Get Fully Booked (Sarah Orchard)

Ready to transform your website into a powerful marketing machine? In this episode of Get Fully Booked, Sarah Orchard dives deep into the essential strategies you need to grow your direct bookings and reduce reliance on online agents. She emphasises that your website should not merely be an online brochure but a dynamic tool that converts visitors into guests. From creating a strong first impression with engaging visuals to building trust through testimonials and clear calls to action, Sarah shares actionable tips that can significantly enhance your short-term rental website's effectiveness. Whether it's optimising for mobile or crafting compelling narratives about the guest experience, this episode is packed with insights to help elevate your online presence and maximise your profits.

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Key Takeaways:

• Your website should be designed to convert visitors into direct bookings effectively.
• Building trust with potential guests is essential for encouraging direct bookings.
• Strong calls to action throughout your website can significantly improve booking rates.
• Creating an emotional experience story on your website can attract more guests.
• Mobile friendliness is crucial, as over 60% of guests browse for accommodation options on their phones.
• Gathering email subscribers from website visitors can help maintain ongoing guest engagement.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Do you know the difference between your business brand and your branding?

In this podcast episode, Claire Robinson from Weekend Candy joins host Sarah Orchard to discuss the often misunderstood concept of a branded guest experience.

We explore how many hospitality businesses fall into the easy trap of using clichéd messaging that fails to resonate with their ideal guests, showing why it is so important to know your audience and what truly sets your guest experience apart.

Claire shares insights on using storytelling as a framework to clarify your brand identity to attract your ideal guests. This conversation highlights the importance of intentional marketing and the need to continuously experiment with messaging while maintaining a consistent brand voice.

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Key Takeaways:

• Understanding the difference between brand and branding is essential for a effective marketing strategy.
• A cohesive branded guest experience enhances customer satisfaction from discovery and booking, right through to arrival.
• Developing a 'brand story' helps businesses connect more deeply with their ideal guests.
• Experimenting with messaging can uncover what resonates best with your ideal guest.
• Creating distinct messaging avoids clichés and increases the chances of standing out in an ever more crowded short term rental market.

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Find out more about Weekend Candy:

Weekend Candy website

Follow on Instagram

Follow on TikTok

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you ready to take back control of your business and increase your direct bookings?

Join Sarah Orchard in this solo episode, where she looks at the importance of understanding your ideal guest as the foundational step in an effective marketing strategy. She argues that without this knowledge, your marketing efforts will likely miss the target, leading to wasted resources - time and money! This step is so often skipped over, resulting in your marketing to miss the mark.

Sarah also shares insights from her own experience, highlighting the critical role of a search engine optimised website plays in attracting guests and generating bookings. By focusing on building your own marketing machine, including email list building and Search Engine Optimisation (SEO) strategies, you can significantly reduce your reliance on online travel agents (OTAs, like Airbnb) and increase your profitability.

Tune in for practical tips that can transform your approach to direct bookings and empower you to take charge of your business's financial success.

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Key Takeaways:

• Understanding your ideal guest is fundamental to effective marketing and driving direct bookings.
• Investing in a professional website is crucial for long-term success with your marketing.
• Control over your marketing assets, like your website, is essential for business independence and control.
• Collecting email addresses from day one can significantly boost your direct bookings in the future.
• Don't rely solely on social media - explore other avenues for reaching your potential guests.
• Narrowing your target audience can improve the effectiveness of your marketing efforts.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Lindsey Holland, owner of Cleve Hill Hotel, shares her journey from working in hotel group hospitality to owning her very own independent hotel, near Cheltenham on the Cotswold Way, and the unique challenges she faces in attracting a diverse range of guests.

With eight distinct ideal guest profiles, Lindsey emphasises the importance of understanding her clientele to refine both her marketing strategies and guest experiences.

The conversation dives into how guest expectations have evolved, particularly in light of recent trends and post Covid, and how Lindsey has adapted her offering to meet these needs. She highlights the significance of location, local events, and the unique character of her hotel in attracting guests year-round.

By actively engaging with her guests and gathering insights, Lindsey has transformed her approach to marketing and hotel renovations, ensuring that her hotel not only meets but exceeds her eight guest profile types and their expectations.

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Key Takeaways:

• Effective marketing requires knowing your target audience / ideal guests and what appeals to them.
• Adapting your guest experience to cater to different guest profiles can enhance satisfaction levels.
• Listening to guest feedback helps refine your marketing strategies and improve the guest experience.
• Offering tailored information on your website can attract various types of guests more effectively.

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Take a look around Lindsey's beautiful independent hotel - Cleeve Hill Hotel

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

In this episode, host Sarah is joined by guest host Wendy Bates to share her inspiring story as a holiday cottage owner in the Peak District in the UK. Initially an accidental host, Wendy recounts how her journey began with a desire to have a getaway in the scenic area, leading to the realisation that they could actually earn income by renting out their dream cottage.

They discuss Wendy's challenges in managing direct bookings and her eventual pivot from relying heavily on platforms like Airbnb to embracing a more hands-on approach to marketing. This shift not only increased her profitability but also allowed her to connect more deeply with her ideal guests, who often prefer searching for accommodations via Google rather than social media.

They explore the strategies Wendy implemented after attending Sarah's marketing bootcamp programme and becoming crystal clear on her ideal guest profile. By focusing on SEO and blogging, Wendy managed to craft content that resonated with that ideal guest, which in turn elevated her visibility on search engines.

This conversation emphasises the value of building personal connections with guests and the effectiveness of repeat bookings, offering listeners actionable insights to enhance their own direct booking marketing strategies.

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Key Takeaways:

• Wendy's journey as an accidental host highlights the importance of adapting to market demands.
• Identifying and targeting your ideal guest is crucial for successful marketing strategies.
• Ditching social media in favor of SEO and Google searches can lead to more direct bookings.
• Personalizing guest interactions fosters loyalty and encourages repeat business for hosts.
• Engaging in blogging significantly enhances your website's SEO and visibility on Google.
• Using tools like ChatGPT can help generate blog ideas and improve writing efficiency.

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Find our more about Hall Cottage Baslow:

Hall Cottage Baslow Website

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Consistency in marketing is the cornerstone of achieving success and increasing direct bookings for your STR holiday business.

Sarah Orchard emphasises that the key to standing out isn't necessarily having a flashy website or a large social media following, but rather committing to regular marketing efforts. Drawing from her extensive experience in both corporate and small business settings, she shares insights on overcoming common challenges such as procrastination and the tendency to prioritise immediate operational tasks over your marketing.

Sarah shares tips to overcome this - from implementing time-blocking strategies and dedicating specific periods for marketing activities, you can create a sustainable marketing workflow that leads to measurable results over time.

This episode offers practical advice on maintaining focus and accountability in your marketing efforts, ensuring that you don’t fall into the feast-or-famine cycle of bookings.

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Key Takeaways:

• Consistency in marketing is crucial to achieving better results and increasing direct bookings.
• Marketing requires proactive effort; without it, even the best STR properties may go unnoticed.
• Time blocking for marketing tasks helps create accountability and reduces last-minute panic.
• STR owners and property managers must prioritise marketing just as they do with guest communications.
• Implementing small, regular marketing activities can lead to significant cumulative benefits over time.
• Avoid procrastination by scheduling dedicated time for marketing tasks to ensure they get done and not skipped!

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you ready to transform your one-time guests into loyal repeat visitors?

In this solo episode of Get Fully Booked with Sarah Orchard dives into effective marketing strategies that will help you achieve just that, all without spending a penny.

Sarah emphasises the importance of creating unforgettable experiences and maintaining connections after guests leave. By utilising personalised touches, attentive service, and thoughtful post-stay follow-ups, hosts can significantly increase the likelihood of return visits. Tune in to discover actionable marketing tips that can turn your guests into your ultimate fan club, boosting your direct bookings and enhancing your bottom line.

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Key Takeaways:

• Retaining existing guests is significantly cheaper than acquiring new ones, costing up to 10 times less.
• Creating memorable experiences for guests through personal touches can lead to repeat bookings.
• Follow-up with guests after their stay to ask for feedback and encourage future visits with icnentives.
• Offering exclusive perks like free upgrades or early check-ins can enhance guest loyalty.
• Regular email marketing serves as a gentle reminder for past guests to return.
• Utilise social media effectively to engage with guests and share their positive experiences.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you ready to take control of your vacation rental business and grow your direct bookings? This episode of Get Fully Booked with Sarah Orchard delves into the 3 key benefits of prioritising direct bookings over relying on online travel agents like Airbnb.

Sarah stresses the importance of maintaining control over your brand, pricing, and guest relationships, which often gets lost when using third-party booking platforms. She outlines three key advantages: regaining control of your marketing, maximising your brand visibility, and ultimately increasing your profitability. With insightful tips and sharing personal experiences, Sarah encourages listeners to embrace direct bookings as a way to enhance their business success and keep more profit in their pockets.

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Key Takeaways:

• Taking direct bookings gives you control over your business, pricing, and guest relationships.
• Using online travel agents, like Airbnb, can hinder your brand visibility and marketing efforts.
• Maximising direct bookings can save you a significant amount of commission fees over time. With 100% direct bookings, Sarah has saved over £65,000 (USD $85,000) in just 3 years!
• Direct bookings allow you to build lasting relationships with your guests, enhancing loyalty and repeat stays.
• Learning basic marketing skills can empower property owners to effectively drive direct bookings.
• It's essential to assess the long-term impact of using online booking agents on your business's profitability.

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Are you ready to escape the control of the OTAs?

Take my Direct Booking Roadmap Quiz

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

In this episode, host Sarah Orchard dives into the often-misunderstood world of marketing, particularly within the short term rental (STR) and hospitality business sector.

She explores the negative reputation marketing has garnered over time, emphasising the importance of permission-based and relevant marketing strategies that respect the audience's needs.

Sarah highlights how effective marketing is not just about pushing your services but about bridging the gap between what businesses offer and what potential customers are seeking.

By reframing marketing as a tool for visibility and connection, Sarah encourages listeners to recognize that good marketing can lead to increased direct bookings and profits, ultimately defining the success of their business.

The episode wraps up with actionable insights and the importance of aligning marketing efforts with business goals, proving that marketing is an essential and positive force in achieving business growth.

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Key Takeaways:

• Marketing should be viewed as permission-based and relevant to your audience's needs and timing.
• Good marketing bridges the gap between your offerings and the desires of potential customers.
• Visibility and brand awareness are essential for attracting guests to your holiday business.
• Effective marketing strategies can significantly boost your direct bookings and overall profitability.
• Understanding your business goals is crucial for creating a successful marketing plan.
• Marketing is not just about ads; it's about fulfilling the needs of your customers.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Welcome to another episode of the Get Fully Booked podcast, where Sarah Orchard speaks with fellow host, Kyra Fingleton from Glamping under the Stars Ireland.

In this light-hearted episode, they dive into the unique challenge of catering to two very different ideal guest types—families and hen parties—at Kyra's glamping site in Ireland. Kyra shares her personal insights on how to effectively market to these distinct and extremely different audiences while maintaining a harmonious atmosphere at the site. With a focus on creating a communal experience that appeals to both families and hen parties, Kyra emphasizes the importance of keeping these groups separate to ensure a positive guest experience. Additionally, they discuss the significance of effective marketing strategies, including social media engagement and SEO, in attracting direct bookings and minimising reliance on online agents.

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Key Takeaways:

• Kyra Fingleton successfully caters to two distinct guest types, families and hen parties, at Glamping under the Stars Ireland.
• Maintaining a clear separation between different guest groups is crucial for a harmonious guest experience.
• Utilising social media platforms effectively helps target specific audiences for better levels of direct bookings.
• Direct bookings are preferred, with Kyra currently achieving nearly 100% through her own website.
• SEO and targeted content strategies are essential in attracting both families and hen parties.
• Word of mouth remains a powerful marketing tool, driving repeat business and referrals.

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Find out more about Glamping Under the Stars Ireland

Visit website

Instagram

Facebook

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you struggling to capture guest emails as the OTA (online booking agents) that you use keeps a firm hold on this! They do this to stop you from growing your direct bookings.

Sarah dives into effective email marketing strategies to help STR and hospitality businesses move away from reliance on online travel agents, like Airbnb and Booking.com.

With over 20 years of experience in email marketing, Sarah emphasises the importance of building your own email list, as it offers a significantly better return on investment compared to social media. She shares actionable techniques to try to for capture email addresses throughout the guest journey, from the booking process to post-stay follow-ups. Whether through engaging sign-up forms or creative incentives, this episode is packed with insights to help you enhance your email marketing efforts and increase your direct bookings.

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Key Takeaways:

• Email marketing is significantly more effective than social media for driving direct bookings.
• Capturing guest emails should be integrated throughout the entire guest journey process.
• Creative incentives can encourage guests to provide their email addresses during their stay.
• Using gated Wi-Fi can help capture multiple email addresses from group bookings effectively.
• Regularly engage with your email list to keep your accommodation top of mind for guests.
• Offer valuable content and unique incentives to make your email sign-up irresistible.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

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Gated Wi-Fi providers:

StayFi (affiliate link)

BeamBox

BnB Amplify

STR Wifi

The Access Group

This podcast episode features guest host Lorraine Robinson from The Roost Luxury Cabins, who shares her journey through various hospitality businesses, from running a busy campsite and traditional holiday cottages (STRs), to establishing award-winning luxury glamping cabins in the Forest of Dean, UK.

Lorraine discusses the significant differences in marketing strategies across these different STR hospitality businesses, and emphasises the importance of adapting to changing market dynamics, especially with the rise of social media.

A key marketing takeaway is her insight on leveraging direct bookings, where she has successfully achieved a remarkable 96% direct booking rate for her luxury eco-glamping cabins. She also highlights the challenges and opportunities presented by platforms like Airbnb, suggesting that while they can be useful for filling last-minute gaps, maintaining direct relationships with guests is crucial for long-term success.

Lorraine encourages fellow hosts to authentically engage with their audience, using social media to share genuine experiences and behind-the-scenes from their businesses.

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Key Takeaways:

• Building direct bookings can significantly increase profits compared to relying on OTAs, like Airbnb.
• Utilising social media effectively, especially Instagram, can help promote your unique guest experience.
• Creating engaging content that showcases the business owner and people behind the brand can attract more guests.
• Using email marketing campaigns strategically can lead to increased bookings and customer retention.
• Understanding the demographics of your guests can help tailor your marketing efforts.
• Emphasising genuine experiences and behind-the-scenes content can resonate more with potential customers.

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Take a look at Lorraine's two STR businesses in the Forest of Dean, UK - The Roost Luxury Cabins and The Old Dairy Holiday Cottages

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

In this week's episode, your host Sarah Orchard is joined by a guest, Nina Jervis-Green from Host Unusual, a unique directory that showcases extraordinary holiday accommodations around the globe. We chat about the key differences between online advertising/directory sites and online travel agents like Airbnb. There are distinct differences between a paid listing site Vs the commission-based online agents - we explore the pros and cons.

Nina shares insights about how Host Unusual not only promotes unique stays but also tells the compelling stories behind each property, creating a deeper connection with your potential guests.

This engaging conversation highlights the importance of originality in marketing and how property owners can leverage their unique stories or history to stand out in a crowded market.

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Key Takeaways:

• Understanding the major differences between directory sites and online agents like Airbnb is crucial for property owners.
• Host Unusual emphasises storytelling in listings to connect with potential guests and enhance their experience.
• Many guests prefer unique accommodations, moving away from traditional hotel stays to memorable experiences.
• Property owners should leverage marketing strategies to maximise their visibility on listing sites.
• Direct bookings can significantly increase profit margins compared to commission-based online agents.
• Engaging with your audience through social media and unique offerings can set your property apart.

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Find out more about Host Unusual

Website

Follow us on Instagram

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Does this sound familiar? You've spent all your money and much blood, sweat and many tears to get your glamping or short term rental business finished and ready to launch. You pop it on Airbnb and tumbleweed. No bookings. Cash is running low. What next?

In this episode, Sarah dives deep into why the "build it and they'll come" approach is the fastest route to empty bank accounts and sleepless nights. Plus, she'll share her tried-and-tested strategies to get those commission-free direct bookings rolling in from day one.

You'll discover why starting your marketing BEFORE you open your doors is an absolute must for your business and why you need to get it in front of the RIGHT people at the RIGHT time.

So if you're about to launch your holiday business, market a brand new unit or that shiny new sauna you've added, this episode is for you!

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Key Takeaways:

• Marketing is essential to ensure guests can discover your accommodation; building it simply isn't enough.
• Understanding the booking journey is crucial for effective marketing and attracting guests.
• Relying solely on online travel agents can hinder visibility and lead to financial losses.
• Establishing a pre-launch audience can significantly enhance your marketing effectiveness and booking success at launch.
• Consistent engagement with potential guests helps build trust and increases the likelihood of bookings.
• A comprehensive marketing plan must be implemented well in advance of your opening date to maximise visibility.

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FREE GUIDE: Grab my 7-Step Launch Marketing Blueprint here

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Do you struggle to understand if you should write for Google or your ideal guest for your short term rental or glampsite? It's a tricky balancing act and often feels like a never-ending tug of war! In this solo episode, Sarah explores how to strike the balance just right.

The detrimental effects of writing solely for Search Engine Optimisation (SEO) are huge - often resulting in lifeless and robotic copy. The pitfalls of neglecting essential keywords that facilitate discoverability online can have a negative impact too.

Often leaving you feeling like you are stuck between the devil and the deep blue sea...

By adopting a guest-centric approach whilst integrating vital SEO elements, we can craft compelling copy that resonate with our potential guests and simultaneously enhances your visibility on search engines. The episode dives into Sarah's practical strategies for constructing effective website copy that captivates and converts, emphasising the necessity of clarity and structure in our communication.

Having website traffic alone is not enough. We need to convert web visitors into paying guests as efficiently as possible.

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Key Takeaways:

• The balance between writing for SEO and connecting with your ideal guest is crucial.
• Writing solely for Google results in robotic copy that fails to engage potential guests.
• Effective website copy should incorporate emotional storytelling while also being optimised for keywords.
• Understanding your guest's motivations is essential for creating compelling and relevant content.
• It's key to remember search engines don't buy, people do. Google does not spend money with you!

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Handy Links from this episode:

Sarah's SEO Made Easy Course

Book a free call with Sarah to discuss your website

Free SEO Plugin for Wordpress - Yoast SEO

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Is your social media performance getting you down? It is easy to start getting obsessed with the vanity metrics (likes and follows) and stressing that your social media is not working. Likes and follows do not automatically equate to actual bookings.

In this episode, I delve into the misconception that achieving virality on social media guarantees an immediate influx of direct bookings, revealing that genuine engagement with our target audience really is the key. I explore the distinction between the quantity of followers and the quality of interactions, emphasising the need to develop relationships that can ultimately lead to bookings.

I share with you the more meaningful marketing social metrics that should be prioritised, such as website traffic and audience engagement, rather than succumbing to the allure of superficial high numbers.

By focusing on creating purposeful ideal guest-lead content and building trust with our audience, we can achieve greater direct booking success!

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Key Takeaways:

• The pursuit of vanity metrics such as likes and followers does not equate to an immediate increase in direct bookings or more revenue.
• A focus on audience quality rather than sheer size is key for achieving sustainable business growth.
• Engagement with ideal guests through meaningful content creates relationships that can lead to actual direct bookings.
• Successful marketing strategies must prioritise actionable metrics, including website traffic and email signups, over mere social media popularity.

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Handy links from this episode:

Social Media Training - find out more about Sarah's marketing club - THE FULLY BOOKED BUSINESS CLUB™

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Join Sarah Orchard as she dives into a frank and open conversation with Emma Warren, a self professed glamping industry pioneer and owner behind Dimpsy Glamping. Dimpsey Glamping is celebrating nearly a decade and Emma shares her journey from a memorable birthday getaway to creating luxurious glamping experiences, that prioritise guest comfort and unique offerings. The discussion highlights the importance of understanding customer expectations, especially in a post-COVID hospitality world where guests demand more from their stays.

Emma emphasises the value of word-of-mouth marketing and building a strong brand identity, while also addressing the challenges of expanding a glamping site and maintaining occupancy levels. Tune in to discover key insights into growth marketing strategies and the evolving landscape of guest experiences in the glamping industry.

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Key Takeaways:

• Emma Warren emphasises the importance of understanding your target customer when starting a glamping business.
• Building a strong brand that reflects your values can significantly enhance guest experiences.
• Direct bookings provide more profit compared to relying solely on online booking agents like Airbnb.
• Maintaining a good relationship with previous guests can lead to repeat bookings over time.
• The glamping industry has evolved, and guest expectations are now more aligned with luxury accommodation offerings.
• Patience and adaptability are essential in managing fluctuations in booking patterns post-COVID.

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Take a closer look at Dimpsey Glamping:

Visit the website

Instagram

Emma's celebrity guest - Baroness Bamford

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

In today's episode I'm joined by PR expert Fiona Reece from Travel Tonic.

This one is a bit of a short term rental PR 101 from identifying what media to approach, and how to find your WOW to stand out through storytelling, as you look to get media coverage.

We delve deep into pitching to the media with really honest Do's and Dont's to get noticed with practical tips if you do it yourself rather than using a PR agency..

And that all important question, should you show towels on the bed! Tune in to get Fiona's insider PR tips.

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Key Takeaways:

• The episode looks at the critical importance of identifying the right media outlets that align with your target audience's lifestyle and interests.
• Effective public relations requires hosts to differentiate their offerings from competitors, which requires innovative storytelling techniques.
• Listeners will learn what the media outlets might be interested in around your business.
• The hosts discuss the value of hiring a public relations specialist, highlighting their extensive contacts and expertise in effectively pitching to media.
• Long-term PR efforts can yield significant returns, as previous media coverage continues to attract bookings even years after initial publication.
• The conversation underscores the necessity of high-quality visual content, suggesting that seasonal imagery can enhance media pitches and align with editorial calendars.

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Connect with Fiona - Travel Tonic

Find out more about Travel Tonic

Follow on Instagram

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you struggling to grow your direct bookings and feeling completely lost in the marketing maze?

Sarah Orchard emphasises the importance of having a clear marketing strategy as the essential link between your business goals and your marketing activities. Without a defined strategy, many business owners find themselves engaging in random marketing efforts that fail to yield the desired direct booking results.

In this episode, Sarah breaks down the difference between a marketing strategy and a marketing action plan, providing insights on how to align your marketing efforts with your overall business objectives.

She also shares valuable statistics highlighting the common lack of planning among small to medium-sized businesses, urging listeners to take proactive steps towards creating a more structured approach to their marketing.

Tune in to discover practical tips and a simplified framework that can help you effectively attract and convert your ideal guests.

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Key Takeaways:

• Having a clear marketing strategy is essential for achieving your business goals effectively.
• A goal without a plan is just a wish, emphasising the need for a marketing plan.
• Understanding your ideal guests is vital to successfully attract and convert them.
• Aligning all 3 elements of your business plan, marketing strategy and marketing action plan is crucial for effective action.
• Marketing should create a bridge between what you offer and those who need it.
• Creating a marketing action plan involves knowing what marketing will work best to reach your ideal guests.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you struggling to connect with your ideal guests and boost your direct bookings? This podcast episode dives deep into the essential elements of effective marketing messaging for short-term rental and glamping business owners.

Your host, Sarah Orchard, looks at the importance of narrowing your focus to speak directly to your ideal guest, addressing their pain points, needs, and desires. She also highlights the common mistake of making marketing all about your business rather than the guest and the experience they seek

By understanding your audience and crafting targeted messaging, you can significantly improve your marketing outcomes and attract more direct bookings. Tune in to discover actionable strategies that can transform your approach to marketing and enhance your direct bookings.

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Key Takeaways:

• Focus on your ideal guest to create marketing messages that resonate deeply.
• Understand and address customer pain points to improve your marketing success.
• Avoid speaking to everyone; narrow your target audience for better results and less wasted time and money.
• Communicate from the guest's perspective to highlight their needs and desires.
• Define your brand voice clearly to craft compelling and consistent marketing messages that get better results!

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Jo Lewis from Alexander House Scotland joins Sarah Orchard to discuss the intricacies of expanding a short-term rental business, highlighting the importance of diversification in enhancing revenue streams.

With Jo's successful transition from a luxury large group holiday house to offering glamping and wedding services, Jo shares her journey of creating unique guest experiences that cater to different audiences.

She emphasises the symbiotic relationship between her various offerings, where guests often transition from one type of accommodation to another, driven by word-of-mouth referrals and repeat visits.

Jo also candidly shares her insights on managing weddings, detailing the challenges and rewards of this venture, and the necessity of being genuinely invested in the couples’ experiences.

The episode wraps up with Jo sharing practical marketing tips and the valuable lessons she's learned on her journey in the short-term rental hospitality industry.

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Key Takeaways:

• Expanding your short-term rental hospitality business can be beneficial if you understand your market well.
• Building relationships with guests leads to repeat bookings and positive word-of-mouth marketing.
• Careful planning and attention to detail are crucial for successfully managing wedding events. Make sure you are ready for this type of guest!
• Utilising automation tools can streamline communication with potential wedding clients effectively.
• Diverse offerings in accommodations can attract different customer segments and increase overall bookings.
• Understanding the unique customer journey for weddings is vital to providing excellent service.

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Explore Alexander House Scotland

Website

Follow on Instagram

The 2 dedicated websites for glamping and weddings:

Enchanted Glamping

Thistle Weddings

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you struggling with marketing your STR hospitality business? This episode of the Get Fully Booked podcast explores the common discomfort many STR hosts and property owners feel towards marketing their business and offers insights on how to embrace it.

Sarah shares her extensive experience in marketing and hospitality, emphasising that promoting your business is essential for growth and success. She encourages listeners to reframe their perception of marketing, viewing it as a way to connect with potential guests rather than something pushy or braggy. By sharing personal anecdotes and practical advice, Sarah aims to empower hosts to take control of their marketing efforts, ultimately leading to more direct bookings and greater profitability.

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Key Takeaways:

• Marketing is essential for STR hospitality businesses to reach more potential guests and grow your profit.
• Many STR hosts and property managers feel uncomfortable with marketing, but reframing it can change perceptions.
• Using online agents can help initially, but direct bookings significantly increase your profit margins.
• Comparison with other businesses can lead to fear and judgment, impacting your marketing confidence.
• Embracing our mistakes and learning from them is crucial for effective marketing in small businesses.
• Engaging with a community of fellow STR hospitality hosts can provide support and encouragement in our marketing efforts.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Are you eager to boost your direct bookings and reduce your dependency on online agents? This episode delves into the crucial differences between Google and Meta (Facebook) Ads, helping you determine which paid advertising option is best for your short term rental (STR) hospitality business.

Sarah shares insights on how each platform operates, highlighting that while Google Ads targets users who are ready to purchase, Meta ads can help you reach potential guests in a more engaging manner.

With practical advertising budget recommendations, Sarah explains that you can start with as little as £50 for Meta ads, making them accessible for many businesses.

Tune in to discover effective ad strategies that can significantly enhance your visibility and ultimately drive more direct bookings.

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Key Takeaways:

• Google Ads target users already ready to purchase, while Meta Ads focus on brand awareness and discovery.
• Your website must effectively convert traffic from paid ads into actual bookings to succeed.
• Meta Ads allow for precise targeting based on user interests and demographics, unlike Google.
• A minimum budget of £500 per month is often necessary for effective Google Ads campaigns.
• Meta Ads can start with a budget as low as £50, making them far more accessible.
• Understanding your ideal guest is crucial for effective advertising on social media platforms.

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Connect with Sarah:

Website

Instagram

LinkedIn

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Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Get Fully Booked is the brand new podcast launching on Monday 21st October.

If you're an Airbnb host, holiday cottage or glampsite owner who are ready to master your marketing so you can ditch your reliance on online agents and grow direct bookings, then Get Fully Booked is your go-to podcast.

Your host Sarah Orchard, an award-winning marketing strategist, #1 Amazon best-selling author, and fellow host; will share with you exactly what it takes to grow your direct bookings and the simple marketing steps to get more profit in your pocket!

Throughout this podcast, she shares her proven marketing strategies and interviews fellow hosts to find out what has worked for them and how they have achieved more direct bookings.

In this frank and open episode, your Get Fully Booked host Sarah Orchard reflects on her own long journey of establishing The Hudnalls Hideout, a luxury treehouse short-term rental, while navigating the challenges that arise from being both a business owner and a host.

Sarah provides valuable insights on the importance of choosing a location that resonates with personal values and lifestyle aspirations. She emphasises that hospitality is not just a 9-5 job but a commitment that requires genuine passion for people and a high level of service, as guests can often have high expectations and demands.

She further explores practical steps towards achieving a sustainable work-life balance, including the significance of outsourcing tasks like cleaning and laundry, to free up time for marketing and personal relaxation, thereby enhancing overall business profitability and personal satisfaction.

Tune in for practical do's and don'ts that can help you achieve the lifestyle you've always dreamed of while successfully managing a short-term rental hospitality business.

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Key Takeaways:

• Establish a clear boundary between work and personal life to maintain a healthy lifestyle.
• Choose a business location that you love to avoid resentment over time.
• Outsource operational tasks like cleaning and laundry so you can focus on revenue-generating activities like marketing and growing your business.
• Being in hospitality requires a genuine love for people and strong social skills.
• Setting up a successful hospitality business is a full-time commitment, not really a side hustle.
• Regular meetings with your life partner can help maintain clarity and structure in your business and avoid issues with balance.

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Connect with Sarah:

Website

Instagram

LinkedIn

---

Are you ready to take more direct bookings?

Take Sarah's FREE quiz here to find out how ready you are with your marketing to ditch the likes of Airbnb! Put your business to the test...

Get Fully Booked is the brand new podcast launching on Monday 21st October.

If you're an Airbnb host, holiday cottage or glampsite owner who are ready to master your marketing so you can ditch your reliance on online agents and grow direct bookings, then Get Fully Booked is your go-to podcast.

Your host Sarah Orchard, an award-winning marketing strategist, #1 Amazon best-selling author, and fellow host; will share with you exactly what it takes to grow your direct bookings and the simple marketing steps to get more profit in your pocket!

Throughout this podcast, she shares her proven marketing strategies and interviews fellow hosts to find out what has worked for them and how they have achieved more direct bookings.