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B&B targets the right geographic markets

Is Your B&B Targeting The Correct Market Segments?

Thursday, January 11th, 2018

When it comes to developing a marketing strategy and promoting your B&B to prospective guests, you need to know who your target market segments are. Your distribution strategy should be designed to attract the most motivated travelers across the globe, specifically those that are most interested in staying at a B&B in your destination.

Here’s how you can be sure that you are targeting the correct geographic markets:

Use a Channel Manager to Create Effective Distribution Partnerships

Without a channel manager, you are forced to try to create connections with powerful OTAs on your own and then manually input any bookings generated through those channels. It’s nearly impossible to do unless you automate the process with an effective channel manager. With the right channel manager, you will be able to connect with as many OTAs and other travel agents as you want. Your bookings will be automatically entered into your property management system, eliminating the risk of overbooking.

Focus on OTAs that Reach Your Target Geographic Markets

Whether your B&B attracts domestic guests or international travelers, it’s important to connect with the OTAs that focus on those specific geographic markets. While there are many generic OTAs available that reach a global audience, it’s the OTAs that are widely used by a specific geographic market that will generate the most bookings for you. For example, China is one of the most powerful inbound tourism markets in the world, so any B&B operator hoping to increase their bookings among Chinese travelers should use their channel manager to connect with OTAs like Ctrip.

Monitor The Results Of Your Distribution Strategy

As you receive bookings from new travelers and across your different channels, you will want to use the reporting features on your property management system to evaluate your progress. You should generate reports that use live data to give you the most accurate results. In addition, you should be able to filter your reports and create documents that highlight which geographic markets are booking rooms at your property. This will help you identify which geographic markets to pursue.

Use Relevant Data To Target Motivated Travelers

The data that you generate through your reports as well as your website analytics should be used when creating your marketing strategies. Whether you are launching a new social media campaign or an online advertising campaign, you will want to invest your resources where you will achieve the best results. Understanding the types of guests who book with you and knowing where they come from will help you create effective marketing campaigns that drive direct bookings.
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