Experience is the heart and driving economic force of our special segment of the hospitality and tourism industry. If we can all agree on this statement, in some form, our success should be based on the ability to expand and elevate the experience of guests as they start the research and booking process, through their time on property, and then as we work to continue a connection that drives repeat bookings and a steady clip of referrals. Of course, this concept is often discussed and the realities of our daily lives have a way of creating barriers to steady, ongoing development.

We posed the following question at a recent gathering of Select Registry owners and operators at the Association of Lodging Professionals Conference and Marketplace:  

What was the best thing you did in 2022 to elevate the guest experience? 

While the answers were varied, they reflected the need to evolve or else be judged against properties far inferior to the ranks of the independent and established Inns, B&Bs, and unique lodging properties that define our industry. Four answers rung out amongst the list that may inspire you to plan or reconsider your next improvements and the impact they will have on your guests wellbeing in the short and long term. 

Property #1 upgraded their Wi-Fi. 

Even before the so-called age of the mixed business and leisure travel (“Bleisure” being the latest portmanteau to describe this trend), the importance of strong and steady wireless internet connectivity was key. It still boggles the mind that certain hotel chains charge a fee for a signal that supports HD streaming capabilities. 

Property #2 gutted and upgraded all 10 of their guest baths. 

Notwithstanding the swift return on investment and the ability to command and defend a substantial rate increase, experience in our daily lives starts and ends in a grand soaking tub, spa shower, feet touching radiant heated tile floors, as we ready ourselves for a day of adventure in business or in purely pleasure-seeking pursuits. When was the last time you packed an overnight bag and laid out your toiletries to embody your guest’s experience in the space you are recommending to them in the highest possible terms? Considered improvements to your guest rooms and bathrooms should occur on a regular schedule. A particularly successful, long term owner renovated rooms on a three year schedule and, when the time came to sell, the focus on business growth supported the price they desired and left little room for potential purchasers to nickel and dime.

Property #3 added a complimentary guest ice cream fridge. 

How many of us constant travelers seek “the best” and “most local” food-driven experiences? At times this requires significant forethought and planning but, in other cases, owners can bring the local hits into their respective properties and, in doing so, become true ambassadors to their communities and provide the best and most local way to stay. This was a practice of a particular hotelier during the pandemic who saw the need to comfort guests with a famous local ice cream brand. We have also seen this play out in myriad Vermont Inns that offer hyper local craft beers, ciders, and health tonics on an honor system. How do these properties afford such complimentary or trust-based amenities and services? Consider the overall quality of the experience you are offering, the cost (rates) required to support your ongoing work and the constant improvement to the asset, and the fact that your guests should, in the best case, be clearly aligned with your brand. These key ingredients should provide you with ample opportunity to enhance your brand and its connection to your local market while working to improve the top and bottom line. 

Property #4 shared a guest preference survey. 

When your best laid plans for improvements and procedure for satisfying guests are not landing as they should, your past, current, and future guests are your greatest resource. Enlightened hospitality experiences are, at their core, created by guests feeling seen and heard at every stage of guests booking and experiencing your property and individual approach to hospitality. Your recognition of their position as travel experts in their own right will create an even stronger sense of connection and should provide you with data to inform your ongoing enhancements and support your success personally and professionally. 

Now, since we presume our readers include some of the most driven and capable operators in this industry, we will pose this question to you:

What improvements or enhancements are you considering as you work to elevate the guest experience at your property? 

Thanks for listening and sharing your thoughts that will carry us all into the future, 

Eben Viens

The Innkeeping world has lost one of its pioneering members with the passing of Bill Oates on Monday, November 22. Bill’s influence on the industry is immeasurable, and his legacy is carried on by industry professionals, consultants, brokers, and the countless Innkeepers who were his colleagues and close friends.

I had the great pleasure of knowing Bill not only as a mentor and “the Innkeeping guru,” but as a grandfather and partner in travel from before I could distinguish one lodging property from another. Later on, as Bill’s Parkinson’s Disease limited his mobility, I was called on to traverse the country by his side and was constantly reminded of his passion for the Inn business and, more so, the guests and Innkeepers who make the Inn experience so truly transformative. As a celebration of Bill’s life, I wanted to share a few guiding principles gleaned from our time working together.

Seek Adventures. It was a somewhat circuitous path that carried Bill from his early years as a student of Southeast Asian History writing a dissertation on a peasant revolt in East Java to years spent in artist enclaves in Greensboro, Vermont, to his years as a “hippie” and natural food store owner to his final role as a country business broker turned Inn-consultant. Bill was a true iconoclast and carried his passion for all things through his many professional careers.

Seek Education. Bill was a longtime supporter of the myriad Innkeeping organizations, including the now named Association of Lodging Professionals and Select Registry. Education and camaraderie with like-minded individuals were some of his “key ingredients” for success in this industry. In moments of industry fragmentation, Bill saw (and filled) the need to create markets to keep the Innkeeping trade alive. He was often discovered with both the Wall Street Journal and New York Times under his questioning gaze. (His recommendation: if you avoid the op-eds, you can typically steer towards some truth!)

Seek controversy. Bill did not shy away from controversial topics or positions. In fact, he welcomed controversy and viewed it as a way to transform ways of thinking and used that position to guide the Innkeeping industry forward. To his mind, controversy was the genesis of open and meaningful conversations which were often the source of great progress.

Seek Stories. Bill found the greatest joys in working with Innkeepers and seeking stories in financial statements. For him, “The Numbers” were a vast historical manuscript that, if held under the right light (or set of eyes), could tell the story of a life well-lived (or in need of guidance) in a series of figures, decimals, and percentage points.

Above all else, Bill had a loving and passionate personality. It did not take coaxing for him to share his methodology or expertise with others. He looked at this sharing of information – with competitors as much as partners – as a method for sharpening his perspective and own business approach. For those who knew him well, Bill was exact and had equally high standards for his partners and associates.

Those of you who knew Bill will have your own stories to tell or keep close to your heart. Others need only look to the vibrant expressions of hospitality at most active Inns, and you will find Bill’s influence, his vision, and his passion at play.

A celebration of Bill’s life will be held at River Garden Marketplace in Brattleboro, Vermont, on Saturday, April 25th, from 2 PM – 5 PM. In lieu of flowers, donations can be made to groundworks collaborative in Brattleboro, Vermont, or to your local area hospice.

Warm regards,

Eben

The B&B Team / Inn Partners LLC

Today you must offer something beyond a standard bed and a breakfast experience if you want to succeed in today’s hospitality sphere.

It is not good enough to just survive with average. To be successful and stay successful, you must strive for excellence.

Remember how awful it was getting that C- in chemistry in high school (not you of course, Me)!  In business you will be destined to just survive with C’s unless you work on your business and create innovative, exciting and fresh marketing strategies that achieve excellent results.

Marketing your Inn is often frustrating, you try specials like… book 2 nights and the third 1/2 off. This is a version of the ‘ol buy one get one free or BOGOF, a marketing industry acronym.  Yes, people do look for deals, but they also want exceptional value with that deal.

Example of a bad ‘deal’.

An innkeeper once asked if it would be a good idea to offer guests a discounted rate that included no breakfast or daily housekeeping. Our thought was, they could stay at the local ‘El-Cheapo’ motel for that experience.  Don’t go low. Constant discounting undermines the value of your Inn. It lowers the inn to a rung that may be hard to climb up on once you are down that low.

Example of good ‘deal’.

The Hermann Hill Inn in Hermann Missouri offers their ‘Signature Experience’ package and a ‘Stay Your Way’ package.

Our all-inclusive rate gives you the full Hermann Hill experience, and adds up to over $50 in savings!

Evening Ice Cream & Cookies  Included
Full Gourmet Breakfast for Two  Included
Welcome Snack Tray  Included
Picnic Lunch + $10 Voucher  Included
Margaritas & Appetizers for Two  Included
Hot Tub Access (Where Available)  Included

Recently they started offering their ‘Stay your Way’ package. Guests can customize their stay at the Hermann Hill Inn. They have the option to create their own ‘deal’ and still have an exceptional luxury experience.

Start with a lower base room rate, which includes a continental breakfast, then add any of the following:

Evening Ice Cream & cookies   Included 

Full Gourmet Breakfast for Two   $20/day

Welcome Snack Tray   $15 each

Picnic Lunch + $10 Voucher   $20 each

Margaritas & Appetizers for Two   $15/day

Hot Tub Access (Where Available)   $15/day 

*Requires 2-night minimum stay

We know that not all bed and breakfasts have the facility to offer hot tubs or have licenses to offer margaritas. But we also know you have a lot of great stuff you can offer. Get your creative juices flowing. Be unique.

If you are continually working on understanding your guest’s want and needs and then communicating this through your added value packages/’deals’. You are on the right track to becoming an A+ innkeeper.

Are you just a bed and breakfast Inn? Or…

Are you successful because you have connected with your guests and shown them how they can get the best possible value for a rich experiential vacation getaway. That’s the win-win deal.

In addition.

Exceptional bed and breakfast Inns at the top of their financial game, in good condition bring the best return on their investments. The B&B Team is here to help you when your exit time draws near. We can also help advise you on improving your grades!

Thanks for Listening,

Janet Wolf

PS. I ended up with a B in chemistry.

B&Bs have been offering packages for decades. It can be an important and profitable part of your brand.

Packages should be creative and compelling. An enticing activity, adventure or learning experience. Something guests can write home about, so to speak.

Airbnb has just launched their ‘Creative Class Month’. “Learn from the pros in one-time only workshops designed and led by renowned creators.”

In addition to your ongoing packages and retreats, limited or one time only packages can be very compelling as well. Think exciting and persuasive. A reason for people to stay and learn something new, especially in the off season.

Reading some of the workshops that Airbnb is offering made the creative side of my brain start to spin. Maybe it will with yours too.

One example: Portrait Photos with Brad Elterman.

“I’ll share my passion for photography and stories about working with pop culture icons while we snack on my favorite Italian (Neapolitan) food. You’ll learn how to photograph point-and-shoot style, and I’ll share my tips for getting chic and stylish shots. We’ll have a 1:1 portrait exchange and be treated to a special guest appearance. This is a one-time only experience.”

The fees from the classes offered through Airbnb are donated to charities designated by the individual teachers. Another compelling part of the package. One you may consider incorporating with one of your packages.

I found a very creative retreat package at the Vee Bar Guest Ranch in Wyoming. ‘Literature & The Landscape of the Horse-A Wyoming Writing & Riding Retreat.’

Some crafts that were once popular are making a comeback. Like macramé and decoupage (both of which I had fun crafting back in the 70’s). Found this great article listing 15 craft comebacks. A fun read that may give you some additional ideas. 15 Vintage Crafts We Should Bring Back.

Then there are the food related workshops that continue to be forever popular. Foods people may not take the time to make at home but would love to learn from pros at your Inn. Donut making, pretzels (maybe paired with local beer) and the very trendy but delicious macarons.

In every community today there are coffee roasters. How about a workshop at your local coffee roaster that would include a talk on the origins of the coffee they import, growing methods, followed by a demonstration of roasting and grinding techniques then tastings. Fun! The Barrington Coffee Roasting Co. in the Massachusetts Berkshires offers a ‘Cupping Class’ that teaches just what I mentioned. One and one half hours, $75. per person. This class is just waiting for a B&B package.

You probably have a favorite florist. Flower arranging is one of the oldest art forms. Maybe include a visit to a flower market. Arrange your own work of art to take home.

Hope this has inspired you to get creative with your B&B packages. Packages and workshops are all rolled into the category of experiential travel, transformational travel and just plain ol’ fun travel. To quote Airbnb, “turn your own ideas into reality”. Then share them with your guests.

Thanks for Listening,

Janet Wolf

All of us at The B&B Team often talk about the importance of good architectural photography for your website in our Better Way to Learn Innkeeping Seminars. We mention that we like to see good photos of breakfasts on websites. We say, ‘It is half of who you are, bed and breakfast. Show us what you’ve got!’

Good shots of beds are equally important. If they are good photos from professional hospitality photographers, those shots will evoke a feeling of comfort and luxury. The person viewing should want to jump into that bed, become enveloped in absolute luxury that results in what?…a great night’s sleep.

What photos don’t show is the quality and age of the mattress. If your mattresses are more than 5 years old, it may be time to replace them. The focus on comfort for your guests starts here, read on.

Hotel Business magazine recently published an article titled; ‘The heart of the guestroom: bedding for today’s traveler.’

“The hotel bed marks not only the heart of every guestroom, but the foundation for the guest experience.”

 Inns that pay attention to their mattresses will receive positive feedback from their guests. No one brand achieves that quality above another, but it must be a quality product from your brand of choice.

And it is not just the mattress but a choice of pillows (we like to see 4 pillows on each bed, 2 soft and 2 medium). Surrounding the mattress…cool comfortable linens and mattress toppers. When guests tell you they received one of the best nights sleep they’ve had in years, there is a reason.

“We are a sleep deprived country. Studies prove it. Experts continue to stress the importance of getting the required amount of sleep in order to avoid serious health issues down the road.”

When people travel for a getaway, an uninterrupted, quiet and heavenly sleep is one thing they look forward to. Are you providing that experience?

More comfort trends from the article that are worth mentioning.

“Bedding trends today are heading toward a more organic, crisp look-still white, but inviting with textures and depth; small quilted blankets between two top sheets, embroidered accent pillows, matelassé box spring covers fitted snugly and clean. The box spring cover will replace every dust ruffle in the industry…they make the bed so new.”

You may ask, where do innkeepers find these products plus advice on purchasing quality linens and mattresses?

Answer…from some of the most experienced and trusted companies that service our industry. And where do you find them? At our industry conferences. Attend and you can touch, feel and price the products from experts. In addition, talk to innkeepers about the quality, durability and overall success of the products they use.

The B&B Team is known for our insistent recommendation of continuing education for Innkeepers. From our many years of experience, we know that the most successful innkeepers are innkeepers that attend conferences. Success and education always go hand in hand regardless of what profession you are in.

Here are links to the upcoming AIHP Knowledge Sharing Summit and Marketplace in Cincinnati, March 25-28.  Another choice is the PAII Innkeeping Conference in Las Vegas, January 14-17.

“Creating exceptional guest sleep experiences is what we’ve been focused on for decades. Innovators never sleep.”

Neither should innkeepers. Except in their own quality bed, don’t neglect your own bed! What we mean is, don’t rest on your past successes, keep innovating by learning. Find out what’s new and trending in our industry. Network with your peers and industry experts, it is invigorating, just like a good night’s sleep.

Thanks for Listening,

Janet Wolf

‘What’s the buzz? Tell me what’s happening’

There is always a buzz about what’s new and trending in the hospitality business. Here are 5 hospitality trends positively impacting the hospitality industry. 5 trends that have been around for awhile that are not going away. 5 trends that are increasing in popularity and importance. 5 hospitality trends-looking forward.

1.       Millennial travel

2.       Healthy food options

3.       Public areas as a community hub

4.       Eco-friendly practices

5.       Wellness tourism

We have said it before and we will say it again. “Millennials (those ages 18-34) are expected to represent 50% of all travelers to the USA by 2025.” They are spontaneous, adventurous and seek personalized interactions. Technology is their first language!  With an open mind to learning new things, they make great guests.  If… you are offering an adventurous, spontaneous and personalized experience.  Are you? B&Bs are a natural match for millennials.  So marketing to millennials as a segment target audience is important. Plus they will market for you on social media channels.

Healthy food options. Give guests a choice. Your decadent pastries and carb loaded pancakes are oh so tasty and temping. No need to delete them from your breakfast menu, not necessary.  Healthy can be just as tasty and appealing. From millennials to boomers, people are changing their way of eating. Giving your guests healthy food options shows you care and are aware of changing preferences. And…it is just good business. Market your healthy choices front and center on your breakfast page with photos and recipes.

Public Areas as a community hub. Your B&B’s public living rooms, parlors, libraries and porches are great places to gather, relax with a book or game. What about your dining/breakfast room? Is it as inviting and accessible after breakfast hours? This space presents a great opportunity for transformation, from morning to evening. Think Starbucks. People relaxing in a comfortable chair with a surface for their laptop with strong coffee and equally strong Wi/Fi.

Eco-friendly practices. Focusing on renewable energy sources is the wave of the future. In some opinions, this wave hasn’t grown fast enough. Hotels are installing solar panels and automatic lights that switch off when guests leave their rooms. The B&B Team sees more and more inns installing efficient heating and air-conditioning systems. Check out DSIRE, a ‘comprehensive source of information on incentives and policies that support renewables and energy efficiency in the United States.’ Low interest, long term loans are available with some of these programs.

Did you know that microfiber sheets take half the time to dry? Comphy sheets “use less energy than any alternative.”

Wellness Tourism. Growing faster every year. Big hotels and cruise ship have multi million dollar programs. What can our small lodging industry do to latch onto this trend and grow with it? Many inns have spa services, a designated spa room or a fitness room. But is this a holistic part of your business or just a side show? As an example, we have seen inns that have rooms furnished with fitness equipment that appear very lonely (not used) and dated. We call this ‘square footage opportunity’, just waiting to be reenergized and updated!

Rick and I recently were in Brooklyn visiting our kids and new grandson. We booked a room at the EVEN Hotel to check out their wellness guest rooms. Great use of space, good lighting, fitness amenities were a very nice touch. All in all a good experience.

Need advice?

Julie Pankey-J M Pankey Partners, has recently joined The B&B Team as an affiliate. Her expertise and years of experience in the spa and wellness field is wide. She has helped large resorts and smaller properties increase their ‘wellness footprint’ with profitable results. Worth a visit to her website. Plus she will be at AIHP Innkeeping Summit and Marketplace, March 25th-28th, Hyatt Regency Cincinnati. The B&B Team will be attending and we sincerely hope to see you there!

Whether it is innovations in food, technology, marketing strategies, decor or wellness/eco friendly practices…

Always know that improvements, additional services and amenities are investments that will pay for themselves with increased rates. Market them well with passion and commitment and you WILL see results.

Thanks for Listening,

Janet Wolf

Remember this catchphrase from TV’s The Brady Bunch? “Marsha, Marsha, Marsha”. Her sister Jan thought she got all the attention. Today it’s millennials, millennials, millennials, its’ all about millennials!

What do millennials want? How much attention should we give them? One thing for sure, we must pay attention to them as active consumers with disposable income. About 10 million millennials make over $100,000. And double that for 2 income couples.

Wednesday at the AIHP Knowledge Sharing Summit & Marketplace. I listened to Jeff Fromm’s session, ‘The Financial Impact of Millennial Influence on Travel‘. Among many attributes, Jeff is known as the Millennial Marketing Guy. He’s done all the research, written the books and has some great insights.

Some millennial facts:

All you Baby Boomers out there know this TV catchphrase. For everyone else, Google it. I digress…

Millennials were born between 1977-1995

Comprising of about 25% of the U.S. population

As a group they are larger than the Baby Boomers

Three times the size of Generation X (born 1965-1976)

These facts alone give us reasons to pay attention, work on your business to be relevant and attract this generation of active consumers. “Brands old and new, cannot afford to ignore this generation.”

An interesting insight from Jeff; “Consumers date brands before they fall in love”. Online dating of course.

Let’s start the conversation with this mindset.

Timeline: shop..date…fall in love…get married for life?

Maybe, unless that brand messes up, becomes irrelevant, inconsistent and loses their trust. Or if you are a millennial, you may just get bored and want to try something new. Think about it. Would you, millennial or not, go back to the same brand if it disappointed you, or would you shop another brand? You know the answer.

“Understand that millennials are the ultimate day traders, and that’s what’s driving changes in food, restaurants, travel, insurance,” says Jeff Fromm. “If your brand isn’t unique, you run the risk of being traded out for private-label or a low-cost alternative.” Jeff Fromm

Our industry’s B&B’s could be described as ‘private label’. We sure aren’t the Hilton or Motel 6.  So how can you get that millennial to trade out to you?

I am picking 3 areas of focus from Jeff’s session. Focusing on what may help you create and sustain a brand that millennials will shop, date and fall in love with.

Unique and Innovative

Are you serving the same breakfast you served 5 years ago? Breakfast is half your name. Millennials as well as older generations with millennial mindsets are adventurous eaters. Food trends are constantly changing. Discovering and trying out new recipes is fun. Make them as visually appealing as they are appealing to the pallet. Millennials want to share their experiences on social media but only if they are worth sharing.

Adventurous

Millennials are searching for new experiences in everything. Travel for sure. Does your website show potential guests unique adventurous experiences inside and outside your property? Or do you show the same outdated guest room photos, typical romance packages (that everyone else has) and lists of ‘things to do’ (without any links or photos) that hasn’t been updated in years. Unfortunately, The B&B Team sees this all to often.

It is easy to connect with local businesses that offer unique and adventurous experiences. Create packages with them. Wherever your inn is located, there are adventures nearby.

Frictionless Journey

How easily are you found on a web search? First, you want to come up at the top of pages in a search of Inns in your area. If not, your SEO needs help. Pretend you are a potential guest (millennial or not) and do a search. You may be surprised. Second, how easy is your booking process. Seamless? Is your PMS (property management system) outdated? May be time to research a new, innovative user friendlier system. Third, how frictionless is your check-in procedure? Can guests access your inn after hours with a keyless lock system? Or do you wait up for them, greet them with tired eyes and impatient words?

These questions and examples just touch on the insights that Jeff spoke about.

A final insight from Jeff Fromm. Successful brands: “Treat others the way they want to be treated”. Plus…“Always be helping”. These things are huge when sustaining your brand.

Innkeepers have got that down, right? But there is always room for improvement, for more love.

Thanks for Listening,

Janet Wolf

Wellness tourism is a 500-billion-dollar segment of the travel industry. Looks like something innkeepers should consider integrating into their business plan. Don’t leave a piece of that 500-billion-dollar pie on the plate!

AIHP Knowledge Sharing Summit and Marketplace, day two.

I attended Julie Pankey’s session, Top Trends in Wellness Tourism, The Guest Experience. After many years of experience managing and growing successful hospitality spas, Julie formed her own spa consulting services company, J M Pankey Partners. She is very passionate about what she does, a huge key to her success.

Here is a brief summation of Julie’s top ten wellness tourism trends, with some added observations from me.

Welltality

A nice take on the word hospitality. Is welltality the new hospitality? In the hotel industry many are marketing themselves as ‘healthy hotels”. Take a look at what hotels are doing and incorporate some of the features into your ‘healthy B&B’. One example from Julie’s session was introducing dawn simulator alarm clocks or sunrise clocks into your guest rooms. For more information: The 10 Best Wake-up Light Therapy Alarm clocks to Buy in 2018. Listing the types of clocks available and their individual attributes. Possibly a nice wellness touch to your Inn? Also, take a look at Nature’s Tribute-doTerra Essential Oils.

Incorporate the Outdoors

Create outdoor spaces that become an extension of your Inn’s brand, style and ambience. The B&B Team is seeing Inns create outdoor spaces that are transformed into outdoor rooms. Not just a few chairs on a deck.

• Private decks with an outdoor shower, hot tub, fire table with a nice view. That’s the ticket!
• And beyond the porch, fire-pits, waterfalls into pools, fountains, great landscaping with outdoor lighting.
• Winding paths to secluded spots with seating.

And don’t forget to showcase these areas with great photos. It’s not only the Wow affect but the Ahh affect. To add that Ahh affect to your property, check out Outdoor Lighting Perspectives. They were an exhibitor, speaker and sponsor at the conference.

Sustainability

Being mindful of using local products. Food especially. Many inns incorporate this into their brand and marketing successfully. Important to capture the guest looking for a ‘foodie’ wellness experience.

From The Inn at Weathersfield in Vermont

We know our farmers by name. 

For most of the year, over 75% of our ingredients come from within a 25 mile radius of the inn or from our IW Heirloom Garden. Just before winter appears, we stock our root cellar to carry us through until spring.

​So…when tomato or corn are not in season, you’re probably not going to find it on our menu unless it’s been preserved.

To be an authentic farm-to-table restaurant, we know we have to keep things REAL.

Extreme Wellness

One step beyond the expected. One example mentioned was ‘salt rooms’ and ‘salt lamps’. I had never heard of this. What I found:

“Salt therapy is a natural therapy that has been practiced since the 18th century. it involves inhaling dry salt, which can help cleanse both the airways and the skin to relieve congestion, inflammation and skin irritations. In a salt rooms or salt cave a halogenerator grind up pharmaceutical grade salt into minute particles that become airborne when dispersed into the room.”

May be worth finding out if you have one in your area and partner with them. Business partnerships can be a real asset to your Inn business. Making your partner businesses easily accessible to your guests.

Well NOT Wealth

This is offering your guest a retreat from technology. Regaining personal connections. Turn off the Wi-Fi, no phones, tablets, etc. allowed. Lock them up in a safe! This is a tough one, but just maybe this could be attractive to guests seeking a real getaway from it all. You must admit, todays small portable electronics glued to our eyes and ears for hours on end can create a lot of stress. There is always the old fashioned land line open for emergency communication.

Another trend The B&B Team has been seeing is incorporating a spa like feel into guest rooms.

• Hardwood floors.
• Soft color palettes.
• Bathrooms with spa features, luxury showers with body sprays, rainwater shower heads.

Another example of the non-extreme and more reasonable wellness approach from Julie.

“I am working with an Inn in Sandwich, MA to help them transform their suites into wellness suites.  Each of these rooms already have smart TV’s, king size beds, jacuzzi tubs, in room air purifiers and sleep sound machines so it will be really easy to incorporate yoga mats and a smart TV on demand fitness and relaxation programs as well as relaxing bath accessories and products, we will also add a mini bar of wellness products which may include sleep mask, relaxing pillow mist, anti-aging pillow case, foot cream and cozy spa socks, hydrating facial sheet mask and other goodies that just transformed these rooms into wellness rooms with very little money being spent.”  

Think beyond the massage. Whether you have a spa, plan on opening one or just want to integrate some of these trends into your own business, being aware of these ‘welltality’ trends is enlightening and good food for thought. Always know that improvements, additional services and amenities are investments that will pay for themselves with increased rates and well marketed packages.

Thank you Julie Pankey for your enlightening session. JM Pankey Partners offers a Spa Hive Community, a place to “share ideas, solve challenges and connect with leaders and colleagues in the spa industry in a secure and private group.”

Thanks for Listening,

Janet Wolf

Online marketing made simple? I think this is an oxymoron (a figure of speech in which apparently contradictory terms appear in conjunction). Any moron knows online marketing/social media is NOT simple, but I got your attention, right?

In a recent article by Steve Olenski in Marketing Insider Group, ‘4 Online Marketing Tips That May Sound Obvious But Should Not Be Overlooked’, the author attempts simplicity. I will further attempt to simplify his 4 tips.

Understand that Social Media Constantly Changes

• Instagram is taking the lead with “more than 500 million active daily users”.
• Facebook has fallen behind for the first time recently.
• “Facebook created quite the buzz when they began limiting organic exposure in an effort to drive more businesses to run paid ads. Instagram is currently making headlines for doing the same thing now.”
• But Facebook is still an important social media tool for you. It is still a good place to share basic information and direct visitors to your website. Don’t give up on it, even though those ads may drive you crazy.
• Instagram-Show what you offer

Don’t Get Hung Up on Outdated SEO Techniques

The one and most important tip here is, SEO is not a good DIY project!

• Old outdated techniques and strategies are just that, old and outdated. “What worked several years ago just simply isn’t effective these days, and in many instances can get your website penalized.”
• “Want to master 2018 SEO? Learn from people who are practitioners, not just talkers.”
• We have many excellent ‘practitioners’ in our industry. Work with them and you will get the best results.
• Refer to The B&B Team’s Industry Referrals page for a list of internet marketing companies that are leaders in our industry.

Share Your Story and Leverage It to Connect with Your Target Audience

This is my favorite tip. Something innkeepers should make sure they do, not only on social media but face to face with guests, community and staff.

• “Your personal brand can be one of your most valuable marketing channels, but it requires putting yourself out there and sharing your story. Most consumers will connect with a person over a brand much easier.”
• “The average consumer is going to welcome inspirational and educational lessons coming from a business owner, while blocking out messages that come from a company and reek of an advertisement.”

Create Content That Delivers Value

Content Marketing, the buzz phrase that has been out there for a long time. On all Social Media platforms.

• “Focus on creating content your audience loves so much that they are encouraged to share it on social media. The referral traffic and social shares will positively impact your SEO naturally.”
• This includes the image driven platforms, Instagram and Pinterest.
• Check out this blog; ‘The Nine Ingredients That Make Great Content’.

I am going to end with sharing what I believe to be a very clever and compelling email newsletter from The Lodge at Moosehead Lake, it illustrates great personalized content that connects, tells a story and promotes. Opening with an image of a cute dog, always a great way to engage! Go Phoebe.

Thanks for Listening,

Janet Wolf

As the year winds to a close I thought I would compile a recap of top 10 lodging trends 2017. Some of these come from blogs I have written this year and others from a quick Google search of hotel/lodging trend articles.

1. In-room technology. The two items that stood out were: High-definition flat screen TV and high-speed Wi-Fi. It is all about providing the best picture and the fastest band width. Instant gratification plus a shorter attention span are the drivers.

2. Varied dining options. In most of your Inns, it is breakfast. The trends are:

• Grab & Go for early risers and early departures.
• Letting your guests know (on your website breakfast page and/or booking process) that their food allergies and/or preferences are gladly accommodated.  Stressing they MUST let them know in advance.
• Lighter fare options at breakfast. See The B&B Team Pinterest board for some great lighter fare breakfast ideas.

3. Self-check-in options for after hours. Convenience and peace of mind for the many guests that are delayed for a variety of reasons. Or just want to mosey their way to you without a time schedule.

4. Communal areas that bring people together. Hotels have been remodeling their lobbies to become more people friendly. Your common rooms and dining rooms may need a revamping too. Sometimes it can be as simple as rearranging your furniture to create comfortable communal seating areas or creating comfortable reading or laptop working nooks with great lighting.

5. Don’t forget the millennials. The ‘millennial appetite’ is not just about food or a more contemporary design. In addition, they are more into a healthy lifestyle, self-growth, and digital technology. They may want to experience the same places (your Inn and location) their parents have but experience them in a different way. They are a bit more adventurous and willing to explore ‘outside the box.’

6. Paying attention to your guests’ experiences outside your Inn as well as inside your Inn. Get to know them before they arrive. In your confirmation email you can ask them targeted questions. Why are you travelling to… (name your town and state)? Are you celebrating a special date? Take your pick of questions but don’t make it an inquisition, you’ll lose them.

7. Bring in the locals. Hospitality has always been focused on the traveler, as it should. But what about the locals? There are business influencers in your community that can benefit you and your Inn. Events like Pop-up dinners, Inn tours, holiday open house, Chamber After Hours, and hosting local charity events.  These events welcome locals into your Inn which brings awareness to your Inn and you!

8. The new definition of luxury. Read my past blog on that subject.

9. Mobile friendly websites. Getting back to technology. Today 51.8% use mobile devices to book. In 2019, the estimate is 86.4%. ‘Nuff said.

10. Video. 4 times as many customers would rather watch a short video relating to a product or service than read about it. Create your own or find out if your town chamber or state tourism organization has a video you can use on your website.

Woods Hole Inn, Woods Hole Massachusetts has a great video.

I know that many of you out there have been paying attention to these recap of top 10 lodging trends 2017, but there are still the innkeepers out there who are lagging. For those laggards, in the long run (your future) it will affect your business negatively. It is December and the future is just around the corner. Time to make your list and check it twice in 2018.

Thanks for Listening,

Janet Wolf