Learn how to create a top performing B&B website with industry experts, Bob Tubbs, Owner of Cedars of Williamsburg Bed & Breakfast and Mark Hayward, Former Innkeeper and Digital Marketing Expert.

1. Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
How to Create a Top Performing
B&B Website
October 15th, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Bob Tubbs, Owner, Cedars Of Williamsburg Bed & Breakfast
Mark Hayward, Former Innkeeper and Digital Marketing Expert
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com

2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. Bob Tubbs
Owner
Cedars of Williamsburg Bed & Breakfast
@cedarsbandb

5. Mark Hayward
Former Innkeeper and Digital
Marketing Expert
@markhayward

6. • 94% of people have
abandoned a booking online
• ~47% of people shopping for
B&Bs start their search through
Google, Bing or Yahoo
Know This About Creating a Top Performing Website
#LeoWebinar

7. Bob Tubbs
Owner
Cedars of Williamsburg Bed & Breakfast
@cedarsbandb

8.  Grace & I are corporate escapees
 My hometown racquetball friends
always talked about owning a B&B
 They mentioned it one too many
times when Xerox was being
particularly interesting!
 I came home one night and she
mentioned buying the Cedars
 Now, I’m in charge as long as I do
everything she tells me!
Why Own the Cedars B&B? Racquetball!

9. Cedars of Williamsburg Website Challenges - Before
 Search engine compatibility
 Platform formatting (smartphone,
tablet)
 Image size restrictions
 Social media limitations
 Needed a new platform to
address challenges and pave the
way for future technological
changes

10. Cedars of Williamsburg - After
 Multi-channel, multi-platform
 Platform integration & positive
branding is vital
 Incorporate strategic technology
infrastructures to engage third-
party travel sites is absolutely
critical (Travelocity, Orbitz, etc.)
 Strategic business & marketing
planning helps focus your
message

11. First Impressions Count
Invest in
good
marketing
materials
Help your guests
experience what
your location offers
Promote
the area
with
content
Guest
reviews are
integral
Ask for
feedback
and address
concerns

12.  Consistent and highly positive
feedback from guests
 12-15% increase in traffic
 Record year in revenue
Early Results: June – September 2015

13. Tips & Recommendations
 Find the right technology partners to help guide you
 Invest in multi-platform solutions
 Plan your strategy, determine an appropriate budget and execute
 Monitor regularly to see what is working and be ready to shift
emphasis based on what you see
 Persevere!

14. Mark Hayward
Former Innkeeper and Digital
Marketing Expert
@markhayward

15.  Pursued my dream to own a
B&B in the Caribbean
 No marketing or hospitality
experience
 No bookings, no cash flow, and
no real online presence
 Nobody knew we existed
(except my mom)
 Needed to meet large monthly
mortgage
My B&B Story

16. Top 5 Goals I Wanted to Achieve
Direct BookingsGuest
Engagement
Revenue A Better Web
Presence
Receive Great
Reviews

17. My Marketing Strategy
Create my
own website
Learn everything
about web
marketing
Start
blogging
Respond to
all reviews
Get active on
social media

18.  Website design and development
 Search engine optimization
 24/7 technical support
 Optimization across all devices
 Security
 Copywriting
 Promotions, specials, TripAdvisor reviews
 Booking engine integration
What I Didn’t Know About
Web Marketing

19.  Search engine optimization
 Web & mobile experiences are the same
 Loads quickly
 Visual first to really grab attention
 Navigation easy to use and figure out
 Descriptive text
 Frictionless booking options
 Knowing your target guest
Website Best Practices

20. The Big Picture: My Results
Ranked on the front
page of Google
Featured in travel
magazines and
newspapers
Direct bookings
increased
exponentially
Maintained a Top
TripAdvisor ranking
for five years

21. Key Takeaways
#LeoWebinar
Learning and staying current pays off
Stories happen locally; it’s more than just your
property
Consumers want assurances that their choice
is the best one for them

23.  About Leonardo
 Invitations to
upcoming webinars
 Recording of this
webinar
 Share it with your
colleagues
It’s a Wrap

24. Connect With Us!
leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
mark-hayward.com
Mark.w.hayward@gmail.com
@markhayward
www.cedarsofwilliamsburg.com
reservations@cedarsbandb.com
@cedarsbandb
Mark Hayward Bob Tubbs