News Hospitality B&Bs collaborate for greater web exposure
B&Bs collaborate for greater web exposure
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By Lisa Mackinder | M&C
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WEST MICHIGAN — With 75-100 percent of its guests getting travel information from the web, members of the Michigan Lake to Lake Bed & Breakfast Association (ML2L) — with a joint mission to promote bed and breakfasts as the preferred business and leisure accommodation choice — have collaborated on marketing initiatives aimed at digital technologies, including a new website that provides unique guest interaction and superior member promotion.
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The Michigan Lake to Lake Bed & Breakfast Association website brings competing B&Bs together to maximize their statewide exposure in attracting visitors. |
According to Linda Singer, executive director at ML2L, headquartered in Grand Rapids, guest feedback revealed almost nobody utilized print directories anymore.
“It’s a reflection of a change of times,” Singer told M&C.
Last June marked the launch of its new and improved website, which Singer said was rebuilt from the ground up. In March, the group received an award from Governor Snyder at the 2011 Governor’s Awards for Innovative Tourism Collaboration after being recognized in the category of marketing and promotion.
Sandy White, owner of the Adventure Inn Bed & Breakfast on Lake Huron, a board director of ML2L and head of its website development committee, said the new website offers many more ways of finding member bed and breakfasts. She said the new website provides unique interaction with guests while also promoting its members.
“Every single page we have has an interactive map,” said White.
On the map, a browser can see which general region of the state in which they want to travel. Selecting a region displays a map of towns, many of which, according to White, represent small ones that many people aren’t familiar with. But now, by clicking on a town, travelers will have an opportunity to discover what the area offers and find ML2L member bed and breakfasts. Additionally, the website has a proximity search feature, which enables guests to find a bed and breakfast 5, 10, 15 or 75 miles outside of a specific town and an amenity search, where travelers can browse by region or city and select options out of various categories. The search then displays any corresponding data.
White said packages and specials are the group’s most popular searches. ML2L’s former website offered this option, but the new site takes it to a higher level. Guests can browse more specifically, searching by region, city or category — like “corporate rates,” “cooking school” or “military & veterans.”
“We weren’t able to drill down as easily,” said White of the former website.
Guests may also interact with ML2L’s “Explore Michigan,” which searches by activity. “Explore Michigan” takes users to a page that highlights eight activities popular with many travelers, such as “Waters of Michigan,” “Trails, Forests, Slopes” and “18 Holes of Michigan.”
Incorporated into the website, blogging has taken member collaboration to new heights. “Blog Buddies” relies on team blogging performed by innkeepers on a variety of topics. Changing each week, the topics range anywhere from weddings to myths about bed and breakfasts.
According to Singer, the “Blog Buddies” idea came from one opponent — desperation. Over the years, her job drastically changed. Already a full time gig, the digital age added blogging, Facebook and Twitter to Singer’s lengthy to-do list. She wondered at coming up with enough story ideas. “Blog Buddies” solved that dilemma — and proved a winning strategy for ML2L members and guests.
“It’s an opportunity to promote bed and breakfasts and get people familiar with them,” said Singer, who indicated input comes from 8-15 innkeepers each week.
Blogging also reaps another benefit.
“Blogging and social media are important as tools to optimize search engines,” said Singer.
According to White, ML2L previously blogged, but it wasn’t attached to the website until now. She explained gaining a higher place on Google’s search engine results stems from its calculation of whether a website is growing and dynamic. Blogging can make an impact.
“Every time you blog you add a page to your website,” said White.
With its guest blog, members share pictures and stories that post on Facebook. According to White, the social media avenues all help to build another audience. She indicated that during a one month period last fall, Facebook represented the 11th highest source of hits to ML2L’s website. Looking at a comparable month after the first of the year Facebook rose in rank — bringing in the third highest source of hits.
In Singer’s opinion, members gain many benefits banding together. As a group, last Veterans Day, ML2L was able to offer a special to veterans. Singer said that close to 40 members offered all their rooms or some of their rooms free to veterans and their families, totaling nearly 10,000 rooms altogether. In East Tawas, the mayor came for breakfast and it became a community event.
There is another advantage to being 130 bed and breakfasts strong. With everyone “fighting to be at the top of Google,” she indicated they have greater opportunity collectively than going it alone. Singer likened an association to a portal, which provides access to the resources of other members. ML2L has another strength with the creative minds that help drive the organization.
“There are terrific people in leadership positions on our board of directors,” said Singer. “You are all about the people who lead you. And we have visionaries.” M&C
