How 24 Cape Town guesthouses benefit from sharing
I came from a corporate environment where you tried to defeat your competitors. You did not usually consider working with them.
When we started out with our guesthouse we began doing print advertising, because that was the best way get the word out as newcomers at the time. I invited other guesthouse owners – there were about 20 of us at the time – to get together in an informal association, which is now called Camps Bay Accommodation Association. And everyone was happy with that. We were all new to the guesthouse industry.
We made a few firm rules. One of them was to understand the importance of referrals. We were all receiving inquiries, and if you couldn’t use it, it would be so wasteful to say: “Sorry, we’re fully booked.” So one of the first rules of our association was that if you were full, you had to refer the inquiry to other guesthouses. Our goal was that Camps Bay – as a whole – should get the business, and the business should be retained there. It did not matter if you had friends with guesthouses in other suburbs, you had to keep the business in Camps Bay. And it has worked fantastically.
Our guests are amazed, because they feel we offer incredible service as a suburb. Instead of inquiring through one or two websites, they now have options at 24 different guesthouses. So they can choose the quality of accommodation, and from a range of prices. They think we’re extremely organised!
Organising the system
The association began as just a referral network, but as we grew we encountered two situations. The first was long-term bookings, where you could see in advance which rooms you had available. And then there was the very real scenario of someone arriving at your guesthouse when you were full, and you needed to send them somewhere else. The process of contacting 24 other guesthouses was very time-consuming.
Each of the members had to email me their availability for the next five days, and I would put everything together in a template and email it to all the members. That was a lot of work, but I didn’t mind doing it because it helped us all know what was available, and helped the members become more efficient.
And then we decided to set up a website: CampsBayInfo.com. It’s just a general marketing platform for Camps Bay. The hotels are members, and we have an availability schedule that is now updated automatically. Each member has to update the information on the website using a system we set up.
We have learned how valuable this website is. People are finding out about the area from the website, and it is driving reservations to our member hotels.
How we developed the website
The 24 guesthouses paid for the website. We did not charge the restaurants or other businesses. We found restaurants are a very important part of our guesthouse offering. Every night, the guests want to know of a good place to eat, so it’s important to have relationships and recommendations to good restaurants.
Things to do and things to see were provided by the website developer. No one other than the guesthouses paid to be included. We don’t accept advertising. It’s purely an information website, and the content is there to help our potential guests. When people plan to visit Cape Town, we want them to stay in Camps Bay… so this website shows the benefits of our neighborhood. This helps Camps Bay, and it helps each of us individually as well.
How we promoted the website
I’m embarrassed to say we didn’t do any marketing at all at first! There was a vague attempt to do a blog, but that never materialised for a couple reasons. When we launched the website, blogging was just taking off and none of us really knew what blogging was about.
Now, of course, I am passionate about blogging, but I still find many people in this industry are behind when it comes to social media. So to ask them to write something may have been too much – they would say that they couldn’t do it.
Since this website is a content website, the majority of our traffic comes from natural searches. When people type in terms related to our area, we tend to rank highly.
Our web designers are a very good company here in South Africa. We chose the best company in the business to design the website so that search engine optimisation would be part of the site from the start.
Challenges we had to overcome
It’s important to keep it in a tight geographic area. I don’t think I could have done it for all of Cape Town.
Some guesthouses have one bedroom, some have three, some have five … mine is the largest, with 11 rooms. So the level of referrals is not always equal. Guesthouses with one bedroom will not provide the same number of referrals as a larger property.
And then there’s always a difference in sophistication of marketing. I am reasonably visible, since I have worked hard to build my online marketing. So more people find me and I have more to share than the properties that do no marketing. We had to just accept that we would not get an equal volume from everyone.
You have fixed capacity in a guesthouse or hotel. You have only so many rooms, and you can’t put them anywhere else. It doesn’t matter if they are your favourite guests and visit you every year … if the dates they want to visit are booked, you can’t kick the other guests out. You run the risk of losing referrals if they are happier at another place that they’ve found through the referral system. But that has never stopped us from doing it.
I think the biggest thing is learning to trust each other at the beginning. We all have the same problems, and the same questions. By getting together and discussing things, we can all learn together. People realise how beneficial this is for their business. We’ve become good friends over the course of the past 11 years.
For me, it’s a matter of “Give and you will receive.” As with all good things in life, the people you give to are not always the people who will give back to you. But in the universe there is some power that dictates you will get something back for what you give.
So the overflow that you get and pass along to other colleagues benefits everyone. It’s okay to share. It’s okay to give away.
Thanks to www.hotelmarketingstrategies.com who did the interview and wrote the article.