Nov
2
It never ceases to amaze me how online services continue to require hefty membership fees. The internet is the most efficient information distribution tool ever invented. In today’s lean economic environment, bed and breakfasts are seeking value in their marketing and advertising budgets. With the wide array of services available to inn managers for free, why do we continue to pay year after year those annual membership fees for services. This is the perfect time to re-evaluate our spending on those annual memberships that we sometimes blindly pay year after year.
One example I can highlight is a recent advertising email sent by PAII, the Professional Association of Innkeepers International. The email is targeted at bed and breakfast innkeepers like you, and professes how the PAII is advocating on your behalf. Specifically addressing problems the PAII sees with TripAdvisor, they indicate how some of the operations and policies of the Tripadvisor site have flaws that can cause significant financial hardship to your business. They say that this the message innkeepers all across the country have been letting PAII know loud and clear. They ask what the individual innkeeper can do to address this most critical area? After citing that PAII’s President & CEO has been tirelessly meeting and negotiating with the management team of TripAdvisor advocating for you, the rest of the email basically amounts to an advertising pitch to sell memberships in their organization at a reduced rate (for 6 months as opposed to a full annual membership).
Let me be clear that the PAII is a reputable organization which adds value to bed and breakfasts and inns in the U.S. However, know that membership in one or more of these types of organizations can cost between $100 and $300 EACH per year. When you start looking at how these memberships hit your bottom line, what you need to focus on are services “support services” that bring in business, not “support groups”. Also, beware of organizations that claim to be international, but boast a membership of predominantly North American companies.
So, as the new year approaches, look for some new opportunities to build your online footprint with some truly global services. Pay special attention to services that do not charge a membership fee. There are many such valuable services easily available. And, think about eliminating some of the more expensive annual memberships that are not really critical to the operation of your business.
