Ep #10 - Failure, success and hospitality with Yvonne Halling

[00:00:00] Jenn: Hello, and welcome to this direct booking success podcast episode.

Today, we are speaking with Yvonne Halling.

She will also be speaking at the direct booking success summer in September; Yvonne, welcome to the podcast.

[00:00:14] Yvonne: Thank you, Jen. Thank you for having me. It's a pleasure to be with you.

[00:00:18] Jenn: Oh, great. Let's start with having you introduce yourself to everyone. Listening

[00:00:24] Yvonne: okay. So I'm Yvonne Halling; I'm an award-winning consultant, mentor and coach at bed and breakfast coach.com, which I founded in 2013 to help, bed and breakfast owners, short-term rental owners, vacation rental owners, and anybody with an independent hospitality business that wants to essentially create, start, run and grow a direct bookings business.

We work with clients all over the world. It's all online, and we typically help clients to increase their business by at least 25% in one season while working less and having more fun, having an easier.

Lovely. That's what we're all.

[00:01:09] Jenn: aiming for. Isn't it working less and earning more? That's

[00:01:13] Yvonne: what, yeah. Hard work's overrated. In my opinion, it is, it is.

[00:01:17] Jenn: We have to put the work in to get there, but once we're there. Yes, yes.

[00:01:32] Yvonne: The hospitality bug. Well, I think I've been doing hospitality all my life. All my adult life. I've always enjoyed those like soft skills, hosting, cooking, entertaining, the interior design, all of those lovely things that most people think that's what running, an independent hospitality business is about.

Right. And I was one of those people as. And then, I've always enjoyed that in my life. I'm a qualified soft furnisher, and I'm a qualified interior designer and upholster. I love homemaking. I love cooking. I studied at the Cordon bleu school. You know, I've done lots of things in my life that equipped me, I think to be, to be a really good host.

And I was a very good host whether people paid me or not. This is before my B B days and then in 1990. So in, in 1989, We, my husband and I left the UK and he got a job in San Francisco and we went and lived there for a year. And then after that, he got a job in Tokyo and we went to live there for four years and where we had two children who were born there.

[00:02:48] Yvonne: And then we came back to England in 1990, the end of 1993. To a job, that didn't really work out for my husband. So he decided to Jack it in and one day as fate would have it, cuz fate always plays a part. He discovered, an MBA program running in Paris in luxury brand management. And when he showed me the curriculum, it kind of like had his name all over it.

So we sold the house in England. He jacked in his job. And we went to France in 1995.

[00:03:20] Jenn: Wow. Okay. So yeah, that's going back ways. Isn't

[00:03:24] Yvonne: it? It is. It is. So we had two very young children aged two and four. No job. He was doing a, uh, an MBA in Paris, a one-year MBA in Paris. And we rented a house on the outskirts of Paris in a little village and there and there began our French adventure.

Now you. I didn't speak any French at all. Well, I thought I did, you know, but when you get there, you don't speak any French at all. That's right. That's right. Apart, from a few holiday phrases. Yeah. That is really good. so I set about while he was doing his MBA, I decided that I was gonna learn French.

So I set about doing that and it. Hugely a lot of fun, a lot of fun, and very embarrassing as well at the same time, but we all learned to speak good French, all four of us learned to speak good French in that first year. And then he was the top student in his class, on his MBA and he. Uh, because he'd been in the wine business before we'd both been in the wine business for a long time.

he was, invited to go and work at Moet in champagne. Wow.

[00:04:33] Jenn: Yeah. Yeah. There is not a job, uh, offer that you hear about every

[00:04:36] Yvonne: day. Is it? No, it wasn't. And so we thought, wow, why not? You know, and of course, this is 1996. This is before the internet. Yeah. Right. If you can imagine without the communication channels that we have now, without access to information without, you know, just flying blind, really compared to what we can do now.

So we rented a house because we didn't know how long this was gonna last. And, And so he started his marvellous job at Moet and he was travelling quite a lot. He was sales director for Australia, New Zealand, far east. And because he spoke Japanese, he was flying to, you know, working in Japan quite a lot as well.

So I was basically a single parent at this stage. He was away two weeks out of eight months, a year, two months, two weeks, every month for eight months of the year. Wow. So I was home, alone quite a lot. And, uh, this is rural France, right? Champagne is very rural and in 1995 before the internet, you know, most people didn't even know that it was a region.

They knew about the drink. Yes. But they didn't know it was a region. So it was actually at that time, the the least visited area of France it's Northeast. It doesn't have any beaches, you know, it's not, it doesn't have the appeal of the Cote Azure for example or even the west coast. So it was a very kind of backwards place to live with rural people.

And the rural way of life. And, and, and I'm not saying that it, I didn't enjoy it. I did, it was, I learned so much there, but after, but it must have been hard for you. It

[00:06:19] Jenn: was very hard. It was, you know, you weren't expecting to be a single mom, two little kids foreign, even though you're speaking French, you're in a foreign country.

Yeah. So what was, what

[00:06:29] Yvonne: what did you do next? Well, I happened to meet, most of our life was French. Absolutely French, right? Everything outside of the home was French, but I happened to meet an English lady who was running a, B and B. And I thought, Hmm, well, I can do that. Right. How hard can it be? so in 1999, I declared to my husband that this is what I wanted to do, that I was pretty frankly, a bit bored.

I. I needed something to occupy me and the girls while he was away all the time with his fabulous job. Right. We were living separate lives. Yes. We were living two parallel lives here. He had the marvellous job with all the glamour and the glitz that you'd expect from working for a company like Moet Chandon.

And I had the rural French life with the French people. Right. It was totally different. So I said, I'd like to buy a house and I'd like to buy a big house and I want to run a, B and B. So he said, okay, okay. Kudos to him. So in 2000, January, 2000, I looked around for a house to buy. Now, I don't know if you've ever bought a house in France.

But there's kind of two types of houses. There are the modern houses that are nicely built, nicely insulated, and quite small. and usually on what they call Lotti small, which is like, an estate. And then there's the old houses which have fallen into disrepair quite a long time ago and often need quite a lot of work.

Right.

[00:08:01] Jenn: Right. Those are those big grand houses that you normally see as you're thundering

[00:08:05] Yvonne: down the motorway. Yeah. Yes. And there's not much in between. Yeah. So I knew it had to be an old house and I knew we had to do some work. So this took a bit of convincing from my husband because we are not typically very DIY orientated, so that meant paying people.

But anyway, we bought this house in the middle of a vineyard village. And we, we, we, we moved the builders in, we had a plan. I, I saw the plan immediately. It was gonna have two rooms B and B and the rest of the house would be for us. And, and so in 2001, I opened a, B& B. With two rooms. we loved it. We loved it.

Yeah. Cause it was just me and the girls. Right. And how did you get

[00:08:48] Jenn: guests? So we're

[00:08:49] Yvonne: talking what'd you think the time? Yeah, pre-internet right. You put a sign outside, right? I mean, I've got myself listed with Jeep de France, which was a total waste of time actually, but they gave me the sign and that's all I wanted.

So I had a, signout saying, saying Jeep de France, which it had some credibility in the, in the, in those days, I dunno about now. and the tourist office in Epena a mm-hmm , listed me on, you know, cuz people would generally go to the tourist office and say, where can we stay? Yeah. I

[00:09:18] Jenn: remember doing that myself when I was traveling.

[00:09:20] Yvonne: You just exactly show up. Yeah. You'd just show up and just, they, they would always be somewhere. Yeah. . and so, of course I was running it as a hobby, Jen, it wasn't a business. I did it when I wanted it when we wanted it. And if we didn't wanna do it, we just said we're full. Right, right. Or, you know, we, we just, and we went on holiday and, you know, we went away and, you know, my husband was home.

We didn't do it much when he was there. It was really a hobby for me, primarily and the girls and we had a ball, we had a ball and then of course people started becoming regulars. You know, they, because they'd found a little English enclave right. In, rural, in rural France. And, and they, you know, cuz it is a good stopping off point on the way south between Cali and yes it is.

It's about halfway the and the Alps yes, it's a, it's about a third of the. Yeah. so that, you know, that we, we became quite popular when we wanted it. It wasn't a business right. They could get

[00:10:19] Jenn: that good cup of tea on their

[00:10:21] Yvonne: way. That's right. yeah. It's an English conversation and, and some general, you know, local knowledge.

So

[00:10:28] Jenn: when did it become a business? When did that hobby become a business?

[00:10:32] Yvonne: Well, there's a little B piece in between this. I'm sure you, miss listeners will be eager to hear this bit because I think this is crucial this bit. Okay. Because in 2004, Moet had a big corporate restructure. So, uh, yes, exactly. So a big swave of middle management, including my husband was let go because they completely changed the way they were working.

Mm-hmm . And so we thought, and by that time we've been in France 10 years. Mm-hmm and to be honest with you, I'd had enough, right, right. This is still pre-internet for us. Mm-hmm in France, right? Yeah. Still pre and internet. I think we did have a computer at, towards the end in 2004. And I think we had email, but that was it.

Right. We didn't, we didn't have the internet as we have it now. So I was a, I'd had enough of living in a foreign country and being a foreigner and being an outsider. Being a single parent. and you know, everything that living in a foreign country, I'm sure you can relate. You can never be a native. No, you, you, there's always a barrier.

Yeah, yeah, no, I get

[00:11:48] Jenn: that. I'm sure you do. I'm sure you do.

and it got me down, you know, mm-hmm , after, after 10 years I'd had enough. So I said, I've got an idea. Let's rent the house out. The French house. Let's go back to the UK. The girls were 12 and 14 and I spent almost their entire life in France.

[00:12:08] Yvonne: Mm-hmm and I said, you know, we, I want to go back to the UK so that they can have a British experience before it's too late. Right.

[00:12:18] Jenn: yes, yes. Before they've grown up and gone off.

[00:12:20] Yvonne: Yeah. And, and they become completely French. So we did that and we went back to the UK and everyth. Went wrong. Oh no. We had a series of interesting events.

well, you know, there's always a silver lining and that's what comes later. Yeah. But at the time it was just one thing after another, for a start, my husband was. In the middle of having a breakdown, which we didn't actually recognize. Okay. Yes. He lost his job. He was 50 years old. Yeah. And he hadn't been able to get another one and it was losing confidence and then his mother died.

So there, there was that our youngest daughter did not like England at all. Mm. She missed her French friends. Of course, even though she was not doing well at school, she had a good circle of friends. She missed her French, her French life. And she struggled with that for about four years. Self-harming we had to get a psychologist.

Oh my goodness. Yeah, yeah, yeah. And then, and then we started, so we started a business, right? Cause we didn't know what else to do. This is completely new to us. We'd never really been in business before. Mm-hmm and I think this is a good point because if you've never been in business before, it's a completely different.

Mindset that you need to being an employee. We'd been employees, all of our life. I'd had this little BMB hobby on the side. It wasn't really a business. And so I didn't really understand anything about marketing, about how to get in front of your ideal clients at this point. Mm-hmm . So we started a business importing, small champagne brands from our friends back in France, not big brands.

Mm-hmm like, like Mo or VV Cleco. Yeah, but people we. And so we set up and so at that time, the internet was happening, right? Since 2005, the internet was happening 2005, 2006. We were persuaded to part with quite a lot of our money. That, you know, we got a big payout from Moet as you can imagine and so we had a bit of money and we spent a lot of it on a website, a backend admin system, all the paraphernalia that go, that went with, you know, having, having an online business in 2005, 2006, it was very expensive.

I bet. Uh, these days you can just, you can knock something together for very little money, but in those days it was thousands mm-hmm . So anyway that we were selling our, the champagne, we had, uh, we had a small warehouse. We had, we had some good clients. We were selling champagne to restaurants, bars in, in, around, we were in south for Manchester at the time.

Mm okay. In Cheshire and we were renting a house there cuz we had still, we were still renting out our French house to tenants and we, anyway, that, that business was quite difficult because the, the internet was so new, right? Yes. so that kind of faded away a little bit that, that business and then we started another business doing champagne tastings and events.

for, uh, corporate clients and we focus mainly on big banks and financial institutions in and around south Manchester where we were living. Uh, H boss was a really good client, RBS HSBC, some of the peripheral financial services companies and solicitors and accountants. We were doing lots of events for those, for their clients, corporate events and selling some of the champagne as.

[00:16:04] Yvonne: And so you can imagine what happened in November, 2008, can't you? Yes. Everything just died completely. That's right. Overnight, completely lost. They weren't drinking any more champagne. No. And they weren't ordering, they weren't organizing any. corporate events. Yeah. So 2000 up to 2008, 2009, we were at out of money at this point.

And so we cashed in our pensions cuz we, it was our last part of money while we figured out what the heck to do next. Yes. , meanwhile, the tenants had left the house in France and we were looking for another tenant. So we decided that we would rent it out as a holiday home. And we went with the pension money.

We rent over in the summer and we refurbished it as a holiday home as a short term rental. And we, at that point, there were people who were managing, this was 2009. And there were people locally who were willing to manage it and do the changeovers. And we, you know, connected with the laundry company and we got, you know, all the people that you need for short term rental in place.

And that went okay. That went okay for a few months, but for us back in the UK, The final straw, I think came in September, 2009. When the, uh, my husband and I were away on a, on a course doing a course somewhere, the girls were home alone with the dog and the house caught fire. No. Yes. Oh my goodness. Yeah, the tumble dryer caught fire.

And basically it was in a kind of large kitchen extension that had been built very badly and the thing just burned out. So now we're homeless. And so a friend offered as a caravan and we went and lived in that caravan for four months. Yeah. Oh, And then, so by Christmas, 2009, we're like what the heck has happened.

Yeah. You know, how, how did we go from drinking champagne at glamorous job with Moet yes, right. To this, to living to with no money, no job. No, no business and no hope. We decided January, 2010 at Christmas, we decided we'll go back to France because I knew that if all else failed, I could reopen that B and B.

Yes. Right. And so there were no tenants, you know, we were doing short term rentals, so we just. Stop that immediately in January, 2010, we borrow some money from family and we went back to France.

so I'm thinking, whoa, at least we got somebody to live. My eldest daughter didn't come, so that was difficult. Okay. She was very happy in Manchester. So how old

[00:18:54] Jenn: were, how old were the children

[00:18:55] Yvonne: now? 18. And 17. Okay. So the youngest one, right? She she's like, yes, yes. This is what I've been waiting for for five years.

Yes. Right. She just slotted back into school. Like she never left. It was like 24 hours. It was so amazing to witness. Anyway, we, I reopened the B and B and it was just the hobby thing, you know? Yeah. It was just, I was so worn out with everything that had gone out gone on the previous five years. Husband was still depressed.

Mm-hmm dreadfully depressed. And then, uh, the final final straw came in March, 2010. When I answered a knock at the door to find the bailiffs there to re repossess the French house, cuz we hadn't paid the mortgage for at least a year. Oh, my goodness. Yes. So I dunno if you've ever had one of those moments where you think can't go on like this.

Yes . Yeah. So after I sort of picked myself up off the floor, I said to the bayliffs what do I need to do to keep my home mm-hmm and they said, you need to contact the bank. They've been trying to get in contact you with you for a year. and I didn't know this right. And. I didn't know, we hadn't paid the mortgage for a year.

I mean, if I'd thought about it, I probably should have known. Yeah. Given the state of my husband and his mental state, I should have known and the state of our finances, but I haven't registered it. So at that moment I thought I gotta do something. And it looks like it, you know, it's down to me. So I wrote a long letter to the bank.

Told, gave them the whole nine yards, the whole saga. And I said, I propose to pay you this much of month and here's how I'm gonna do it. so I laid out a whole plan for the B B business at this stage. Right. Because what I'd learned, Jen, in all of that failure and in all of that mess that had gone on in the previous five years in the UK, I had learned a ton about online marketing.

Of course. Yeah. And I didn't know that I'd learned it until I started to put it to work. In my B and B and it took off like a rocket mm-hmm . Yes. So I made a goal, , with the bank. I made a, a deal with the bank and they accepted my proposal, which was pretty hairy waiting for that news, but they accepted my proposal and I told them I was gonna make 40,000 euros that year.

And here's how here's how I'm gonna do it. Right. And so. October, I'd made 40,000 euros. Wow. And I was like, wow. I wonder if I can make 50,000. Yeah. So this is a little, little gem as well, by the, by the time we closed, uh, I think it was the 19th or the 20th of December and family were coming Christmas. I had made something like 49,600 and something.

Right. Yeah. And I thought I'd given it my best shot. Right. I haven't quite made the 50, but I'm gonna be happy with that. Yeah, for sure. Yes. And then, and then. On new year's Eve two couples phoned and said they wanted a room and dinner and to buy some champagne for that night, could they come? And even though we were closed, even though family were there, I said, yes.

And that tipped me over the 50th. really brilliant. It was incredible. I mean, just incredible the way that that happened. And of course the following. I made 104,495 euros with just four rooms. No online travel agents were my own work. That is so

[00:22:55] Jenn: inspiring. Mm-hmm . That is just so it is so inspiring. Cause you know, inviting you on today.

I didn't know you very well. I knew a bit about your story being in champagne, but that's about it. I did not know all of that. that is amazing. And so how is it? So then you did end up selling at some point, but how not yet, but how is the family at this stage? How's is your husband starting to come out of

[00:23:23] Yvonne: in pretty bad shape?

He's still in pretty bad shape. The family was in pretty bad shape, for the whole of the next seven years. Okay. Yes, it was. And so, uh, so that business was really mine. Mm-hmm and I ran it. I, you know, I ran it like a business. I had someone to do the laundry. I had someone to do the garden. I had someone to do the cleaning.

I worked with local people. I, I believe in working within the community. Yes. uh, my philosophy is that I'm the bringer of the money. As the B&B as the short term rental or whatever, the hospitality business is the bringer of new money mm-hmm into, into the community. It's my job to make sure that they spend as much of that money.

[00:24:07] Yvonne: As say as possible with me and the people that I recommend. Yes. So the more guests that come, the more croissants I buy from the baker. Yes. The more champagne I can sell from my local friends. Mm-hmm who produce champagne. the more, , dinners I can order from my outside cater, cuz I stopped doing the cooking.

Yeah. I couldn't, my job is just to be with the guests, give them the best experience possible and to bring more yeah, those are my jobs

[00:24:35] Jenn: and the people that you employed as well. Yes. You know, for their families as well. Yes,

[00:24:39] Yvonne: exactly. That's exactly my philosophy. so I ran that very successfully for the next.

Seven years mm-hmm , you know, making around a hundred thousand sometimes over sometimes just under, depending on what else was going on. Yeah. but that was my benchmark a hundred thousand with four rooms and, And then in 2016, something happened where I won a contract to create and deliver some hospitality training programs to, a fledgling tourism industry in a little country called Kurgestan.

Nope. Okay. Right. I wasn't heard of it expecting you to say that. I know I, I was just as shocked, right. They contacted me on LinkedIn and they said, they're looking for the consultants who can create and deliver training. Can you do it? And I said, yes, cuz at this point I was actually helping other people.

Mm. So I started helping other people in about 2013, after three years of this, you know, success. Yeah. I was in link LinkedIn forums and I was, people were asking questions that I knew the answer to. So I started to help people. And then I was say, you know, do this and then do this and let me. What happens and they were going, oh my God, it works.

Yeah. it works right. and I'm going well. Yeah. yeah. Yeah. So I made a little program, right. I created a little program cuz I got fed up repeating myself and I said, you know, just, and it was really, I think it was 97 bucks. Right? Mm-hmm it was just a few things. It was just a, a few things that moved the, you know, that moved the needle for people.

And, and that program has grown and grown and grown into a very comprehensive 12 month coaching and mentoring program. for which I charge $9,000 cause it's 12 months and it's very thorough. Wow. It's really the, a Z of how to start, run and grow an independent hospitality business. Brilliant. Yeah. So by 2016, I, I had coaching clients, you know, I had online as well as my B&B I was running two businesses.

And then, , so when they approached me in 2016 and. Can you do it? I say, well, yes, I've never done it before, but I'm pretty sure I know how, what I'm doing, cuz I know my stuff works. and I know how to lay it out cuz I've made a course. Uh I know how to create workbooks. I know how to, you know, deliver this stuff.

I know how to coach. Because one of the things that I did actually, when we were in the UK, which I missed off, was learn how to be a coach, cuz you know, we had a very, uh, depressed daughter and a depressed husband in our family. And I, so I learned my N LP practitioner and master practitioner became a coach.

So I had those skills as well. Yeah. That I really only learned for the benefit of my family. I didn't wanna be. A coach. Yeah. Per se, you thought they would help you any with yeah. Yes, definitely. I learned a ton of skills in during all of that chaos. I'd learned a ton of skills. I also, during that time met with personal development for the first time in my life.

Mm-hmm which completely floored. Completely flawed me well, were

[00:27:57] Jenn: those who that are employed all their lives. They don't understand the whole world of personal development. No, I have, you know, friends that have worked their way up in companies and they look at what I do and they just go, I don't get it.

Nice. And I know cuz it's a completely different mentality. Isn't it? It is. It is, it is you have to be continuously improving yourself to be able to cope with everything. Yes. Not just the skills, but mentally

[00:28:22] Yvonne: the mindset. Absolutely. Absolutely. And I'd love to talk about that later as well, because I believe that a direct bookings business is primarily a mindset.

Yeah. Yeah. Anyway, uh, just to get back to, so mm-hmm, 2016. I went to Kurdistan three times and I delivered these five hospitality trainings to their people, which they were thrilled with and I loved it and it was all done in Russian.

[00:28:52] Jenn: No way. Oh my

[00:28:53] Yvonne: goodness. So I was speaking English into this microphone and there was two translators at the back of the room in sort of cabins, listening to my English, and then speaking in Russian, translating it simultaneously into Russian so that the participants in the room could understand what I was saying.

Wow. It was crazy. It was crazy, but great fun. Mm-hmm great fun. I ended up on Kurdish TV uh, I mean, it was just crazy, crazy, crazy, crazy. I thought this English, English superstar

[00:29:26] Jenn: has come into

[00:29:27] Yvonne: the country. Gosh. So, then I, so I thought, God, I, I love this. I love this. And so at the end of 2016, I was really evaluating my life

and, you know, my marriage has had pretty much disappeared. Mm-hmm and my youngest daughter had left home. Now. She was at college. My oldest daughter was still in the UK. She was doing okay. And I thought, Hmm. So I left, I closed in 2017. I closed my B&B and I left. Hm.

[00:30:01] Jenn: So you didn't sell it as a business.

Nope

[00:30:04] Yvonne: closed it done. Didn't want to, no, I didn't wanna hang on to anything. Right. I wanted a clean break. My husband stayed there. and we got back together again a year later. I'm pleased to say, and you know, we are still together and you know, that that will be. Or that will be for the rest of our lives.

It's hard work. but we're beginning to understand what happened. Yes. Which I think is really important. Mm-hmm and so when I left in 2017, I started to build up my coaching business, better breakfast coach. And here we are. Right. Wow.

[00:30:38] Jenn: what a story like, I,

[00:30:41] Yvonne: you couldn't make that up. Crazy. Isn't it. It's a crazy story.

It is a crazy

[00:30:46] Jenn: story. It really, really is a crazy story. I don't even know where to go from there. I really

[00:30:55] Yvonne: don't. I really ask me anything. Ask me anything else. Yeah.

[00:30:58] Jenn: Oh, well that was just, that was amazing. So now you're coaching people. Do you ever wish you were back running that B&B or you really, truly glad those days have finished and you've moved on.

[00:31:13] Yvonne: I do miss it sometimes because we actually sold the house last year. So we still had the house while we were using it as, uh, we had another tenant and we had another tenant after, after we both left the house in 2018. And then last in 2021, we went back there again, just as our holiday home, really.

Right. and we sold it, we sold it in 2021 and yes, I do. I do think about that. And I, I do, you know, cuz you look at things with hindsight. but I think that there were many reasons why we sold it and you know, we were very emotional cause. It served us well, that house mm-hmm and it had been our family home for 21 years.

Right. And. And you fought to save it. Yes. And, and it has served us very well. It was a beautiful house, really big house. Right. And, but, you know, there's always a downside. The downside to that it needs constant work. Right. Constant work. It's an old house. And. You know, the, all the logical reasons, all the rational reasons for not investing any more money in that property were there.

Right. It just didn't make any financial sense whatsoever. So the only reason that we were hanging onto it and we were, was emotional. Right. And so there had to come a time where I, we had to just be sensible about this. Right. And stop hankering after the past, you know, what was, has gone. And to look forwards to what else do we want to create in our lives?

So, yes. I mean, I, I do miss it from time to time, but, but you know, that was then mm-hmm and it was brilliant. All of it. And this is now, this is now.

[00:33:02] Jenn: Yes, I am so glad that you're coming to speak at the summit in September. I'm so glad that we have connected this. Your story is, yeah, it's just inspiring. So let's talk a bit about this summit and coming to speak.

So your summit presentation is going to be on how to fill your rooms in the low season. Now, if you were in your B, B, you were open all year round.

pretty much we did close for two weeks in August, funnily enough. Oh, okay. Yes, yes, yes. Be. And there's a reason for that, because of the area. and also, we closed first two weeks of January as well.

[00:33:44] Yvonne: So, and, and then over Christmas, you know, so we, you know, we, we were open pretty much all year. It wasn't a seasonal business.

[00:33:50] Jenn: No, no. And that's what I think a lot of people we get in our heads, don't we with high season, low season, mid season, but there are ways to sort of flatten that if you will, there are so, yeah, so that it is an all year round business.

Well, I'm really looking forward to hearing more

[00:34:11] Yvonne: about that.

[00:34:12] Jenn: Can you give us a sneak peek of anything on there or why you're speaking about

[00:34:17] Yvonne: this? Yes. because this is the main question that people ask me, you know, how do I fill my rooms in the low season, help the season slowing down. And they wait until the season starts slowing down.

Yes. Before they do anything. And then the panic sets in that's right. The panic sets in, it's a common question. And I think, and it's really easy to solve. Right. But it starts with the mindset we were talking about earlier. Mm-hmm it starts with a mindset and there are. You you've got to be thinking ahead, right?

You can't just, I know it's busy in the high season, obviously, even in champagne, there's a high season and a low season, but you can flatten it. You can flatten it. Obviously you are gonna make more money in the summer, but you can make money in the winter as well. First of all, you have to pace yourself.

Like I just said, we closed for two weeks in August. Now many people would think, oh, that must be suicide. Actually, it wasn't because it gave me a break and you do need to take a break. Yes. In this business, you cannot work seven days a week. For six months of the year, you cannot, it's impossible. Your guests will feel your energy depleted and they will, they will have a less than perfect experience with you, which will reflect in your reviews.

And it's a downward spiral. You must take time off. However you do that is really entirely up to you. Maybe you think that two weeks in August is suicide and it might be for you, but it wasn't for me. Right. You have to find out, you know, where can I take time off? And that might be two days a week. When you work, you get two days off a week, right?

Saturday and Sunday, if you can't take Saturday and Sunday off, because it's a seasonal tourist business, then, you know, take it two other days off or take one day off or just take some time off.

[00:36:09] Jenn: But us that are self-employed, you know, we are working 24 7.

[00:36:13] Yvonne: We are our own worst bosses. Really. We like the boss from hell

[00:36:18] Jenn: we are.

And we've got to realize that we need that downtime too. Yes,

[00:36:22] Yvonne: we do. Yes. So the first thing is to plan ahead so that, you know, when you need break and you're gonna take a break, right? The second thing is to be thinking about the reasons that you could attract guests in the winter. Like, you know, There's always, if you're in a tourist area, which most people are, most people in this business are in some kind of tourist area, then there's always things going on because it isn't just you who wants to extend the season.

Exactly. It's all of the attractions as well. Right? so work with them. and make sure that you are promoting other people in your area, at all times of the year, but especially in the low season. So for an example, as an example, right, we worked with, the tourist office in Epena, which was our nearest town mm-hmm and they were keen to extend the season, of course, because you know, more tourists means more taxes, more income for them, right.

For the council, for the town. So they extended, they, they put on a couple of events, in December. And there was another great event that our other town, which was Reims, which was the sort of, we were equi distant a little bit closer to Reims than we were to. Okay. But equi distant really in the vineyards.

In a vineyard village. Reims had a fantastic wine festival going on in November, and we created a special champagne weekend based around the wine festival and then including some of our friends in the village. And we would organize a champagne dinner with one of our friends in their sellers, candle lit you know, experiences that the ordinary tourist could never.

Find on their own. Right. That's what we were looking for. They could easily have gone to the wine festival on their own, but they had us translating. My children helped, you know, they, we, they had guides. We would take the wine back for them. We would just give them a really good experience in champagne in November, in the low season where maybe it was raining, but who cares when you're drinking champagne?

Right? right. People loved it because this is the sort of thing that you cannot. Get access to no, if you don't live there. No. And you can't,

[00:38:46] Jenn: these are the type of experiences. This is what sets us apart from hotels.

[00:38:50] Yvonne: Exactly. And big corporations. Exactly. They can't do that either. No, they cannot, but we can

exactly. Yes. And it's a huge marketing opportunity. It's huge. And I don't think many small operators, independent owners take full advantage of this. However, there's another thing that you must do. In order for this to work. And I think this is the key to everything in business and particularly this business, but I think it's the key to everything in every business.

You don't wait until you need the money or the bookings before you ask for it. Yeah. Yep. You, you build relationships in advance so that you've got some emotional bank account money. If you like in the mind, in the hearts and minds of your past guests, primarily, and your social media followers, so that they know who you are, they know what you do.

And so that when you present them with an offer to come and come back and stay with you or come for the first time they already know like and trust you. They already see you as the expert on your area. Yes. They already know that you have got their back, that you have got them covered. And that you are going to give them the best experience that they could ever have in your area.

They've got to know that that's got to be a belief in their minds before you start trying to sell rooms. Yeah. That's

[00:40:17] Jenn: gold right there.

[00:40:18] Yvonne: That really is gold.

[00:40:19] Jenn: That's amazing. Thank you. . You're welcome. Thank you for sharing that. The little I'll stop you there. Cause we don't wanna give everything away. We want people to come to your presentation, right?

Yeah. Right. Is there anything that you were looking forward to, learning about or hearing about at the summit?

[00:40:35] Yvonne: I'm always interested in learning what other people are doing and how I can adapt that. you know, for my clients or how I can get inspiration, I learn best by watching and listening to other.

So I'm always looking at things, looking what people are doing online. What's worked here, might work over there, you know, in a different way, but it can be adapted. I'm looking forward to learning myself.

[00:41:00] Jenn: Yes. Oh, great. Now I'm ending, all of these sessions at the, on the podcast asking the same question.

What does direct booking success mean to you?

[00:41:12] Yvonne: Direct booking success means freedom, basically freedom, confidence, and your ability to create your own life. That's what it is. It's the ticket to the freedom that you thought you might might have from being self-employed, but maybe haven't quite got it's your ticket to increase confidence because as you learn the skills and there are skills to learn

in this business, just because don't, you know, like me in the beginning, I was, I thought, you know, I'd just be a great host, cuz I'm good at that. Right? Yeah. But it there's so much more to it now than, than there was in the, in the old days. So you have to be prepared to learn the skills. And when you do that will increase your confidence massively and.

To be self-employed generally. And to be, an independent hospitality owner gives you with the skillset, with the mindset. It gives you the freedom to create the life that you want. So you have to, you have to take it. Yeah.

[00:42:13] Jenn: Thank you for that. Thank you Yvonne, for coming on today. You're welcome. I have enjoyed this immensely, before we go, can you tell everyone where we can find you find out more about you?

[00:42:23] Yvonne: Sure. I'm all over the internet as you'd expect. you can go to my website, bed and breakfast, coach.com and you can take our quiz, which will give you an idea on where you are strong and where you are weak in your business and where you maybe need to brush up on your skillset. That's a very interesting quiz to take.

Oh, that sounds brilliant. the second place you can find me is on YouTube. I post at least one video every week. I've got to about just over 4,000 subscribers. You can, ask questions. I always answer comments that, uh, you may, you leave on YouTube, so there's tons of resources for you on YouTube. and then there's my Facebook group.

It's called the bed and breakfast owners group. It's a very dynamic international community. We have tons of resources in there as well. And of course the wisdom and experience of a ton of hosts around the world.

[00:43:11] Jenn: Brilliant. Well, thank you again, and I look forward to your presentation in September at the direct booking success summit

thanks me too.