The most significant benefit of signing up with MATCH is that establishments will be posted onto one of the world’s most visited websites – FIFA.com. In 2006 this website received more than 4 billion page views. The majority of football fans use this website as a starting point for their planned trip to FIFA World Cup events. More and more people all over the world are turning to the internet to get information, make purchases and plan their travels. The internet is a major factor for the 2010 event in South Africa.

However, the hospitality industry has been warned of the cancellation of rooms at short notice during the 2006 World Cup in Germany, and Match’s original requirement that establishments supply 80% of their room stock has been viewed as unacceptable by many accommodation establishments.

If the accommodation you will be renting out does not meet the requirements set out by MATCH, or you are not happy with the terms and conditions set out by Match, this will not necessarily stop you from selling your rooms to supporters during this period; you simply choose not to do so through MATCH.

However, it is worthwhile talking to your local 2010 committee, as there has been a suggestion that some 2010 committees could try to stop hospitality establishments from listing their accommodation over the period of the event if they are not registered with Match. The threat to prevent independent offerings of accommodation by establishments not listed with Match is seen as being grossly unfair, as well as unenforceable. Some city councils have recently come forward and allowed non Match registered establishments to form part of their accommodation compliment.

Because you will be targeting an international target market for the event, the most professional and cost effective means of promoting your establishments to 2010 visitors is via your website and “paid listing” advertising on search engines.

A paid listing is when you pay to have your business listed on a search engine. You can do this by bidding for a keyword or phrase and it does not depend on the search engine optimisation of a website.

These listings appear once the search engine has found a certain word or phrase that you have typed in. Only once a user actually clicks on the text box will you be charged for that listing. A click on that listing takes the user to a website or dedicated landing page that you have set up.

You have to bid for a position on the page. The price of the listing depends on how many other people want that position on the page. If you want your listing on the paid listings you should do the following:

• Think about what key phrases you want to use.
• Do keyword research to find out whether your keywords are the right ones to use.
• Decide how much you want to spend per lead.
• Set up a landing page that is right for what you are advertising.
• Write a listing that will stand out from the others and that people will want to find out more about.
• Put proper tracking in place.
• Decide what your daily budget should be.
• Bid for the listing/s according to your budget (do not spend more than this).

Another option is to have your accommodation listed on an accommodation listing website. There are a number of websites other than the Match website offering accommodation “listings” specifically for the world cup. However, you are advised to carefully read and fully understand the terms and conditions of listing your establishment on these sites before you do so. You will find that you might be required to pay a registration fee. Some agents will calculate your room rate you can charge based on the valuation of your property. The valuation is an amount provided by you, and not professionally done. There are no guarantees that many of these “agents” will fill your beds, although they receive their registration fee regardless. In most cases you will have no right of refusal as to who will stay at your establishment. In order to cover the booking commissions and registration fees you will have to inflate your room rate, and in doing so you may well price yourself out of the market.

By taking control of your website as indicated in this article, and marketing your own establishment through the right channels, you will be able to fill your own beds without paying commissions or registration fees.

Corine van Dyk is the course convener of the University of Cape Town’s 10 week distance-learning course in Guest House Management, designed for both prospective and current hospitality establishment owners and managers.

For more information please visit www.getsmarter.co.za or contact Deborah on 021 685 4775 or via email on deborah@getsmarter.co.za