With the holidays fast approaching, it’s time to start thinking about your hotel’s seasonal marketing initiatives.
A recent study by Reuters found that 107.3 million Americans traveled over 50 miles throughout the holiday season in 2017. Whether these travel shoppers are visiting long-distance family members or enjoying a holiday break, there’s a huge opportunity to market your hotel as the ideal place to stay in your area this holiday season. With such a high demand for quality hotel rooms over the next months, it’s important to create some unique marketing initiatives that set you apart from your competition.
Offering holiday specials allow guests to make the most out of their getaway to your area, while painting your hotel in a flattering light.
Check out our list of tactics that you can employ to catch the eye of travel shoppers looking for accommodations around your city over the holiday season.
1. Create Special Offers
A simple way to promote your hotel throughout the holiday season is to offer unique hotel deals that will entice travel shoppers. Already spending a fortune on travel expenses and gifts, a holiday travel shopper is looking to cut back on spending any way that they can. Offering a deal that is mutually beneficial for both parties keeps your occupancy rate high and their travel costs low. For example, you could offer a special deal for guests who are looking to enjoy a more long-term stay with you over the holidays with a “Stay 3 Nights and Get the 4th Night Free” offer!
If you are unable to offer a reduction in the price of a room, think about the amenities that are available at the property that might be beneficial to holiday travellers. Create a holiday spa package or meal deal at a partner restaurant.
There are a ton of great special offers that hotels can use to leverage your hotel’s holiday marketing strategy.
2. Holiday Events
Every year around the holidays, organizations start looking for venues to host their annual holiday party. Make sure your hotel’s meeting and event space is at the top of their list by promoting your venue as the ideal place to host their festive event!
Create holiday party packages that are specifically tailored to this market. This can include extra services like a site visit, on-site catering options, holiday-themed décor, and a dedicated event planner to assist in the smooth execution of the annual office party. Find out what your competition is offering in terms of venue rates, and determine if you can offer a competitive rate on your holiday event package.
3. Food & Drink Specials
Whether you have an on-site restaurant or not, offering food and drink specials throughout the holiday season is a great way to drum up interest in your hotel. Your on-site restaurant can offer special menus around the holiday that feature special yuletide favourites, like turkey dinners and candy cane desserts, along with a special eggnog cocktail.
Not connected to a restaurant? No problem! Offer some special holiday treats in your lobby for guests to snack on, provide some yuletide snacks at your complimentary breakfast, or if properly liquor licensed, create a holiday cocktail hour in your lobby.
Create some buzz with special holiday contests! Creating contests will allow travel shoppers to engage with your property’s website and social media profiles, while offering incentives that inspire them to book directly with you.
Contests can range from draws and raffles to more participation based games on social media like the ugliest holiday sweater challenge. Rewards can vary depending on what you’re able to provide for your guests. For example, raffle winners could win one free night at the hotel, or a free meal at your on-site restaurant!
In addition to driving interest in your property, contests allow you to post fresh, relevant content to your website and social media accounts - a crucial element to any successful SEO strategy.
5. Promote Your Seasonal Strategy
After you’ve determined your holiday marketing plan, make sure that travel shoppers know about it! Add a temporary special offer to your website, start promoting your contests on social media, or add some images of your meeting space for holiday parties on your Facebook page. Without properly advertising your holiday specials, your target audience won’t be able to take advantage of them.
For assistance on adding information on your special holiday offers, or advice on creating a holiday social media strategy, reach out to your Success Coach. They’ll be able to determine where you should be promoting your specials, while our team of Storytellers can create some special seasonal content for your website.
Happy holiday planning!