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Fobba 2011 keynote handout

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Federation of Ontario Bed & Brea

Publié dans : Formation, Voyages, Business
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Fobba 2011 keynote handout

  1. 1. The B&B Industry’s Weaknesses, Strengths, Challenges and Opportunities – A Unique Perspective FOBBA November 9, 2011
  3. 5. Competition
  4. 7. Changing Customers… Changing Desires
  5. 8. Multi-Generational Guests
  7. 10. Changing Tastes
  8. 11. Desire for Personalization
  9. 12. 1 out of 4
  10. 13. Knowing What Customers Need or Want <ul><li>What do consumers feel is more important on your web site than you do? </li></ul><ul><li>Virtual tours Property safety systems </li></ul><ul><li>Promotion information Information about the city </li></ul><ul><li>Tour event packages Transportation information </li></ul><ul><li>Contact persons Copy of the menu </li></ul><ul><li>Mailing addresses Dining service hours </li></ul><ul><li>Frequently asked questions Description of the dining area </li></ul><ul><li>Feedback forums Photos of the dining area </li></ul><ul><li>Fax numbers Photos of menu items </li></ul><ul><li>Personal safety assurance Recipes of menu items </li></ul><ul><li>Source: BED-AND-BREAKFAST WEBSITE DIMENSIONS AND ATTRIBUTES: COMPARISON OF CONSUMER AND INNKEEPER PERCEPTIONS </li></ul>
  11. 14. Social Butterfly or Caterpillar?
  12. 15. 1 out of 2
  13. 22. Where is all of this going to go? Will you get tons of bookings?
  14. 23. Flash Sale Travel is UP! 14% up to 20%...50% involved lodging Source: 2011 Portrait of the New American Traveler
  16. 28. The dichotomy in which we live…
  17. 29. <ul><li>Value for the price </li></ul><ul><li>Room rate </li></ul><ul><li>Location </li></ul><ul><li>Previous experience </li></ul><ul><li>Reputation </li></ul><ul><li>Premium quality mattress and bed linens* </li></ul><ul><li>Free breakfast* </li></ul><ul><li>Quiet, soundproofed guest rooms </li></ul><ul><li>Free Internet* </li></ul><ul><li>Late checkout at no extra charge </li></ul><ul><li>* up significantly over prior year </li></ul><ul><li>Source: New American Traveler </li></ul>Top Factors When Choosing a Hotel
  18. 30. We have nearly everything (and more?) guests want from hotels. So, why do B&Bs get overlooked or eschewed?
  19. 31. What is the #1 reason travelers do not choose B&Bs and inns? The #2 reason? The #3 reason? The #4 reason?
  20. 32. Myths and Generalizations
  21. 33. I stayed in a B&B once. My girlfriend booked it, and she apologized for it before it was even over . It wasn't exactly what either of us had thought it was going to be. But seeing as you can get a hotel and meals combined cheaper, with much better privacy and food , the B&B really should be nearing extinction .   I stayed at a B&B in Scarborough with my girlfriend. After the bloke showed us the room, we immediately got down to some bedroom gymnastics, and after the festivities, nipped across the hall to the shower, only to find him just walking away from our door after listening in to our antics. Brrrrr.   B & Bs are often highly creepy, and remind me of the in-laws and the huge amount of time they have on their hands. Youth hostels, by contrast, are very relaxed and fun, and are great for families. No candlewick bedspreads either. I thought the funniest moment in Three In A Bed was when the woman admitted that she didn't like younger couples to stay in case they had sex on her pristine sheets. It made us feel instantly rather sorry for her husband, in so many ways. Couldn't agree more. B&Bs represent the worst of both worlds - all the awkwardness of being a guest in someone else's home, none of the supposed pleasure of staying with friends or relatives. Why anyone would want to stay in them, when faced with the alternatives (camping, anonymous chain hotels, nice boutique hotels, sleeper train services, cottage rentals, even dare I whisper caravans ) is quite beyond me.   b+b's should not be rated on there hygiene..food ...fixtures and fittings .ect.... but on the weirdness of their owners
  22. 34. Innkeeper Sign Language
  23. 35. Outdated Websites
  24. 36. Typical Websites
  25. 37. Awesome Websites
  26. 38. What I am encountering…
  27. 40. Despite our real or perceived issues… <ul><li>Benchmark Metrics </li></ul><ul><li>Occupancy </li></ul><ul><li>39% (Up from 37.6%) </li></ul><ul><li>Average Daily Rate </li></ul><ul><li>$151 (Up from $150) </li></ul><ul><li>Revenue per Available Room (RevPAR) </li></ul><ul><li>$57 (Flat) </li></ul><ul><li>Source: Industry Study of Innkeeping Operations and Finance </li></ul>
  28. 41. <ul><li>Privacy </li></ul><ul><li>Less crowded </li></ul><ul><li>Quiet ambiance </li></ul><ul><li>Better sense of local culture </li></ul><ul><li>Try new things </li></ul><ul><li>Personalized services </li></ul><ul><li>Home-cooked food </li></ul><ul><li>Unique architecture/décor </li></ul><ul><li>More romantic </li></ul><ul><li>Feel more pampered </li></ul><ul><li>Like to interact with other guests </li></ul><ul><li>More affordable </li></ul><ul><li>Pet-friendly </li></ul><ul><li>Source: New American Traveler </li></ul>Why do people love B&Bs?
  29. 42. <ul><li>Sense of place </li></ul><ul><li>Scents </li></ul><ul><li>Crossing the threshold </li></ul><ul><li>Memorable rooms </li></ul><ul><li>Memorable people </li></ul><ul><li>Love </li></ul><ul><li>Source: Jay Karen’s Brain </li></ul>What makes a B&B special?
  31. 44. What percentage of leisure travelers stayed at an inn or B&B last year? What percentage of business travelers stayed at an inn or B&B last year? Imagine if we could move the percentage up just 1 point!
  32. 45. Are you adapting? Or is your market shrinking? (“…they have their place…”) Innkeepers must do things differently So does the B&B industry…
  33. 46. What it is NOT … another top-ten most romantic inns list … … old school …
  34. 47. What it is… … edgy, humorous, worthy of sharing… … portal to existing assets … … new school … … unique promotions …
  35. 48. Since the launch
  36. 49. Kick Gas Media Pick Up
  37. 50. Vets Media Pick Up
  38. 52. What else is in store? Deployment of Videos IDTDW? Contests of Facebook LivingSocial Themed Week? AirBnB Attack Mancations Tons of ideas!
  39. 53. What’s the role for innkeepers? “One room for one night…” What’s the role for associations? Support the GRASSROOTS campaign! JOIN PAII!
  40. 55. Mark your calendars! Innkeeping Conference & Trade Show January 23-26, 2012 The Peabody Hotel - Little Rock, Arkansas