6 Ways To Use Events To Increase Your Bottom line

Wherever your hotel is based, local events are taking place all the time and could be a vehicle for potential revenue if used in the right way. They could come in the form of a big football match, or concert coming to town, or alternatively, they could come on a smaller scale such as a local festival or community event.

Keep an eye on upcoming events in your area that open up revenue opportunities for your hotel. Use these events to leverage your hotel and create enticing packages to drive business and increase profit.

Shoppers nowadays, those browsing online, in particular, demand deals. Studies show there is a rise in oxytocin levels in the brain when receiving a special offer or discount, happiness levels increase and stress levels drop.

This discourages shopping cart abandonment and also creates a positive booking experience, one the customer won’t be put off from repeating in the future

1. Hub of Information

  1. Firstly, ensure that your hotel website is a hub of information for the user by creating content around each event you’re targeting to increase your bookings. Place the content on a dedicated landing page, in a blog post or place it in an FAQ page.
  2. Make sure your content is optimised for SEO to attract visitors to your website when they’re searching for information about a particular event.
  3. Include the key details about the event, how to get tickets, dates and times, transport etc. With all the information in one central location, readers will also be inclined to book with you as they have all the information to hand.
  4. Help users navigate to the booking process by including a clear call-to-action on the page and link directly to the offer specifically for the event.

Here is an interesting example of how one IT company increased conversion rate by 300% with landing pages.

2. Use Events to Inspire Your Promotions and Upsell

Use upcoming events to inspire you in creating the hotel packages prospects are looking for. These packages form the basis in which you can work in value-ads, such as free transport to and from an event. This can help to differentiate your hotel from the competition.

For yearly key calendar dates such as Halloween, Christmas and Valentine’s Day, there’s no need to let your packages go stale just because they take place each year. Be inventive, make changes to your packages to offer prospects what they’re looking for. Seasonal packages should boost your revenue – for example, try goodie bags for Children checking in for Halloween.

A unique twist will create a buzz online when promoting the package, so think outside the box.

3. Sell Premium Attendee Experiences

Selling a premium attendee experience will help boost revenue for event attendees. Identify something you have that people will pay extra for. Dry cleaning for guests attending a festival nearby, packed lunch for guests attending Ploughing championships, free transport to and from an event, or offer a meet & greet premium package.

Spot those areas where people will be willing to spend extra money to add to the ease and enjoyment of their experience.

4. Identify Free Events For Your Guests

Inform people about free local events they can participate in during their stay. Putting the information on your website or social media channels may be the deciding factor in a guest choosing to stay in your hotel or come to your area. Customers who feel like they have received good value for money are certain to tell friends, or even pay a return visit!

Alternatively, run your own free event such as offering Free Walking Tours. This creates a unique experience for guests and an added extra that your competition won’t offer.

5. Create Your Own Events

Don’t wait around for a local event to take place, use your space and equipment to create your own. Host your own events such a Concerts, Comedy Nights or even themed nights which will attract locals and domestic tourists, as well as travelers from further afield who are staying in your hotel. A recent ‘First Dates’ themed night captured the attention of 265+ Applicants, a huge success for the hotel who is already full steam ahead for its second event.

Promoting your hotel as a venue to locals will in turn attract the venue for their own events such as weddings, large birthday parties, and community events.

6. Use Book Direct Messaging and Compare Your Tariff on OTA’s

By creating these event packages, you are encouraging customers to book directly on your website. Make it clear that these packages are only on your hotel website, to ensure they don’t book elsewhere.

After all your hard work ensure that you check your hotel’s tariff on a number of OTA sites so that all your efforts pay off, and are reflected in your bottom line. Double check that the package rate on your hotel website really is cheaper or more value for money than booking on an OTA. If not, you may frustrate your customer and lead them to trust OTA’s when making future bookings.


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