Now if we ran our own retreats and had a fully booked diary we could tell you how to create demand. Full disclosure – we don’t! What we do know however, is that we constantly watch how groups do book their holidays, how music artists sell out their tours in minutes and even how tv companies create demand to build their viewing figures.
We don’t have all the answers and we are not the experts, but we are here to work with all of you in sharing what we observe, because if you win, we win.
Glastonbury
They sell out their 200,000 tickets in less than 30 minutes despite not a single music artist being announced on the line up. Of course they do – it is the best festival in the world. People have faith that there will be something they are going to love at the festival so they don’t hesitate to pay a deposit 8 months before they are going to step a welly on to the most famous farmland in the UK.
So how does this relate to a retreat? If your guests know from hearing about your previous retreats that there will be at least one thing that appeals to them, they will commit to treating themselves. What is the experience they are excited for?
Other Festivals
Not every festival sells out so fast, but they do get people to buy tickets by offering incentives to book early, or even the option to pay in stages to make it easier to budget. Kendal Calling were very good with their marketing for this year’s festival. They start with the option to buy limited tickets the very next day after the festival finishes at an early bird price. People are so in the afterglow of festival haze that they sign up immediately and figure out a way to make it work later, because they want the experience all over again. Kendal Calling then offered several stages of ticket releases, each with a deadline, with the last stage being the most expensive.
So could you offer incentives for those willing to be loyal and book early? It doesn’t even need to be discounts. It could be added extras, or goodies. I know if I am not willing to commit to buying a ticket for anything too early, I take the risk that it will either be more expensive closer to the date, I will have less choice, or I risk it selling out. I purchase in different ways, (early, or last minute) depending on how much the item, or event means to me.
Are you a VIP
Festivals are good at the up sell of a VIP section. Everything from glamping tents, to posh toilets. There is something for every budget.
Some of our retreat organisers have two very different venues to work with everyone’s budget. They have a more rustic, bunk barn, or glamping offer, alongside a more luxury house scenario. We appreciate costs are tricky for everyone right now, but if you only cater to what is being broadcast on the news in terms of the cost of living, are you losing the people who want a bit extra?
St Marks Stays has changed a lot since it first opened and hence our costs have risen over the six years. We fully acknowledge that this is difficult, but not only is our home and garden far less basic than when we first started, but like everyone, we also have higher bills to pay. Maybe we are not the budget option for everybody, but we try with all our heart to be the right option for as many of you as we can.
Retreats
Some of our retreat organisers are very open with their guests and ask for deposits within a couple of weeks of the retreat finishing, explaining that this means they can secure the date and booking for the next one. Not every small business, or yoga instructor has a cash flow big enough to pay deposits, so their guests love what they do enough, to commit to paying a small amount so that another retreat can go ahead.
Do they book with you because you are the best for them? They know what they like and you offer that for them. Even if there are worldwide retreats that you, as an organiser, feel are better than you – that’s irrelevant, because your clients value what you do – not your competitors.
This year, friends and I booked a table at a cocktail bar in a city simply because we had heard about secret passages and rooms in it. There were absolutely more cocktail bars in that city, but this one was the one we wanted for the fun element that suited our mood at the time.
Hen Parties
We find Hen Parties never cancel. They are booked a good year, or more in advance, because the date has to work with the wedding plans. They know that is the date that everyone can make and so everyone sticks to it to share the costs. Guests budget for it in advance and even book in extra activities to make it memorable. This is about an experience and memories and the guests get more excited as the date gets closer. Nobody gets cold feet and drops out because it is a communal group vibe, even though often they may not have all met. They have one thing in common and that is all that is needed to say yes to coming along.
What is your one thing that your guests will have in common and value as an experience?
Universities
New students at universities are often given the opportunity to get to know each other online before they even arrive these days, so they are really interested to get there and meet up. I have also had this with holidays I’ve booked.
Would your guests like the opportunity to have a social group online prior to arriving? This can help alleviate any nerves, or concerns anyone has. People can arrange sharing transport. They can ask questions. They have the opportunity to form a bond before they even arrive to make their stay even more special, because they settle in straight away.
Eastenders
Okay so firstly, I am not a soap watcher! I did however, see an interview with a group of actors explaining what this TV show was putting together for 10 months in advance.
https://www.ok.co.uk/tv/eastenders-christmas-2023-storyline-murder-29268201
In February 2023 a glimpse aired in an episode, that was a flash forward to Christmas 2023. In true soap style it was a ‘who dunnit’. Yeah yeah, we’ve seen them all before, but what it did do, was secure their viewers attention for the rest of the year. The show put out some promo interviews with the actors saying the rest of the year would be showing how the end of the year ‘dead body scenario’ might have happened, so you could try to piece it together before the big reveal over Christmas. With this, they secure the viewers and build their audience ready for a show that won’t even air until 10 months later.
Now many of you say, I can’t get people to commit to booking their place in advance. People only want to book last minute. Trust us, we understand because we tried to get friends to commit to a New Year’s Eve get together a year in advance so that a particular house availability did not get snapped up, but we didn’t make it happen. People need a ‘hook’ big enough to incentivise them to commit early. If the event, or offer is just average and they have other things that are more important, such as family, budgets, lack of holidays, of course you are not going to buy in to it. Excitement though, makes people want to do things and compromise, or find a way on the other things. You know your guests, clients, or friends well enough to know what they are looking for. What makes them say, “Hell Yeah, I’m in, because I don’t want to miss out!”
Netflix
How many times have you seen a social media post from someone saying, “Hey hit me up with a good box set to watch.” Netflix were clever enough to provide series to binge watch and TV started to follow this. How does this apply to you though?
I see people asking for retreat recommendations on social media pages and groups all the time. Are you in that conversation? Have you got previous guests recommending you with their genuine comments and feedback?
Line of Duty
Unlike the Netflix scenario, there are certain TV shows that only air once a week. Due to the fact that they are so good and everybody talks about them the next day, people don’t delay watching them on catch up. They book in the time in their evenings to watch them. The excitement builds and people can’t wait to see what happens next.
Are your guests Netflix, or Line of Duty people?
For example, do your clients like loads of choice of retreats and dates so they can browse through and find something they like the look of. Or do your guests value what you are going to offer so much that they can’t wait to book on and will go with just the one option you are offering at that time, no matter what? Is more, or less the best thing for you to offer?
This summer I turned down the opportunity to see my favourite band because the standing tickets had sold out. I’m only 5’4″ and can often hardly see a music stage at any event, but the experience of being in the standing section at a gig is far far better for me that having to sit in a seated section. I knew there was only one date I could see the band this year, but I also knew I would wait until what I really wanted came along again another time. I accepted I had missed the chance. As it happens, the band realised they sold out their only date they offered so quickly that they could then commit to a second show. My patience was rewarded and I got to be standing there singing my heart out the next night. For them, they only wanted to offer a special one off to their true fans. When they realised there was way more interest than they had anticipated and only when they had sold the first night, did they open a second opportunity, which of course people like me jumped at the chance of, because we had missed out the first time.
Do you stagger your retreat releases, or give people the choice all in one go, so you can be open about what you are planning?
The Next Sale
I remember the days when we lived in Leicester and people would get up at the crack of dawn to queue outside the Next store for their seasonal sale. Unlike furniture stores, Next only offered an opportunity that their customers really loved a few times a year. Now with online shopping I noticed Next give you a chance to sign up to a newsletter to get in to the sale in advance.
I see music tours do this all the time also. Fans who have subscribed to their favourite acts, get access to limited pre-sale tickets ahead of the general release a day later. I have also seen retreats in the UK do this recently.
Again, is more, or less your opportunity?
London Marathon
The London Marathon took place this year on Sunday 23rd April. Following the finish of it, the announcement was out there, saying to be in the ballot for a chance of a place for 2024, the deadline for applications was by Friday 28th April 2023. That is less than a week to commit to wanting a chance at something. Of course this event is immensely popular and the demand is huge, but even they work on the momentum of people watching it on tv, or in the streets, or taking part, or having seen a friend do it, to inspire people to sign up quickly. The same happens with The Great British Bake Off also – they advertise the sign ups for the next year as the final is airing.
There is a retreat I have had my eye on, but I know it sells out within a day or two, so last time I put a note in my diary to look for it and I kept up to date on their social media and signed up to their newsletter for announcements. If something is in demand, we don’t dither do we – we get it booked. I did exactly the same with tickets to see Peter Kay, because I knew I had one chance to get tickets and I would just make sure I had to work around whatever date we could get.
Would your guests still want to book as much if they know they could wait to book? Does it become less appealing when life gets in the way? Are they glad they booked all that time ago, when it actually does arrive? I had told myself I wasn’t going to Glastonbury in 2023, but even back in 2022 I knew I’d regret not going, so got out every device possible to try for tickets. Spoiler – I absolutely loved being there and did not regret for one minute handing my cash over and taking holiday dates to go there.
So how can we help you?
Photography
You have a photographer on site. Why not book in with Joanne to have your retreat details captured for future promotions.
Testimonials
If you wanted to ask a guest how they felt about being on your retreat, one of us could video you having an informal chat with them. More authentic and relatable for future guests to see.
Payments
If you would prefer to pay in stages, we can help make that work for you.
Website
Have you created a great link to list on our website for free?
Social Media
I can’t spend my life on social media following everything. Often when I share something it is because I have happened on it by chance, or people have given me a nudge and asked me to share it. Of course we will share your retreats and promotions – we want your retreat to be a huge success. Send us your post retreat reels to share also. Ask away, please do.
Extras
We send out a list of activity experts and chefs with our PDF, but often you find the document too big to read and don’t bother. Hint – there is a content page so you can skip to the sections you need at any one time. We take the time to meet experts, get their details, try out some of the experiences ourselves to know your guests will love them.
Don’t assume your guests won’t want to pay extra for a memorable activity, or experience that they would not be brave enough to try on their own. Don’t undersell the price of an expert to take you walking to hidden pools and breathtaking viewing points. People understand independents have bills to pay also, so are willing to support them for something more authentic.
If you want us to take guests up the hill for sunset, ask us and get that booked in. If you want to follow us in cars to go to where you see us swim, then it could be worth setting the extra time aside. Do your guests want to eat overnight oats as the sun rises at the top of the waterfall. These are all things we do whilst living here, so why not shake up your retreat offer. Be willing to go further afield in to the Yorkshire Dales, or Lake District National Parks. Would the cost of hiring a mini bus be worth it for the kind of awesome day you could have?
We know from our travels with various companies and also talking to friends about their experiences on tours and day trips, that it is the extras that often make us all go home and bang on about it to others.
Don’t under-estimate the value of a memorable experience.
