Yvonne Halling is a B2B coach, business owner, and creator & operator of business named Bed and Breakfast.
Hello I’m Yvonne Halling and this video is about the changes already taking place in our industry, and those I see coming, so if you own or are planning to own and run a B&B, guest house or Inn, then please pay close attention to what I’m about to reveal. First, let me speak to you if you’re an established owner, and have become demoralised with the online travel agents, and the way they’ve positioned themselves between you and your guests online, and in many cases intercepted what should have been direct bookings for their own benefit. This is going to continue.  And even though they’ve been slapped recently for making false claims and offering fake discounts, and as a consequence the public have lost trust, resulting in fewer bookings via those channels, they will be back. And they’ll be more aggressive than ever in my opinion.  They want to completely dominate the market making it impossible for you to be seen on Google.  And Google is already preventing you from using some of the tools available to other small businesses, because they can see the enormous potential cash available to them if they manipulate the searches to their advantage. You cannot win in this game, so I encourage you not to play it. I’ll tell you how in a minute because there is a way, and it’s easier than you think Now let me speak to you if you have a dream to run a B&B, guest house or inn and you’re in the research and planning stages.   My one piece of advice to you is this. This business is NOT what you think it is. If you think you can invest in a beautiful property in a touristic area and make people happy with your stylish rooms and delicious breakfast and all will be well.  It won’t. It’s way more complicated than that these days. Now, I’m not here to burst your bubble, or destroy your dream. So if you’re established or brand new, then here’s what I see coming and how you can take advantage and have the business you dream of. First, build a brand and a platform for yourself.  By all means use the online travel agents if you need to, especially if you’re in the starting out phase, but know that they are not your friend and to depend on them year after year will be disastrous for you in the long term. Second, more and more people are travelling.  That’s one good thing to come out of the online travel agents’ activities – they’ve opened up the travel market.  It’s never been easier to book a weekend away at the drop of a hat. But more and more travellers are looking for an enriching experience, and that’s where you can really shine.  Larger hotels cannot offer personal experiences.  That’s not what they do.  But you can.  So give some thought to the actual experience you offer, beyond the stylish rooms and delicious breakfast, and lead with that instead.  This is your unique value that only you can offer. And third, put your unique value out there online.  If you’re giving out local knowledge over the breakfast table, then write about it, or better still, shoot a video about it and put it online, so those looking will find it.  The internet is not just for the online travel agents, it’s for everyone and that includes you.  Don’t hide behind your property.  Come out and show us what you’ve got. There’s a huge shift in human consciousness going on right now and from what I’ve seen from trusted astrologers, this will continue for many years.  Many of our trusted structures of the past, such as banks, governments and systems are breaking down, which means that new ones will emerge.  Be part of the new rather than clinging to the old way of doing things. Learn, grow, contribute and bring all of you to the online stage, so we can get to know you, like and trust you, and then book with you.   I’m taking a handful of owners through a brand new process called “From Commodity to Celebrity – the Antidote to the OTAs” and if you’d like more information on how you can get involved, then message me below or email me at yvonne@bedandbreakfastcoach.com and I’ll get back to you. In the meantime, if you liked this video, please hit the red subscribe button to be the first to know when I post the next one. 
Hello I’m Yvonne Halling and in this video I’m going to show you how to take yourself from a commodity to a “celebrity brand” in 3 easy steps, so you can attract the guests you want to welcome and charge the rates you want to charge. So if you’re frustrated by the guests you’re getting from the online travel agents and the commissions you pay to them for those guests, then this video will help you see why. First, let’s define what I mean by a commodity and a celebrity brand and why it matters. A commodity is something that can be bought anywhere usually at low prices, and has nothing much to differentiate itself from its competitors.  It usually looks the same as everything else in its market.   A celebrity brand is something that is exclusive, is rarely discounted and has a higher perceived value so it can command a higher price.  It usually looks and feels completely different from everything else in its market and it’s well known. So why is this important for you as a B&B owner or innkeeper? If you’re frustrated because you can’t seem to attract enough guests yourself, and you’re still relying largely on online travel agents to bring you guests, even after many years, then you’re probably looking like a commodity in the marketplace. I see very few owners building a “celebrity brand” and yet it’s the quickest and easiest way to attract guests yourself, without using the OTAs. Here’s the steps: Step 1 Decide on who you want to welcome.  Really dig into this, and you’ll probably feel some resistance to doing this, because you may think that honing in on a certain type of guests means you’ll be turning people away. But the truth is you won’t have to turn anyone away.  What will happen is that when your message goes out there into cyberspace, it will start to attract MORE of the guests you want to welcome and the others will be fade away naturally.  You won’t have to do anything. Step 2 Once you’ve decided on WHO it is you most want to welcome, then you craft a message that calls them out, and you put that message everywhere online.  That means firstly, on your website.  Go take a look at your website now and read the first piece of text your visitor will see when they land there, and ask yourself these questions – am I calling to the guests I most want to welcome?  If I was that guest, would what I’m reading inspire me to stay and read more? If the answer is no to those two questions then you have work to do. Step 3 Now that you have your ideal guests in mind, you’ll need to create some content for them to consume.  This can be in the form of blog posts, social media posts, and videos.  You’ll want to position yourself as the best source of information around for those guests, and online content is the way to do that.  Think about what content you’d like to create and play to your strengths.  If you like writing, do some blogs.  If you like talking, then video would be great for you. If you’ve liked this video, then hit the subscribe button to be the first to be notified when I post the next one, and if you’re curious to know how other B&Bs, guest houses and inns have put these basic steps in place to add at least 25% to their income in one season, while working less and having more fun, then click on the link below to register for my next Masterclass. Click on the link and I’ll see you there! Register here for my next Masterclass:  https://www.bedandbreakfast.com/masterclass/
Hello I’m Yvonne Halling and in this video I’m going to talk you about how to use two simple and timeless strategies that will have you standing out from the crowd, and attracting more of the guests you want to attract, without listing on any more of the big online travel agents. So if you’ve been wondering how you can be seen and heard among all the competition out there, then this video will help you. First, let’s look at why you’re not being seen or heard. When you list with the online travel agents, you upload photos, create a listing and determine your price. All the online platforms follow this procedure, and it’s pretty easy to do. But how do you differentiate yourself from everyone else? How do you get to stamp your personality on your listing, on those sites? And how do you convey your unique value to the guests who are looking for you, on those sites? The answer is you can’t. And because you can’t do this, your potential guests don’t know who to choose, so they look for the best price or the best deal. So you’ll be chosen on price. This makes for a very empty experience for both you and your guests. So what do you do? Two simple things: You need a brand and a platform. Let me explain. Your brand is not just your logo, it’s a combination of your logo, colours, images, your message and your values.  It’s what you stand for, in terms of what you offer and for whom. One you’ve got your brand sorted, you can then wave your flag all over the internet and it will carry with it the message and the experience you offer for a particular group of people who would love to stay with you, because of who you are and what you represent. You’re creating an asset that will do your work for you, while you’re doing something else. Next is your platform. Once you have your brand, you’ll need a platform.  This means a place from which you convey your brand.  It will consist of all your social media accounts from where you’ll build your very own customer list. Just having your customer list in your online booking system is not enough, because you cannot email to them, make offers to them or communicate with them when you want to. You’re going to need a CRM system or Customer Relationships Management system, a place from which you gather people, communicate with them, build relationships with them and make offers to them. My prediction is that B&Bs, guest houses, inns and small hotels without a brand or a platform will die off in the next few years as those that do pick this up, run with it and thrive. There’s still time left, and you can find out more on how to do this easily and quickly by joining me on my next Masterclass by clicking on the link below. If you’ve liked this video, then hit the subscribe button to be the first to be notified when I post the next one.
Hi I’m Yvonne Halling – Bed and Breakfast Coach Since 2013 I’ve been working with established B&Bs, guest houses and inns to increase their business by at least 25% in one season, while working less and having more fun, and with new owners to start off with the right strategy, structure and systems in place so they don’t fall prey to the online travel agents, or worse, lose all their savings in a business that just won’t work. I love this work where I get to witness transformations and breakthroughs on a regular basis, while owners realise that they are in charge, they decide, and they make the rules. And sadly, since 2013, I’ve also witnessed the rise of the power of the big online platforms who not only take money from owners in the form of commissions, but over time, undermine owners’ confidence, and in some cases take away the entire business, which is now not even viable without the OTAs. My mission is to return these businesses to their rightful owners and restore that confidence and joy which may have been stolen, and to allow those owners to feel a greater sense of certainty of income, give them a vehicle to express their own creativity and the tools and technology to run their business on their own terms for as long as they want to, for the guests they want to welcome My vision is to restore B&Bs, guest houses and inns worldwide to their rightful place in their local communities, where the new money they bring in via their guests is being used to support not only themselves, but other family businesses, such as bakers, butchers, restaurants, local attractions.  This money cannot come into those communities by any other means than via the B&Bs, and to allow anything from 15 – 35% to be skimmed off and funnelled into a tech giant often based in another country for no-one’s benefit but their own is nothing short of scandalous to me. I see people coming together building their own local platforms where the money stays in the communities where it belongs for the benefit of everyone in it, allowing greater creativity, innovation and prosperity for the future. I love to work with owners who are ready to change the way they’ve been doing things. Those who love a challenge and are ready to work hard to put strong foundations in place in order to reap the ongoing rewards. Owners who are not afraid to step outside of their comfort zone. Those who are ready to be visible online, to become the expert in the eyes of their guests, so that they are the only choice for the guests they want to welcome. I love people who take fast action and commit to the process. If you want to be part of this vision that we’re creating, then leave me a message below. Book a FREE CONSULTATION here: https://meetme.so/YvonneHalling
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Creator Details

Location
United Kingdom
Episode Count
38
Podcast Count
1
Total Airtime
3 hours, 16 minutes