The do's and don'ts of entering the holiday accommodation market - David Brown Farm Stay UK / Hoe Grange Holidays
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The do's and don'ts of
entering the holiday
accommodation market
David Brown
Farm Stay UK / Hoe Grange Holidays
• Look at what others in your area are doing -
check how busy they are!
• Look at what niche opportunities you have
• Capitalise on your own interests / hobbies /
Do your market specialist requirements
• Go and stay in a few places that run similar
research before establishments
you start!
• Assume that because everyone else is doing it,
that it will work for you!
• Think it will be an easy life!
• Be afraid to be different
• Go for the highest quality you can afford
• Keep the accommodation as flexible as possible
(zip link beds – connecting doors)
• Invest in high quality photographs
Build for
success
• Cut corners by using second quality fixtures and
fitting, a good quality solid wood kitchen will
last for years
• Equally don’t go overboard, £4000 on curtains
will never pay back
Get involved with • Join local marketing and network groups
the industry • Get to know the main players in the area
• Sign up with the local DMO
• Invite your local groups to see what you
have to offer
• Treat your other local accommodation
providers as the competition
• Try to go it alone
• Benchmark your prices to match those in your
area or niche
• Factor in your time and effort
• Calculate the true cost of opening the door!
• Add chargeable extras and services
Value yourself
and your
accommodation
• Slash prices in a panic if you are empty
• Get involved with discount sites
• Under value yourself or your property
• Be afraid to charge what you are worth
How will you
market your • Decide between direct marketing or
accommodation agency
• Set marketing budgets and monitor the
effect
• Market in your chosen sector
• Mix your marketing methods
• Continue with an avenue that does not
work for you
• Be tempted to advertise everywhere
• Pay full advertising rate – negotiate!
Pros Cons
• No sale – no fee • Heavy commission rates 20-30%
Agency • Massive marketing budgets • No direct connection with guests
Bookings • Easy and less time
• Fixed costs
• Unfavourable cancelation policies
• Can be difficult to deal with
• No direct enquiries • Booking systems don’t always synchronise
• Cancelations not your problem
• No direct connection with guestsPros Cons
• Full control over bookings • Time consuming 24/7 enquiries
Direct • No heavy commission rates • Upfront advertising fees
Bookings • Flexibility
• Additional income
• Cancelations wanting refunds
• Need your own booking systems
• Ability to upsell • Need really good website
• Direct connection with guests
• Able to offer different dates/ cottagesOther things to consider Do Don’t • Offer exceptional service • Under estimate the time and effort involved • Take time with guests – they are your • Side line this valuable asset best marketing tool • Forget to factor in business rates and VAT • Plan for cashflow shortage in off-peak • Stand still – keep evolving • Take advice from those already doing it • Ignore your work/life balance • Keep checking on your local and national competitors
Why choose Farmstay UK • Almost 1m website hits per year
• 1 single upfront membership fee
• Over 600 members across the UK
• No commission
• 1300 cottages
• Run by members for the members
• 800 B&B rooms
• Not for profit members Co-op
• 400 Glamping units
• Social media members support forum
• Established in 1983
• 30,000 printed brochuresVisit Farm Stay on stand RB 34
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