Bed-and-Breakfasts: Benefiting from an Improving Travel Industry

2. Bed-and-Breakfasts Benefit from an Improving Travel Industry • The forecasts for the travel industry and retail gasoline prices are critical to the success of the bed-and-breakfast market since 85% of B&B travelers drive to their destination and almost 50% travel 150 to 250 miles. • According to the US Travel Association, the 2.09 billion total domestic person trips during 2014 will increase to 2.13 billion for 2015, and 2.19 billion by 2017. US residents will be spending 5.0% more on travel expenditures during 2015. • The US Energy Information Administration forecast for the average US regular gasoline price is a low of $2.80 during December 2014 and January 2015, a slow increase to a summer 2015 average of $3.05 and then decreasing again to $2.80 during December.

3. The Perfect Winter Getaway • The estimated 17,000 US bed-and-breakfasts and inns in the $3.4-billion industry are sure to like the results of the BedandBreakfast.com’s annual Winter Travel Trends survey, which found that 66.5% of B&B travelers plan two or more weekend getaways from November 2014 through March 2015. • The survey also revealed that 25% of those trips would occur during the December holiday season. The primary reasons are a romantic trip instead of the traditional holiday gathering (42%) and to escape from frantic holiday activities (33%). • According to the survey, 31.8% of B&B travelers expect to spend more weekends at a bed-and-breakfast or inn than during winter 2013–2014. One-fourth is optimistic about the economy and their jobs and has the disposable income and accumulated vacation time they don’t want to lose.

4. B&Bers Pass on Hotels • According to survey data from BedandBreakfast.com, 75% of travelers think bed-and-breakfasts have better amenities than hotels. • Of the three factors that most influence travelers’ accommodation choices – WiFi (85%), parking (70%) and concierge (77%) –, bed-and-breakfasts offer them for free while these three services can add an average of $106.26 to an overnight hotel stay. • Although many hotels offer a free standard cereal-and-coffee bar breakfast, 33% of guests prefer non-hotel breakfasts. At a B&B, breakfasts are also free, but they are typically homemade with locally sourced ingredients, prepared fresh and according to guests’ tastes.

5. Guests Know Best • According to the BandBFinder.com survey, 48.7% of travelers stay at a bed-and-breakfast or inn for a romantic occasion, such as an anniversary or honeymoon; followed by fall foliage, 24.4%; culinary/wine getaway, 18.6%; special events, 17.3%; and girls’ getaway, 11.7%. • The reasons travelers would choose to stay at a bed-and-breakfast instead of other accommodation options are social interactions, 67.2%; innkeeper knowledge, 65.2%; free breakfast, 51.6%; and safety, 25.2%. • Although 75% of bed-and-breakfast guests are couples, 35–64, many B&Bs are realizing that they must make changes to accommodate Generation X families who are likely traveling with children and Generation Y young adults who prefer advanced data connections and mobile versions of Websites.

6. Flocking to the Farms • Many farm owners have turned to agritourism to supplement their incomes, especially as family farms have a difficult time competing with corporate agricultural operations. • Families from the cities and suburbs find agritourism an excellent alternative vacation, providing them with opportunities to learn how farms operate; enjoy harvest festivals, petting zoos, rodeos and hunting and fishing; and stay in accommodations similar to bed-and-breakfasts. • According to the 2012 Agricultural Resource Management Survey, farms generated $713 million from agritourism. Of all agritourism destinations, 20% are large ranches, averaging 8,740 acres, while the other 80% are farms of 433 acres average.

7. Advertising Strategies • With so many consumers forecast to stay at bed-and-breakfasts for winter getaways, a schedule of strategically placed, affordable spots after Christmas and through February could help local bed-and-breakfast owners increase bookings. • If your station is sponsoring a major local event that typically attracts many visitors from outside the area, then suggest that a bed-and-breakfast owner become a sponsor to gain exposure through on-air and Internet promotional messages. • Bed-and-breakfast owners may find late-night television programming an affordable alternative to promote weekend getaways to young adults (Generation Y), especially those B-and-B inns with high-speed WiFi service and mobile-friendly Websites.

8. Advertising Strategies • Help advertisers develop romantic weekend and anniversary celebration packages with special amenities and all-inclusive pricing. • Emphasize how important it is for target audiences to see video of innkeepers’ unique properties, individually decorated rooms and special amenities. • B&B operators must focus on spreading the word, first and foremost. Inform the local Chamber of Commerce, set up an independent website, link to other tourism and lodging-locator sites, invest in SEO, and even hire the services of a marketing firm if budget allows.

9. Advertising Strategies • Understanding online review sites, social networking sites, and the way potential customers determine their travel plans are all essential in developing strategic marketing tactics. • The number-one reason customers do not stay at B&Bs is because they are unaware of their existence. Therefore, to be successful, an owner must dedicate time and resources to marketing and advertising efforts including television ads on channels within a day's drive.

10. Social Media Strategies • The unique home, accommodations and grounds of a bed-and-breakfast are its biggest selling features, so B-and-Bs’ social media sites should be filled with many photos and videos of their facilities, including guest testimonials. • Since the innkeeper’s knowledge is a major attraction of bed-and-breakfasts, he or she would benefit greatly from writing and uploading regular content to a blog to create a personal connection with potential guests and to maximize repeat bookings. • Bed-and-breakfast innkeepers should use social media to provide an up-to-date calendar of local events, overviews of unusual attractions and local shopping and restaurants, which are the kind of activities that draw guests to the area.