It is fair to say that whilst we all breathed a huge sigh of relief at the end of COVID restrictions, 2022 has perhaps not been the bumper year for bookings that we had all hoped. The increase in the cost of living, combined with the current financial climate of uncertainty and the desire for many holidaymakers to travel overseas, has meant that bookings have not necessarily bounced back to pre COVID levels. However, whilst there is little we can do to control the external environment, there are plenty of things you can do to ensure that the marketing of your holiday cottage is as effective as possible.
This article aims to provide some tips and ideas on how Independent Cottages owners can get the most out of their listing.
Ensure you have added pricing tariffs
It is really important to ensure your advert has up to date pricing tariffs. Over 70% of holiday makers we surveyed stated they wouldn’t enquire if an advert wasn’t showing accurate prices. Just having ‘guide prices’ at the top of the advert is not enough. Guests want to know exactly what something costs before they make an enquiry or booking. They are used to finding this information on OTA and agency sites and if it isn’t easy to find they are likely to scroll onto the next property.
Once you have set up pricing tariffs, not only will your listing display your prices but the detailed prices will show alongside the weeks on the calendar on the advert. Our system will also be able to provide a calculated price in the search results when someone is searching by date, making your advert stand out more in the search results. Furthermore, we are currently running a number of marketing and social media campaigns but we can only feature those properties that display up to date pricing.
If you use Supercontrol we can import your prices directly across to your Independent Cottages listing and we can also add a widget to create a ‘clickable calendar’ on your advert where guests can book online.
Make sure your adverts are up to date
Whilst this might sound obvious, take some time to check your advert is up to date. Check your facilities are still accurate and it might be time to refresh your photos. Owners can have up to 40 photos and the more you have, the more you get to show off your property and highlight its USP’s.
If you have updated your website please do check that you still have the correct links on your advert. In addition, if you have a dedicated booking page on your website where holiday makers can book online, please send us your URL if you haven’t already done so and we can put a ‘book online’ button on your advert.
Post last minute offers
It is a good idea to post any last-minute availability on the last-minute offers page. You do not need to reduce your prices to do this and you can include any availability up to 14 weeks in advance. It only takes a few seconds to add last minute offers and it will give your advert extra exposure in a highly visited part of the website.
Check your calendars are up to date
Ensure calendars are updated regularly. We can set up an auto-sync via other advertising sites and booking management systems so if you have not already set this up and can provide us with an ical link to your main primary calendar, please do so. Each time a calendar updates (this includes being automatically synced with another calendar), it pushes an advert higher up the search results.
The more you update your advert the higher up the results you will appear, so it is a good idea to log in regularly.
Be flexible
Whilst we would all like to have a full calendar of week-long bookings with firm cancellation and payment policies, we need to be mindful that holiday-makers’ booking patterns and expectations have changed over the last few years. We are seeing more last-minute bookings, and many guests are looking to get away for a short break rather than a week-long holiday. If you are still looking to fill some gaps in the calendar you might want to consider reviewing your prices and offering some last-minute discounts and shorter breaks.
Now is also a good time to review your terms and conditions. Whilst you need to ensure your business is viable and you want to avoid too many last-minute cancellations, it is likely that owners with more flexible cancellation policies and smaller deposits will gain more bookings.
Be realistic
With the increase in the cost of living it is inevitable that at some point owners will need to increase prices, especially to cover winter fuel bills. However, it is important to ensure that you still offer good value for money and don’t price yourself too high. As there is no commission or service fees to pay when advertising on Independent Cottages it is easier to remain both competitive with your prices as well as more flexible with your terms and conditions.
Stand out from the crowd
Holiday cottages with desirable extras such as hot tubs, wood burning stoves and spa facilities are bound to increase your bookings. Not only do they add a touch of luxury but they help your cottage stand out from the crowd. Whilst it might not always be possible or practical to install additional facilities, it is at least worth thinking about who your target audience is and ensure you clearly advertise what extras you do provide.
Wood burning stoves will make your cottage more popular for winter breaks, whilst practical extras such as cots, high chairs, stair gates and toys will be popular with families. If you do not already accept pets it is worth considering if now is a good time to do so. A few extras such as dog blankets, dog beds, water bowls and some treats are a nice extra touch for dog friendly properties. With the increase in the use of electric cars it might also be worth thinking about the pros and cons of installing an EV charger.
Given the current external environment it is arguably more important than ever to ensure your advert is attracting as many future holidaymakers as possible. It’s time to grab a coffee, find those log in details and get updating!
If you are interested in listing your holiday home with Independent Cottages or you have any questions please email us at team@independentcottages.co.uk.