How can I increase occupancy?

A common question we get asked by our customers is “How can I increase occupancy?” or “How can I attract more guests?” and unfortunately, there is no simple answer. We understand how different all of our customers properties are, so we have put together a checklist of steps you can take to help attract more guests to your property.

Here are 14 tips we have been sharing with our Hospitality customers recently to increase occupancy:

1. Reach out to Regional Business Partners for assistance (https://www.regionalbusinesspartners.co.nz/page/new-zealand-business-support)

2. Ensure guests name and contact details are recorded on a database (eg a basic xcel spreadsheet) that can be exported to the likes of MailChimp.  Use this tool to re-connect with them via quarterly newsletters about what’s happening in your area.  Consider a loyalty incentive for returning guests or for referrals.

3. Create your Wi-Fi password for guests to connect onsite, around a compelling message: e.g. bookdirectandsave@pennysdroppin  

4. Do due diligence around sub-contracting your digital marketing to a Social Media agency. Do not put down money or subscribe until you are satisfied that they have taken the time to understand your business and challenges:

Grow Orange https://www.groworange.co.nz/marketing-services/

DUBZZ https://dubzz.co.nz/

HGB https://www.hgb.co.nz/our-team/

Digital Influence https://www.getdigitalinfluence.com/

5. Understand your target market/guest type and what they’re prepared to spend when staying with you. Package your sleep offering with adventure/experiences offered in your area.

6. Create a company profile on Facebook, Instagram and LinkedIn and post, connect, follow & like as often as you can.

7. Covid hygiene: Make sure you PROMOTE all your hygiene and cleaning protocols in your advertising online and social media. Guests want the assurance and confidence they will be safe when staying with you. After all, they are entirely dependant on you with regards to this when they are away from the comforts of home!

8. Use your phone to take good quality pictures and short video clips of aspects of your accommodation and geographical location. Then upload them to your social platforms.

9. Make yourself find-able to the world! Set yourself a target to upload 100 pictures of your property to Google Maps within the next 90 days. This exercise will cost you nothing and takes no time at all. It will increase your google ranking and most certainly drive traffic to your door!

10. Leverage online reviews. This is as good as word-of-mouth referral! Post all the good online reviews you get from your customers.

11. People connect with people. People buy from people. Speak into a camera (or the video app on your phone) then add the clip to your website homepage and social media platforms like Farnie & Brenda did here https://www.alphamotorinn.co.nz/wp-content/uploads/2020/06/Alpha-Main-Welcome.mp4

12. Use the telephone. Make a list of corporate customers/contractors doing work in the area and pick up the phone to tell them about what you offer. Invite them to stay with you and ask if they can refer you. Offer incentives, make their booking process and stay experience as easy as possible.

13. Door knock. Go out and visit corporate organisations, schools, clubs etc and tell them about your offering and invite them to stay. Take a box of chocolate or small gift and your business card.

14. Personalise your connection with travel agents and recognise their efforts on your behalf with a small gift of thank you. They will work for you!

While our country has kept relatively COVID-free compared to the rest of the world, NZ is increasingly in the spotlight as a future destination to international travellers, now is the time to invest in these activities, not so much when the borders open.

It’s called ‘playing the long game’. For you to WIN, you must do this stuff now and in turn, increase occupancy.