Get Fully Booked – Details, episodes &amp; analysis

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The Money is in the Marketing

Season 1 · Episode 1

lundi 21 octobre 2024 • Duration 14:35

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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Do you have a marketing roadmap for your business?

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah:

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Google or Facebook Ads - What's Best?

Season 1 · Episode 3

lundi 28 octobre 2024 • Duration 15:45

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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Do you have a marketing roadmap for your business?

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah:

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How to Get Guest Emails to Drive More Direct Bookings

Episode 4

lundi 4 novembre 2024 • Duration 20:11

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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Do you have a marketing roadmap for your business?

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah:

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Gated Wi-Fi providers:

StayFi (affiliate link)

Filling your Booking Calendar Year-Round with Lindsey Holland, Cleeve Hill Hotel

Episode 5

lundi 11 novembre 2024 • Duration 30:24

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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Do you have a marketing roadmap for your business?

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah:

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5 Ways to Get Started Marketing your STR Holiday Business for More Direct Bookings

Episode 6

lundi 18 novembre 2024 • Duration 18:48

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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Do you have a marketing roadmap for your business?

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah:

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Marketing Consistency is King

Episode 8

lundi 2 décembre 2024 • Duration 19:00

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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Do you have a marketing roadmap for your business?

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What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah:

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Marketing Campsites, Cottages + Cabins with Lorraine Robinson, The Roost Luxury Cabins

Episode 7

lundi 25 novembre 2024 • Duration 29:40

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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Do you have a marketing roadmap for your business?

---

What would you do with an extra £20k+ in your holiday business?

I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.

It is easier than you think to move to 70%+ direct bookings.

If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!

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Connect with Sarah: