Direct Booking Simplified Podcast – EP19 – with Tracey Northcott
We have the honor of interviewing Tracey Northcott from Tokyo Family Stays about how she delivers her guest experiences and how that translates to more direct bookings. Tracey walks us through how she thinks about the entire booking journey and how she can deliver the best guest experience beyond just a great place to stay. Her mindset has led to a sustainable book-direct business from repeat guests and strong word of mouth. Summary and Highlights In our recent podcast episode, we had the honor of speaking with Tracey Northcott, the visionary behind Tokyo Family Stays, an established vacation rental business in Japan. With over 12 years of experience in the hospitality industry, Tracey shared invaluable insights on how to create a successful and sustainable hosting business that prioritizes authenticity and guest satisfaction over mere profitability. 1. Emphasizing the Local Experience and Anticipating Guest Needs Tracey’s journey began with a simple yet profound principle: provide guests with an authentic local experience. Unlike impersonal stays, Tokyo Family Stays thrives on connecting visitors with the heart of Tokyo, enriching their travel experience through carefully curated local insights and services tailored to their needs. 2. Developing a Strong Brand Identity and Values Rather than being just another “Airbnb host,” Tracey advocates for hosts to establish a distinct brand identity and values. This strategic approach not only attracts ideal guests who resonate with those values but also fosters long-term guest loyalty. By embodying values such as hospitality, cultural immersion, and community engagement, hosts can create a memorable and meaningful stay experience. 3. Mapping the Guest Journey and Personalizing Services Central to Tracey’s success is her meticulous attention to the guest journey. From initial booking inquiries to post-stay follow-ups, every touchpoint is an opportunity to exceed expectations. By anticipating guest needs and preferences, hosts can deliver personalized services that leave a lasting impression. 4. Building a Direct Booking Presence and Nurturing Relationships While many rely solely on OTAs (Online Travel Agencies), Tracey advocates for building a direct booking presence. This not only reduces dependency on third-party platforms but also allows hosts to cultivate relationships with repeat guests through effective email marketing, SEO strategies, and collaborations with local businesses. 5. Core Values and Authenticity Tracey’s guiding philosophy revolves around defining core values and purpose (“why”) as the foundation for building a hosting business. By staying true to these values, hosts can authentically connect with guests and uphold the responsibility of hosting beyond mere accommodation. 6. Long-Term Strategy and Sustainability In a landscape often dominated by short-term gains, Tracey underscores the importance of a sustainable business approach. By focusing on guest satisfaction, community integration, and ethical business practices, hosts can build a resilient and thriving vacation rental business. Conclusion Tracey Northcott’s insights challenge conventional wisdom in the hospitality industry. Her emphasis on authenticity, values-driven business practices, and personalized guest experiences serves as a beacon for both seasoned hosts and newcomers alike. By embracing these principles, hosts can not only differentiate themselves in a competitive market but also create meaningful connections that transcend mere transactions. Follow Tracey on Instagram through @tracey.northcott Transcription Gil: Hey folks, welcome back to Direct Booking Simplified, where we break down the strategies and tactics to win in direct bookings. On today’s show, I have Tracey Northcott, all the way from Japan. Welcome on the show, Tracey. Tracey: G’day, g’day, g’day, Gil. Sorry, I have to be really Australian when I, you know, when I come on podcasts, I’ve got to like, you know, wear my, wear my, um, uh, my nationality with pride. Tracey: So, Gil: That’s awesome. Before we get too deep, Tracey, do you mind giving folks a brief introduction of who you are? Tracey: Sure. No problem. So yes, I’m, my name’s Tracey. I’m CEO of Tokyo family stays. So yes, I’ve been in Japan for 24 years. I’m not Japanese clearly. Um, and, uh, I run a vacation rental business. Um, and, I love it. Tracey: And it’s, it’s brought my family a lot of financial freedom and also, you know, freedom to, to travel and also learn about ourselves. So it’s, it’s been a really, really interesting journey. So I wasn’t always in vacation rentals. I come from a background of science and technology. Um, I was a chemist and then, which is a different whole other story. Tracey: And then I actually came to Japan to work with my brother, who’s a software engineer, and we make actually language learning applications on mobile phones. So we’ve been doing that for 25 years and that’s still going, but it’s mostly passive at this point. So it lets us play and do passion projects and real estate was always one of my passions. Gil: Yeah. How did you first get into it? Tracey: Well, it was kind of by accident. So we were playing around in real estate. So, um, we, as. as business owners, we were always sort of happy to take on, uh, help other people with their businesses. And we had a friend who was a real estate agent who, who didn’t have like a full paid up company and they wanted to do real estate. Tracey: They had the license, but didn’t know how to actually run a company. So then we said, all right, rent a desk from us and, um, use our infrastructure and our, you know, our tax accountant and all of those things that you need when you’re running a business. And you play in real estate and then we’ll share some, we’ll do some profit sharing. Tracey: And so that was fun because, you know, we’re able to, you know, play around with real estate and, and, um, not buying. So I was sort of helping people, um, with subletting, um, you know, the, the visa and, and things are fairly, fairly strict here. So actually getting an apartment when you’re, you know, when you’re working here is quite hard when you’re a foreigner. Tracey: So I was helping people