As many of you know, I am not a fan of deep discounts on rates. I truly believe you end up hurting your image, by giving the impression that your sites are only worth ½ of the rate that you are quoting. If you do deep discounts, my question would be how many of your guests that took you up on the discount returned for a longer stay at the normal rate?
At the same time, it is easy to fall into the discount trap to try to pull in your guests. Here are some ideas that may work better for you and keep that profit margin on the positive side of the ledger.
1.) What makes you different from any park within a 50 mile radius?
All RV parks have sites. Most of them have 50 amp hookups. Trying to attract your guest to stay with you based on sites alone isn’t going to go far. Look long and hard at what physical assets set you apart and then take a look at your park’s personality.
Are you a fun loving, kid oriented owner? Would you rather have a park full of workers who are home on the weekends but gone through the weekday? Or would you rather have an active older community? The decision on the park’s personality is essential to starting to differentiate yourself from everyone around you
2.) Do you have a concierge service?
You may think that concierge service is only for large hotels, but the truth of the matter is that offering a concierge service can go a long way to attracting those repeat guests. It doesn’t have to be difficult or expensive to provide this service. In fact, you don’t even have to have a person to perform the service.
Set up a calendar on your website for local events, attractions and things to do. Provide that will take the visitor to the appropriate website/page where they can get more information or purchase tickets.
The one thing you do need to add to this would be information on how to get to the facilities that you are tying into.
3.) Do you provide the standard activities or do you give some thought in making them unique?
Have you ever given thought to setting up a sign up sheet for people who want to go to a similar event? Wouldn’t it set you apart if you arranged for people to travel to the local farmer’s market in a car caravan? How about an outing to a local restaurant? The list is endless if you just sit down and give it some thought.
4.) Do your marketing materials look like everyone else’s?
It’s hard to set yourself apart if you look like everyone else. Most RV Park websites look very much alike. There is the Home page where you tell everyone how great your park is, the About Us page (which may have a different name but still is about you and your park), the rates page, and the reservation page.
Give all of your content on your website a second look. Is the content boring and predictable? Is it all about you? Is there anything that makes you inviting?
What does your guest guide look like? There is nothing that says that you can’t provide the content you want added to the guide. Work with your rep to make your guest guide look different from everyone else’s.
Is there any reason for a guest to keep your brochure/rack card? Is there anything that says you need to hold onto this on your business card? Think about putting a form on the back of your business card where the guest can fill out the typical reservation information such as, length of the unit, license number, tow vehicle information or anything else that you require at your park.
5.) Do your Park Rules and Regulations read like an edict that has been handed down?
One park I spoke with recently told me that they were working hard to eliminate the word “No” from the park vocabulary.
This doesn’t mean that you have to give the guests everything they ask for, but rather that you find a way of turning their request down without saying no. Give it a try. You will be surprised at the response you get.
These are just a few ideas on how you can start being memorable to your guests. There are plenty more out there. Give me a call and let’s brainstorm a few of them.