Q&A with Tripadvisor’s Head of Industry Relations, Brian Payea


A bit over a month ago, I got to visit Tripadvisor’s new Headquarters in Needham, MA, with our Fidelco Guide Dog Puppy in tow. (off topic for a minute, my husband and myself are volunteer puppy raisers for the Fidelco Guide Dog Foundation, my apologies for the shameless plug for Fidelco, but it’s a great organization that trains dogs for a great cause. :)

Their new headquarters is cool, and I think it interesting that anytime a article has come out in the past month with snarky comments about, “My business listing money increase put to a great cause, etc. etc.” and “oh so THATS why they raised my biz listing fee.” I can understand the unhappyness and frustration that having raised fees causes, but if I could point out, and this is not in Tripadvisors defense, but just an external observation, the new HQ is geared (from what I could observe) in making their employees happy and productive. I personally would much rather call a company with someone happy and helpful on the other end of the phone to deal with my problem, then a grumpy, unhappy and fed up with life customer service rep, IMHO.

I spent more then a hour talking with Tripadvisor’s Head of Industry Relations, Brian Payea, and we talked about the state of the industry and where Tripadvisor was headed.

I had been collecting questions for some time from inn’s that I had been talking to and gave Brian a laundry list of questions. I hadn’t priorly published them, as I was still waiting on some of the statistics that took some time for them to put together. There is a comment regarding reviews and claimed listings (from me) at the bottom that I think the B&B industry needs to address.

General Questions from more than one property:

A comment: A ton of inns said they would continue or start to list on TA if they kept rates affordable. But every time the rates are raised more small properties are dropping. When their marketing budget is $3000 for the year and their TA listing is more than ½ of that, they just can’t afford it.

Just to be sure everyone’s using the same terminology, every business has a free listing on TripAdvisor.  The Business Listings product, which provides contact info, links, special offers and announcements, is a distinct product that is available for purchase.  So, whether or not a property decides to purchase the Business Listing, they always have the free listing.

Business Listings has evolved from the first iteration, where we had flat pricing regardless of the property’s business specifics, to a product where each property has an individually calculated price.  Each property now sees property-specific pricing, based on a calculation using the following elements:

  • Number of rooms
  • Geographic area
  • Total page views for the property in the last 12 months
  • Click-through rates for the property
  • Estimates of conversion rates based on industry standards
  • Average daily rate and average length of stay

The pricing is higher than it was when we first introduced it.   The factors used in any property’s pricing are available for consideration, and if the property owner disagrees with any of the individual elements of the calculation, he or she should contact their sales person and explain which elements are incorrect, and then work with the sales person to determine the price that reflects the accurate elements.

Why is Tripadvisor so hard to contact and get answers from? Especially support?

With more than five million businesses on TripAdvisor, we constantly re-examine how best to provide support sustainably.   We have recently made significant changes in our support structure, and have seen a measured improvement in the time to respond.   Our management center is still the place to begin all dialogs regarding most areas that require answers.    Our Help Center has also been rebuilt, and almost every question of policy is answered there.  Where properties most frequently want additional help is when there’s a desire for escalation of the discussion after an answer has been delivered through the management center.   In those cases, they are able to reply to the email, or call the toll free numbers and follow the path to customer support.  The wait times on those calls have gone down, but I can’t guarantee there will not a hold time.  

My experience with customer support issues when I’ve been drawn into the discussion is that frequently the request, for instance a review dispute, has not been framed with the TripAdvisor guidelines in mind.   I recommend that before submitting the request, take a look at the guidelines and consider whether the request has been described in a way that the violation of the guidelines is clear.    Also, it’s important to include details that will help the investigators come to the same conclusions.  

Why do do B&Bs continuously get promises to follow up on issues once they get ahold of support and many don’t get followed up on?

 Unfortunately it’s not possible to speak to specific instances without the details of the case. I’ve investigated claims like this after conversations with innkeepers and sometimes find that there is a difference of opinion about whether the inquiry has been addressed.  It’s good to check the spam filters on emails in case the email response got caught there. Second requests can be entered in the management center as well, or the phone support can be used to see if the case is closed on our side, and to discuss the outcome.   The innkeeper may decide to begin a new case with additional evidence that wasn’t provided the first time as well.

If site traffic from Trip Advisor is down, why do you think a rate increase is justified?

Site traffic to the site is up overall.  If a particular property is seeing less traffic than previously, they might want to check their figures against what is provided in the management center, and discuss any differences with their sales person.

Why must business listing members choose between a Special Offer & Announcement? Why not both?

Business listings customers do get both the Special Offer and Announcement.   I’d suggest checking out the resources in TripAdvisor Insights, www.tripadvisor.com/tripadvisorinsights to read some of the case studies and best practices documents about maximizing the impact of both of these features

Why not remove the most commonly used terms algorithm? It’s clearly not being updated.

We constantly reevaluate every feature on the pages.  If something isn’t benefiting the traveler, it’s tweaked or removed to make way for something that helps the traveler more.   You’ll see many new tests in the area of personalization that should improve navigation, and help travelers discover B&Bs as well.

What’s the process for merging small towns that only have 1 or 2 listings each?

We don’t merge towns unless the local government merges.  We keep properties in the towns in which they are built.   One option that you might be considering is when it makes sense to create a larger entity that includes multiple destinations.   One example is Cape Cod.   While a property in Chatham stays in Chatham, there is a larger area destination of Cape Cod, which includes Chatham, Brewster, etc.   You will see those across the top of the page, with the final destination on the right, and working back left, you’ll see Cape Cod, Massachusetts, United States, etc.   If you believe your area would be well served by adding that additional layer of structure, please let us know.   Maybe best to contact Heather (heather @ forfengdesigns.com) and she can forward to me.

TA has been telling B&Bs this week that ALL lodging business listings start at $899/year and that is for a property with a $70/ADR. Is that true?

Our Business Listings are priced individually and the pricing changes.   Best to contact your sales person for your specifics.

Why don’t they charge restaurants for listings?

Every business gets a free listing on TripAdvisor.  The commerce opportunities vary by segment.  As you’ve probably noticed, we now feature booking options on restaurant listings, often through Open Table in the US.   We’ve also recently purchased companies in this space, and you’ll see The Fork, as one of our restaurant initiatives.   The different businesses have different ways to engage in commerce, and can choose to or not.  But all businesses have a basic free listing.

Why can’t they tell B&Bs unique visitors vs. total visitors when given their stats.

When the management center was built we worked with business owners to determine which pieces of information would be most useful, since we had to prioritize.  We will add your suggestion to the list of possible changes for the next version.

I’ve had a bunch of inns say they had a top listing in a town, with 5 star reviews and more then double the reviews of the competition, when they stopped paying for a premium listing their ranking dropped to #2

The ranking of properties has absolutely nothing to do with a property’s decision of whether or not to purchase any commerce opportunities on TripAdvisor.  Everyone’s heard us say that the popularity algorithm is confidential, and it will remain as such, so I won’t disclose any additional details here.  But the total number of reviews is not as important as the number of recent reviews.   Use the resources in the management center to compare yourself to your competition and pay particular attention to how many and how good the reviews are from recent months.

Why aren’t the analytics that are being provided anywhere close to the numbers that Google Analytics and other tracking programs return with. In terms of clickthroughs and visits.

We provide information from our servers, based on the clicks travelers make from our site.   Our data regarding what travelers do on TripAdvisor should be more accurate than another party’s data about our site.   Your sales rep should be able to walk through this particular data with you. 

Why do they favor hotels (e.g.; asking travelers to “choose a hotel” and totally leaving out B&Bs).

TripAdvisor is delivered in 28 languages and is used by people literally all over the world.   Hotel is a universally known term, while the B&B experience varies language to language.  The overall question is how best to get travelers who are looking for, or would enjoy, a B&B experience to those property listings.   Our ongoing testing of personalized navigation should be a big step in this direction.    While many ask for B&B tabs, we know from experimenting with them that that isn’t the answer, and we continue to innovate to help find your ideal customers and help them find you. **This also came up in conversation, about TA trying to best word B&Bs, as in other countries B&Bs are also known as guest house, holiday lets, country house, gites, etc.

Why are they now making it impossible to stop subscribing to Trip Connect until the end of an annual agreement?

TripConnect can be turned on and off as you wish.   You choose when it appears on the page.

Why doesn’t TA automatically “reset” the review count to zero when a business is purchased by a new owner?

If you notify us of the purchase, using the management center, the reviews from the previous owner can be removed and you start over.  Keep in mind you also start over in your popularity calculation and the reviews cannot be replaced after having been removed.   It’s your call.  We don’t automatically reset it without a request, as many purchasers consider the history of reviews as a goodwill asset of the property.

This request from many many B&Bs

Why is TA requesting auto renewal as one of the renewal conditions, considering the fact that the prices are increasing every single year drastically? Why they are not giving people the opportunity to go on on a year to year basis? People cannot just let Auto Renewal On and agree to have the money taken out their accounts when prices are increasing hundreds of dollars every year.

 Auto renewal is the standard contractual language, but you are notified in advance and given the opportunity to end your subscription.

This from one of my innkeepers. (and it was a question I had from some of my clients as well)

Our rate was going to go up by $339 this year to a total of over $1100 for 3 rooms. That is higher than I pay for B&B.com and they are our highest referrer and responsible for highest booking rate. I use http://intellakeeper.com and proved them wrong with the actual bookings TripAdvisor was responsible for. (we also have Google Analytics and Awstats on this account and neither match even close what Tripadvisor is reporting for stats)

Any time you have data that contradicts what is being used to calculate your new pricing, you should present that information to your sales contact. **Brian specifically said when we talked about this, TA is willing to negotiate, but you need to present them with facts about reservations, etc. 

How many B&Bs under 12 rooms in the United States have listings on TripAdvisor.

  • Total B&Bs under 12 rooms: 17,309

How many B&Bs under 12 rooms in the United Kingdom have listings on TripAdvisor.

  • Total B&Bs under 12 rooms: 26,221

How many B&Bs under 5 rooms in the United States have listings on TripAdvisor.

  • Total B&Bs under 5 rooms: 11,633

How many B&Bs under 5 rooms in the United Kingdom have listings on TripAdvisor

  • Total B&Bs under 5 rooms: 18,096

How many B&Bs in the United States have registered owners? (i.e claimed their listings)

  • Of the 23,471 B&B properties in the United States, 12,563 have at least one registered owner at them (46%)

How many B&Bs in the United Kingdom have registered owners?

  • Of the 29,288 B&B properties in the United Kingdom, 19,856 have at least one registered owner at them (68%)

How many B&Bs in the United States are writing management responses?

  • Of the 23,471 B&B properties in the United States, 19,140 have reviews (82%). Of the properties that have a review, 7,036 have written a management response (37%).

How many B&Bs in the United Kingdom are writing management responses?

  • Of the 29,288 B&B properties in the United Kingdom , 27,631 properties have reviews (94%). Of the properties that have a review, 11,405 have written a management response (41%).


Of concern to me is in the US, how many B&Bs have not claimed their business listings (the free listings) as well as how few (37%) have written management responses.

Considering that guests are booking lodging with a very heavy review bias behind them before they book, I think it’s of the utmost importance that B&Bs claim their listings so they can respond. If your B&B has nothing but great reviews, that’s terrific, but my feeling is you should still respond to the reviews. People have taken the time out of the day to write a positive review, responding lets them know you have acknowledged that, as well as for the thousands of other people looking at those reviews after the fact.

Posted in Hospitality News, Reputation Management, Tripadvisor | Tagged , , | Leave a comment

Suggestions for Professional and DIY Inn Photography

In browsing many innkeeping sites and looking at photos taken by innkeepers, as well as professional photographers, I’ve come across a few things of note that all photographers should be aware of. There are some great blog posts on DIY photography out there that touch on things like making sure your wastebaskets are out of the shot, and power cords are moved, but many of them don’t touch on some common mistakes that from a guest’s perspective may make the photograph seem “off” and may not realize why.

I am including examples of things I’ve seen on multiple (i.e. more then several dozen sites, in a few cases hundreds, especially the unopened wine and champagne bottles). **I do have photo permission to use the below photos.

These are cropped portions of full sized website photos, things that caught my eye and will also catch a potential guest’s eye.

As the trend to use larger and larger photos keeps on, and I forsee keeps getting more and more common, inns need to heavily eyeball photos, and look at them from the perspective of a potential guest.


No utensils and no napkins.


A table set up for multiple people, but only one place to sit at. I’ve seen this on many porch shots as well.


Tables with drinks and food many feet away from a place to sit. To a viewer this shot is staged, but if you wanted it to look like from the perceptive of an action shot (which this one was supposed to be), the table should be closer to the couch and the two glasses and plates aligned with the people that would be sitting on the coach. (note the unopened champagne bottle). I see this on a lot of B&B sites but logistically doesn’t make much sense.


Cords, a different wrap for this would have been suggested. Or remove the appliance entirely. I realize leaving it in the photo is to show that it’s an amenity, but using a black twist tie (easily replaceable if lost) to neatly wrap the cord is an option.


Missing items, where are the tongs?And the full unopened bottle of wine accompanied by two glasses with wine in them. If you are doing “action” shots make sure all your props are in place and see whether you are missing something logistically.


Angle of the soap pump dispenser, but primarily the tissue box, tissues should be tugged up to a point.


This is from the same inn and the prior photo, un-consistency, in the prior photo, soap dispenser is in the cabinet, prior on the sink. In this case, the amenities are arranged nicely but the dispenser is kind of tossed in. The towel is also something to address. (will in another photo).


Oh the rose petals!!! (and the unopened wine again). I see this on decorated beds for romantic retreats as well. A guest’s subliminal impression? Wow it’s going to take forever to get those out of the tub (or off the bed).


The crimped towel hang, I see this on alot of B&B sites. While a tad time consuming, it may be worth it to invest finding out some additional ways to use towel folds so they give a neater impression. Try https://www.pinterest.com/legnonfamily/decorative-towel-folding/ for a few ideas.


The empty hangers. In each room in this inn there are complimentary robes in each bathroom, either remove the hangers or hang the robes in the armoire (for the photos sake). Or consider cropping out the armoire totally, in this case it was on the edge of the photo.


Alarm clocks and Ipod/phone docks that are unplugged. In every other shot on this inn’s website, there are phones plugged into the docks, so not consistent as well as not “on”.


Unopened champagne and full glasses. I’ve seen this on scores and scores of B&B sites. Probably twice as much as the unopened wine.


Another (unopened wine) but in this case, look at one of the glasses, it looks like wine speckles on the glass but its from the wood work. Easy enough to edit out. The cheese should be trimmed to be neater (remember this is for show) and the cheese with the rind should be turned around. From an technical perspective as well, the amount of cheese vs the amount of crackers to accompany them is also off.

The benefit of digital photography and especially if you are a DIY photographer for your inn, is the ability to take multiple photos until you get exactly what you want. I’d recommend blowing up the good ones, and doing some serious eyeballing of the image to see if things can be moved, what draws the eye in the photos, and have some other people seriously take a gander at the photos to point out what they see, or in some cases don’t see.

Here are some of the other things I’ve run into on multiple inn sites as well, so when you are staging your rooms and are looking at your photos or your photographer’s photos, just to be aware of.

  • Making sure silverware is centered and straight. (this is another personal pet peeve with me coming from the restaurant fine dining venue) but it does make photos look sloppy when the knife and spoon are straight and the fork is not aligned.
  • Games (Chess and Backgammon) set up for two players, but only one has a place for someone to sit at.
  • 1/3 full glasses of wine next to fully made beds. If the photo had a bed with the covers pulled to the side as if someone was going to get in, that would make sense, but otherwise it just looks off.
  • Trays with teacups and tea (or coffee) and nothing else on them on top of beds. Cream, sugar, napkins, utensils?
  • Beer mugs with microbrew empty beer bottles with more beer in the glasses then the bottles hold.
  • Breakfast with coffee and food but no cream and sugar.

Look at your photos, you may be surprised at things you catch after the fact.

Posted in Hospitality News, How tos, Lodging, marketing, Observations | Tagged , , | 6 Comments

An Insider’s View of the NEW PAII

PAII-Logo-Color - Copy

Some of you may be aware that I have been working a bit (well more than a bit) behind the scenes (for the most part) for the last few months for PAII. I suspect, however, that most people don’t know that – including the many Innkeeper friends I have on Facebook, Google+, Twitter, and LinkedIn.

For the most part, I have tried to be “Switzerland” following the emergence of the new association – “AIHP” which came on the scene this past January. Since then, I have been bombarded with questions about which association to join. I would simply say, “at this point, I don’t know”…and when pressed I would say, “Wait and see how this year shakes out a bit more.”

Some history: I have been posting content to PAII’s Facebook, Twitter, and Google+  accounts for most of the past year. I was asked to do so by a very good friend who has  a long association with PAII, and someone I simply can’t say no to because I absolutely adore him. As anyone who follows me on Twitter knows, I read about an hour+ a day every morning about what is going on in the lodging industry, and anything interesting I find I post to my own accounts. Needless to say, posting industry content that I come across on a daily basis to the PAII accounts hasn’t been much of a stretch.

Back in January of this year, another longtime PAII Supporter asked whether I would be interested in doing some more marketing for PAII. At the time I said no, as had too many irons in the fire as it was at the time.

Before I get into more, a bit more history about the interactions between PAII and myself. For many years, I was a PAII Vendor member, rationalizing that the pricey vendor fee for membership was pretty much a wash given the amount of business I received from PAII (which was not much). I do not recall ever getting much other value from my membership at the time.

Advertising was available, but for someone like me, who got business primarily from referrals, paying a lot for advertising didn’t make much sense. I spoke at several PAII conferences over the years, and did several PAII webinars for their webinar series. Nevertheless, I finally made the decision to not renew my membership because “breaking even” never held much appeal for me long term, realistically what’s the point?

Over the years, I can recall disagreeing with how the PAII leadership handled some things, thinking that they really should have stepped up and tried to make more noise when it came to things like Advocacy. For example, one big issue I felt PAII dropped the ball on was the proposed expansion of the ADA pool lift requirement. While it did not affect the majority of B&Bs, it, nevertheless, did affect quite a few including several clients of mine. One B&B had to close their hot tub for guest use, as they couldn’t afford the $10k for a pool lift, another had to take out a hefty loan to stay compliant, and I heard from quite a few friends in the industry with larger properties that they were getting hit hard with the issue.

Before I go any further, let me be clear about something. Like most Innkeepers and others in the industry, I like Jay Karen a lot. He is a great person with a terrific people personality. His strengths are numerous and well known. That said, not all was perfect under his and the former PAII board members’ stewardship. What was left to “clean up” after the “Charleston debacle” was quite a mess that was several years prior in the making (and note I said “years” plural.) While I continue to like Jay as a person, my opinion of him as a past CEO is not nearly the same as it once was.

Filling Jay’s “shoes” was going to be a daunting task. Following in the footsteps of a charismatic leader is always a very difficult thing. I got to know Jay’s first successor, interim CEO Ruth Ann Hattori fairly well. She is a smart, hardworking, lovely person who I now consider a friend.

In hindsight, however, PAII might have been better off (and this from an industry Vendor’s perspective) hiring someone with Innkeeping experience, and who was well known and liked in the Innkeeping community. Such a person might have had an easier time explaining PAII’s situation without all the rancor that ensued. It certainly would have helped put PAII on the path to recovery quicker. Hindsight is such a wonderful thing.

Ruth Ann had jumped in and was doing a great job in spite of not having the industry background. Unfortunately, she had to resign due to a family illness (as opposed to the hogwash that she quit because PAII was about to fold). What many people do not know is that she continued to work on the 2015 PAII Conference as a volunteer, and was very instrumental in making it successful. Unlike the prior years’ conferences, PAII actually made money on the 2015 conference.

Fast forward to this past March when I received a phone call from another longtime PAII supporter (I was recommended by a friend) asking if I would like to be on the “new” Board of Directors. I gave this some thought for a bit and said yes. At the time I did not know AIHP was forming (and I don’t know if it would have made that much difference at the time or not). I did, however, think that PAII, after seeing and hearing all the negative feedback from people after Jay’s departure, did need to be revitalized.

Innkeepers need a strong advocate. While there are many national organizations out there (Associations, Vendors, Consultants, etc.), and while most states have state and regional organizations, there was no organization out there that had a broader “reach” and aim to help B&Bs than PAII did.

In order to fix what was, in fact, and, perceived to be broken, PAII was going to have to change. In order to effect change, one has to create change. If something is wrong, find out the cause and correct, if it is broken, see if it is fixable and fix it!!! If it’s totally done in, then send it to the dustbin, but do not send a Ferrari to the junkyard if the trannie blows, put a new trannie in! The cost to buy a brand new Ferrari far far far exceeds the cost to put a new transmission in an otherwise perfectly good car.

Based on the knowledge I have now, it is clear that many of the people who bailed on PAII, and have become some of its most vocal critics, were the very same people who had knowledge of what was going on financially prior and had known about it for a while.

Some have said that if Jay and the Board had been successful in converting PAII to a not-for-profit we would have been better off. Logic dictates the question – “how’s that?” What would being not-for-profit have done to increase member dues or conference revenues? It was PAII’s costs that really got unbalanced. For example, overhead costs (excluding anything having to do with the Annual Conference) ran far in excess of annual membership dues. This meant that the Conference HAD to be EXTREMELY profitable in order for PAII to make ends meet, and go back up a paragraph or two to my comment about prior conferences.

PAII can – and will – go nonprofit but, in and of itself, it does nothing to help the financial position of the organization. Only good stewardship from the CEO and Board will assure that and the current leadership is doing just that.

Jay and past staff and volunteers did do much good for PAII in the past, but a lot also got majorly fowled up. (use your imagination on what I’d really like to say!!!!!!!!!!)

For those who still gripe about PAII and continue to spread rumors, half-truths, and revisionist history, I have a little advice – GET OVER IT! The “good ole days” are just that. All that matters now is the future. On that score, I am convinced of one thing – the “new” PAII is extremely well positioned to provide Innkeepers with what they want and need.

When Kris Ullmer, PAII’s Executive Director, was hired, I was overjoyed. I first met Kris several years ago at the Lake-to-Lake Michigan B&B Association conference where I was the Keynote speaker, and was very impressed by her composure, her knowledge, her background, and her experience running the Wisconsin Bed & Breakfast Association for many years. WBBA, along with CABBI, the Bed & Breakfast Association of Virginia, and Lake to Lake were some of the successful state B&B associations I have kept an eye on over the years. Seeing what the more successful B&B organizations were doing was always on my radar. To have Kris come on board (a well-known, liked, and successful association leader to boot) was the crème de the crème for me and kept me enthusiastic about being on the PAII Board.

We have had some challenges and have made some tough decisions over the past few months. A change in venue for the conference – to a better space at a better rate (perhaps worthy of a blog post by itself), tough but fair discussions with creditors, and some change in conference organizers have left us in a better position than we were just a few months ago. The Board continues working on PAII’s costs, developing a solid long-term strategy, and do what best benefits innkeepers and our important vendor network.

So, what prompted me to write this, after all this time? A recent post by another vendor I respect, calling out our current leadership: “Change is inevitable! Change never stops, but to have a handful of hungry-for-power-and-money individuals destroy what was such a vital, enthusiastic support organization is incomprehensible!” She then went on pitching a pro “AIHP” position. When pressed on why she did this, she said she was simply responding to a comment posted on her board. In my opinion, the original comment was baseless and not worthy of a response. She has since added a comment to another commentator saying she was talking about past “leadership” i.e “I think our wires are getting a bit crossed here. The “hungry-for-power” individuals that I am referencing are no longer associated with the organization – they left some time after Jay’s “resignation” (almost two years ago). We very much believe that PAII, with Kris Ullmer leading the charge, is, once again, proving itself to be a vital resource for current and prospective Innkeepers. Sorry for the miscommunication.” But unfortunately, she hasn’t clarified that on her main post and many times people do not read the comments.

And to put this out there, I am quite frankly sick to death of posts by certain former PAII members, including some past board members (who I used to respect but no longer do) jabbing at PAII in a snarky manner. Insinuating and insulting emails and posts continue – to what ends I have no idea. My suggestion to you of the snarky emails and the blog posts… Grow up, put on your man panties, and stop with the B.S. already.

What is past is past; PAII has a new Executive Director, a new board, better control on its finances than ever before. We are paying off debt that the current board, leadership, and staff did not have a hand in causing or accumulating. We are trying our best to fix broken promises, unfulfilled agreements, cut costs, and deal with and fix tired old issues that several years (and this is including issues far prior to Jay’s departure) later people still are having a hard time letting go over.

We are trying to bring back things that PAII formerly did promise to members, much of which they never actually delivered on (don’t get me started on this one), and give more value for membership. Education, Advocacy, and Communication is WHY innkeepers and vendors become members. Having PAII become an actual resource and advocate for State and Regional organizations is critical and we are working hard on making that happen.

I sincerely hope that PAII and AIHP can get along and work together in the future. There may be room in the B&B sphere for both organizations, only time will tell. Both will need to clearly articulate who they are and how they plan to effect their strategy. We all know that with threats like monopolistic OTAs, the never-ending TripAdvisor challenge, etc, Innkeepers need all the voices they can get out there to try to represent our industry.

If you are an innkeeper, or an aspiring one, a vendor, or an interim innkeeper and you left  PAII because of all that transpired, (this is important) I’d ask you to let PAII know what you WANT and WHAT will help you as a business – PLEASE be specific!!!

If you are an innkeeper, a vendor, etc and promises were once made and not fulfilled, let us know. We are a new team and we don’t always know what was promised. We will do our best to honor what may not have been our promises, BUT is our responsibility to honor and fulfill, as that is what the NEW PAII is about.

Candidly, until a few months ago I had my own doubts about whether the conference would happen and whether PAII would survive. As a vendor, a board member, and a member I was honestly reluctant to put out, “Join PAII” because I didn’t know what would happen, I didn’t want to endorse something unless and until I was sure it would  succeed. I no longer harbor any doubts. PAII is going to not just survive – it is thriving! HOWEVER, we need support.

Some answers to questions that I know I have had over the last couple of months:

Were you on any prior PAII board?

Last year, I was listed on the PAII website as being a member of the advisory council for PAII, one that did not meet once and never (to my knowledge) exchanged a single email or phone call.

The PAII forums are dead, what about that?

That is probably my fault. A couple of years ago I started a couple of Google+ groups (communities) as an experiment when they rolled the option out in Google+. Many of the old and current PAII members post on it, and we do have AIHP members in the group as well. I don’t think that is a bad thing, as it encourages discussion. The new website will have forums and some new and improved ones as well. Will they get used? I hope so, but I personally like the Google+ groups as it does encourage discussion amongst everyone and I will be continuing to be the owner and administrator of those groups for the near future.

**Yesterday I received an email from an AIHP board member “Dear Heather, A friendly request, as owner and moderator of the Bed and Breakfast People group, when you post comments regarding PAII and or AIHP, it would be appropriate for you to disclose that you work for PAII.  You may try to stay neutral but I’m sure all would agree, for the benefit of the groups members and credibility, it would be appropriate if you were disclose your relationship with them.”

I am going to address this here, as it does coincide timing wise with my post:

  • I am an independent contractor for PAII, not an employee.
  • The Google+ groups were started by myself, and I am the owner of said forums.
  • I have no plans for the forums to become a PAII owned or PAII driven, as I think it defeats the purpose of having an open discussion.
  • Any recent discussions on the forum I have not stated I was pro PAII when asked which association one should support, but just pointed out that AIHP has not stated anything PUBLICLY (to date as of now) that they are advocating for Airbnb to be more regulated, and I did specifically ask to be shown where that information was listed. I am not an AIHP member, so if they stated this in their member emails I don’t have access to that information. (which I think was what prompted the above email). I did tell another of their board members that when they did have something posted I would be happy to share that information on my comment. **Updated my post was published at 2:09 PM, I just received a link at 2:27 PM directing me to a page on the AIHP site somewhat clarifying their position on Airbnb and I did update my G+ comment to reflect that. Just to point something out perhaps to them (I may have missed although I did look) I don’t see a link to this statement page off their main page anywhere, that would perhaps help them get the word out about it……and by the way did just pass that comment along to one of their board members.
  • I have specifically stated I will try to stay neutral on Pro or Anti PAII vs AIHP discussions, and that I wouldn’t bring PAII up and promote it. (And to my knowledge, and I’d be very happy if people want to double check this, have not.)
  • I personally don’t feel that I need to label the forum as being owned and moderated by a PAII “person”, there are several other moderators with just as much administrative rights as I have, and I have no idea which organization they support, and quite frankly that’s their own business and opinion, they have not stated on the forum which they do, and it is their prerogative if they would like to.
  • I have in past posts stated I was a PAII board member and that I was doing work “for” PAII.
  • If the majority of forum users think that I need to, or should be disclosing that a PAII “person” is the owner and one of the moderators, I will add it to the forum introduction information, or if they feel that I should put it in every single post (which kind of defeats the purpose since I stated I would not post about PAII info, LOL) I will do so. I am kind of offended actually that I actually got an email like the above, as people that do know me know I do try to be neutral. Just because others on the opposing team sadly can’t be, doesn’t mean that it’s not possible. The forum was started by me before I had anything to do with PAII.
  • If forum users see me promoting PAII or being in anyway non neutral (with the exception of this blog post) I would VERY much like them to say something to me about it, and they can then dip me in waffle batter and cover me with marmite jam (which is in the rules for the forum for self, or in this case, PAII promotion).

Can you give us some examples of debt that was accrued that was not well spent?

First and foremost, overhead costs were way out of line. No organization can have overhead costs that continually exceed their membership revenues, unless they have a large endowment or another guaranteed revenue stream. PAII had neither.

A few specific examples:

  • Over $2000 worth of stock photos that were not priced out for comparison from competing stock photo sites, i.e. the vast majority could have been sourced for under $300 total.
  • An out of date and costly website and a terrible CMS system (FYI, PAII is currently in the middle of moving to a more effective, updated, mobile friendly website content management system specifically geared for Associations and Non-profits that is about ⅓ of the price per year).

There are many more examples. I do know that money was also not well spent on additional websites, promotions (Better Way to Stay, for example), and many other things that were not cost effective. Much of this has already been addressed (if they are ongoing expenses that PAII still has). I could run this to many pages long, if you want to see, come to the conference in January, but don’t just come for that, come for the great education sessions, and to check out Austin.

Why am I no longer on the board?

Because some months back the amount of time I spent working on PAII related work was growing, and having PAII give me a stipend to offset some of that time, I felt was a conflict of interest, so I resigned from the board. I don’t as of now, “officially” work for PAII, that may change in the future, I don’t know. Currently I am a dues paying Vendor member who is to put it mildly, sticking both feet in and trying to assist as much as I can, as I very much believe that PAII has a lot of great things in the works, and we have made a lot of positive improvements just in the past few months, and continue to do so on a daily basis.

What are we doing to improve PAII?

  • We have brought back the weekly Newsletter (with the aim that it be educational and be more geared towards B&Bs then it was prior).
  • We have brought back and greatly expanded the monthly Newsletter (with the aim that it be educational and be more geared towards B&Bs then it was prior).
  • Brought back the Innkeeping Now Magazine (and yes we may bring back the print version if and when it becomes cost effective, as many people know, print costs and postage have been steadily rising for years, and more and more publications have been moving to digital only).
  • We are having on average, weekly educational webinars (in comparison to in the past when they had on average about 10 per year).
  • We are including educational webinars for associations open to all, as well as developing additional association driven education for both the benefits of our state and regional B&B associations as well as their members.
  • We are working on information (that will soon be available to everyone) that will help B&Bs find information relevant to the industry as well as make it easier to find.
  • We are working on instituting partnerships with other global organizations that can help advocate and educate members.
  • We have a new and improved website that will be rolled out very soon.
  • We are renewing our partnership with several organizations whose partnerships had lapsed, including several for educational opportunities for members that may not be cost effective to go directly through.
  • We are sending out a newsletter shortly to all state and regional associations offering their members access to our weekly webinars through the end of January 2016.
  • We have in the works a partnership with AHLA, and are working hard on advocacy for B&Bs, not just on the Airbnb front, but also on the TripAdvisor front.
  • PAII prior had about 4+ full time staff not including the CEO, last year it went through more staff changes, and then literally running with only a very part time bookkeeper for about 5+ months, it now runs with one part time bookkeeper and two part time people, and we are doing twice what was formerly being done with just this. Next year we hope to bring on one more person and bring the part timers to full time. All I can say is “you ain’t seen nothing yet folks!” in terms of what we can do!
  • We are working on bringing more value for vendor members (as a vendor member this is very important to me personally), we are highlighting vendor blog posts in our newsletters to start with, we make a point of trying to repost vendors blog posts on PAII’s social media and we are currently working on giving Vendor membership more bang for their buck and this will be inclusive of vendor members that have joined or just recently rejoined us this past few months.

“What are we doing to improve PAII?” The above are some of the things we have been working on. Now it is your turn – Tell us what you, the vendor, the innkeeper, the interim and aspiring innkeeper want, and we will do the best we can to make it happen.

This is not the old PAII; this is the new improved PAII. Think Six Million Dollar Man (but the one that is paying off formerly accrued debt not instituting new debt)

Harvey Bennett: Steve Austin, astronaut. A man barely alive.

Scuttlebutt and Rumor: (PAII, Innkeeping Association, An Association barely alive)

Oscar Goldman: We can rebuild him. We have the technology. We can make him better than he was. Better, stronger, faster.

(Kris Ullmer, Heather Turner, PAII BOD: We can rebuild it. We have the technology. We can make it better than it was. Better, stronger, faster.)

The result? One that we are and have been re-building….a better, stronger, more responsive, advocating and educating association. We are putting the P back in Professional Innkeeping.

Which association should you join? You decide. I support PAII wholeheartedly.

I wish AIHP the best of luck. Instead of bickering, let us find common ground in helping the Innkeeping industry succeed and find our own niches that can support themselves.

Please stop bringing up the “old” PAII, it IS dead and gone, the new PAII has arrived and is in the driver’s seat.
For those on the fence about whether PAII is a viable and strong organization? It is.

Posted in B&B, Observations | Tagged , , , | 3 Comments

New Important Changes for Facebook Page Owners that Innkeepers Need to Know.


  1. The Addition of a “People Also Like” Box to the left, it can be reordered but not deleted.

2.  The “Welcome to this Page” option (under the About Section) for mobile, looks like it may have only been a test, this option is now removed.

2. ***Verify Your Page looks like it’s now rolled out to all Pages. Verifying is easy. They call you with a pin number, you enter it and you’ve got the verified check mark.

Note, if you have a number for the business set in the page, you can change the number to call to verify it. This almost seems rather pointless as anyone can then verify a page, even someone not officially the business owner, or someone can set up a competing page for a business and have that verified. I just verified 5 pages (with the same phone number used) as an example. I suspect this may come back and bite Facebook at some point.

3.  ***Reviews has moved to its own location in the menu bar underneath the banner. The option to hide your reviews by unchecking the map option (in the About section) looks to be currently gone. It’s now been changed to “Show Map and Checkins on Page” instead of “Show Map and Reviews on Page”.

It does appear you can now comment/respond on ALL reviews, not formerly an option depending on individual privacy settings.

This is really bad news for page owners, if your business hits the news in a bad way, you may have to resort to unpublishing your page until it blows over now.

4. ***Adding Pages to Interest Lists has disappeared (from where you previously added them on the page itself in question).  The option itself still seems to work, you have to be logged in as yourself/personal account, go to your main page/feed, scroll down on the left to where it says Interests.

If you already have interest lists you can still add to them, or you can create new, you will have to “find” the page by entering it into the search box to the right. Note you must have also liked the page in question first before you are able to add it. I really hope they don’t do away with this option completely as this is one of the few things that made aggregating content on Facebook easier.

5. ***Page banners are undergoing yet another change and revision. Reverting a bit to the old format where most of the buttons/options with the exception of the Call to Action button are moving back under the banner. The smaller avatar profile image is getting smaller and moving up into the banner itself more. So anyone that’s spent time customizing their banner to look nice (if it has text on it) will probably have to redo it.

The interesting thing about this option is it’s not be rolled out to page owners, it being rolled out to users. I first heard about this about a month plus ago but the vast majority of users still don’t see the new format. I’ve so far run into two people who have the new view option and from reports I’ve found I’d peg it at about 5% of Facebook users see the new format currently. I’d recommend changing the image as soon as you can, past experience with views and major changes usually takes about 2 months and we are about a month in so far. I don’t have the option enabled, the screenshot was sent by a FB friend who has the new view.

Old Header

Richard old header

New Header

new header

Usually Facebook when rolling out some major changes (like the last four) means there are still more changes in the works. I’ll try to add to this if I come across any more.

Posted in B&B, Facebook, Hospitality News, How tos | Tagged , | Leave a comment

Wherefore art my Facebook Fans? Also known as: How do I find who liked my Facebook page? +

**Updated 9/27/2015, Facebook has now publicly added a tab in “Settings” called “People and Other Pages” as well as an option in the drop down menu so you can see who your subscribers are as well. They have also added ban users to the options (which was missing before)


This has been a really common question I’ve been getting several times a week from people, so I thought it was time to address.

It “used” to be that you could easily see who your fans/likes were on your Facebook page. Several months plus ago, Facebook took that easy option away. Which if you want to see who liked the page for a contest or special offer you ran, makes it extremely difficult to view whether you are getting anything back in terms of time or money?

In addition if you run a Facebook ad specifically for getting likes, if you can’t see easily (and evaluate) who is liking your page, how can you know whether your specific targeting is working or not. (Did Facebook do this hiding likers for a reason? Methinks perhaps yes, considering when you run a targeted ad, the results you get are a mite interesting sometimes. I had no idea an ad targeting women between the ages of 25 and 40 who were getting married, were college educated and lived in Boston (for a client), would result in getting so many “young” likers from apparent Boston transplants living in Malaysia for example. Interesting!!!!) Was that sarcastic? You think?

There are now currently two ways to check who liked your page. Three actually, but it depends on whether you have a current like or not.


First Way: Not able to be accessed all the time (dependant on a current like)

Click on Notifications, if you see that someone has liked your page, click on the white space around (but not on the name itself) who liked it, it will bring you to a list of likes.

Second Way: Click on “Settings” Then click on “Banned Users”, In the small dropdown box, select “People who like this”.

Third Way: If you have not already claimed a unique page name for your Facebook page, you can skip this first step.

First, Go to your “About” section, click on “Page Info”, at the bottom of the page, find your “Facebook Page ID”

Second, go to https://www.facebook.com/browse/page_fans/?page_id=your page id here.  Replace “your page id here” which the numbers found in your page ID or the numbers found in your Facebook URL.

Like https://www.facebook.com/browse/page_fans/?page_id=6029711762. Which is my page ID, note you can’t see someone else’s fans, even if you use their page ID, you have to be an admin of the page.


The other change that I have gotten some questions about recently is how do I ban someone from the page. It used to be you had the option of “removing” or “banning someone” in the options you could see for who liked the page. Now it only gives you the option of “Assign Page Role” or “Remove”.  The only way (I can find to date) to ban someone, is if they make a comment on your page. You then have to go the X (right of the comment which you have to hover over to make the X appear) and then click on hide. Only then will a box appear that gives you the option to ban the person (or company) from your page.

FB 6

Posted in Facebook, Hospitality News, How tos | Tagged , , | 1 Comment

Unbundling, Innkeepers is it time to start thinking out of the box?


I was recently talking to a friend of mine and was extolling the virtues of staying at B&Bs vs hotels, motels and Airbnb options, and he had an interesting question for me.

His question was do B&Bs ever offer the option of offering a guest to stay and pay for just the room, but not the breakfast. He is a frequent business traveler, and he said while he loves the environment of staying at a B&B, he generally is not a breakfast eater, and frequently just isn’t hungry in the morning, on top of which he says he doesn’t want to spend the time out that breakfast at a B&B would require, when a yogurt and piece of fruit would do, and he would rather (or needs to be) working on a report.

I was reminded of an interesting Skift article that came out last week: Will Unbundled Amenities be the Future for Budget Hotels? http://skift.com/2015/08/19/will-unbundled-amenities-be-the-future-for-budget-hotels/  And the leader into this article was The mid-range to low-end hotel sector hasn’t had an easy ride of things recently. With the popularity of vacation rental sites like Airbnb growing, hotels have decided they need fresh new ways to compete.” The article (and I recommend actually reading it in-depth as it’s got some interesting points of note) goes into several hotels that are “unbundling” their rates, offerings and amenities.

While I don’t put B&Bs into the budget hotel category, I do put many of them into the mid-range (and they are usually less expensive than said mid-range hotels) and with the ever looming and ongoing Airbnb threat (which sadly think is here to stay) B&Bs have to think up some alternatives to the traditional Bed and Breakfast model.

One of the major highlights of a stay in a B&B is of course always the Breakfast part, but in order to compete with the ever-changing world out there, Flash sales, Last Minute Booking Options, OTAs and Airbnb, B&Bs need to be realistic, offering options, like not having breakfast, it doesn’t mean everyone gets it, or doesn’t get it, but it could fall into the category of unbundling. Most Airbnbs do not offer food unless a “guest” wants to raid someone’s fridge, technically it’s a luxury.

There are other things that can be considered amenities that a B&Bs could consider unbundling as well, the biggest obviously being the breakfast, but things like housekeeping/room cleaning, bottled water, towels or just changing out the towels, amenity baskets, early/late check-ins. You could even go the route that hotels go if you really want to unbundle, AC (if available), TV (if available), WIFI even, parking, etc.

If you take your average room rate, most B&Bs average between $140 – $160 per night. By unbundling some of the regular options a B&B might offer they could potentially compete with the hotel/motel market, and Airbnb rentals without compromising their standards, or more importantly by losing money on the options because that’s what they are, options.

How much does your breakfast actually cost you? And then ask what would you charge a guest individually if they wanted to “add on” breakfast as a stand alone. $15-$20? Realistically your actual cost numbers should be between $7-8 a head, but you should have budgeted $10-12 which would include your labor, gas and shopping time and overhead like utilities. Build a realistic “retail” price that you would charge a guest for breakfast, like $15, but you don’t want to price too high because it would become an option that more would perhaps take out to lower the final price point.

A couple of key points from the end of the Skift article that bear consideration if a B&B would like to try this. I personally like the model Nomad Hotel’s uses, where guests are deducting amenities (i.e. especially ones they would normally get at a B&B) like breakfast and daily room cleaning. These two paragraphs (in segments) instead of having a base and adding on.

“The nature of Tune’s booking system feels somewhat miserly in the way guests have to pay for every amenity they want. And of course, their base rates can only go up, whereas Nomad’s can only go down. Budget-conscious travelers will undoubtedly find something rewarding in seeing their room rates drop every time an amenity is removed.”

And I think from a Bed and Breakfast’s perspective, people go to B&Bs “for” the breakfast as one of the best reasons, they have the option to take it away, but why do that as it would part of the normal booking amenity one would get anyway.

“Nomad Hotel’s booking system also exploits a human tendency that finds the fear of loss greater than the desire for gain—a consumer psychology phenomenon known as loss aversion. Applied to the idea of “subtracting” rather than “adding” amenities, customers would be less inclined to get rid of amenities that in theory, they already have.”

A B&B would have to put a price tag on each amenity prior to offering the deduction, your cost vs “retail cost. I am just going to put some numbers in for rough examples, they obviously will vary per B&B.

A suggested mock-up if a B&B was going to try this

Your regular room rate is $139

Minus Breakfast (and then a luscious description of breakfast – as a tease to not delete because who would? BUT they have the option.)  -$15.00

Minus Daily Housekeeping -$10.00

Minus the Amenities Basket -$7.00 (I know some B&Bs that this would be higher)

Minus WIFI -$5 (I think people would choose to keep, still cheaper than a hotel)

Minus Water bottles in room (2) -$3.00

All deductions would bring the room rate down to $99.00.

Minus the Housekeeping, amenities and water, down to $119, still very competitive and they get breakfast to boot!

Think about if you take away some of the things that are normally costing you money, daily housekeeping (labor, laundry costs, general overhead), amenities basket and the bottled waters (both found for free in almost every B&B I’ve ever stayed in, but hopefully built into your rooms cost), You are saving the money, they see a cost savings.

Most people will still take the Breakfast option and probably the WIFI, the key being you are giving them a choice, plus also than competing (or seeming to compete by giving them options) with both the traditional hotel/motel, plus at this point, and more importantly, the Airbnb competition (if there is some in the area).

I tend to think regular B&B goers will also keep the housekeeping as well, but the point here is the “illusion” of having saved a few dollars, water + amenities basket still brings the rate down by $10 and it’s your cost savings still as well at that point.

I would make a point of mentioning on this page, (with the options) about the fact that a B&B is fire inspected, has insurance, etc. etc., all of those are part of your “regular” lodging price, and it protects the guests, vs an Airbnb rental that offers none of that will still charge a similar rate.

While I love the traditional B&B model, I think it’s time that innkeepers need to start investigating ways that may be a little alternative to the regular business model in order to compete and long-term, stay competitive.

Just a snark of note, similar to PAII’s Better Way to Stay video, I’d love to see a B&B (more as a gag to a well-adjusted guest who can take a joke) have their room filled with things with tags on it (like the hotels do) Bottled Water “Cost free, in a hotel this would have been $5.00” etc.

Posted in B&B, Hospitality News, How tos, Observations | Tagged , , , | Leave a comment

Some Social Media Changes Innkeepers Should Be Aware Of For 2015


Facebook Is Testing “Saved Replies” To Help Pages Manage Customer Service Messages http://marketingland.com/facebook-is-testing-saved-replies-to-help-pages-manage-customer-service-messages-131055 As the post mentions, it “could” be a boon for small businesses, but for innkeepers it may not be, but it’s good to be aware of this as it may have potential future applications. Of the 40+ B&B Facebook pages I am the admin of, 99% of the incoming messages would not have been a good fit for a canned response. I do think it may have some value if you are outsourcing your social media, and you do have a very well crafted response done up in advance for your outsourcer to use for something like a complaint, or a basic booking inquiry.

Google Says It May Unverify Inactive Local Business Listings http://searchengineland.com/google-says-it-may-unverify-inactive-local-business-listings-222414 Why is this important for innkeepers? Because many innkeepers have gone ahead and claimed their pages thinking that is all they need to do to them, and have never returned to them again. Google+ pages of all of the social media platforms out there seem to be the least used and utilized amongst innkeepers.

Why should innkeepers bother to keep an eye on this? If your page is unverified and someone leaves a review, you will have to re-verify it before you can respond. Google says they will try to contact businesses via email before un-verifying, but innkeepers may ignore this as a spam solicitation. “In some cases, we may contact Google My Business users via email to confirm that they are still actively managing a business page. If a user is unresponsive to our attempts to contact him or her and has not logged into Google My Business for a significant length of time, then we may unverify pages in the account.

I would recommend innkeepers (even if they are not going to actively use their Google+ accounts) put it into a calendar that every few months go over to their Google+ account and login to avoid the possible future inconvenience of having to reclaim their pages again.

Mike Blumenthal has a thread going about this topic with further information as well. http://blumenthals.com/blog/2015/06/04/google-now-requiring-null-edits-to-keep-accounts-active-in-us/. A question to Mike about what constituted logging in to the Google+ account came back with. “In conversation with Google they noted that Logging in would be logging in as the page in any respect — so that would be any of the following– seeing the GMB dashboard, – making an edit, – posting, etc. So, yes, posting to G+ would “count.” And “Google has confirmed that any activity including that of a manager is enough to keep the page from going into “default”.

Coming soon: Buyable Pins! https://business.pinterest.com/en/blog/coming-soon-buyable-pins Why is this of interest? Because if innkeepers have an inn gift shop including inn cook books, uploading good photos of products can push sales. Inns Associations can also take advantage of this if they have produced an Association cook book. Keep in mind, the images in Pinterest can be recipe photos from the cookbook, not just an image of the cookbook itself. Businesses can get on the waitlist for buyable pins at https://business.pinterest.com/en/get-list-buyable-pins. You can currently create Pins directing people to your availability link url directly from a photo and promote them as well but the Buyable Pin option (from what I understand) are Pins you can mark as purchasable (there is no layout of funds like Promoted Pins) and they will show up within your Pin boards.

Instagram Adds Call-to-Action Buttons, More Relevant Ad Targeting http://www.adweek.com/socialtimes/instagram-adds-call-to-action-buttons-more-relevant-ad-targeting Because Facebook owns Instagram, and it’s ad platform is integrated with it, this could be a huge plus for inns wanting to cater to the Millennial market. They have not yet rolled it out, and while it says buttons will offer “buy now”, “app install” and “sign up” options, I lean towards thinking it will also offer a book now option as well. Even if it does not, the “buy now” button could be redirected to a booking link, and a “sign up” could potentially boost an email distribution list. Caveat, similar to Facebook’s current Book Now option, if your reservation system is not mobile friendly, even though your website is, and Facebook is, expect a high bounce rate and an even higher abandonment rate from a potential booker.

Posted in B&B, marketing, Observations, Social Media | Tagged , , , , | Leave a comment