With only 3 or so weeks to go before the beginning of Christmas and the New Year holiday, another key period for self-catering cottages approaches. With this in mind here are few thoughts on taking bookings at Christmas and New Year.
Homeaway’s recent survey showed that 11% of respondents were planning to go away for Christmas. A small percentage? Yes, but it represents a lot of potential customers still. And while some of these holidays will be overseas to somewhere warm (37%), many will be to the UK. And interestingly the survey also show that self-catering is more popular than a hotel (46% vs 31%).
So demand is there, understanding the issues will help identify how to generate bookings.
The case for self-catering holidays in the UK.
For:
- The opportunity to spend time with extended family and friends.
- A special treat to yourself – staying somewhere special.
- Visiting an area to visits friends, family or for a particular event.
- Escape from work (or the family...).
Against
- Cost – rental prices are typically high.
- Travel can be tricky if there is bad weather.
- Property facilities and Christmas decorations – is the kitchen fully equipped.
- Transporting children’s presents to the property without them seeing can be tricky...
Popular requests
- Cosy cottages
- Log burners or open fires
- Well stocked kitchens
- Decorated properties
- Seasonal welcome pack
How much to charge?
Obviously there isn’t a ‘going rate’ for a self-catering property at Christmas. Different areas see different levels of demand, and even within localities, prices vary. No two properties are the same so for a guide on how much to charge, look at what other properties charge in your area and whether they are booked on their website availability.
Letting agents – a good barometer for demand - set their rental prices at between 70% and 100% of the summer peak rate. So a cottage costing £700 per week in August will cost between £500 and £700 for the Christmas or New Year weeks.
Be flexible.
Many owners and letting agents have fixed arrival dates at Christmas and New Year and only accept 7 day bookings. Is this the best policy? Allowing guests to arrive and depart on their choice of dates seems more customer focussed, with a minimum stay duration of say 4 to 5 days.
Tips to guarantee a booking for Christmas and New Year.
- Decorate the property with a tree and decorations.
- Provide a festive welcome pack for arriving guests, with items such as mince pies, mulled wine, chocolates and Christmas crackers.
- Go that extra mile and buy gifts for children or even each member of the party, a budget of £10 per person should be affordable and will delight incoming guests.
- Alternatively provide complimentary tickets to a local attraction, many of which have festive activities, or an event such as a pantomime or cinema tickets.
- Be realistic about pricing – a slightly reduced charge is better than having the property empty.
- Be flexible about your arrival and departure dates, especially as Christmas and New Year fall on different days each year.
