Bill spoke with me about operating a bed and breakfast, beginning with the perception issues that are a continuing roadblock for innkeepers. Bill and Bonnie frequently hear people say, “Your place is beautiful; it just isn’t my cup of tea.” By querying these folks, the Webbs often learn that a set of misperceptions is the basis for avoidance. People are convinced that these cute places won’t offer private baths, there will be no television in the room, the food won’t be up to standards, and/or they will be forced to talk with people. In a well operated b&b, such as the Inn on Golden Pond, these concerns are rarely borne out in reality. Rooms have baths and flat-screen TVs, the breakfasts are delicious, and all but the most reticent guests find the conversations to be memorable and enjoyable. The quality of guests’ experiences is reflected in the couple’s high return rate. Furthermore, the b&b offers the two most important of all amenities . . . WiFi service and very clean accommodations. Still, the b&b remains a tough sell, as only 25 percent of the traveling public has ever stayed in one.
Parenthetically, the commercial lodging business is under threat. The second home phenomenon, which experienced a substantial period of growth beginning in the ’70s, has had a dramatic impact on transient lodgings. People visit a location for the first time, enjoy their experience, try it for a couple of years, then purchase property in the vicinity. Many transient lodgings–motels, cottages, and the like–have lost so much business that they’ve been converted to condominiums in response. Another interesting threat comes from the television show, Hotels Impossible, whose compelling host, Anthony Melchiorri, finds all kinds of problems in the commercial lodgings he is asked to save. After watching Anthony uncover grime in the bedding, filthy floors, and germ-ridden bathrooms, it takes a strong constitution to patronize another transient lodging. The message which may be lost during Hotels Impossible is that the properties Anthony visits are failing because they don’t meet the standards exhibited by the majority of the industry. It would be interesting to know how greatly travelers’ perceptions have been shaped by this entertaining program.
During our conversation, Bill offered several gems about the bed-and-breakfast business. Certainly, his recommendations would serve others in any aspect of the hospitality business: 1) too many owners are concerned about their own needs, and place these above their guests’ best interests (an example is the owner who posts signs telling guests what they must never do while on the premises). 2) Always keep fresh eyes n your property (if an owner spots a problem, deal with it ASAP, before other demands cause you to no longer perceive it . . . upon arrival, your guests certainly will). Finally, 3) when designing a room or public space, think about your customers’ needs, not personal preference (placing that reading lamp way in the corner may look nice, but it is useless to a guest who likes to read a murder mystery before going to sleep). By providing guests with the kind of experience they themselves would want, Bill and Bonnie are role models of how to run a b&b.
