Running a successful hotel, when you hit the bottom line, comes back to one thing: driving profitable bookings.
Will that new carpet look good in pictures? Does your staff respond quickly enough to guest requests? Are the restaurant’s offerings up to Yelp’s standards? Every issue in a hotel comes back to how the guest feels about it. The same thing is true when it comes to getting them to book.
When a guest books your hotel, why do they do it? It’s often a complicated process involving everything from how easy it is for them to use your website, to reviews they read, your gallery, and how your offers stack up against the competition.
Today, we’re looking at a deceptively simple question: how do you not only maintain, but grow direct bookings to raise your hotel’s occupancy rate and, ultimately, revenue?
Two immediate answers sprang to our minds: targeted marketing and special offers. Are they the only way to get more hotel bookings? Of course not! They’re one part of an integrated strategy. However, they are proven strategies that any hotelier can use to get more customers through the door.
Consider this your primer on special offers and targeted marketing for your hotel.
Repeating the same offers, or failing to specialize for holidays and seasons, can make your hotel marketing stale. Switch things up a little. Create new offers and packages regularly to attract more customers.
If you’re stuck for ideas, here’s a list of packages we’ve seen perform highly in the past:
If your hotel is near good hiking, water activities or other adventurous activities (think: skydiving, kayaking, even fishing), working with companies that provide these activities might be a great way to attract adventurous guests. Make a captivating list of adventurous activities that guests could do during their stay. Do your homework and make sure the activities are great. Then, combine those activities into a package and give it an attractive name:
This will help grab the attention of more adventurous guests.
There can be logistical difficulties coordinating with local companies, so an alternative to making this a special offer could be publishing content about these local adventures on your hotel’s blog, social networks or the ‘Activities’ section of your website. Don’t be afraid to get creative – highlighting all the great activities near your hotel can be a serious boost to bookings.
This will be great for your laid-back, “chilled” customers – or those that would like to be a little more relaxed. Get in touch with local yoga studios and see if they’re doing sunrise/sunset classes on the beach, or get local teachers to visit your hotel and teach a class in your spa.
In your offer, you might discuss how stress has a negative impact on people’s lives – don’t be afraid to throw in some light research and facts. Then, close by talking about how relaxation and meditation are health boosters and introduce your package.
This offer, paired with a discount at your spa or a buy-one-treatment-get-one-free offer, will speak to the stressed out mothers and busy professionals looking to get away for a weekend.
Partner up with wedding planners and event organizers and offer them discounts and deals at your hotel. Consider offering a free glass of champagne on arrival for the bride, groom and family, or a discounted spa treatment for the bridal party. If you’re encouraging weddings that involve overnight guests, offer a discounted room rate if a wedding is hosting more than a certain number of people for the night.
Wedding packages are one of the best ways to set your hotel apart from competing wedding venues. You have the opportunity to present your hotel as a warm, welcoming environment, with the little perks that make any bride and groom feel like you value their happy day as much as they do.
Host local contests and events to give you more exposure. There’s a ton of options for you to choose from – and it doesn’t have to be extravagant or expensive. It could be something as simple as a pub quiz, or a bird-watching walk.
You can also host fun fitness contests for kids (hula hooping, anyone?), social media contests, or introductory classes. Look at what’s available around you and what appeals to your visitors the most. Then take things from there.
In September 2014, a case study on market segmentation revealed that over 70% of hotels agreed that market segmentation positively influenced hotel revenue.
According to the segmentation study guide: “Market segmentation is the first step in defining and selecting a target market to pursue. Basically, market segmentation is the process of splitting an overall market into two or more groups of consumers. Each group (or market segment) should be similar in terms of certain characteristics or product needs.”
Essentially, you’re dividing your potential guests from “all travelers” into “travelers who might want to stay at my hotel.” After that, you’re finding out exactly who your ideal guest is, and how best to talk to them.
Here’s one of our best guides on segmentation.
Segmented marketing means that you’re sending offers and messages that are more relevant to your potential guests. This increases your conversion rates for more bookings.
To sum up, landing more bookings doesn’t have to be a nightmare. It just takes a little marketing know-how and some understanding of your guests. By using targeted marketing and special offers you can ramp up your bookings too! What are the best results you’ve got from a special offer you’ve given to guests? Share it with us below.