[Matt Landau]

IDEA

• Approximately 100% of VRMB subscribers want more repeat/referral bookings
  
• Around 75% offer a world-class on-site experience
  
• Maybe 50% send guests thank-you notes or parting thoughts upon departure
  
• About 25% have a newsletter campaign to stay front of mind
  
• But less than 1% are all up in da Club ♫

Da Club is a private and tightly-knit group of former guests who have stayed, enjoyed themselves, and become eligible for VIP privileges upon future stays. Because acquisition costs for repeat and referral stays are minimal, your Club can afford to offer things of real value, making members feel special, appreciated and alert. But a Club is only as good as it’s branding: just because you call it a Club doesn’t mean it truly feels like one.

ACTION
If you're serious about repeat and referral guests, create an identity for a Club and begin to grow it one. guest. at a time. Quality matters, not quantity.

1. Create a name for your Club that represents your style
   
2. Get a special logo created for your Club (reach out to https://thenetmencorp.com/ for $150 logos with unlimited revisions -- they've got 50% off everything today for Cyber Monday ahhhhhh)
3. Define what members of your Club receive...

• Irresistible Offers: deals that are ridiculously good and seriously limited in quantity: last-minute cancellations, Groupon-style dollar credit purchases, bonus or complimentary nights
• Points: not unlike airline miles, accruing credit or gift services based on nightly stays or total dollars spent over time. Bonus "points" if you give these points a fun name.
• Perks: keep your eyes out for invitations adjacent to the vacation rental stay (think local parties, extra concert tickets, vouchers to favorite local restaurants, wine tastings..etc.)

Here are some examples of Inner Circle members who are all up in dat Club:

• Crafty of Crafty's Beach Retreat offers members of Crafty's Coconuts Club "Frequent Flier" freebies and comps
  
• DMartinez of Sea Ranch at Abalone Bay offers her Inner Circle a free round of golf at the local course when they re-book
• CCapalbo - I know you started a club but couldn't seem to find the link. Please advise?

Jump in with your club ideas/questions/comments below...

 

[MattP]

This is great. For a long time I've been wanting to start a "Club" but am looking for ideas. I've surveyed some guests and they all want free stays. I'm not sure I want to do that, since I know they are coming back. This said, I do allow repeat renters to book 24 months in advance vs. general public 18 - so they do have a perk there.

Love the idea of exclusive deals / meals / activities, etc.

However, what I'd love to hear is, how are you / or what software are you using to track / update this information? I've tried a few google searches, but with limited success.

Aloha - Matt

 

[Crafty]

Thanks for the shoutout Matt Landau

 

[DMartinez]

This is great. For a long time I've been wanting to start a "Club" but am looking for ideas. I've surveyed some guests and they all want free stays. I'm not sure I want to do that, since I know they are coming back. This said, I do allow repeat renters to book 24 months in advance vs. general public 18 - so they do have a perk there.

Love the idea of exclusive deals / meals / activities, etc.

However, what I'd love to hear is, how are you / or what software are you using to track / update this information? I've tried a few google searches, but with limited success.

Aloha - Matt

Whoa...2 years of advanced bookings! It's all I can do to manage 1 year...let alone your 18month general public one. I use OwnerRez that allows me to put notes in the individuals' records. I have learned over the years to also be VERY specific - read limiting- in the offers given up to them. For example, my first iteration was a welcome card with an offer to return for a 10% discount- period. It NOW reads with a 10% discount holidays excluded.

The notes also allow me to "recall" what the group was, what they liked, and if they were doggie people- because they love it when treats for their pups are also in the mix. I try to offer them a selection of choices. Not everyone golfs or wants another book on the shelf. I will also offer up gift certificates to a local restaurant for a "Cook's Holiday" which is a great favorite, especially as it is usually the cook who books.

 

[Catherine]

hi, i have "hired" a Host to start working with me in Jan. She is an Airbnb specialist who gets 20% of the booking. This is alot of money to me when nightly rates average around $160. The good news is that she is local because i wanted to promote local goods in my house along with eco-friendly toiletries, kitchen and laundry goods.
my idea-being on a strict and measly budget is to give away either a locally made food item or an "eco" item to return guests. ? i have wool laundry balls that you use in the dryer instead of sheets. you can add scents to the ball....anyway, my thoughts. never gave thought to an actual "club" ,but great idea.

 

[Matt Landau]

i have wool laundry balls that you use in the dryer instead of sheets.

I am currently using your wool laundry balls that you gave me in Memphis and they work GREAT!

 

[Catherine]

Matt Landau Wonderful! I put lavender scent on them and also use them in my laundry. My clothes smell soooooo good!
You gotta get a "manly manly scent", Matt! Lol!