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Thursday, February 7, 2008
In my seven short months on board as your CEO, I’ve come to learn a great deal about the challenging, yet often times rewarding, profession and life of innkeeping. I am approached by members and industry leaders in all corners of the continent about what PAII should be doing. It is important for you to know what we have decided to focus on in the coming months and years. One of the most important achievements our board and staff have accomplished recently is the adoption of a clear vision for PAII. In my column in the recent Winter edition of Innkeeping Quarterly (IQ), I share PAII’s new “Vision Statement.” It is a firm belief of mine to have in front of us and wear on our sleeves a vision of the organization we will always strive to be for our members and the industry. You can read the statement here. This statement is an over-arching philosophy for the organization. We also needed a clear set of priorities and objectives for the coming months and years. The PAII Board of Directors, along with the PAII Advisory Council and other at-large members, helped to shape the most relevant priorities of the organization. These priorities, which we consider our organizational goals, are listed below. All of the work of the staff and board are shaped and motivated by these priorities.
I hope you agree with what we have chosen to focus and spend association time and resources on. We recognize that we cannot be all things to all people, and at the same time be successful. A successful association is helping its members be more successful. In order for PAII to thrive, we must have the support and involvement of our members. To maximize your investment in PAII, we urge you to participate in PAII surveys, read PAII communications, go to PAII meetings, support PAII vendor members, participate in the PAII forum, buy books and research published by PAII, and continue to support PAII through your membership. With your help, we can accomplish the goals below.
As always, I welcome your thoughts and comments at jay@paii.org.
PAII’s Organizational Goals
Association
Growth Membership
Benefits
Governance
Culture
Promoting
More Business for the Innkeeping Industry
Allied
Associations
You have good reasons for not attending the PAII Conference! The expense doesn't fit in your budget, you can't leave your inn, you are worried about what the predicted recession will bring, you already know enough to run your inn, and who wants to go to a resort that was built for kids, anyway? Over the years,
PAII staff has heard several recurring themes from innkeepers about why they don't
attend the PAII Conference. Innkeepers who attend the conference year after year
would beg to differ with those reasons for not attending. Is it the chicken or
the egg? Do only the most successful innkeepers attend the PAII Conference? Or
do those who attend the Conference become more successful? Read on, and judge
for yourself. What is the potential return on your investment? Don Farrell, who is presenting It's No Mystery: Converting Callers to Guests, would tell you that he can add $30K to $50K to your bottom line if you use the techniques he teaches! Even if his presentation means only one additional room night per week at your inn for 50 weeks at $150 per night, that would equal $7,500, or more than double your $3,000 investment. How can you afford NOT to go to the PAII Conference? The example above is the potential ROI from just one workshop. There are many workshops that will give you ideas for increasing revenue, decreasing expenses, and making your guests even happier, which translates to repeat business. Just take a look at the Marketing and Technology workshops listed at www.paiiconference.org under Program. The key to getting a great return on your investment, of course, is to track the ideas from each workshop that are applicable to your inn and then go home and implement those ideas in a methodical way. We have also gotten feedback from many innkeepers who say that the deals they make at the PAII Trade Show more than pay for the cost of the Conference. Finding a vendor with a better product for less money or taking advantage of a show special can mean huge savings over the course of just one year. "You
said my business would improve and it already has! I love innkeeping so much,
we just bought another place!" "The trade show
alone was worth the cost of the conference." "There
are always more enticing workshops than there is time to attend them. This is
my 2nd PAII conference, and I wouldn't have missed it for the world. The trade
show alone is worth the registration fee. The quality is amazingly good. Every
session has at least one good idea to take home and most have lots more than that." 2.
The economy is going into a recession. "I think
it is vitally important for our industry to stay well connected, educated and
professional if we are to succeed in this ever-changing travel industry." "…attending
the conference sparked a new fire in us and moved us toward changes that we have
been reluctant (or too lazy) to take before this. We realize the industry is changing...
and not necessarily the way we would like it to. But, in order to stay in the
game, we have to follow the new rules." 3.
I already know everything I need to know about innkeeping / PAII Conferences are
for beginners Every topic track includes Master Innkeeper Level workshops that are developed specifically for long-time innkeepers. Also, any workshop for All Levels means that there is information that will be useful to any innkeeper—including longtime innkeepers. Another incredible resource for new trends and new products is the PAII Trade Show where you will find the best vendors that carry the products innkeepers want and who cater to innkeepers' needs. Take a look at the impressive list of exhibitors (and more are still signing up): PAII Exhibitors "As a longer
term innkeeper with a husband from the hotel industry (Ritz Carlton) I was surprised
at the relevant and useful information I came away with. I am in the process of
implementing many great ideas. Also met other great innkeepers, several of whom
I will keep in touch with." "The
Bass Cottage Inn in Bar Harbor, Maine launched its completely new
website shortly after the conclusion of the PAII Conference in Myrtle Beach,
SC. While site work has been underway for months, we were able to scramble to
incorporate numerous valuable tips acquired during general sessions, breakouts
and vendor meetings at the PAII Convention. The result is that bookings are
up 200% over same time last year. The website has much to do with this and
my PAII conference time was very well spent." 'We
found the conference informative and inspiring. I don't know how long the "buzz"
lasts, but we still feel re-energized and better able to provide a quality experience
to each of our guests. We also learned how to improve our website, reduce credit
card processing charges, clean rooms in an eco-friendly manner, and prevent "system
failure" through regularly scheduled maintenance." "Between
us we attended four amazing general sessions and 22 workshops. Most of the workshops
were phenomenal, and we gained great ideas—far more than we can implement
in the next year. Without doubt, the PAII conference improves our bottom line.
Ray is an accountant, and these convention expenses must be quantifiably justified!"
5.
Disneyland is for kids. "This is a world class facility offering fine food and wine, accommodations and perhaps best of all, expert service. They really live up to their reputation. Just being there can teach us all a lot about hospitality." David Hiler, Hiler Hospitality, Vermont "I had forgotten
what fun it is to be at Disneyland…just walking around brings a smile to
your face and warms your heart...of course, I could not help noticing branding,
branding, branding...in the most subtle and creative ways. Believe it or not,
I came away with ideas for our inn!" "I
don't know if it was the elegant chandeliers in the convention center, the brightly
colored carpet of the exhibit space or "zippidy do da" playing softly
in the lobby, but my feet wanted to skip like a kid, despite the pouring rain.
The sense of place wraps you like a comfy blanket. Can hardly wait until I return.
The idea of a different chef for each of the property's restaurants makes me want
to try them all when I do return."
Are you fun, adventurous, good looking and, well, 'easy on the pocketbook'? Then you're just the type of getaway that women are looking for...But are they finding you? In
2007, PhoCusWright Inc. reported that for the first time transactions on the Internet
will account for over half (54%) of all U.S. travel bookings. And a new survey
by AAA indicates that 24% of American women have taken a girlfriend getaway in
the past 3 years and 39% plan on taking one in the next 3 years. These findings
indicate that as women continue to research and make travel plans via the Internet,
marketing your destination where women will find it and making it desirable will
be the success of your promotion. You don't have to be a woman to enjoy the trend. Mike Venturini of the Munro House B&B and Spa in Jonesville, MI, has offered Girlfriend Getaways since 1999. In 2003 while hosting his first bachelorette party, he discovered how lucrative a B&B plus spa party can be. "We had 14 girls for 2 nights with 2 dinners, 2 breakfasts, lunch, and 4 spa services each. They wanted to be pampered and not have to drive anywhere for 2 days, so we made it happen! The girls had a blast, we enjoyed hosting, we made a very nice income, and my staff received a 20% tip!" A Girlfriend's Wants and Needs Poll
#1 What do these results mean? Create packages for small groups such as in-room manicures or cooking classes. Allison DeCongelio of BNBFinder.com says, "B&Bs offer personal service ideal for a Girlfriends Getaway. Women get a break when someone else does the work. Complete packages offered at B&Bs make them the perfect setting for a group of women. Often, a group reserves the whole B&B for themselves." Women look for special treatment and security. They respond to small gestures, i.e. discounts, welcome gifts, nightly pillow surprises, coupons, parking lot escorts, security measures, etc. Are these efforts worth it? Absolutely! Women are three times as likely as men to tell someone about a personal experience, good or bad. Poll
#2 Keeping your package prices
as low as possible will help to keep your offer in the comfort zone. Help moms feel connected to family while away. Phones in the room and Internet connections will give her the piece of mind she needs to relax and enjoy her getaway. Market to local moms and women's clubs. The consensus is a night away is a night away even if it's 5 miles down the road. Give a woman a comfortable bed, her girlfriends, a bottle of wine and massage, and you have a customer for life. Poll
#3 Using the above results, tailor your lodging's key features to these lifestyle preferences to make their stay more enjoyable and build loyalty. If onsite amenities are limited, partner with a local massage therapist or day spa. Create spa baskets for the room containing body, hand and foot scrubs, bubble baths, soft robes, etc. Make a theme out of it, i.e. a divorce, best friends day, ride a new trend (like "going green"), antiquing, etc.
It's
All in the Attitude Something as simple as a diva "dress up bin" filled with old bridesmaid dresses, boas, hats, a bottle of wine and throw away camera can keep a group of grown women busy for a long time. Judy Kennell of the Paniolo Ranch in Sisterdale, TX, when asked about the most popular feature of her "Girls Only! Getaway" replies, "taking crazy pics of each other during their stay!" Her best advice for starting a girlfriend getaway package "…be creative and have fun with your package design." Where
Can Girlfriends Find You? Suggestions from contributing PAII innkeepers: Twyla
Sickmiller suggests: Mike
Venturini offers this advice: Linda Horn
from Whispering Pines B&B
in Dellroy, OH, has been hosting girlfriend and sister getaways for 18 years and
relies on: Now
that you know what women want and how to attract them, put yourself out there—this
could be the beginning of a beautiful relationship. Valerie
McDermott is cofounder of Million-Dollar-Mama home of The B.Y.O.G.
(Bring Your Own Girlfriend) Getaway Guide. The BYOG is an online travel guide
of girlfriend getaway destinations across the US and Canada. She has been helping
to provide resources to women planning their getaways for 3 years and has herself
enjoyed getting away with the girls for over 10 years. To contact her for more
information on putting together a girlfriend getaway package or marketing your
current girlfriend getaway package email valerie@million-dollar-mama.com. If you needed a plumber or electrician to help you finish a new guest room, what would you do? Most likely, call another innkeeper or friend in town and ask for a referral. If it's a big job, you'd probably get a few estimates. Finally, you'd make a hiring decision based on several factors, cost being an important element, but not the only one. Equally important are reputation, skill, and experience. The more "mission critical" the job, the more careful the hiring decision. When it comes to selecting vendors, the process is much the same. Let's
go through the key questions to ask: What is their experience and reputation? How long has their company been in business? What is their financial backing? How long have they been focused on working with innkeepers? What is the background of the business principals? What kind of partners do they work with? Do you really want to trust a "mission-critical" element of your business to a brand-new company? Think about it this way—while it's OK to give a quick toilet repair to a new plumber you've never used before, would you do the same when the assignment is to install a double whirlpool tub and steam shower in the new master suite in your Victorian mansion? Or would you want a plumber with years of experience, used to the challenges of construction in historic homes? You want a vendor with specific experience in our industry; check references by talking to innkeeper customers and meeting with them at innkeeping trade shows. Why do you need them? Technology services are generally used for marketing and operations. Let's say you've already done a good job of marketing your property on the leading online directories, and a new outfit makes you a tempting offer. Odds are that the most you could lose is your time and $200. On the other hand, if you need to create a new website, the single largest source of your reservations, you want to be darn sure you're choosing wisely. Similarly, for property management software, essential for running your property efficiently, price is much less important than value. Overall value takes into account price, as well as reliability, security, and longevity. If you are planning to order amenities, logo items, or soft goods, select a vendor who'll respond quickly not only when it's time to place an order, but who will be equally as responsive if there's a question, delay, or quality issue. Where are they based? Although skilled tradesmen should be local, vendor services need only be in the same country, in the unlikely event that legal action becomes necessary. For technology issues, given the ability to connect to your computer remotely, a support person doesn't need to be in your office to help you with a software issue. Online training makes it easy to learn how to operate new software. For soft goods and amenities, speedy and reliable shipping via UPS and FedEx Ground allow vendors to assist you from distant locations. When do you need it done? Give yourself enough time to find the right vendor, and for them to do a good job for you. The more customized the assignment, the longer it takes. Top inn photographers and web designers, for example, are booked six months to a year in advance. How much? You've already invested hundreds of thousands of dollars (or more) in your inn. You sell your rooms to potential guests based on quality, experience, and value—never price alone. When you're the customer, follow the same path. Never make a key decision solely on the cost—you'll get what you pay for. Think about the risk-return ratio. With the Internet generating 80%-90% of overall reservations, what's your ROI (return on investment)? Does it make more sense to invest $5,000 for a $50,000 ROI or to spend $1,000 that produces little but aggravation? If you spend $1,000 on robes, towels, and/or linens that don't hold up well, your loss, while upsetting, cannot be greater than your expense. If you pay for a website that never gets built, for unsatisfactory photography, for an unsatisfactory booking engine, or some other key marketing metric, your loss is the out-of-pocket cost plus the opportunity cost—in other words, reservations that didn't get made because potential guests didn't book. Still not sure? Get on the phone and the Internet. Talk to the vendors you're considering, and talk to your fellow innkeepers for additional advice. Sandy
Soule, BedandBreakfast.com © 2007 Reprinted with the permission of the author
and BedandBreakfast.com.
People employ all of their senses when enjoying a meal. Taste, smell and touch, of course, but sight is among the first senses to kick in when you enter the dining room. Food must be appealing to all of the senses and if it looks good and is presented in a beautiful setting it adds greatly to the enjoyment of your guests. Much time is spent on the concept of plating and garnishing food to make it appealing. It might be fun to spend some time on your tables to make them special as well. To be unique and true to yourself and your business why not try tablescapes that depict the experience you are offering to your guests. One fun way to spark a conversation is a mix and match table setting of old flea market plates with character. You can use layers of patterns and colors all unique and easily available, especially as singles, for a very reasonable price. And if you break one, no worries, just pick a new plate to substitute. If you already have favorite matching dishes look for mix-and-match fruit bowls, juice glasses, napkin rings or butter plates. Guests will love them and, you can even collect extras and sell them in your gift shop. The old china patterns add color and texture to your tablescape, and they don't have to remind you of your grandmother's table. You can choose any era or pattern mix from the 1850s to the 1950s and beyond. You can do the same with silver if you are up for the polishing (don't groan, some people love to do it!). Why not make the breakfast table a reflection of your location. Plant your candles in beach sand or river rocks or other appropriate non flammable medium. Try shells, cranberries, chestnuts, small pine cones, acorns or old buttons. Instead of a fabric runner, consider using leaves or other natural materials scattered down the table's center. If you have a collection of small things like bookends or garden tools they make a fascinating centerpiece runner. Bring your garden indoors. Think of garden grown materials like sunflowers as a decoration. A large sunflower placed in a pool of water in a glass dish will act as a candleholder for a week or 10 days. Just cut out a circle in the center of the flower for your candle. Small squashes and gourds are a great centerpiece piled together like a country fair display. A small pot of herbs growing on the table adds color, height, and a lovely aroma, even if you don't have a garden of your own. Guests at tables near a window will delight in a window mounted bird feeder that brings birds right to their side. If you have a flower garden use individual vases to give each place setting a nice bouquet Urban inn? How about playbills, colorful museum guides and city maps artfully arranged to add color texture and to educate your guests. Mix old playbills, if you collect them, with current play reviews and museum brochures. No space? Keep them in a clever holder as a center piece or wall hanging. Fabric can add great color, texture, and tell your story. Use beautiful old quilts or drapes to make tablecloths or place mats. A set of small bookends with a few of your favorite books is a clever addition for a table as well. Use books of romantic poetry, self guided walks or the history of your area. Use a local map as a placemat. You can print them from Internet mapping sites onto light colored construction paper or Mylar overhead projector sheets. Leave a daily quiz question or puzzle to solve at the table for those who are bright eyed and bushy tailed in the morning. It keeps them busy giving those who are slow to rise time to wake up. A
tablescape can be a source of delight, information and conversation. It can be
so lovely that it brings a smile to your guests' faces. Consider bringing the
outside in or reflecting your hobbies and interests. Guests will remember these
touches and tell their friends and family. The setting will add something special
to their dining experience and bring them back for more. Carol Edmondson owned
and operated an award winning 14 room B&B Inn on Cape Cod for 12 years. Carol
and her husband Tom, a commercial real estate broker, formed Innkeeping Specialists
in 1994. Their consulting partnership focuses on finding inns for clients and
teaching their "Innkeeping from the Innside" seminar. Carol has developed
and presented several PAII conference workshops, currently chairs the Cape Cod
Bed & Breakfast Committee, and is a member of the PAII Advisory Board. She
was formerly a marketing executive with a Fortune 500 high-tech firm and holds
a degree in finance and marketing. Contact Carol via email at inninfo@yahoo.com
or visit her website at www.innseminars.com.
Question:
Answers:
Unusual
Inns are a Trip in Themselves Inn
for Sale: Tori Spelling's Chateau La Rue Travelers'
Checks: Underground Railroad 'Stations' now Bed and Breakfasts New
Hampshire Inns Ready for Civil-Union Ceremonies Pets
Welcome! Top Hotels for your Best Friend Romance
Packages Steal Hearts
We promise not to take up too much of your time and will only ask you to be of assistance at most 3-4 times a year. PAII staff will contact you when there is a member requiring assistance and if you are too busy to respond that day simply pass and we will select another mentor. Mentors will be asked to complete a survey (below) indicating which topics they are most comfortable and familiar discussing. This will enable PAII staff to make a suitable match according to the specific needs of the individual. Another component of the Mentor Program is the Buddy Program at PAII conferences. We will pair new members, first-time conference attendees and those who are traveling alone with a "seasoned" conference attendee in order to help them get acclimated and feel more comfortable during the show. Think back to your first PAII conference. Wouldn't it have been helpful if someone had been there for you? If you are interested
in participating in either program, please click on the appropriate link below
no later than February 25th. This is a great way for you to contribute to the
growth of your industry and to help others who struggle with the same issues you
do. Many thanks! To register for the Mentor Program click here: (Please note that if you are interested in being both a Mentor and a Buddy you should complete this registration form). To sign up as a Conference Buddy in Anaheim this April (only), email karen@paii.org and advise that you are interested. (back
to top) Rentalo.com
As shown online at https://app1.associationsonline.com/amos/paii/members/view_profile.cfm?organization=21822: Rentalo.com is a leading global directory and search engine specialized in linking leisure & business travelers to short-term properties and lodgings. Since 1999, Rentalo.com has helped more than 5 million travelers to find and book the best values in privately owned vacation homes, villas, condos, apartments, cottages, cabins, chalets, timeshares, etc. We also list hotels, motels, inn, bed & breakfasts, hostels, flats, house boats, private islands, castles, farms, and many other types of short-term rental and lodgings. Our professional
staff has many years of combined experience in internet technologies, hospitality,
real estate, and other relevant industries and disciplines. Abode
Ltd. Altes
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Inn B&B Angels
of the Sea B&B Apalachicola
River Inn Arroyo
Vista Inn Bee
and Thistle Inn Blue
Heron B&B Blue
Heron Retreat Ctr & B&B Blue
Iguana Broad
Street Guest House Carriage
House B&B CasaMar Cutawhiskey
Bed and Breakfast Delta
Daze B&B The
Duck Smith House Bed & Breakfast DuPont
Mansion Five
Gables Inn & Spa Fox
Creek Inn Fraley
House Bed and Breakfast Grey
Swan Inn Bed and Breakfast (The) Harkey
House Inn
at Locke House Inn
on Castro IvyWild
Inn Bed and Breakfast James
Mulvey Inn Keating
House Inn La
Jolla B&B Inn (The) Lodge
on Apple Pie Ridge Minerva's
Beds Breakfasts and Books by the Sea Napa
Inn O'Casey's
Bed and Breakfast October
Country Inn Old
Wheeler Hotel Primrose
Inn The
Shepard House Simply
Divine B&B Sleigh
Maker Inn Bed and Breakfast The
Stirling House Bed & Breakfast Taharaa
Mountain Lodge Tahoma
Meadows B&B Three
Thirty Three B&B Vista
B&B Villa
Alegre B&B on the Beach Whitehaven
Hotel Wikiup
B&B Inn Zane
Grey Pueblo Hotel New
Aspiring Innkeeper Members innkeeping is published monthly. Annual subscription is included in the price of membership. Publisher Editor-in-Chief
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Rates & Information Title Image Courtesy of Jumping Rocks ©2008 innkeeping, all rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means without written permission from the editor.(back to top) |
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