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Mahery and Justine made a HopTrip at Abbey Guest House. This document is one of those produced during this HopTrip, giving the owner some tips for the marketing of the guest house, for a more sustainable, responsible tourism.
ü Save time!
ü Save money!
ü Get more guests!
Unfortunately we don’t have enough time to ﬁgure out how
to save time in everyday organisation.!
But we believe with more guests and less costs, Abbey
Guest House could on a mid-term basis hire one more
employee, and therefore give additional time to Terry.!
A speciﬁc target to
People w/ impairments!
Guests mostly come to Abingdon because they
But once they came here, they know that
Abbey Guest House is cosy and is a good
place to stay.!
So why not make them aware of all they can do
around the destination on week-ends? Or even
week-time for those who are retired?!
It’s well known that as there are not a lot of
accommodations able to welcome correctly people
with impairments, all the efforts and solutions that
have been implemented in Abbey Guest House
represent a serious asset to communicate.!
Increase guests loyalty
and repurchase rate:!
What messages ?
ü Simply present the Guest House and its solutions to welcome people with impairments.!
ü Communicate speciﬁcally the solutions implemented for each type of impairments. !
ü Emphasize on the destination you are part of: Oxfordshire, White Horse, Abingdon.!
ü Eventually conceive special offers for past clients.!
How to communicate?
ü It’s more information than really communication.!
ü People with impairments seems to be an easy-to-reach target, and at no cost, if you
know how to generate word of mouth.!
ü Videos and images surely are the best media to inform with.!
Where to communicate?
ü It’s a community based communication, so one of the best ways to reach
the target must be social networks.!
ü We have to ﬁnd the speciﬁc networks to inform.!
ü Your clients database is your ﬁrst and most powerful marketing tool.!
Websites to send information to or to register:
Maybe register for membership (35£/year –VAT Exempt) + enhanced entry on www.openbritain.net (£25/year + VAT)!
ü www.disabledgo.com/ (blog + register to be in the list of places to go) !
(email@example.com, firstname.lastname@example.org) !
ü accessibletourism.org (European Network) !
ü http://www.accessiblebritain.co.uk/ (register)!
ü Abingdon + regional media!
ü www.bookgreener.com (register)!
1. Create an Excel spreadsheet with name of organisation + contact info!
à30 min (one shot)!
2. Use it once a month or every 2 months to send ½ page information on what’s new at Abbey Guest
House or what special event took or will take place.!
Ex: 10 years anniversary; new equipment for impaired people.!
à1h every time for writing + sending.!
How to be efﬁcient using social networks?
1. Open a spread sheet and make a 3 to 6 months planning with:!
• subject (AGH global news / Disability / Destination)!
• If relevant: page of your website you link to!
• social network you should post on!
à 30 min!
2. Open and organize a ﬁle with all the pictures / videos related to:!
• The guest house!
• The various disabilities!
• Clients experiences!
• The destination!
à 1h (one shot) + 20 min every 2 weeks to gather new pictures!
3. Respect the planning!
A post on Twitter
It’s only 140 characters so you need to make it as short as possible :!
ü Use #. Cf. list of key words provided in this document!
ü As often as possible, join a picture (clic on the camera sign).!
ü If posting any link, use www.bitly.com to shorten it and copy paste the short link.!
ü Include Tweeter IDs of relevant target audience (cf. IDs provided in this document).!
Ex: “New #Mobility equipment tested today #AccessibleTravel @AccessibleB
@WheelchairTravel @DisabledGo @Wctravelorg @tourismforalluk Come Visit!”!
! With a picture of a client using the equipment.!
ü @DisabledGo !
ü @VE_Awards !
Mobility / older:
Tags to use in your tweets:
Twitter accounts to communicate with:
1. Implement your Tweeter address in all corporate
documents and communication, including conﬁrmation
2. “Follow” all the Tweeter accounts mentioned on this page
as well as any Tweeter account related to your destination.!
3. Tweet twice a week relevant info to your target audience. !
à5 min + 5 min / week!
4. When you’re tweeted at, “ReTweet” (RT) the post or add it
to your favorites. !
5. Once in a while, look for new relevant accounts to follow.!
A post on Facebook
The rules are mostly the same as Tweeter except that you
have no characters limit. !
ü Introduce the subject by a “[#key word]”. !
If you always use the same ones, at the end one will be
able to click on a key word and see all the posts related. !
ü Always put either a picture, a video or a link. I makes it
Facebook accounts to like:
ü https://www.facebook.com/disabledgo !
ü https://www.facebook.com/OxfordshireGuardian !
ü Other Abingdon / Oxford tourism or catering actors. !
1. Implement you Facebook address in all
corporate documents and communication,
including conﬁrmation reservation mails.!
2. “Like” relevant Facebook accounts.!
3. Post news dealing with your marketing
strategy and target audience once a week.!
à5 min / week!
Abbey Guest House should implement a quarterly bulletin to be sent by e-mail to its guests.!
Subjects to be mentioned in the newsletter:!
ü News from Abingdon and around, special events and occasions coming up.!
ü New @AbbeyGuestHouse
ü Calls to action: make a booking | share information!
It should remain very simple and short.!
Eventually, if you feel like sending a bulletin more often, it’s of course better! But maximum once a
NB: make sure to put all the mail addresses in “cci”…!
à1 to 2h (writing + sending the newsletter).!
à Subscribe to newsletters : 15 min!
Justine : +33 (0)6 19 92 35 02 | Mahery : +33 (0)6 99 02 62 82
In order to receive marketing tips designed for you regularly:!
ü Join the group “Marketing Tips with Hopineo” on Facebook
ü Go to the “HopPlus” part of our website, on the marketing page.!