A Hotelier’s Guide to Valentine’s Day

Valentine's Day

Ever feel like you’re in a marketing rut? It can be challenging to find new and exciting ways to connect with customers and improve your bottom line. Fortunately, there are moments sprinkled throughout the year that offer unique opportunities to mix things up: Holidays! Whether it’s New Year’s Day, Easter or Halloween, public holidays are an excellent occasion to stretch your creative mucles and create fresh promotional content for your lodging operation (an imperative in the age of social media).

Of all the holidays throughout the year, Valentine’s Day has some of the greatest potential for maximizing revenue. In fact, consumers spend around 18 billion dollars on the holiday in the United States alone. So take advantage of it! With February 14th fast approaching, here are a few ways hoteliers can make the most of Valentine’s Day this year:

Offer Special Packages

When it comes to Valentine’s Day, guests are looking for a special way to celebrate with their special someone. Offering packages exclusively for the occasion adds an element of luxury often associated with the holiday. While tried and true features like Champagne and chocolate will never go out of style, you don’t need to limit yourself to the classics. Why not prepare all the fixings for a romantic picnic for two? Or partner with a local business (think carriage rides, wine tastings, etc.) to curate a date night to remember? Standing out from the crowd will land you more bookings and nurture loyalty with your guests.

You also needn’t limit yourself to Valentine’s Day packages designed for couples. Broaden your reach with offerings that appeal to singles as well (perhaps a “Girls’ Night In” package equipped with movie rentals and popcorn).

Seize the Opportunity to Upsell

Valentine’s Day is an opportunity for upselling that shouldn’t be missed. Guests are looking to make the occasion exceptional, and they’re more than willing to splurge. After bookings are made, offer additional amenities like a couples massage, a room upgrade or a nice bottle of wine. These upsells will enhance their guest experience.

Host an Event

To really seize the day, consider hosting a Valentine’s Day event (or events) at your property. You can plan a party, offer dance classes, or schedule a Paint Nite – anything that suits your brand. In additional to being great publicity, you’ll also boost food and beverage revenue and likely increase overnight bookings. If you choose this option, make sure to advertise locally and include tickets in Valentine’s Day packages.

Celebrate on Social Media

However you choose to celebrate Valentine’s Day at your property, don’t forget to include a compelling social media campaign. Whether it’s on Facebook, Instagram or Twitter, it’s a good idea to:

Highlight the romance>> Leading up to February 14th, begin sharing content that showcases the romantic aspects of your property. A candlelit table set for two, a suite adorned in rose petals, a bottle of Champagne on the beach – post images that let your guests know your hotel is the idea spot for the Valentine’s Day of their dreams. And be sure to use words that evoke romantic imagery. On Valentine’s Day, guests are looking for an experience that is “cozy,” “luxurious” and “intimate.”

Encourage engagement>> Like all social media campaigns, you want your guests to interact with your content. Consider creating a Valentine’s Day hashtag that increases brand exposure through user engagement. You could even choose to host a giveaway for those who share your holiday-related posts or use your hashtag.

 

Valentine’s Day has enormous potential for those in the hospitality industry. It’s an opportunity for hotels to both maximize revenue and increase guest satisfaction by delivering an extra special experience that lives up to all the expectations of the day.

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