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Pre-COVID-19, travel commonly meant visitors coming from far-away places. 2020 changed all that.

Today, your focus should be on how to attract local guests.

Welcome to another edition of Hospitality Property School.

I am your instructor, Gerry MacPherson.

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COVID-19 has meant that we either don’t travel or if we do, it’s local. International travel is a thing of the past with no signs of things changing soon.

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In the past many property owners and managers did not concentrate on their own backyards and now are paying a pretty serious price for that. The pandemic has made the hospitality property world much smaller

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This means that hoteliers and innkeepers need to consider changing their marketing strategy to attract local guests.  But how to get this in-demand – sometimes even elusive audience – through the door?

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Let’s look at a few strategies to attract local guests.

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1. Focus on the off-season

If you’re eager to draw locals to your property you shouldn’t ignore the off-season months and this can be done without spending a ton of effort.

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Remember: it’s the offseason for your community, too and chances are locals are itching for a little change of scenery… even if it’s just down the block.

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It will help them unwind at a place not so far from home. Selling last-minute deals including vouchers and staycation coupons is a good idea. It’s an effective way to play with the psychology of your guests wherein they get a chance to feel lucky. 

2. Promote the concept of stay & play

Staycation is back, and from the looks of things, here to stay for some time.

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If you are located in a city, you can target guests who are reluctant to drive a long distance. If you are an off-beat location, create staycation packages that involve exploring lesser-known areas of the region.

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Collaborate with local businesses to build packages that have greater appeal than just accommodation.

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3. Let your marketing resonate with the locals

Did you know your marketing language can either make or break a business? The hospitality property industry is no exception. The language you use on your website or social media platforms determines your guests’ character. If you are looking at attracting more local guests to your property, try to find out what interests them the most.

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For example, if you are located between two popular attractions, you could entice guests by saying that a stay at your property will ease their experience. They can explore places, and additionally, they have the opportunity to experience an amazing break from the daily routine of life at savings.

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When using the right marketing language the opportunities are endless, you just need to be a little thoughtful and go a little creative.

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4. Create an event

When health rules in your area permit, and you feel it’s safe enough, create an event that will have guests showing up. Design an event that the local community will enjoy – a beer festival, comedy night, cooking classes, small fair that showcases the local artisans or live music. Make it a room + event offer so guests have a greater incentive to attend and make it a mini getaway.

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These types of appealing offers can attract people that might otherwise not consider booking a stay at your property.

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5. Pair up businesses

Talk with your employees, friends, families, and extended families to find things of interest they would like to know more about. When doing this it is alright to think outside the box.

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List these ideas and find businesses or professionals that can offer them, pair up two different businesses that you can find a link between and invite them to your property to do a showcase.

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For example, a winery & bakery that whips up artisan baked goodies. Or that organic farmer who has been producing fresh and chemical-free vegetables and a chef.

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Promote this as a unique get-together and sell it with a room.

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It is important to be compiling an email list so you can segment your marketing to the right audience.

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Are these making sense so far?

Let me know by leaving a comment.

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6. Feature your space

If you’ve got it, flaunt it, and by this I mean, if you have facilities, feature them.

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Guests will more easily leave their homes if they also get facilities that are not available in their own homes. Play up the “you won’t get this at home message” in your marketing strategy, talking up your gym or sports facility, spa, good views, etc.

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It is a great way to entice guests and let them know about the overabundance of facilities that you can offer.

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7. Be creative with how you use your space

Working from home is the new normal and as people get tired of staring at the same walls in their home office, offer your rooms as a change of scenery. Let guests book a day to “work offsite”.

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Remember free WiFi is a must in the packages you create to attract such guests.

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If you are a member of the Hospitality Property School Group, as a bonus, I am going to share 3 more ways to attract local guests.

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In conclusion

Targeting locals is the order of the day and it is here to stay. As a hospitality property owner or manager, your best option for rebuilding your client base is to attract local guests to your property. The challenge lies in doing it well.

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To promote staycation activities on your property, it is important that you create an immersive experience for all your guests. You need to highlight local attractions and work alongside local vendors to give your guest the best experience ever and creating custom-designed itineraries will help you do this.

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To add more authenticity to your love for locals, you can include indigenous artwork in all your rooms. The best part is that such elements will have a similar appeal both for the locals and guests from away.

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An amalgamation of marketing strategy, aesthetics, love for local elements, and creativity are great ways of attracting local tourists.

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Are you currently targeting local guests?

Let me know in the comments.

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We cover more on customer service in “The Guide to Owning & Operating a Hospitality Property – Successfully” book & course. You find more information at KeystoneHPD.com

 

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You will have access to this episode for as long as you would like but if you would like to see all the bonuses you would have access to as a member of the Hospitality Property School Group, check out the short video in this episode post-show notes.

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In the next episode, I will talk about How to Reach Your Guests Digitally.

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That’s it for today’s episode,

Until next time, have a fun day.

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If you haven’t done so yet, make sure up sign up for the INNsider Tips, say hi on social and join one of our groups. And make sure you get your free copy of the “How to Improve Your Hospitality Properties Success”.

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You can find all the links in the show notes.

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⇒ TO READ OR LISTEN TO THIS EPISODE ON KEYSTONE HOSPITALITY PROPERTY DEVELOPMENT:

https://keystonehpd.com/7-ways-to-attract-local-guests-285

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Did you get your copy of the “How to Improve Your Hospitality Properties Success” ebook?

KeystoneHPD.com/How-to-Improve-Your-Hospitality-Properties-Success

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Get Your INNsider Tips

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Join one of your private groups

https://keystonehpd.com/private-groups

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Say hi on social

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Twitter: https://twitter.com/KeystoneHPD

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LinkedIn: https://www.linkedin.com/company/keystone-hospitality-development

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Listen to The Hospitality Property School PODCAST here

keystonehpd.com/hospitality-property-school-podcasts

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YouTube

https://youtu.be/RxeIOMrI5mw

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A Division of Keystone Hospitality Property Development

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