How do you attract off peak bookings?
I try to be as flexible as possible. Whilst during the school holidays I have set changeover days, off peak I allow guests to arrive and depart on any day, for a minimum of three nights. I use the last-minute offers page on the Independent Cottages website and log into the owner’s area as often as possible to stay near the top of the search results.
I also try and post on social media as much as possible and I advertise my property on other online booking sites to increase my reach during these months. In my experience different OTAs work better for different properties and it can be a matter of trial and error to see which ones work best for you.
How have you found this year in comparison to last?
Tough! Last year I could have sold my summer weeks several times over. This year I did eventually sell all my peak weeks but some of them were far more last minute than I would have liked. This winter is looking very quiet. I usually get enough last-minute bookings to remain open during the winter. This year, the combination of guests having less money in their pockets and the increase in energy costs means that it will be even more important to get the right balance of offering good value for money whilst still ensuring I have a viable business.
How do you set your prices and are you going to increase them to cover the extra fuel costs this winter?
I don’t think that there is any set formula for setting prices. It depends on location, the standard of your property and what facilities you offer. A good place to start is to do some research on what other owners are charging for similar properties in your area. Whilst it is easy to reduce prices if you need to I also don’t like to set them too high to start off with. I try and get as many repeat bookings as possible and guests are more likely to return if they feel that their holiday has been good value for money. It is worth remembering that with no commission or travellers’ fees to pay it is easier to remain competitive with direct bookings.
No, unfortunately I have had to reduce and not increase my winter prices this year despite the increase in my costs. The market is incredibly slow at the moment and it is a hard balancing act between getting bookings and making a profit. For cottage owners in Wales who need to obtain 182 days of letting shutting over the winter months is not an option. But I like to stay open anyway. My insurance states that if the property is empty for more than 30 days I need to keep it heated at 15 degrees and as it is an older property it winters better if it is ‘lived in’. I usually have some sort of project to undertake each winter and then any bookings cover the cost of my winter bills which need to be paid anyway.
How do you create a good first impression?
One of the things I like about direct bookings is being able to ‘chat’ with potential guests before they make a booking. Not only does it give guests a chance to ask questions but I think this helps to build up a rapport with them before they even arrive. I also like to send guests a list of things to see and do in the area a week or two before their holiday. Whilst this information is also in the cottage it enables guests to plan ahead and book some activities before they arrive if they wish.
I don’t spend a huge amount of money on welcome packs but I think some milk in the fridge, tea bags in the cupboard and a welcoming cake generally goes down well! It goes without saying that everything needs to be spotlessly clean, there needs to be clear instructions on how any quirky appliances work and the cottage should feel cosy.
If I don’t have a same day changeover and I know the property will be ready the day before I often let guests know they can check in from lunch time instead of 4pm. It really makes no odds to me and some guests really appreciate the gesture.
Do you accept dogs?
No I don’t. My property just isn’t dog friendly so I made the decision to keep it pet free. I am aware that I am likely to increase my bookings by accepting pets but being pet free works for me. If my cottage was in a rural area with plenty of walks from the front door it would definitely make sense to accept dogs.
Why do you use Independent Cottages?
I use Independent Cottages because I like to be in control of all my bookings. I can block off any weeks that I don’t want to open, I can set my own prices, and dictate my own terms and conditions. Whilst I tend to get several bookings a year from Independent Cottages , the annual subscription pays for itself after just one or two bookings compared to the commission paid either using an agency or an OTA. And for me, the icing on the cake is the lovely guests that I usually get from Independent Cottages bookings, many of whom turn into regular guests.