If there’s one thing we’ve learned in the hospitality industry, it’s how to face tough times head-on. From the financial crash of 2008 to the upheaval of the 2020 pandemic, we’ve seen it all – and we’ve come out stronger.
Now, with fresh global challenges on the horizon, the road ahead may feel uncertain again. But if history has shown us anything, it’s that our ability to adapt is our greatest strength. The question isn’t if we’ll move forward, it’s how we’ll do it.
Here’s how you can embrace change, strengthen your business, and make the most of the opportunities ahead.
Be Nimble: Flexibility is Your Superpower
The businesses that successfully weather challenges are those that respond quickly and creatively. When guest behaviour shifts, it’s a sign for us to shift too.
Here are a few practical ways to stay agile:
- Smart Offers: Try offering low-risk, non-refundable deals or discounts for longer stays. It gives guests a reason to book and commit. (Check this out under: Specials)
- Guest-Friendly Policies: Are long cancellation windows or large deposits holding people back? Compare your booking terms to competitors and see if they’re due for a refresh. (Check your settings: Profile > Booking Policy)
- Shorter Stays: Today’s guests might be more budget-conscious or time-limited. Can you reduce minimum stay restrictions to open the door to more bookings? (Check your settings: Availability > Minimum Stays)
- Flexible Board Options: Could offering room-only options appeal to more travellers? (Go to: Profile > Meals)
- Dynamic Pricing: Are your rates adapting with demand, or staying the same all year round? Dynamic pricing can help you stay competitive and maximize revenue. (Review this in: Availability > Rates)
Be Visible: Make Sure Guests Can Find You
In a busy digital marketplace, visibility is everything. If guests can’t see you, they can’t book you. Luckily, there are lots of tools available to help you stand out.
- Get on Google: Freetobook offers tools to connect your direct prices to Google, helping your property appear across Google Maps, listings, and next to OTA pricing. (Explore both Hotel Ads and Google Zero via: PLUS)
- Use More OTAs (Smartly!): Booking.com and Expedia dominate the online travel world. Even if you’re already listed, consider adding more connections or adjusting your availability strategically to reduce commission costs. (Manage this in: PLUS > Channel Manager)
- Polish Your Booking Page (bloom): A fresh, modern booking page converts better. Add images, logos, and ensure it reflects the quality of your stay. (Customise via: Direct Bookings > bloom > Customisation)
- Refresh Your Website: Is your “Book Now” button visible? Are your images up to date? Small tweaks can make a big difference.
- Get Social: Facebook, Instagram, whatever platforms you’re on, keep them active. Use posts, promos, and personality to connect with your audience.
- Reach Out to Past Guests: You already have a valuable database! If guests have opted in for marketing, now’s a great time to send an incentive to return. (Access this under: Diary > Reports > Customers & D-Reg)
Be Different: Celebrate What Makes You Unique
You don’t need to compete with big chain hotels, you are the alternative! Your individuality, charm, and personal service are what make you stand out.
- Show off your standout features. Whether it’s beautiful views, heritage architecture, great food, or personal touches, make sure people know about them.
- Promote perks like ferry ticket discounts, local attraction deals, or free parking.
- Think about your current and ideal guests. What do they need now? Whether it’s fast WiFi, USB chargers, or locally roasted coffee, small things can make a big impression.
- Check your competitors’ reviews, what do their guests complain about? Can your property offer a better alternative?
- Partner with local businesses to create memorable experiences for your guests, from food tours to spa treatments.
Be Brave: The Future Belongs to the Bold
It’s tempting to stick with what’s familiar. But in times of change, bravery opens the door to growth. Innovation isn’t just about survival, it’s about finding new paths to success.
Now is the time to embrace new tools, refresh your business model, and step forward with confidence. Whether you’re trying dynamic pricing, improving visibility on Google, or simply reviewing your terms, every step you take brings you closer to stronger, more sustainable success.
Let’s continue doing what we’ve always done best: adapting, evolving, and delivering incredible guest experiences.
