In the sea of distribution, be the beacon
that leads guests to book direct.
Recently, the vacation rental industry has experienced significant operational changes. At Bluetent, we have heard valid concerns from many professional managers about the future of their businesses with the updated policies from many of the largest listing sites and OTAs.
One concern stems from some listing sites now requiring online bookings and communication with leads taking place only within the platform. Part of the worry is that professional managers will no longer have the ability to speak with leads on the phone and convince them to book direct, guide them to a more suitable property, or create that emotional connection. If leads are interested, managers will only gain insight into their data and contact information once they have booked.
The important opportunity to remember is that they have booked your property but know nothing about your brand. It is now your responsibility to develop and nurture a relationship with that guest and form a connection that will remind them to stay with your company year after year. You must establish trust and communicate your authenticity, knowledge, experience, understanding, and compassion.
“The single biggest problem in communication is the illusion that it has taken place.”
– George Bernard Shaw
But the question is: HOW?
Just like any good relationship, communication is essential! With that said, email should be your top priority and the backbone to your overall nurturing strategy.
Here are thoughts on how to use email to communicate with past guests, leads, and your audience:
- Keep your brand in the forefront of their mind, before, during, and after their vacation through relevant, timely, and personalized messages.
- Provide all details regarding their trip that will give guests a seamless vacation with everything they need to enjoy and relax.
- Remind them of how dedicated you are to their vacation experience, and that when they want to come back, there are benefits to booking directly with you!
If you aren’t sending emails or if you’re sending bad messages, you are simply putting your guest right back on the distribution sites to book that next vacation!