I may be a cracked record, but according to this expert, I'm not a wrong record!

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From PAII's innkeeping blog:-

Email from Scott Bushnell:
A couple of weeks ago I sent out a note suggesting your attendance at the Mid-Atlantic Innkeepers Conference and Trade Show in Virginia. I would like to pass on the BIGGEST LEARNING I picked up at the conference. The conference was packed with workshops and ideas on how to deal with the business of innkeeping, especially in this time of economic challenges.

Jay Karen, president of PAII, held a Town Hall Meeting and discussed the latest trends in the travel industry. But it was the results of the latest PAII business activity survey, summarizing the industry's performance from September through November that really caught my attention.

Of the 218 innkeepers reporting their fall business levels, 30.3% reported stronger business than the same period the prior year and 19.3% reported about the same level. Half of the inns reported business as not as good as last year. But the REAL LEARNING came with the reasons why they feel their business was either up or down:

Those inns reporting IMPROVED business credit the growth to:
- Website revamping
- New photos on their websites
- Packages they have compiled with local attractions and businesses
- Directories they have included in their marketing plans

Those inns reporting DECREASED business blame the downturn on:
- The weather
- The economy
- Gas prices
- Decreased visitors to their regions

What do you notice about these two lists? The first list attibutes improvement due to ACTIONS TAKEN by the innkeepers. The second list blames UNCONTROLLABLE conditions.

If you are sitting in the inn with your arms folded thinking you will just wait out the conditions over which you have no control, you will be losing market share to those inns taking action. If, however, you take an objective view of your marketing plan (including your website) and make pro-active revisions to realize REAL benefit, and if you RECONSIDER and CHALLENGE the long-held premises upon which you built your business model, you, too, can realize growth even in these tougher times. For example, do you make children really feel welcome? Pets? Do you have an industry website hosting service doing your Search Engine Optimization? Do you have videos on your site to show the full beauty of your inn? Is your newsletter aimed at NEW (potential) guests as well as your past guest list? Are your rooms priced properly based on the value you offer? Is your database s egregated into segments (business travelers, reunion guests, college travelers, etc.) so that your newsletter can be tailored to different marketing targets? These are just a few of the ideas shared at the conference.

Now is the time for action. This was the biggest learning to me. The rest of the workshops and the trade show were great at giving the ideas and how-to's of ACTION.

I just wanted to pass on these insights to you. I welcome your comments and questions. From your humble (and friendly!) inspector.

Scott
Bushnell & Bushnell Services

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