B&Bs to get bookings boost with LateRooms campaign

The B&B Lives campaign, run by bookings website LateRooms.com in conjunction with the Bed & Breakfast Association, encourages users to consider B&Bs when looking for somewhere to stay for a leisure or business trip.

It is hoped the campaign will help promote some of the UK's estimated 30,000 B&Bs to a wider audience while helping to shake off their out-dated 'chintzy' stereotype by showcasing a selection of the most unique and stunning properties across the country on LateRoom's homepage. It will also focus on telling the story of the people who run them.

Personality vs power​

The Bed & Breakfast Association's chief executive David Weston told BigHospitality that B&Bs were 'crucial' to the UK's tourism industry, and although many owners marketed their properties well, they didn't have the marketing budgets and power of large hotel chains.

"We like to increase awareness of the great B&Bs out there and the good people behind them. The budget hotel chains are the main competition to B&Bs, but B&Bs can score well in the fact that they have personality and concentrate on the personal touches," he said.

He said with a combined turnover of £2bn, the UK's B&Bs were real business contenders for hotels and were increasingly becoming the choice for corporate guests.

"Owners have been telling us that they have been getting more and more business travellers over the years. I think it's down to some business people trading down in price from hotels, but it's also because they want somewhere more individual to stay - they quite like the idea of somewhere more personal and friendly," he said.

Marketing tools​

B&Bs listed on LateRooms will also be sent 'I'm a B&B Gem' LateRooms branded window stickers and tent cards to highlight the campaign and encourage customers to leave a review of their stay on the website.

A spokesperson for LateRooms said: "We're hoping that our B&B Lives campaign will help to showcase some of the UK's best B&Bs and to encourage consumers to consider staying at a B&B when they book a short break. Staff have increased local knowledge and deliver a personal service, word of mouth and customer reviews are a strong marketing tool for these smaller properties."