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MODERN CABINS " NEVER STOP CREATING. " SUSTAINABLY CONSTRUCTED MODERN TECHNOLOGY GREENER CLEANER STAYS WWW.THETINYHOUSING.CO PHONE: 01260711010 36 WWW.OPENAIRBUSINESS.COM
GLAMPSITES GETTY IMAGES Where to Market Quick tips on direct marketing to customers IT'S DIFFICULT to estimate the exact number of people who book glamping holidays direct with their hosts in the UK, as there is no centralised data. It makes sense as many sites in the UK are small, independently owned operations and don’t share their booking data publicly. However, it is worth noting that direct bookings with hosts have become increasingly popular in recent years, as more and more glamping sites offer online booking systems on their own websites. This allows customers to bypass third-party platforms and deal directly with the owner/ manager, potentially saving on booking fees and having a more personalised experience. Given the potential reach of social media channels (if you get your content and targeting right) and the software solutions out there to manage your own bookings, it is safe to say that marketing direct to customers is growing trend and certainly pays off. There are several effective ways to market directly to potential customers – here are some of the most popular and effective channels: SOCIAL MEDIA Social media platforms such as Facebook, Instagram and TikTok can be great places to showcase your site, share photos and videos of your accommodations and engage with potential customers. You can also use targeted advertising to reach a specific audience. As with everything in marketing it is critical you identify your target customer, ensure your offering matches what they are searching for and work hard to capture images and content that resonate with them. There are many online resources to help you do this. SEARCH ENGINE OPTIMISATION (SEO) Optimising your website for search engines like Google can help potential customers find your glampsite when they search for relevant keywords. This is particularly important if you offer something different to the rest that you know will be searched for by potential customers. As with so much of this, if you don’t know you need to find out. Google is your friend for many free resources on this topic or you could employ an SEO specialist to tweak things for you. QUICK TIP For industry specific help and support, checkout glampsite owner Sarah Orchard’s industry specific direct marketing club – www.get-fullybooked.com EMAIL MARKETING Building an email list of past guests and potential customers and sending regular newsletters and promotional offers can help keep your business top of mind. Be clear on your privacy policies and GDPR regulations so you don’t fall foul of ‘spamming’ people. REVIEW SITES Encouraging guests to leave positive reviews on sites like TripAdvisor and Yelp can help build your online reputation and attract new customers. Again, there are strategies you can employ to encourage this and many online resources to help. Being able to handle negative reviews is also a skill that you need to master. REFERRAL PROGRAMS Create a referral program that rewards customers for referring new bookings to your glampsite. This can be a powerful way to generate new bookings and build brand loyalty. LOCAL TOURISM BOARDS Partnering with your local tourism board can help promote your glampsite to visitors in your area and connect you with local events and attractions. Getting on the map in your area is important. PAID LISTINGS Most glamping directory sites are online travel agents (OTAs) and will take a commission for each booking (usually around 15%). However there are a few sites that charge an annual fee to list but then take no commission. Check out Go Glamping (www.goglamping.net), Glamping UK (www.glamping-uk.co.uk) and To Wander (www.towanderuk.co.uk). Make sure to do your own research as to what might work for you and perhaps contact some of those sites listed to find out how successful their listings have been. Overall, the most effective marketing channels for glampsite owners will depend on their specific business, target audience and marketing goals. A well-rounded marketing strategy that includes a mix of online and offline channels can help ensure a steady stream of direct bookings. Filling empty dates As much as direct booking is financially the best option for site owners, quite often you will have dates left that you would prefer to sell at a reduced revenue than leave unbooked. This is where OTAs like Booking.com, Airbnb and Pitchup.com can help you reach a wider audience and handle the booking process for you in exchange for a commission. Most of these charge around 15% per booking. WWW.OPENAIRBUSINESS.COM 37
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