How Vacation Rental Home Owners Deal with the Oil Spill
The BP Deepwater Horizon oil spill in the Gulf of Mexico continues to affect businesses and residents in Louisiana, Mississippi, Alabama, and Florida. Unceasing media attention is keeping vacationers from the white-sand beaches and vacation towns dotted along the coast.
Would-be visitors to gulf coast beaches are cancelling reservations at vacation homes—and rental home owners are losing income. Despite the fact that most beaches have been minimally affected by the spilled oil, bookings for some rentals is down 30%, 40%, even 60% from last year.
While lobbyists discuss economic and tax relief packages for local business owners, and vacation rental owners are identified as “a specific group” that would be protected and allowed to file claims with BP, beach front communities and vacation rental owners are working hard to convince visitors to follow though on their vacations.
Here are some tips to keep visitors coming when a crisis of any type hits near your vacation rental:
- Share information. For example, Gulf Coast rental home owners are promoting the Fishing & Seafood hotline, which offers information for guests who might be hesitant about eating Gulf seafood or fishing in the Gulf.
- Communicate beyond typical levels: Reassure guests who’ve already booked that you’ll do whatever it takes to take care of them. Listen carefully to concerns and address each one. Be very patient with guests who are worried about their vacation, and give them plenty of time to make up their minds about keeping their reservations.
- Be transparent: It’s no good to pretend there is no problem. But if it’s something most folks can deal with, then telling the truth up front won’t hurt the situation. Gulf coast vacation home owners have been posting photos of the beach on their websites to prove there are no tarballs washing up.
- Let others vouch for you. Encourage recent guests to post their photos and write reviews of their visit. Recent updates will help booked guests feel comfortable.
- Don’t discount your prices, but be prepared to offer concessions. What do you or your guests have to lose if you offer a free night with 5 paid nights? Or a refund if the beach closes after your guests arrive? You could even throw in a dinner certificate to a local restaurant to entice guests to honor their reservation—whatever it takes, it will pay off in the end.
Natural disasters affect ecosystems as well as individual businesses’ financial situations. If negative media attention is hurting your vacation rental business, it’s up to you to increase your marketing efforts, communicate thoroughly and honestly, and keep your guests happy. Your hard work will keep your income from declining.