(705) BROKER HANDBOOK JUNE 2016 CASE STUDIES SERIES

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Emil Cain
3 years ago
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1 (705) BROKER HANDBOOK JUNE 2016 CASE STUDIES SERIES

An Online Booking System is an indispensible asset that helps operators to attract new clients and manage their existing reservations.

2 KEY CONCEPT: Today s travellers are accustomed to browsing, reviewing, and booking their accommodations online. Small tourism operators are missing out on a huge share of the travel market if they don t have an online presence. An Online Booking System is an indispensible asset that helps operators to attract new clients and manage their existing reservations. With computer training and support, adopting an Online Booking System can be a straightforward, approachable process that is manageable for any tourism operation. Bruce Bay Cottages and Lighthouse sits on the shores of Lake Huron in the historic town of Bruce Mines. Spanning the private French and McKay islands, the resort consists of eight cottages, a lighthouse built in 1907, and a lighthouse lounge that plays host to wedding celebrations and intimate gatherings. Originating as a fishing camp, the resort has been run by the Peterson family since the Pat and Larry Peterson 1960s. After taking over as resort operators in the 1990s, Pat and Larry Peterson expanded the offerings of the fishing-centric resort to attract families seeking a fun lakeside getaway. In their efforts to attract a new client base, Pat Peterson decided that they needed to start marketing online. After creating a social media presence for Bruce Bay Cottages and initiating an Online Booking System, Pat and Larry have seen firsthand the benefits of interacting with potential customers over the internet. 1 copyright 2016, Tourism Excellence North

The families seem to be new to us, and we have found them by using social media and online marketing. They now are regulars and are coming back every year.

3 Who comes to stay at Bruce Bay Cottages and Lighthouse? We generally see two different types of clientele. The fishermen are coming back generation after generation, some of whom have been returning for 40 years. Their grandchildren are coming, their sons are coming, and they will continue to come. The families seem to be new to us, and we have found them by using social media and online marketing. They now are regulars and are coming back every year. How do you use the internet to connect with guests? When we took over the business and we were transitioning from being a strictly fishing resort to a family resort, we decided that we had to reach out online and find new guests. I think for older people, the main fear is our lack of computer skills; but once you are trained, navigating the internet is very manageable. I took a tourism marketing course, and before I knew it, Bruce Bay Cottages was present on Facebook, Picasa, and Flickr. Those social media sites were how we started marketing online to attract families to Bruce Bay Cottages. Why did you decide to set up an online booking system (OLBS)? We have shoulder seasons from the May long weekend until June, and stretching into the fall. We wanted to book visitors during those off-peak times, so we decided to reach out to different clientele; people that are travelling, the older people, and people that are just looking for a little getaway. Advertising online is the best way to reach those guests that are looking for a short getaway, because that s where travellers are looking to book their destinations. We really like to have a connection with the visitors before they visit our resort, and I worried that I would lose that feeling of being a small tourist resort if we adopted an online booking system. My fears about expanding our booking online included my lack of computer skills, inputting of all the information into the online booking system, and managing the booking system. I wanted the money coming in the same way that it has been coming in for the past 40 years. My initial fears are all gone, because Algoma Country input all my information into the online booking system for me, which made the process very simple. I just had to send them the text and the pictures, and the online booking system is very user friendly and manageable for us to operate. copyright 2016, Tourism Excellence North 2

4 How do clients book with you through your OLBS? To book with Bruce Bay Cottages online, you have two methods: there's a "Book Now" tab on Facebook, and there's also a "Book Now" tab on the top of our website. When you click the Book Now button, it takes you to a booking system, where a calendar shows you what cottages are available on the dates that you are interested in. You can then select the cottage of your choice that best accommodates the number of people that you have in your party. At this present time, it doesn't cost the client anything to book online, and it doesn't cost me anything to offer this service to my guests. If you're contemplating going with an online booking system, you should give it a try. It saves booking time, our bookings have increased, and I have new clientele. When I receive the reservation from the online booking system, I send an off to that client and tell them a little more about our resort. I make sure that they know where they are going, and I explain that our cottages are open raftered, rustic and with wood heat, so they know what to expect when they come here. It s very necessary to know your guests before they come. Who is booking through your online booking system? A lot of our bookings are made as people are travelling, and they book a room from their mobile phone. They're just driving along, surfing their phone, and they find us online when they want to book a room for the night. It's not older people, it's not younger people, it's a combination. The online system has also increased our number of European visitors that are planning their vacation six months to a year in advance. We have attracted people from the U.K., Switzerland, and Germany. Without this online booking system, I don't know if they would've booked with us or not. 3 copyright 2016, Tourism Excellence North

5 Most people make their reservations online between 1:00 am and 7:00 am. Many of our bookings are made when people can't sleep, or when people are researching getaways during the wee hours of the morning. It s a special treat for me to wake up and see that we have a new booking. Why would you recommend an OLBS to other tourism operators? If you're contemplating going with an online booking system, you should give it a try. It saves booking time, our bookings have increased, and I have new clientele. One of the best things that eased the transition to the online booking system was the fact that there was no change in the way I take payment or take my deposit. I haven't lost any control, and the money is going into my account at the time of booking. Online booking is one of the best things that we have ever done to bring business into our tourist resort. copyright 2016, Tourism Excellence North 4

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