Things to consider to improve your bookings
We all want to improve our level of bookings. But how do you make your cottage stand out from the crowd and be the cottage of choice for holidaymakers?
The Covid bubble has burst, and the high prices and demand achievable during Covid when travel was restricted are no longer attainable. Combine this with the influx of second homes being converted to holiday cottages during this time, that are still in the market today, mean the holidaymaker has more choice than ever when choosing their holiday accommodation. The cost of living crisis, although not in the news as much, is still a huge factor for many families and lead in times are shrinking as guests wait to see if they can afford a break or hope to get a last minute deal.
The good news is, people still want to go on holiday and the Lake District still remains high on the list of popular tourist destinations in the UK, we just need to ensure we are doing everything possible to market the cottage to its best potential, especially if not in the tourist hot spots of Keswick, Windermere, Ambleside and Grasmere, but the principles below can also be applied to these areas to increase bookings.
Price Correctly
Price is key to achieving bookings, especially in today’s market place. Compare your prices with other cottages in the same area, but also compare your bookings with these cottages. Both cottages are 2 bedrooms, with garden but one cottage is fully booked over the school holidays and you only have 1 booking, what do they have that you don’t? It could be a 2nd bathroom, private parking (always a bonus in the Lake District), they accept dogs etc. Your prices should be continually reviewed to ensure both you, as an owner, and the holidaymaker are getting the best possible deal and are staying competitively priced in an ever changing market.
Accepting Pets
If you are not already, consider accepting dogs. Over 50% of holidaymakers have a dog and choose self catering holidays so they can bring their dog with them. If space allows, accepting more than 1 dog also increases your level of bookings as the majority of cottage owners only accept 1 dog. We are seeing more searches for 2 plus dogs on our website. Also consider if charging for dogs are a barrier to holidaymakers booking, yes there is additional cleaning after dogs, but does it warrant the extra charges or would a smaller nominal fee cover the costs and help improve the level of bookings?
Breakage Deposits
We have all heard the horror stories of the cleaner walking in after guests have departed to what looks like the house has been burgled with dishes unwashed, remnants of last nights dinner trodden into the carpet, hair dye on the towels etc. But in reality, these cases are few and far between, no one ever complains ‘guests left the place immaculate’ so we never hear of all the considerate holidaymakers.
Therefore, is charging a breakage deposit a barrier to booking? For many guests a holiday comes with a budget and if an additional £100+ has to be found, all be it refunded after their stay, it may make your cottage unaffordable to them and immediately removing it from the short list. If you were to achieve 1 extra booking due to not charging a breakage deposit, then this, in most cases, would cover the cost of the occasional damage/extra cleaning caused by inconsiderate guests. And of course, you could always ask the guests to contribute towards the costs after their stay if they have caused damage, especially if you have this in your Terms and Conditions.
Parking
Regular visitors to the Lake District know that a cottage with private parking is worth its weight in gold. Whilst we know you can not magically make a private parking space if you do not have a garden but there are alternatives that could be offered. The council car parks offer annual parking permits, they do come at a cost, but it is one less worry for the price conscious holidaymaker knowing they can park their car and the parking fees won’t eat into their spending money. You could also speak to the local church or supermarket to see if they offer parking permits.
Bedroom Layouts
Most cottage bedrooms have the standard double or twin lay out. But what if each bed was zip linked? Your standard 2 bedroom cottage would then become suitable to a bigger market. Two couples holidaying together could request 2 double beds, 4 friends who are happy to share a bedroom but not a bed can have 2 twin bedrooms and of course the double and twin is perfect for most families. This simple option immediately opens up your cottage to a wider audience and has the ability to greatly improve your bookings.
Bathrooms
Three bedroom plus cottages ideally need 2 bathrooms or more, unlike at home, when on holiday everyone plans on leaving the house at the same time, that could be 6 people all queuing for a shower. Adding an en-suite, where space allows, makes getting ready much easier and is a regular request now for larger cottages to have additional bathrooms.
Stand out from the crowd
Sounds obvious right, but standing out from the crowd really does improve your level of bookings. How can you make your cottage stand out and be the first choice for holidaymakers? If you are already doing the above or your cottage does not have space/capacity to introduce the above then you need to showcase what you already have. Consider things like what can you offer that the cottage down the street doesn’t? Does your customer service out shine other local owner/companies? Do you offer additional value to your guests? All of these if included in your marketing will help your cottage stand out from the others and improve your bookings.
First impressions count, and this is true when choosing a holiday cottage, generally speaking guests will look at the photos, check the essential bullet points then read your description. Can you add a unique, conversational item to one of the rooms, something that stands out and is memorable on your photos. Good quality professional photos are a must, include nearby views, attractions, town centre etc, if the guests can imagine themselves in your space then they are more likely to book your cottage.
Can you provide a welcome hamper, it doesn’t have to be much, some tea, coffee, sugar, milk and a packet of biscuits or go further by adding a few locally made produce such as Cartmel sticky toffee pudding or Grasmere gingerbread.
Offering complimentary membership for your guests at a local leisure centre, where guests can go to the gym, swim or have a spa treatment is a great alternative to the popular hot tub.
Have you got 5 star reviews on your cottage? Shout them from the rooftops. Nothing gives potential guests more confidence in booking your cottage than hearing how much others have enjoyed staying there. Encourage all of your guests to leave a review, especially if you know they have enjoyed their stay.
In summary, every cottage has the potential to increase their bookings. A small outlay in buying zip link beds for example could pay dividends in bookings. You just have to make sure your cottage stands out and any potential barriers to bookings are removed.
If you would like advice on how to improve your bookings, then please contact us today for a chat.
Lead photo Orchard Cottage, Castle Carrock
Bedroom photo, Puddleduck Hut, Armathwaite (bed made up as a double or twin)
