Summer is just around the corner – and while lead times for bookings remain short, there’s still plenty of opportunity to capture valuable business across the coming months. With school breaks, long weekends and peak travel periods approaching, it’s the perfect time to ramp up your marketing efforts and get ahead of the competition.
Whether you're aiming to boost spring stays, capitalise on family travel or extend your strategy into autumn, a well-planned seasonal campaign can help you stay visible, drive direct bookings and fill rooms effectively. Below, we’ve outlined key opportunities and actions to help your hotel heat up for summer and beyond.
General summer campaigns: stand out early
Summer is one of the most competitive periods of the year for hotels, so your campaigns need to be both timely and impactful. We recommend having your summer offers live within the next week, while continuing to support spring and Easter stays.
Top tip: Focus on standout packages that grab attention – think added value, unique experiences or limited-time deals to create urgency and interest.
Family travel: think beyond the traditional
The family segment remains a major booking driver throughout summer, so it’s essential to offer packages that cater to a range of family types – not just the standard 2 adults + 2 children model.
What to prioritise:
- Offers suitable for single-parent families, families with more than two children, and teens.
- Flexibility in your booking engine to accommodate different room configurations.
- Clear, updated family content on your site – especially landing pages that highlight kid-friendly in-house activities and local attractions.
Summer dates to prioritise
Make sure your campaigns are aligned with key bank holiday periods when interest peaks. Here are the ones to keep on your radar:
- May Bank Holiday: 5th May (IE)
- June / Spring Bank Holiday: 2nd June (IE) / 26th May (UK)
- August Bank Holiday: 4th August (IE) / 25th August (UK)
Tailor your offers and messaging to suit both Irish and UK markets, as these breaks are high-potential windows for family and short-break bookings.
Planning ahead: autumn strategy starts now
Even as you focus on summer, now’s a great time to lay the groundwork for autumn. Consider creating early campaigns for:
- Late summer stays: Target families with young children (pre-schoolers), couples and older travellers to fill shoulder dates.
- Midterm breaks: Begin building awareness around family autumn escapes.
- Gift vouchers: Position these as perfect options for seasonal gifting or advance travel planning.
Need help with your summer campaigns?
If you're looking to make the most of the summer season, now’s the time to act. From crafting compelling offers to targeting the right audiences, our team is here to support you every step of the way. Whether you need help fine-tuning your seasonal strategy, updating your website content or launching performance-driven campaigns, we’ve got the tools and expertise to deliver real results.
Let’s work together to make this summer your strongest season yet.
Want to see our work in action?
Discover how we helped Barberstown Castle grow direct revenue through strategic marketing and website optimisation.
