How to weather proof your business
The forecast says the weather will be awful. What can you do to prevent your tourism business being ruined by bad weather?
Here are a few ideas that really do work:
1. Put together a good list of rain-can't-ruin ideas and make it widely available - we did this with great success in the Yorkshire Dales. The local media and then regional TV even picked it up and helped us to promote it. We're still using and updating our lists now, which other businesses willingly share.
2. Stay positive - for example, don't tweet moans about the bad weather. Potential visitors see those tweets and don't feel inclined to visit. Tell visitors about the positives such as the fantastic pubs in your area which feel extra welcoming in cold weather, comment on how much fun children have playing in the puddles, highlight indoor attractions, mention the greenery...Several years ago one of my clients - a prominent gardens - actually promoted "puddle parties" for children to dance in the rain, which the media loved.
3. Plan in advance. We know we'll have bad weather so what can you really do? One idea is to actively target people who will pre-book and still visit, such as groups and parties of people for whom being together is the key motivator.
4. Don't think you need to upgrade and splash out on new all weather facilites or indoor play areas etc. Sometimes offering people a jigsaw or scrabble game and mug of hot chocolate helps them create really cosy holiday memories.
5. Tell people about the places that are actually better in the rain such as amazing waterfalls or watching the waves from the safety of a cosy sea-view restaurant.
6. Be extra welcoming with small gestures, for example greeting guests or visitors with wet hair at your B&B by offering towels and hot drinks, not moaning about the awful weather and dragging down everyone's spirits. These small gestures become memorable and register with visitors as examples of excellent service - so the bad weather could even work to your advantage.
As soon as the weather shows signs of improving, or when the media simply get the forecasts wrong, make sure you use as many pictures of the better weather, signs of spring etc as possible on social media. Nothing convinces like a picture, and this way you'll get people to think about visiting you soon.
Copyright Susan Briggs 2017
Here are a few ideas that really do work:
1. Put together a good list of rain-can't-ruin ideas and make it widely available - we did this with great success in the Yorkshire Dales. The local media and then regional TV even picked it up and helped us to promote it. We're still using and updating our lists now, which other businesses willingly share.
2. Stay positive - for example, don't tweet moans about the bad weather. Potential visitors see those tweets and don't feel inclined to visit. Tell visitors about the positives such as the fantastic pubs in your area which feel extra welcoming in cold weather, comment on how much fun children have playing in the puddles, highlight indoor attractions, mention the greenery...Several years ago one of my clients - a prominent gardens - actually promoted "puddle parties" for children to dance in the rain, which the media loved.
3. Plan in advance. We know we'll have bad weather so what can you really do? One idea is to actively target people who will pre-book and still visit, such as groups and parties of people for whom being together is the key motivator.
4. Don't think you need to upgrade and splash out on new all weather facilites or indoor play areas etc. Sometimes offering people a jigsaw or scrabble game and mug of hot chocolate helps them create really cosy holiday memories.
5. Tell people about the places that are actually better in the rain such as amazing waterfalls or watching the waves from the safety of a cosy sea-view restaurant.
6. Be extra welcoming with small gestures, for example greeting guests or visitors with wet hair at your B&B by offering towels and hot drinks, not moaning about the awful weather and dragging down everyone's spirits. These small gestures become memorable and register with visitors as examples of excellent service - so the bad weather could even work to your advantage.
As soon as the weather shows signs of improving, or when the media simply get the forecasts wrong, make sure you use as many pictures of the better weather, signs of spring etc as possible on social media. Nothing convinces like a picture, and this way you'll get people to think about visiting you soon.
Copyright Susan Briggs 2017
