As with any business, your holiday lettings operation will be much more effective if you can market it properly. Good marketing is about finding your target customer base and using the most appropriate platforms to communicate to them. It’s about drumming up interest in your business, building a reputation and maintaining it. It’s also about rewarding loyal customers and encouraging them to spread the word about your brand.
One of the best ways to market any product is to find its unique selling point (USP) – the thing that makes it special and different from the local competition. A holiday home’s USP can be a number of things, from the property’s interesting interior features, to its proximity to great attractions or a beautiful location. This is where some research can really come in handy – for instance, if you find there are no holiday cottages in your area that allow pets, you can corner this part of the market!
Once you’ve found your USPs, you need to find a way to communicate them to potential customers. The marketing materials you use depend on what sector of the market you’re targeting – some groups respond best to direct mail, others to online advertising or social media competitions. Don’t overlook the power of the internet, whatever the age groups of your customer base (there are a lot more “silver surfers” out there than you might think!) – it’s a cheap and often very effective way to reach a lot of people.
Ultimately, positive reviews are perhaps the most valuable marketing tool at your disposal, and the only way to get these is to provide a great and memorable service for your guests. Review sites like TripAdvisor and Reevoo make a huge amount of difference to where people decide to book, and word-of-mouth recommendations are gold dust. You can certainly encourage guests to review your property online after a stay – just leave a reminder next to the guest book.
If all this sounds a bit overwhelming, don’t worry! Wyndham Vacation Rentals (UK) Ltd has decades of experience in the holiday cottage rental industry, and we use a wide range of innovative marketing methods to reach customers on your behalf. Our material comprises a mixture of brochures, TV and radio advertising campaigns, direct mail and e-marketing, as well as the best techniques in search marketing to make sure your properties are visible in the online space.
We also work with hundreds of affiliated brands, which increases our – and your – presence in other market segments. All this expertise will be harnessed to work for your holiday homes when you choose Wyndham Vacation Rentals (UK) Ltd – we’re proud of our ability to consistently increase booking levels, help develop customer relationships and find new markets for you at home and abroad. Letting us assist with your marketing plan gives you more time to run your business the way you want to, while still providing you with all the information you need to make smart decisions about what to do next.