[Matt Landau]

Note: Hospitality Gestures: The "New" Marketing will be featured in VRMB's 2023 Trends Report, which drops first week of January. Early bird specials via newsletter sign-up here.

Back in 2009, with the listing sites (and our category in general) starting to gain momentum, the members of this community and myself predicted that "listing site independence" (ie. marketing diversification for vacation rental pros) would be the north star to follow. In the years that followed, plenty of direct booking movements spawned and a legitimate trend was formed.

The theory of "Limited Edition" was born in 2018, and has since become a chosen gold standard for operators around the world (plenty of whom were already running limited edition businesses). The phrase "limited edition" has worked its way into modern day industry vernacular.

And as we close out 2022, I wanted to share a BIG trend (one I consider as big if not bigger than LSI and Limited Edition) for 2023 as we enter uncertain economic times: Hospitality gestures are the "new" marketing.

The truth is that listing sites have become so proficient at generating new inquiries for owners and managers, we have no choice but to let them generate new inquiries for us! HOWEVER, we must then re-focus time, energy, and marketing resources on the activities whose exponential ROI are much within our control: setting expectations, then meeting and exceeding those expectations in-stay (ie. in the home).

The vacation home experience has always been our unique chance to interact with guests and build relationships (a kind of social capital in vacation rental branding): this much is not new. But when you break the guest journey down into parts and select the most important inflection point that drives repeat/referral direct bookings (with the help of listing sites), you are left irrefutably with hospitality. These hospitality gestures form the interrelationships and main drivers of loyalty. I would like for you to think of them as marketing.

But here's the important part: hospitality gestures (as the new marketing) COST money and time (at least, more than you previously estimated). So this requires shifting mindsets and seeing the value (aka. bigger picture) of any single guest (or homeowner) interaction as it fractals into the future.

Here are some hospitality gestures that could serve as your new marketing expenditures:
- Phone calls (or in-person interactions) whenever possible
- More thoughtful welcome gifts & hand-written notes
- More personal introductions to local businesses
- Special offers for local experiences
- Quick response times
- Upgraded amenities like soaps/shampoos
- Better note-taking prior to arrival (aka. better use of CRM ... because note-taking is the mother of personalization)
- Creative solutions to questions or problems

If your hospitality gestures are not a priority in 2023, I think it will be disproportionately consequential than ever before.

How about some case studies?
- Durrette and EmilyRead and Cozi Vacation Rentals (aka. 'the quintessential waveriders') and the emphasis they place on in-stay marketing ROI in one of the most explosive markets (Texas Wine Country).
- Relationship building, judgement calls, housekeeping/maintenance interactions as some of our favorite "unscalable investments"
- Quality branded IP as the best way to protect from disruption (according to Bob Iger)

So fam, who's with me?
Who is willing to increase their hospitality gestures budget for 2023?!?!
P.S. Feel free to share any hospitality gestures (that act like marketing) you are already doing for inspo!

 

[KarenHunt]

This is such an amazing concept and while I “thought” we offered these items, there are several that I am missing. From November until March is such an unsettling time in this business for us because there is little on the books at this point. Usually our guests seem to get together during the holidays and then start thinking about vacations. We pray that they book up and that the bank account starts growing again. This has happened every one of the 16 years that I have had STRs and I still get nervous about the calendar. I know they will come… just like, if you build it they will come!!

 

[TomG]

I can’t agree with this more AND it doesn’t have to cost a lot of money but every dollar spent on these efforts has given us excellent return.

—We greet every guest with a personalized video greeting a few days before their arrival. We use Bombbomb for this service and have been pleased with their software and thrilled with guest engagement and feedback from the simple personalized inidviualized greetings. This starts out the journey on a positive and personal note. We also ask the guest if they are celebrating any special occasions.
—Which leads to the next action point—celebrate with your guests. Regardless of the occasion we celebrate with them through hand written notes on our branded post cards and many times include a loaf of cinnamon bread ($6) from our favorite donut shop that’s been in business as long as we have—50 years. We want to associate with other like minded business that are limited edition and this is a great pairing. We also defer to local chocolate and cakes for extra special occasions.
—Use their names as much as possible. Guest want to be known and seen and our repeat guests have become like family over the generations. Simply engaging with them on social media and replying to their comments goes a long way to establishing that relationship.
—Reward repeat guests. We established the Family First program 10 years ago and have 2300 families that qualify. They have to stay with us 5 or more times. 20% of our bookings come from this group of repeat guests. What does it take to get them to come back? Not 10% off, not a free night, not free meals or points or home upgrades. We simply just remembering their names and treat them like family. They do get a free bundle of firewood for every night they stay and a free MLC t-shirt, shirt or mug when they arrive. We also allow them to only deposit one nights rent for their advanced bookings. The cost is minimal. They are part of a tribe, Family First.
—Engage with guests between stays. Social media is the easiest and most cost efficient way. This year we sent an office Christmas card to our 2300 Family First members. And we asked them to send us theirs for a chance to win a free two night stay.

Every booking should have as its goal to create a repeat guest and in our case we treat every guest as a potential new Family First member on their way to five stays with us.

Limited Edition defines us and I’m thankful for this new season of opportunity we have in the VRM world to stand out as true hospitality professionals.

 

[Robin]

Yes, yes and yes...

These are not new ideas for us at Moving Mountains, but I love the reminder to double down on this in 2023. Why? Because it absolutely works! If you want to differentiate yourself from your competitors, this is the path to enlightenment.

We use the following:

• Phone or email thanking guests for the reservation - especially when from an OTA
• In-person check-in/home tour
• Extra special welcome amenity (nice bottle of wine, snacks, small swag)
• Teddy bears and coloring books for kids
• Refillable branded all-natural toiletries in all homes
• Regular check-ins by text during the stay
• And our latest triumph... customized instructional videos to help newbies conquer the challenges of visiting a new ski resort

Build these into your process, and you will have repeat guests for life!

 

[Matt Landau]

And our latest triumph... customized instructional videos to help newbies conquer the challenges of visiting a new ski resort

I really love the simplicity of these videos. And how the new iphone (and likely other smartphones) can do duel camera shots (for anyone considering video instructions please watch this and then hand it off to a team member!

 

[Peter Bird]

I agree with all the comments. We have been doing this for years now and it does put us 'in front of the game' with regard to our competitors. We recently started adding personalised gift boxes with handwritten notes at their accommodation or the guest's home address if there is enough time. We have a sliding scale of the gift box $$ depending on the value of the reservation.
A great video and book to read is Will Guidara's - Unreasonable Hospitality. He definitely echoes this thread.

 

[davidliedl]

Yes, yes and yes...

These are not new ideas for us at Moving Mountains, but I love the reminder to double down on this in 2023. Why? Because it absolutely works! If you want to differentiate yourself from your competitors, this is the path to enlightenment.

We use the following:

• Phone or email thanking guests for the reservation - especially when from an OTA
• In-person check-in/home tour
• Extra special welcome amenity (nice bottle of wine, snacks, small swag)
• Teddy bears and coloring books for kids
• Refillable branded all-natural toiletries in all homes
• Regular check-ins by text during the stay
• And our latest triumph... customized instructional videos to help newbies conquer the challenges of visiting a new ski resort

Build these into your process, and you will have repeat guests for life!

Ditto - loved the instructional videos and your many ideas!

 

[StacyW]

Note: Hospitality Gestures: The "New" Marketing will be featured in VRMB's 2023 Trends Report, which drops first week of January. Early bird specials via newsletter sign-up here.

Back in 2009, with the listing sites (and our category in general) starting to gain momentum, the members of this community and myself predicted that "listing site independence" (ie. marketing diversification for vacation rental pros) would be the north star to follow. In the years that followed, plenty of direct booking movements spawned and a legitimate trend was formed.

The theory of "Limited Edition" was born in 2018, and has since become a chosen gold standard for operators around the world (plenty of whom were already running limited edition businesses). The phrase "limited edition" has worked its way into modern day industry vernacular.

And as we close out 2022, I wanted to share a BIG trend (one I consider as big if not bigger than LSI and Limited Edition) for 2023 as we enter uncertain economic times: Hospitality gestures are the "new" marketing.

The truth is that listing sites have become so proficient at generating new inquiries for owners and managers, we have no choice but to let them generate new inquiries for us! HOWEVER, we must then re-focus time, energy, and marketing resources on the activities whose exponential ROI are much within our control: setting expectations, then meeting and exceeding those expectations in-stay (ie. in the home).

The vacation home experience has always been our unique chance to interact with guests and build relationships (a kind of social capital in vacation rental branding): this much is not new. But when you break the guest journey down into parts and select the most important inflection point that drives repeat/referral direct bookings (with the help of listing sites), you are left irrefutably with hospitality. These hospitality gestures form the interrelationships and main drivers of loyalty. I would like for you to think of them as marketing.

But here's the important part: hospitality gestures (as the new marketing) COST money and time (at least, more than you previously estimated). So this requires shifting mindsets and seeing the value (aka. bigger picture) of any single guest (or homeowner) interaction as it fractals into the future.

Here are some hospitality gestures that could serve as your new marketing expenditures:
- Phone calls (or in-person interactions) whenever possible
- More thoughtful welcome gifts & hand-written notes
- More personal introductions to local businesses
- Special offers for local experiences
- Quick response times
- Upgraded amenities like soaps/shampoos
- Better note-taking prior to arrival (aka. better use of CRM ... because note-taking is the mother of personalization)
- Creative solutions to questions or problems

If your hospitality gestures are not a priority in 2023, I think it will be disproportionately consequential than ever before.

How about some case studies?
- Durrette and EmilyRead and Cozi Vacation Rentals (aka. 'the quintessential waveriders') and the emphasis they place on in-stay marketing ROI in one of the most explosive markets (Texas Wine Country).
- Relationship building, judgement calls, housekeeping/maintenance interactions as some of our favorite "unscalable investments"
- Quality branded IP as the best way to protect from disruption (according to Bob Iger)

So fam, who's with me?
Who is willing to increase their hospitality gestures budget for 2023?!?!
P.S. Feel free to share any hospitality gestures (that act like marketing) you are already doing for inspo!

We have thinking about this the last month as I really can't lower fees due to all the increased costs we are experiencing. One idea I will be throwing out is 2pm check in and noon check out (summer not included) this will give people more time in the homes making the rates and fees not as big of a barrier(I hope), doesn't cost me anything, will be a little tight if any random back to backs but we can push through on those and of course worse case we will have the fine print.

 

[Matt Landau]

A great video and book to read is Will Guidara's - Unreasonable Hospitality. He definitely echoes this thread.

Just read this book (Thanks Christina for sending) was a great twist on limited edition hospitality. Lauren Madewell did you read yours yet?

 

[Debi]

What does it take to get them to come back? Not 10% off, not a free night, not free meals or points or home upgrades. We simply just remembering their names and treat them like family.

Wow! This is awesome!

 

[keystokelowna]

I can’t agree with this more AND it doesn’t have to cost a lot of money but every dollar spent on these efforts has given us excellent return.

—We greet every guest with a personalized video greeting a few days before their arrival. We use Bombbomb for this service and have been pleased with their software and thrilled with guest engagement and feedback from the simple personalized inidviualized greetings. This starts out the journey on a positive and personal note. We also ask the guest if they are celebrating any special occasions.
—Which leads to the next action point—celebrate with your guests. Regardless of the occasion we celebrate with them through hand written notes on our branded post cards and many times include a loaf of cinnamon bread ($6) from our favorite donut shop that’s been in business as long as we have—50 years. We want to associate with other like minded business that are limited edition and this is a great pairing. We also defer to local chocolate and cakes for extra special occasions.
—Use their names as much as possible. Guest want to be known and seen and our repeat guests have become like family over the generations. Simply engaging with them on social media and replying to their comments goes a long way to establishing that relationship.
—Reward repeat guests. We established the Family First program 10 years ago and have 2300 families that qualify. They have to stay with us 5 or more times. 20% of our bookings come from this group of repeat guests. What does it take to get them to come back? Not 10% off, not a free night, not free meals or points or home upgrades. We simply just remembering their names and treat them like family. They do get a free bundle of firewood for every night they stay and a free MLC t-shirt, shirt or mug when they arrive. We also allow them to only deposit one nights rent for their advanced bookings. The cost is minimal. They are part of a tribe, Family First.
—Engage with guests between stays. Social media is the easiest and most cost efficient way. This year we sent an office Christmas card to our 2300 Family First members. And we asked them to send us theirs for a chance to win a free two night stay.

Every booking should have as its goal to create a repeat guest and in our case we treat every guest as a potential new Family First member on their way to five stays with us.

Limited Edition defines us and I’m thankful for this new season of opportunity we have in the VRM world to stand out as true hospitality professionals.

Well done Tom! I love the idea of the Family First program and will consider adapting to our VIPs.
- Deana

 

[keystokelowna]

Yes, yes and yes...

These are not new ideas for us at Moving Mountains, but I love the reminder to double down on this in 2023. Why? Because it absolutely works! If you want to differentiate yourself from your competitors, this is the path to enlightenment.

We use the following:

• Phone or email thanking guests for the reservation - especially when from an OTA
• In-person check-in/home tour
• Extra special welcome amenity (nice bottle of wine, snacks, small swag)
• Teddy bears and coloring books for kids
• Refillable branded all-natural toiletries in all homes
• Regular check-ins by text during the stay
• And our latest triumph... customized instructional videos to help newbies conquer the challenges of visiting a new ski resort

Build these into your process, and you will have repeat guests for life!

I love the videos! I was creating GIFs for my check in slideshows but this video utilization is genius.

In my region, we have a little lake monster called Ogopogo (aka lake guardian if the kids are young) and I bring these for the kids and/or the dogs either on arrival or departure. I have found the gift baskets and fridges full of refreshments don't bring the same smile I get from gifting the kids and the dogs! I have whole pile of these little guys. $5/each

I'm considering departure gifts this year to leave a final impression on the guest. When I stay at a premium hotel and the valet leaves water in my car on our final departure it sticks with me and reminds me I am being pampered.