature is up to date. Your brochure, websites, adverts, web listings all have the very best pictures that you have of your property and all the contact details are correct. (You will not believe it, but we had one owner who had changed their email address and did not inform us for over 3 months, no wonder his enquiries were low!! Don't let that be you.).

Guest information packs in the rooms and cottages also need to be kept up to date. Look around to source new activities or services that your guests may appreciate, bike hire, water skiing, climbing wall, bingo hall, paint balling, horse and dog racing, boat hire, ice skating, it could be anything. Just think of your guests, who are they and what they would like. For example, if your guests are mainly families, then think of family orientated activities to explore and things to do on a rainy day that gets them all out and about.

Go and visit these places, talk to the businesses owners or managers to get a real feel for what they are offering and the level of service they provide. After all, you are recommending them to your guests. Whilst you are there, ask if you could exchange business cards or even leave some leaflets or brochures with them. Ask if you can have some of their promotional literature and include this in your guest information packs.

You will be surprised at how many businesses will be very happy to do this. Not just because they are pleased that you have made the effort to visit them, But it makes perfect business sense for them as well, and after all you are doing all the work. Expect to become very popular as well as an expert in activities in your local area. Remember to add these new activities to your web listing on Your-cottage.co.uk for every one to see.

4. Research what others are doing.

Take this time to research your competition. Look in all the places that you advertise including the web site listings and individual websites. Look at the quality of their pictures, read their copy and see if you can match it, or better still make it your aim to better it. Look at the facilities that they offer and their star rating. Look at their prices and compare them to yours.

Pick up the phone and talk to them and see how their bookings are going. It may well not be just you but the whole area that is suffering and at least then you know you are not alone company in the situation, and it is not something you have done wrong.

If they are friendly and I hope they are, invite them to visit with you, show them around, get to know them and exchange ideas. Ask if you can make an arrangement where they could recommend you when they are full and visa versa.

Again, who is going to say no to this if it means more business? (I know that other owners would jump at the chance to have a look around your property as long as the travel time was not too much).

5. Take action.

Most of all, with all these things, it is not the research and reading that makes the difference but the action taken. If you feel that you are not good at letter writing, make a start today. I can promise you that a letter that is not too bad will pull a far greater response than a letter that never got written or posted. You will get better at writing copy as you get more practised and soon it will not be a problem.

Keep a copy of each letter and you will be able to see the improvement as well as having a head start for next time.

If you are worried about picking up the phone, don't be. These people that you are going to call are in the service industry, and are just like you. 99 % of them will be helpful and friendly and will have great ideas that you will be able to use to your advantage.

You have already started your own business and are very good at it and now to see improved results you must take action. No one can do this for your business as well as you can. So take action and enjoy the results.

We would love to know how you get on and if you have helpful ideas for other owners, please do email me info@your-cottage.co.uk.. I will send by first class post a £25 M&S voucher for the most helpful article received.

Helpful Links.

Check out this helpful selection of books on our site. These are great for ideas, reference and long term planning.

Nat west have provided this business software as a free down load and is great to get the ideas and information flying out of your head. It can help you budget sales or write a full business plan. Start today and take control of your business.

Business Link This is a fantastic site and has a huge resource of information from starting to growing your business to full maturity. There are online areas that you can do your own analysis of your business and work out where you need to improve and there are areas that explain about budgets and financial planning. This site is well worth book-marking and using regularly. You can also find local business mentors and advisors who often give their time free for the first few sessions. It is an absolute must for us all.

Www.onlinebusinesstemplates.com - This site has free templates that you can use to start you business planning and budgeting. Just register and start using it today. This site is suitable for start up and new businesses as well as those of you who are established. Give it a go. There is nothing to lose as it is free.

Do your own internet search and google help with copywriting and take a look there are many sites offering very helpful and proven techniques for you to use. I will be doing specific article on copywriting very soon and these will be published in the reports section.

Don't forget that the links page on the www.Your-Cottage.co.uk Owners Home page has information on many more and is a complimentary service we offer.

P.S. Remember to book mark our website to save you time in the future. Liz