How to bring more “YOU” to your business

One of the biggest challenges I see facing the small B&B operator, guest house owner, innkeeper or boutique hotel owner is not owning their value.

It’s somehow got into their psyche that they have to “compete” with larger hotels and must be cheaper.

Who made that one up?

I’m going to make a case for the opposite

You decide

Here’s why smaller hospitality experiences are more valuable for guests

In a study recently by Hospitality.net they found that more and more, travellers are valuing “enhancing perspectives” which means opening their minds to new experiences and cultures, “liberation” which means somehow feeling more free than they feel in their normal lives and “relationships” which means getting to know new people – and that includes you, the property owner.

Interesting huh?

The thing is that large hotels simply do not have the resources or the motivation to do this.  It’s impossible for them because of their need to make targets, get heads in beds and cut costs at every turn.

They are run largely by accountants, and they need to make the numbers

We need to make the numbers work too but not in the same way

We are mostly “lifestyle” operators, doing what we love and getting paid for it

Sinking into the background and feeling like you’re in competition with those larger hotels is not serving you, and it’s not serving your guests

They want what you have

They want YOU and all your life-enhancing perspectives and the relationships you can offer

You need to lead with that, instead of your prices

This doesn’t mean working harder

It doesn’t mean being more attentive or giving up more of your time for your guests

It simply means bringing more of YOU to the party

But what if you don’t know how to do that?

I get that.  No-one teaches us

We’re all told to sit down, shut up and do as someone else says

At least that’s what happened to me as I went through the British education system

Standing out from the crowd takes courage, and it’s risky

What about the risk of being the same as everyone else?

It can also bring great rewards, both to you and your guests

Because when they know who you are, they can make an educated decision about booking with you

When you’re not specific about who you can best serve, potential guests feel uncertain, wondering what they will find when they arrive

It doesn’t mean turning anyone away

So if you’re just starting out in this wonderful world of small hospitality, let me give you some good advice, that no-one gave to me (but I found out on my own)

Instead of just looking for a lovely property, in a beautiful area, with plenty of tourists coming, take a deep-dive journey into yourself and find out what you love to talk about.

What are your interests, your passions, your values?

And if you’re already running a good business, but you know there’s more for you, then do the deep-dive anyway and see what reveals itself to you.

Here’s an example for you

Tom runs a B&B for railfans.  Tom loves trains, so he bought a property on the railway lines – an old station, and welcomes railfans from all over the world, where they can sit on Tom’s porch and watch the huge trains go by several times a day.  Tom can talk trains all day long with his guests.  He’s well known in the railfans community worldwide, and fellow railfans seek him out.

Tom doesn’t worry about any local “competition” because he’s in a market of his own, and he owns it

What market could you own?

Instead of asking yourself, how can I get more guests (any guests will do, and at any price), you’ll be asking a different question, which will bring you a different result

How can I attract the guests I want to welcome because of who I am and because of who they are?

If you want to find out how to do a deep-dive into yourself, then I have some good news for you.

Just until Friday 6th January, you can go through this powerful exercise in your own time, for half the normal investment – just $32,50

CLICK HERE to take a look

You might just surprise yourself

Dedicated to your success

Yvonne x

 

 

 

 

 

“In the past 12 months since working with Yvonne, I’ve had 8 record months!” Marie Davies, USA

Need more ideas to WOW your guests (and boost your bank account)?  CLICK HERE to pick up my free report now.

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8 Responses to “How to bring more “YOU” to your business”

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  1. Hi Yvonne, Shelley here, hope your holidays were wonderful. I have been thinking about retaking your courses to freshen my mind and get me back in the swing. Do you feel there is new information enough to benefit “retaking” the courses. Feel like I have lost touch of all your wonderful wisdom. Thanks

  2. james down says:

    Hi Yvonne:
    Your right that we’re not in competition with hotels and the reasons you give are spot on. We do however charge less than the hotels do in our town but in doing so we have the highest rates for rooms in Ontario. People do not think twice at paying over $200 a night at our B&B when the hotels in our town are charging over $500 a night.
    What IS important is that you as hosts know your town, it’s events, it’s fine dining establishments and all about it’s wineries or other special features in the area. The experience that you give your guests during their stay will be remembered and they will tell their friends etc. Word of mouth.
    Sometimes I think I should slow down and take fewer bookings. Maybe make a two night minimum during the entire week rather than just on weekends.
    Have a great 2017 and may your coaching enterprise continue to flourish.

    James

    • Thanks for your lovely comments James. It’s great to hear from you. I totally agree with knowing your town, and becoming that “expert in the eyes of your guests” – sounds like you could very well make a couple of changes that would suit you better. This business only works if us as owners, are happy 🙂 Happy New Year to you too x

  3. Linda says:

    I would love to take two of the modules for beginners (5 and 7) because these are my challenges and because we are not open yet and won’t be for another year or two – so my husband can retire first. But, the weak Canadian dollar makes it more like $45 per course, instead of $32.

    • Hi Linda, thanks for your comments. I’m sorry that the exchange rate is not working in your favour. Ask yourself, what would solving your challenges around your website and social media mean to you? And if you got off on the right foot in both of these areas from the get go, how would that impact your business when you’re ready to open? I know that perhaps you’re not yet in the habit of investing in your business, but it’s a necessary part of learning and growing. Email me at yvonne@bedandbreakfastcoach.com if you want to talk 🙂

  4. Hey Yvonne, we already exchanged wishes on other posts but it does not hurt to renew here : we all need wishes don’t we ?
    You made a comment on British Education as a “sit and listen and do what someone else says you should do”. You have not been educated by the French educational system : it’s a lot worse … For my Family, the English and American systems are more open and “I am here to teach you how to use your brain and think by yourself” 🙂
    Now I do not feel in competition with large hotels because I know we are very different. We offer different services and we please different guests and expectations.
    I do not charge as much as I do not have the same taxes and security regulations. I do not have a full time team to pay full time.
    I do not feel in competition with large hotels in my Paris Village as I know their staff will never spend as much time as I do explaining about exhibitions, and foodscape, my “niche”
    I feel I am in competition with AirBnB taking over the whole market with good and bad.Some owners are just “renters”, no personal service, not even meeting their guests? But they are very visible on the net via AirBnB website, easy to book, attracting last minute decision guests, not really caring for a relationship.
    Thanks to you and your advice, I have developed my “niche”, reinforce the “service and care” aspect of my place, I rely a lot on returning guests and word of mouth. Hopefully there will still be guests looking for that kind of relationship. When they do not exist or cannot find me anymore, I guess I’ll have to retire …
    So my big challenge is to be seen in spite of AirBnb, Booking.com…. Not the tariff although when you don’t spend time with your guests, it is easier to lower your prices !

    • Hi Martine, and thanks so much for commenting. I know about the French education system too, as both my girls went through it 🙂 It’s so easy to undervalue ourselves, but as long as you feel good about your prices (not resentful) then you’re doing fine. I’m about to post another blog which I think you’ll enjoy also – stay tuned xx