As we continue the Positioning for Performance series for self-catering accommodation owners, it’s time to look closer at value for money. We should call it perceived value for money, as actual value for money is a whole different kettle of fish and differs hugely depending on who you are targeting; it is incredibly difficult to measure.
Research* shows that holidays are set to remain an essential part of the work / life mix, despite the promise of continued financial austerity. We will also continue to see a marked move away from the traditional one big fortnight holiday a year to more people opting for multiple short-breaks and weekends away. This indicates that as a nation we are still willing to spend money on our leisure time, but we are becoming more frugal and time poor, and we’re shopping around to make sure that we get the very best value possible for our hard-earned cash.
The majority of us search online for everything from a new hairstyle or car insurance, through to our dream holiday. This can make it difficult for self-caterers to maintain customer loyalty because there is so much out there to choose from. The choice and what is on offer is more visible and accessible than ever before. So you have to make sure that the perceived value a visitor gets from booking with you is the best, and satisfies all of their holiday requirements, even those they didn’t know they had!
There are a number of ways to demonstrate that you offer value for money to your visitors:
- Be as flexible as possible with your booking options – short-breaks now make up 44% of the market** (which equates to 3 million extra short breaks taken in 2012), can you offer varied start days for breaks to tap into this fast-growing market? (It is easy to change the start dates in your SuperControl calendar).
- Offer early booking incentives – keep encouraging clients to book early to avoid a potential surge in last minute bookings. The more booked-up your property is (and the less availability shown on your calendar), the better the perceived value – it must be good if it’s fully booked!
- Encourage customer reviews – if you are able to link to an authenticated, recognised review site (e.g. TripAdvisor), use this to enable other guests to spread the word. Recommendations are the top influencing factor that start the holiday search and booking process*, and nothing shouts satisfaction quite like a clutch of fantastic reviews.
- Attention to detail – make sure that your self-catering property is immaculate, up-to-date, well-maintained and that everything works. Regularly check light bulbs and appliances, maybe stay the night yourself to find out if there is anything you could add to make the holiday experience even better. We are seeing a rise in customer expectations, self-catering holidaymakers want the same standards they would find in a boutique or luxury hotel, but in the privacy of their ‘own’ home (albeit temporary) – so everything from quality bedding and towels to free Wi-Fi and a decent power shower makes all the difference. If you achieve this your visitors will perceive that they have allocated their leisure spend wisely, and it is likely they will return to stay with you again.
- Include the obvious in the booking price, not as a hidden extra – if someone books your property in the bleak winter months, include the price of logs and coal (if appropriate) in the booking price at the outset. Make sure the cost is included in the booking price so you are not out of pocket, most people would expect this during the cold season. Similarly, if you are near a beach why not include beach towels during the summer months – incorporate the extra laundry cost into the price and it will be seen as added value, rather than an additional expense. Be open about what the booking price includes, and it will be seen that you have thought of all their needs, thus increasing the overall visitor experience. Luxury extras (e.g. pamper treats, or a personal chef) are just that – a luxury, so these should be offered as extras; but an open fire in a cosy cottage when it is raining or snowing outside is probably expected as a given.
- Be available, but not overbearing – once visitors have booked your property, it is helpful for them to be able to contact you if necessary. Give them your contact details and make it clear that you are available should they require any help or assistance. If they do have a problem, you will be able to deal with it quickly and efficiently. The perceived value will instantly be increased if the standard of service matches the accommodation.
- Encourage loyalty – what easier way to maximise bookings with minimum effort, than for your visitors to love staying with you so much that they book to come back again next year? If you are friendly, and genuinely care about your guests, you want them to enjoy their stay with you, and this will show. From rewarding returning visitors (e.g. a 10% early bird discount) to offering incentives to book multiple stays during one calendar year, there are lots of options to choose to show that you value them returning.
The good news is that many of us are fundamentally creatures of habit and will regularly return to destinations we are familiar with. So if you can offer the very best standard of accommodation and the right level of service at the most acceptable price, and communicate that effectively to your target market, you should be on to a winner. Value for money that meets the required expectations should secure you many happy visitors returning again and again.
*Source: Executive overview from TravelVision 2013
** Source: The Telegraph
