Episode Details
Back to Episodes
Marketing Campsites, Cottages + Cabins with Lorraine Robinson, The Roost Luxury Cabins
Description
This podcast episode features guest host Lorraine Robinson from The Roost Luxury Cabins, who shares her journey through various hospitality businesses, from running a busy campsite and traditional holiday cottages (STRs), to establishing award-winning luxury glamping cabins in the Forest of Dean, UK.
Lorraine discusses the significant differences in marketing strategies across these different STR hospitality businesses, and emphasises the importance of adapting to changing market dynamics, especially with the rise of social media.
A key marketing takeaway is her insight on leveraging direct bookings, where she has successfully achieved a remarkable 96% direct booking rate for her luxury eco-glamping cabins. She also highlights the challenges and opportunities presented by platforms like Airbnb, suggesting that while they can be useful for filling last-minute gaps, maintaining direct relationships with guests is crucial for long-term success.
Lorraine encourages fellow hosts to authentically engage with their audience, using social media to share genuine experiences and behind-the-scenes from their businesses.
---
Key Takeaways:
- Building direct bookings can significantly increase profits compared to relying on OTAs, like Airbnb.
- Utilising social media effectively, especially Instagram, can help promote your unique guest experience.
- Creating engaging content that showcases the business owner and people behind the brand can attract more guests.
- Using email marketing campaigns strategically can lead to increased bookings and customer retention.
- Understanding the demographics of your guests can help tailor your marketing efforts.
- Emphasising genuine experiences and behind-the-scenes content can resonate more with potential customers.
---
Take a look at Lorraine's two STR businesses in the Forest of Dean, UK - The Roost Luxury Cabins and The Old Dairy Holiday Cottages
---
Do you have a marketing roadmap for your business?
No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.
---
Are you currently rely on Airbnb or another online agent (OTA)?
Take Sarah's FREE quiz here - it's time to give them the boot!
---
Connect with Sarah:
---