Theme Your Inn to Increase Occupancy
By Pamela Lanier
Published by Arrington’s Bed and Breakfast Journal on February 15, 2005
How do you fill those rooms during the slow season or midweek lull? Create an
irresistible theme that your guests just can’t pass up. Utilizing what your
community and area has to offer, creating theme packages becomes a snap.
Murder Mystery Weekends are very popular! Perhaps you live near a major
national attraction or event such as: The Indy 500, a major football bowl
game like the Super Bowl, Disneyland - if so offer packages with admission to
these events. Weddings and honeymoons are also very big business.
Sports
You can create special theme midweek or weekends throughout the
year – be it for fishing, tennis, skiing or snowshoeing for the sports
enthusiast. A good example would be a three-night package in late February. Kick
it off with a lesson in snowshoeing, a fast-growing and relatively safe sport,
followed by a morning of intense activity practicing what they learned in the
lesson. Of course, a big, hot breakfast beforehand and cups of hot chocolate
throughout are perfect additions. Get everybody in for a break at lunchtime over
steaming bowls of soup and then head out on the easy trail to put their new
skill of snowshoeing into practice. Round this one out with any discount you can
arrange for lift tickets or the skating rink and keep that warm, comfort food
coming. The combination of great exercise and great food during the midwinter
slump is sure to get people interested.
Golfers represent an unprecedented opportunity for midweek room
filling. It’s the sport that attracts the affluent and also appeals to the older
set who are free during the week to participate. Arrange a midweek golf clinic
at your inn through a local course and have a pro come out to do some video
instruction and lecture on the finer points of the game. Follow this by
afternoon rounds at the golf course. Many courses will offer special rates for
afternoon tee times. Greet guests back a the inn with a scotch tasting (if your
zoning permits) or team up with a local tavern and restaurant for a scotch
tasting and duffers dinner. Stick with that theme and serve a special Scottish
breakfast including scrambled eggs with smoked salmon, scones, and strong tea.
For a variation on this theme, host midweek beginners’ golf
tutorial for ladies only. Many women want to learn the game and the prospect of
doing so in the comfort and privacy of a small group should prove irresistible.
Again, arrange this through a local public or semi-private golf course. Many
teaching pros are enthusiastic about the idea of small group lessons.
Shopping & Spas
Is your inn located near great shopping, perhaps an outlet mall?
Work with the mall managers to create midweek or Friday shopping special and
arrange for your guests to get VIP Discount booklets with money-saving coupons.
Make the second day a special pampering day by making arrangements with a spa or
full-service salon at which your guests can have treatments. Or, turn the inn
into a spa for a small group of friends where they can have facials, massages
and manicures in the comfort of your lodging. Serve a light tea or luncheon and
they’ll be raving to all of their friends back in the city about their getaway.
Local Uniqueness
Take full advantage of the uniqueness of your location. If you
live in maple sugaring country, arrange with local producers for your guests to
participate in collecting and making their own maple sugar. If you’re in wine
country, even a newly established winery area, hold winemaking parties. A
Northern California B&B has built up a loyal following by allowing guests to
take part in their small winery operation. Of course, proud new “vintners” are
thrilled to tell their friends about their own special winery/inn.
Hobbies
Catering to hobbyists also can be the most profitable. A good
example would be a midweek quilters session. Search online the yellow pages for
the quilters’ circles in the big towns nearby and advertise the promotion with
them. Arrange to have a noted quilter teach a class on either beginning or
advanced quilting techniques at your inn. Become known as the place for quilters
to stay and create a special photo collage of past quilting bees at your inn.
Make this a bi-annual or quarterly event. Keep a mailing list of the quilters
and send them an invitation to the next event well in advance. Quilter weekends
can pay off with tremendous ongoing occupancy rewards.
Antiquing
Antiquing is very popular – the success of the program “Antiques
Road Show” certainly attests to that. The Northern Hemisphere’s interest in
antiquing ties in very well with inns. Contact an antique appraiser and
co-market with them a special antiques appraisal event at your inn. This would
be a great one for those three-day weekends, which seem to catch everyone
unawares. Share the costs of advertising and not only open the event to guests
staying at the inn, but hold an afternoon tea and appraisal to increase your
profits as well.
Family Orientated
If your inn is child friendly, be sure also to offer family
packages. The long Presidents weekend or Veteran’s Day weekend are great times
to offer a family getaway. Children are just as eager to get away for some fun
during the cold winter months. Serve up some mouse-eared, chocolate chip
pancakes and watch the parents smile. They’ll be back for a romantic getaway on
their own.
Conclusion
In every case, when you are putting together packages, for
liability purposes have your guests pay the provider of any activity that is not
part of your inn directly, rather than you collecting the money for them.
These are just a few ideas to increase your occupancy during
those slow months and mid-week slumps. If you want or need to be full, please
contact Marie Lanier about our exclusive Full House Partnership with Hotels.com
at (800) 565-2820 where you may cast your net to over 40,000 channels to sell
rooms you expect to go unsold.
For related articles click here:
Pamela Lanier's Bed & Breakfasts, Inns Guesthouses International
