There's a lot to love about owning a vacation home on Roatan. We are so fortunate to have a place we can go that's on a beach overlooking the Caribbean in a cool little town - even if we only get there once a year for a week. The rest of the time, we get to share it with people from all over the world who visit Roatan to relax, escape and explore. That is what's so great about owning a vacation home on Roatan.
Keeping that home rented, on the other hand... well, that's a marketing challenge. And that challenge is enough to have you singing the blues. You see, there are only two problems with marketing a Roatan Vacation Rental:
- Being on Roatan (most people have never heard of it)
- Being a Vacation Rental (most people have never stayed in one)
Roatan Vacation? What's Roatan?
In retrospect, I don't know why I thought that the Honduran government would help the world discover Roatan. Honduras is where it is for a reason. So even though the have their own version of Hawaii, it was silly to think they would actually market it aggressively. For some people, that's good. I get that. They want Roatan to themselves and they don't want it to change. But as a business owner - it's not cool. Individual business owners cannot profitably market their business AND the place their business is located. Someone else has to do that. Mexico does it. Canada does it. Heck, every state in the US does it. It's called awareness building or top of the funnel marketing.
The goal: simply make people aware that a Caribbean island within two hours of three major US airports exists.
That's not asking too much, right?
Try a Roatan Vacation Rental... what does that even mean?
So, if broad lack of awareness that Roatan even exists is not too much, now imagine you are trying to get people to try a non-familiar lodging option on this never before heard of place. Take two words that don't mean anything to many, "Roatan Vacation", and add the word "Rental" to the end. It might not even be English. We're not marketing a motel or hotel or bed & breakfast or inn or even a resort.
No. We've got a vacation rental villa!
What the heck is that, you say?! You mean, I can rent an entire house for the same price or less than a couple of hotel rooms? No way!
Come on... there's actually an island (over 30 miles long with 65,000 people living on it) in the Caribbean of which the vast majority of people have never heard, and you can rent beautiful, private homes with gourmet kitchens, balconies, patios and pools right on the water and beach for under a couple hundred bucks a night per bedroom when you go there?
Unbelievable! It almost doesn't seem possible, does it?
No, it doesn't. And that's our marketing challenge.
- Make people aware of Roatan.
- Then, get them to look into it.
- Make them aware of alternative lodging options called vacation rentals.
- Then, get them to look into that.
- Make them aware ofCoral Vista Villas in West End.
- Get them to look into that.
- Explain how Coral Vista is unique.
- Get them to ask about availability.
Well, everyone has their problems... if this is the worst of it, we've really got nothing to complain about.
While we work on improving our marketing, come on down and see us sometime. We can promise that you won't be singing the blues about your Roatan vacation rental!