Is it still worth producing a printed brochure for a holiday let? Does advertising in the classified section of national newspapers generate enquiries? They were the staple diet of a holiday let’s marketing plan in years gone past but the Internet has changed how holidaymakers choose and book their holidays.

They now have instant access to all the key information required to make a booking decision; prices, availability, local attractions and amenities, a view of the property from the front door thanks to Google Street View and even what previous guests thought about the property on TripAdvisor.

So offline marketing is redundant then? Consigned to the history books with VHS video recorders and affordable petrol. Well, yes to a certain extent it does feel outmoded. As an owner it is possible to generate enquiries and take bookings far more effectively online.

There are however a few marketing practices which are still worth considering in the ‘real’ world which will help generate bookings. And remember self-catering is popular option for retired guests who maybe less computer literate.

Repeat Business and Recommendations

Encouraging guests to make a repeat booking is the most cost effective way to generate bookings and many self-catering holidaymakers are creatures of habit. Having found accommodation which they like and know gives them the peace of mind to know they will have an enjoyable holiday. So a letter sent to the guest after their stay thanking them for their custom and asking if they had a good time will be appreciated. Including an offer to repeat book, or vouchers for their friends and family to stay can help to spread the word, which as we know from TripAdvisor can be very powerful.

Direct Mail

Having something tangible to hold is still a powerful communications tool, something which will sit around the house for a few days rather than be lost in a click of the mouse. Alongside the brochure, sent out at the beginning of the year, a Christmas Card or Easter Card sent to past guests can help to build a personal relationship.

Targeted Advertising

This could involve lifestyle or hobby magazines relevant to the holiday let – walking magazines for a cottage on Dartmoor, or rail enthusiast’s publications if the property overlooks a steam railway line. Use the advertising space to convey the unique selling points of the accommodation relevant to that audience.

One of the most interesting target groups for advertising is new families or those with pre-school children. They have the opportunity to holiday in the shoulder months, such as May, June and September as they are not limited to school holidays. Accommodation at this time is cheaper and the practicalities of a UK holiday with the facilities of a self-catering property for babies and children make a compelling pitch. So targeting the magazines aimed at new parents such as Mother & Baby or Practical Parenting, and supporting this with toddler friendly facilities in the property, emphasized in the advert will help to reach potential guests.

Integrating Online and Offline Marketing

All the activities above should be considered as part of the bigger picture though. Think about a customer’s typical path to booking:

1. Start thinking about what to do for a holiday
2. See an advert in a magazine and find out more by visiting the website.
3. Bookmark the website.
4. Use Search Engines to research other accommodation in the area and what there is to do in the area.
5. Book time off from work.
6. Contact the accommodation owner with an enquiry about a particular requirement at the property.
7. Decide on the property and check the price and availability on the website.
8. Telephone the owner to book.

You can see how offline and online marketing work together to generate a booking. It is important that lead generation to handling enquiries to online presentation all come together to maximise bookings and income.