Top Tips for Being Successful with Accommodation Guru

August 1, 2009 in Updates by Dave Upton | No comments

A Licensee’s Perspective from Kim Michelmore & Malinda Melbourne

As Accommodation Guru reservation system “pioneers,” Malinda and I went through a lot of trial-and-error as we discovered the very best ways to utilise its powerful attributes. So we’ve come up with some proven pointers for fast-tracking your success:

Focus on local marketing and developing relationships: Niche marketing is what will allow you to grow. There are plenty of big guys with huge budgets and years of experience who have established sites that cover huge states or countries. But ask any accommodation operator how they get along with these gigantic businesses and they’ll probably tell you that they’ve never developed a personal relationship with them. Suppliers will get the best results out of Accommodation Guru if they are on the Instant Sell (“green”) program. If they do well, so will you. To be on Instant Sell requires their utmost commitment. And unless you have developed that personal relationship with your suppliers, it is going to be hard to get that commitment.
Showcase those suppliers that use Instant Sell. Put them on your front page as Featured Properties or include them in your Newsletter with Hot Links to their Specials.
Reward suppliers that help you. Identify those who regularly refer their phone callers to your site or refer their email inquiries to your site when they are full. You can reward them with prime location on your front page or even a reduced commission for a period of time on any bookings for their property.
Keep ongoing communication with your suppliers. Send them a regular Newsletter - include who’s new, software updates, promotional updates, industry-relevant news, and new products that may help them. But don’t send out a newsletter just for the sake of it. Better to skip one than send out a newsletter without any real news!
Do some hand-holding. As suppliers come on board, you will need to coach them (unless they are very familiar with online systems). Keep in regular contact with them. Check to make sure they are keeping their bookings from other sources up-to-date. Call them when they get their first couple of requests so they feel comfortable accepting them by SMS or email.
Be available to talk to your suppliers. But set hours during which you are happy talking. Don’t let them call you at unsociable hours when you cannot give them the attention they desire.
Keep your customers up-to-date. Build a list of opt-in customers that you can keep informed of the latest developments in your region. Let them know about new properties, new listings, events, new attractions, specials and discounts available by booking through your network. Provide hints for great travel escapes. But don’t flood them with email correspondence—a quarterly newsletter is sufficient.
Keep abreast of promotional activities in your region. Work with your Regional Tourism Marketing body; know where they are investing and go along with them (you can often get huge subsidies by working with them). While Accommodation Guru websites get good rankings on the search engines, you cannot rely on just one source of hits. If your domain name is mentioned in other promotions, then you will get direct hits on your site (and these are often customers who book). Try wherever possible to get editorial to back up any paid promotions. DO NOT advertise in a publication that does not get you a reasonable mention in editorial.
Network with the industry in your area. Attend gatherings where suppliers are likely to be in attendance. Be visible: in the early days, people may not know who you are, so do your part to stand out from the crowd. This may include asking if you can say a few words at a conference, or delivering a paper on an aspect of the industry that you might be familiar with. Request to set up a display to promote your network.

Remember, at the end of the day, the most important thing is to look after your suppliers. They, after all, are the driving force behind your success.

Kim Michelmore & Malinda Melbourne are the owners of:

BnB Booking Service - One of South Australia’s key tourism services.
Barossa Valley - www.bookbarossa.com.au
Clare Valley - www.bookclarevalley.com.au
Adelaide Hills - www.bookadelaidehills.com.au

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