Passion can make or break any business. Author Adam Davidson wrote the book, The Passion Economy: The New Rules for Thriving in the 21st Century.
He argues that where we have both passion and ability should determine our pursuits. When we find something we love to do and that we do well, then we need to find the people (or guests) who most want that.
Value and Price
We need to create value that can't easily be copied. The passion economy is about the quality we offer (which cannot be mass produced).
Moreover, he asserts that the price we charge should match the value we provide. Our products and services should be so special to guests that there is no obvious reference point with which they can compare.
First, Davidson advises that we imagine doubling our prices/rate. Second, we should think about what we would need to do (in order to deserve twice as much). We must understand what we offer that provides the most value.
Value pricing requires selling to the right people (the right guests). As you develop a reputation among your target customer base, more guests will reach out to you.
You can (and should) tell the story of why you do what you do. Davidson claims that passion is story and that your story should be told in every detail of your business. Focus on the core value you create.
By definition, a passion business stands out from the competition. For that uniqueness, you can charge a higher price. Telling your story can be an inspiration to others.
Your passion can be your bed and breakfast niche. This passion can be based on activities and interests that you do for pleasure and that you're talented at doing.
You can teach classes, host retreats, or offer guest packages that involve your both your interests and talents. The potential guests who share your unique passions, will be drawn to your place of hospitality.
By no means would I ever attempt to come up with an exhaustive list of hobbies that be incorporated into your hospitality business. However, I do want to share some ideas, as a starting point:
- Bird watching
- Card making
- Flower arranging
- Furniture building
- Geo caching
- Historic tours
- Jewelry making
- Scrap booking
- Soap making
- Wine making
- Wood turning
Of course, innkeepers need not go it alone. Bringing in outside experts (as long as there is large enough interest and you can afford to compensate them) is always an option.
Passion Adds To Your Appeal
Guests who share the same passions, interests, and hobbies will start to come to you IF they know about you. This is why having the right marketing is essential to your hospitality business.
Blogging, email marketing, and social media marketing should align to spread the word. Consider adding a web page to introduce your new classes, retreats, or guest packages.
Your passion will attract those guests who enjoy similar activities and pastimes. This goes a long way in becoming irresistible to your target audience.
Top Image by Marcus Berg of Unique Angles Photography