So, I have been reviewing a couple of surveys we have done recently here at BedandBreakfast.com. One survey in September was directed to inngoers and had over 3,500 participants; another went to innkeepers in June and had almost 1,000 participants.

After looking at the results side-by-side, the thing that struck me as the most odd, was the huge gap/disconnect between inngoers desire/demand to be able to book a room online, and innkeeper's perception of that demand.

Our September survey showed that a full 89% of consumers felt that the ability to actually make a reservation online (not just do research online then call the property) was between important and essential. That's almost everyone...!! To look a little deeper, 50% said it was "very important" or wouldn't book a room at the property without it. That's half of all potential guests saying they want to book their next stay online. If you do not offer them that as an option, you very likely may lose their business.

Now, I recognize that we sell software that allows innkeepers to offer this option/service for their guests. But let me assure you our research only supports virtually everything you read. Regardless of the research house you are reading industry publications from, they all say that consumers want to book online and that next to third-party peer reviews (another subject) and photos, it is at the top of the list of requirements.

So how can it be that only 8% of innkeepers felt that offering online reservatins for their potential guests would help them sell more rooms...? Somewhere, somehow we in the industry are not doing a good enough job of helping innkeepers understand the importance of offering their guests the ability to make a reservation without picking up the phone. I doubt many innkeepers would run a B&B without a toll-free number; online reservations have become as important. It does not matter whose technology innkeepers use -- there are many providers. But innkeepers have to choose one and get on board with online reservations before it is too late. The time seems to be fast approaching.

Now "maybe" if you are running 90% occupancy regardless of what you do with your rates (ie. you raise them and raise them and people just keep coming), you don't need online reservations "yet!"...  And clearly, like all innkeepers, all B&Bs are different, and that's one of the great things that makes B&Bs unique. But I truly feel that we as an industry have to make it easier for folks to come stay with us without picking up the phone (new guests but even repeat guests). Until we do that, we will continue to struggle with increasing our share of the lodging pie.

Thoughts? 

Need R&R?  Go B&B!

Eric