Others were more mundane, but cited several generic activities, such as hiking, skiing, cultural events, educational institutions (?), etc.  All these activities are widely established, and include important assets in building packages and events that will entice the Inn guest to choose your message over others available.

Location has another more profound impact on Inn and Bed and Breakfast businesses.  It is critical that the location of the Inn be in an area that is already a recognized leisure travel destination.  No matter how good your marketing is, you do not have the resources, financial or otherwise, to market both an area and an Inn.

Your core business should be to guests who have already chosen a destination and are seeking a facility within that defined area that meets their needs.  These are not the only guests you will have but they will be your core business around which you will build your success.

I often say you need others to do a large part of your marketing for you.  Without that support the mountain of success is too steep, even if the view at the top is spectacular.

For many years we have preached that an Inn or Bed and Breakfast with fewer than eight rooms was not a viable entity.  And from a strictly business measurement, this was and is true.  However, today most B & B’s have six or fewer rooms.  The turning point for me was information from the PAII  (Professional Association of Innkeepers International) Industry Study.  Similar numbers from the 2006 and 2008 studies showed that over 80% of Inns with five rooms or less did not view their B & B as their primary source of income.  In recent cases, this meant that one of a couple held a job outside the B & B.  The owners of B & B’s this size did not usually make a clear distinction between home and B & B.

In other words, they saw most expenses as being related to their home.  Whether they operated as a B & B or not, they would have real estate taxes, insurance, utilities, maintenance, etc.  Since typically staff is minimal to non-existent, the expenses unique to B & B operation are minimal.  When you add some expenses to the business the tax benefits add to the equation.

Of course all is not champagne and roses (except of course for the guests),  the business ties you down; the working partner returns from work to … work!  There are all those guests to put up with. 

Finally when it comes time to sell, the real estate value usually trumps what business value can be eked out of numbers that are not meaningful to a buyer.  In other words, the hard work of building some business that worked for the owner does not work for a new situation.  The result is that there is no final reward for the business effort, but in some cases renovations to enhance the business can have a negative effect on the saleability and value of the property.

That being said, I have come to recognize the validity of the smaller B & B as a lifestyle as long as the owners recognize the business limitations.

The Bed and Breakfast world does not escape the evolutionary changes in taste and guest expectations.  The bed and its treatment, is a prime example of the constant and often overlooked process.  When we first became involved in the Inn and Bed and Breakfast world, twin bedded rooms were common, if not dominant.  They were quickly replaced with double (now called standards) beds.  However, as taste changed and guests desired more upscale accommodations, popularity of queen sized beds began to dominate.  Slowly, despite my personal taste, the gold standard for size today is king.

Size may have no further to go, at least for now, but specialty beds, such as Tempurpedic and Sleep Number models are increasingly viewed as upscale amenities.

Change in the bedding has been as dramatic over time as bed size.  In the 1970’s sheets were commonly rented from a laundry, often with large “property of Custom Laundry” imprints visible on sheets and pillowcases.  These linens were often one grade above sandpaper.

Slowly, Bed and Breakfast’s purchased their linens, and gradually laundering moved to the Inn’s facility.  This allowed higher quality and began the age of color and or stripe and pattern sheets.  Today the gold standard is high thread count white cotton sheets.

Presently the bed and bedding has evolved to be a major marker of quality and awareness of contemporary tastes for Bed and Breakfasts.  The bed is white, with featherbed base and down comforter, with a throw for color and contrast.  The number of pillows is blessedly diminishing, while quality and choice increases.

When we stay at Bed and Breakfasts, we can usually get a quick read of the overall state of the Inn by the status of the bed.  Unfortunately, many Innkeepers, focused internally on their facilities, miss the near constant evolutionary changes in taste and expectation of their guests.  We have focused on the bed, but a similar evolution in décor, lighting, breakfast, amenities and services could be traced.  It is a small wonder that keeping abreast of change is a constant challenge.

Inn conferences, national, regional and statewide are important fora to help Innkeepers stay abreast of trends.  It is unfortunate that attendance at these conferences remains very low.  The result is an aging inventory of Bed and Breakfasts slipping behind the curve of change.  The pace of change will not slow.  It is critical that Innkeepers keep a watch external to their Bed and Breakfast.  If not, the Bed and Breakfast world will slip into irrelevance.

Bill

As you know, it’s that Morning snow-shoe trek through our woods that makes me reflect on things!  I do that walk every Morning with my favorite dog, Chocolat! Guess what? Today we had snow to accompany us! That is Vermont for you!

Last week we attended the Mid-Atlantic Inn-keeper Conference in Lancaster, PA. We had a great time meeting old friends and meeting lots of new folks attending the Aspiring Inn-keepers one day seminar.

What I loved the most was the relaxed, easy going style of the conference and the cutting edge stuff that was really exciting. Sunday evening we were welcomed by a gala dinner presented by Toby Diltz, Please look at their website: www.eaglesmereinn.com The amazing thing was that he made for all of us (about 80-100 attendees) dinner that night. We feasted from soup to dessert and with 3 different entrees to choose from, everything locally grown and locally raised! It was truly a feast! Delicious and very well presented!  The sauces over the desserts he had personally made from fresh berries he gathered in summer. It is amazing how much we can serve our guests that is locally produced… even in winter!

There was lots of information for everyone, but I am truly touched by ideas of what we individually can do to help our guest to have a memorable experience in our beautifully appointed Inns!

Another thought was the B&B Recycling Program, or B&B Partnership Program that allows you to send them all your left over soaps and they will reprocess them and send them to Third World countries, which are badly in need of soap, especially for the care of small children! Here is their address to ship your soap to: 400 Pittman St. Orlando, Fl.32801. Both, serving the local foods and the soap program are great marketing ideas. Well, I wish for the snow to melt and for all of you to have a great Spring!  Bill and I have lots of travel plans coming up! Those innpartners.com enjoy life and your gracious hospitality! Heide

I cherish these morning walks with my Weimaraner, Chocolat and naturally, I have thoughts and more thoughts, that surface and sometimes I feel like sharing them.

You all know that Bill and I have loved this industry, because of all of you! Your enthusiasm, your integrity, your gracious friendships all these 30 years, has made our lives meaningful and we are grateful to be part of your lives. But we are aware too, that this is a very competitive business!   Let’s not forget your attention to details…well that is this industry’s and your bottom line.

When I reflect on who in this industry has kept us on course, brought vital information to our attention, insurance issues, computer expertise, the latest info from washing machines to steam showers, to linens and bedbugs! Thank PAII!  From Mary Davies, JoAnn and Pat, to Jay Karen, they have fought for our visibility, and our individuality, for standards and regulations along side the Big Guys.

PAII is having its New England’s annual conference in Nashua, N. H. at the Radisson Hotel November 15-17. From the small one room property to the full viable Inn businesses, each of you can’t afford not to be on the cutting edge, not to grab all that information that is readily available and perfectly digestible for your consumption!  PAII works hard to make it worth your while to attend!

Our guests are once again re-defining themselves. (Are they not always?)  Cutesy is out; Victorian décor tired and dusty (Even when it’s not!),  and having the best designed website, easy reservation access, is a must! Can you afford not to rub elbows with the best vendors this industry has to offer? I promise you that you will walk away with knowledge that will enhance your bottom line.

Once again, I will join you in spirit, and I am very sorry not to join in the fun; I promise this is our last year not to be there!  Heide

In a recent survey of 300 companies…eighty percent described themselves as delivering ‘superior’ service, but consumers put that figure at just eight percent…

“The real problem may be that companies have a roving eye: they’re always more interested in the customers they don’t have…with the result that a company’s current customers are often the ones who experience its worst service. Economically, this makes little sense; it’s more expensive to acquire a new customer than to hold on to an old one, and, these days, annoyed customers are quick to take their business elsewhere. But, because most companies are set up to focus on the first sale rather than on all the ones that might follow, they end up devoting all their energies to courting us, promising wonderful products and excellent service. Then, once they’ve got us, their attention wanders…”

Innkeepers often spend important time, energy, and money on web sites, search engine optimization, and other internet marketing. While this is of course important, it is more important to serve your guests lavishly while they are guests and constantly communicate with them after their stay. If you treat your guest extravagantly, you may not need to spend so much to acquire new ones!

Why stay at Inns? I can’t believe when I stay at an Inn that I have never been to before, that there is yet one more way, that the Inn-keepers can be different, and running their Inn uniquely from any other place that I have been. Yes, it is partly the setting, it is always the charm and taste, that individual décor, the authenticity of the art work, the beautifully appointed public areas, an oriental rug, a painting, that just makes me breathe easy. I feel a sense of being in the right place, I feel my choice was more then I could have expected by visiting here; I feel at ease and I just can relax!

So where is this latest haven that we stumbled upon? Try the Guest House at Lost River.  It is in West Virginia among mountain tops. From my window I see well situated homes off in the distance on more mountain tops, its quiet here and the owners who built many of the fancy homes in the area, also created this rambling Inn. From our room we looked down on many rooftops and turrets, and there are decks for every accommodation and a pool to cool yourself among it all!

You can hike up roads, right off the property, bicycle and work out at the spa. Exercise and exhaust yourself and then opt for a massage… or sit in the hot tub. It is all so smoothly luxuriously easy. As the sun sets, twilight descends, fog lies on the mountain tops and the light of the homes twinkle like stars in the night. If you didn’t find a good book, or didn’t bring one either, it is really okay to absorb the serenity of this place. You might find a place to sit on a deck of the common room, might consider a cocktail, and sit by the beautifully crafted bar, and linger there until it is time to dine.

The Inn-keepers are relaxed, gracious and reserved and are always present to attend to your needs. The staff is cheerful and quietly going about doing their business: want to go away? Stay in well appointed rooms, get spoiled?  Well why not research their website: www.guesthouseatlostriver.com and speak with either Bob or David, the owners. I know that you will have a great stay there, and what amazing beauty lingers in those hills! Let’s go, see you there! Heide

We do seminars here and have for about 28 years, off and on at various seasons.

Around 13 Inns existed in the late 1800’s and into the 1900’s, today there are two: the Eagles Mere Inn and the Crestmont and we have frequented both, love their differences in food, service and style.

The strange and peculiarity of Eagles Mere is that its original population is the summer community of 1500, but the under-pinning, the workers that maintain this enclave of gracious living, are about 250 people. They seem to harmoniously strive to co-exist, each appreciating equally their shared existence!

But what breed of Innkeepers can succeed here? In one Inn I have witnessed four sets of Innkeepers come and go, the other Inn had three. What is it: The mountain air, the bears that come into town and climb a telephone pole, attracted by its hum, dreaming of a meal of honey, with snowflakes just about to descend? It is lonely up here in winter, the darkness comes early, the urban sophistication is left as windows of the grand mansions are sealed and shuttered.

There is no bridge game, no titillating conversations; to shop is hours away, movies as far and the culture of strive and busyness, theater, concerts are what the new Innkeeper thought they had gladly left behind. They embrace their guest gladly giving them that tranquility so needed after the corporate stress. But looking at the Innkeepers introspectively, how deeply had they embraced and understood their yearnings. This is a beautiful place, but winters are long up here. You are not part of that that old summer clan, but neither are your staff your best buddies! I have seen some sad partings, destructive acting outs, as well as seen some Innkeepers that loved this community with all their heart and reinvented themselves, and furthered this town’s vitality. I respect that no matter where we succeed at that. Heide

Seth writes that “in tough times marketers fret about price.  We think people care only about price”.  Actually, in tough times, he says that people are more concerned about value; in essence getting a return on the price they pay.

Seth introduces a simple but profound equation:  VALUE = Benefit/Price.  While most marketers try to increase value by lowering price, the winners increase market share by “increasing quality and quantity and the immeasurable things that bring confidence and joy to people”.

In the Inn business, the winners are those who create meaningful packages, who offer the personal recognition guests desire, who create a memorable experience.  The losers cut prices and then nibble away at the benefits (no cookies, no fresh squeezed orange juice, and chicken in lieu of veal in the piccata).  Eventually they share their resentment with the guests.

Increase value by increasing the benefits.  A little positive mental effort will elicit cost effective benefits to increase perceived value, guest satisfaction, and healthy bottom lines.

For more of my innkeeping thoughts and stories, I hope that you will join me on my new blog at www.billandheide.com.

Thank you – Bill Oates