How Will We Market Your Property?
“When the property was ready to be marketed, we were absolutely amazed with the speed that bookings were being received. The property has only been available for two months, and already there are 17.5 weeks booked. Long may it continue!”
Carolyn and Barry Potter, Swallow Cottage, Isle of Wight (Property Ref. PCCP)
As an intelligent, forward-thinking business we know that successful marketing plays a crucial part in driving sales and securing bookings for your property, especially in an industry as competitive as ours.
The printed literature we produce perfectly reflects our commitment to quality. Our brochures are ‘coffee table’ books – appealing yet effective reference guides which customers enjoy looking at again and again. Imaginatively designed, carefully written and full of attractive photography, they’re designed to inspire, inform and generate real interest that quickly turns into enquiries and bookings.
With more and more households now finding and booking their holidays online, the internet is a fantastic and cost-effective way for us to market your property with great results. Each year our state-of-the-art websites attract more than 12 million individual visits and give holidaymakers the chance to search for properties, check availability and even make a secure booking. Research shows that our optional ‘virtual tour’ facility is particularly popular because it reduces uncertainty by giving potential customers a truthful and detailed impression of the property before they book it. See for yourself at any one of our websites by selecting a property and viewing its virtual tour.
We all respond to advertising, even if we don’t always realise it. Years of experience, detailed market research, generous budgets and superb creative teams mean we’ve got all the expertise and resources we need to carry out online and offline advertising that gives all the right messages to all the right people. We use different campaigns and a range of media to appeal to specific markets, but every campaign is designed to build our brands and increase the market’s awareness of them. Our large-scale press campaigns take in major household titles including the Daily Mail, The Times, The Sunday Times, The Independent, The Guardian as well as popular magazine titles covering everything from activity holidays to pets.
Our ongoing research shows that direct mail remains an effective way for us to communicate with certain market groups – that’s why we still produce great-looking direct mail which is sent to carefully chosen segments from out database of 9 million customers. Our marketing experts go to great lengths to identify the best people to target with direct mail, and our high level of repeat booking customers proves it.
E-mail campaigns are a great way for us to reach customers who we know have already heard of us or had holidays with us, offering them new information, selected properties, property searches and online booking. We also reach completely new potential customers by advertising online using eye-catching banner promotions and by sponsoring more than 250,000 keywords with leading search engines.
Effective PR is a cost-efficient and highly effective way to raise the profile of our brands and help safeguard our enviable reputation. Our PR experts have developed excellent working relationships with national and regional media, securing regular and widespread coverage that increases our exposure and helps raise awareness of our products and services. The PR team also generates news stories from initiatives like our beachcombing campaign and Real Britain, which allows us to support the unsung heroes of rural communities.
In this age of easy and more affordable global travel, it makes sense that our marketing efforts don’t stop on these shores. Instead, we’ve marketed our properties so successfully overseas that we’ve generated bookings from more than 50 different countries as far afield as the United States, Australia and South Africa.
Third party affiliations
Thanks to our reputation, we’re the kind of company that other major business like to work with, so our marketing activity includes competitions, advertorial and collaborative promotions undertaken with third parties from all sorts of sectors that could provide new custom. Wyndham Vacation Rentals (UK) Ltd. website powers hundreds of partner websites, and bookings generated through these joint initiatives are increasing year-on-year and now make a significant contribution to our sales. Larger partners you might have heard of include lastminute.com, Teletext, the AA and P&O Ferries.
Of course, plenty of holidaymakers still prefer to use a high-street travel agent to find and book their break, so we work with selected reputable agents to make our own products as accessible as possible.
“When I started out, the whole self-catering business was new to me and so the help and advice was hugely important. The company were very supportive and all the information was simply laid out in an understandable and easy-to-use format.”
Jane Craigmyle, Grange Holiday Cottages, Wimborne