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What exactly is the Better Way to Stay campaign?
The main reason travelers DON’T choose B&Bs is because the B&B option doesn’t cross their minds, according to a study by PAII and TripAdvisor in 2009. And just as hotels turn their attention to building the leisure travel market, the B&B industry must be poised to brand the B&B experience. The Better Way to Stay campaign will provide a neutral campaign supported by the entire B&B industry which will share positive stories, brand the B&B experience, serve as a clearinghouse for media and researchers, and ultimately drive more reservations and revenues to industry and PAII members.
Better Way to Stay is the B&B industry’s only industry-wide, industry-supported grassroots campaign to promote the B&B experience, educate travelers on B&B choices and ultimately to convert hotel-and-motel stayers to inngoers. A Better Way to Stay is a multi-faceted, multi-media grassroots campaign to educate travelers on the unique offerings of bed and breakfasts and brand today’s B&B experience. The goal of the campaign is to drive awareness and ultimately revenues to B&Bs and the associations and businesses that support the industry.
Inspired and bolstered by campaigns like the Old Spice Man and Tipp-Ex Bear hunt (Search Google to see what we’re talking about), we’re poised to launch a campaign that will inspire Facebook and YouTube newbies and junkies alike. We’re planning a highly personalized website allowing travelers to find a B&B/inn that fits their interests and tastes. We plan to offer innkeepers plenty of video clips and blog/tweet material to help spread the message that B&Bs are the better way to stay. And this campaign will incorporate humor and intrigue to inspire fans to watch and pass it on.
The goal of the Better Way to Stay campaign is to reach the audience offering the best potential for current and future business – Gen-X and Gen-Y travelers (25-45 years old), with the intention of hooking them on today’s B&B experience and converting them to “B&B lifers”. We’ve calculated that if this campaign can move just one half of one percent of today’s hotel goers, it can translate into as many as 50 new customers for every B&B in North America and bring B&Bs onto travelers’ radar screens.
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