Take details in case of cancellations 

If you can, look for ways of giving people your details and taking their information so you can contact them in case of cancellations. Make it easy for them, and ensure that you’re doing this in a manner that’s GDPR compliant. You should also make it obvious where and how to supply this information. As soon as a cancellation occurs, contact interested parties quickly and efficiently to give them time to make plans. 

Make sure your customer service is helpful  

Maya Angelou famously said:  

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” 

They’re words to live by when it comes to customer service (although they probably will also remember what you did). Being helpful with your communications (efficient, quick responses, helpful information and a warm and friendly tone), will all help to leave a good impression and encourage people to remember you even when they weren’t able to book your property.  

It’s always amazing just how effective customer service can be. Microsoft found that in the USA, 90% of Americans use customer service as a factor in deciding whether or not to do business with a company. Something to think about. 

Work with people who can help highlight last minute availability 

Whether it’s an experienced host with their own social media and email marketing platforms, or local partnerships and industry influencers who have a strong social media reach. Develop a network of people who you can communicate with as and when last minute availability comes up at your holiday home. It’s a great way to publicise your property to a variety of different audiences. 

Make a good impression  

We have spoken before about the importance of setting your listing up well. That means helpful information, great photos, and thinking about the order that the photos are placed in, from your hero image through to the journey that the prospective guest goes through them. You want your holiday home to stay in their mind’s eye and become somewhere they’re really excited to go to and prepared to wait for. 

Develop your own social media accounts 

We all know that a well-kept Instagram account can really help to spread the news about a beautiful property. Everyone loves a good property account - revelling in interior details, gorgeous views and thoughtful welcoming touches. It’s a really good way of generating a following of interested people who you can communicate with quickly and directly by sharing information about your holiday home. You might even have fun in the process! 

Ultimately, when it comes to marketing your holiday home, the goal isn’t just sales but sustainable sales. It’s about developing relationships with guests so that they become repeat bookers, making the annual income from your property as close to a guarantee as possible. This will also help to reduce any long-term marketing spend (such as any paid social posts that you may employ). After all, it’s estimated that across industries, investing in new customers is between five and 25 times more expensive than retaining existing ones. 

Last summer and this summer has seen unprecedented demand from people looking to visit UK holiday homes due to the pandemic, and in part because of Brexit. While these parts of the UK have always been popular, those additional phenomena won’t last forever (we hope). The real opportunity now, while the spotlight is on us, is not just bookings for one summer, but developing that trust that means people want to come back to your home time and again.