Attracting International Guests to a Remote Location with Ben Makin, The Lighthouse Keeper's Cottage

This week, I'm chatting with Ben Makin, who runs a lighthouse keeper's cottage near Wick in Scotland – possibly the most remote location of any of my marketing club members.Ben's got a really interesting guest mix, with around 38% of her bookings coming from overseas visitors. She's worked out exactly who her ideal guests are and has even given them names. There's Christine, her UK off-season guest who comes with her husband and a couple of dogs, and Christophe, the European family road-tripper who books nice and early.What's brilliant about Ben's approach is how data-driven her marketing is, but not in a boring way. She uses a simple paper questionnaire that's working incredibly hard for her business, giving her insights into what guests searched for, what they valued, and what they loved about their stay. This information has completely transformed her marketing messaging.We get into the nitty-gritty of hosting international guests versus UK visitors – their booking patterns, how long they stay, and what they need from their experience. Ben shares some really practical ideas like using Google Translate for guest communications, having translated activity sheets, and even writing welcome messages on a chalkboard in guests' native languages.On the marketing front, Ben's got a pragmatic approach to OTAs. She doesn't hate them because she's worked out how to use them strategically, particularly for attracting US guests who really love Airbnb and Booking.com. If you're thinking about how to appeal to overseas visitors or are more off the beaten track than most, this episode is packed with practical insights from someone who's actually doing it successfully.---Key Takeaways:Know your ideal guest avatars in detail – Ben has two distinct profiles with names and booking characteristics.International guests often book earlier and at higher prices, filling your calendar before UK guests start booking.Around 70% of US guests use OTAs versus only 20% of UK guests – understand these different booking preferences.Add OTA commission fees on top of your rates so you still get your full amount.Use the strictest cancellation policy on OTAs to prevent excessive cancellations.Mine your data from website analytics, social media insights, and guest feedback to inform your marketing activity.---Find out more about the Lighthouse Keeper's Cottage Noss Head:Visit the websiteLike on FacebookFollow on Instagram---Do you have a marketing roadmap for your business?No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.---Are you currently rely on Airbnb or another online agent (OTA)? Take Sarah's FREE quiz here - it's time to give them the boot!---Connect with Sarah:WebsiteInstagramFacebookLinkedIn---