Here we are almost at the end of 2019! As the year winds down, business heats up for hotels all over the world. Both a joyful and stressful time, the holiday season brings a torrent of travelers into the market. While this typically means an increase in bookings for most accommodation providers, the ever-expanding selection of lodging options available to travelers (from new hotel brands to Airbnb rentals) also means that competition is getting hotter. It’s time to gear up your marketing efforts to ensure your property gets its fair share of holiday bookings.
Holiday Specials & Packages
Running holiday specials and packages is a proven way to attract guests. You’ve probably been doing it for years. But if you’ve been offering the same deals for years, you might want to consider changing things up a bit.
Due to the wealth of properties to choose from these days, holiday packages can all start to look the same to travelers. While Christmas is a time of tradition, try thinking outside the box to stand out by offering something a little different from the usual discounted-stay-with-dinner approach.
Perhaps your Christmas package could include an in-room Christmas tree, Christmas stockings and peppermint bath salts?
Look to seasonal local events and activities to inspire packages that could feature sleigh rides, snow tubing, or tickets to a celebrated Christmas concert. Consider partnering with nearby local businesses to offer unique seasonal perks like Christmas shopping discounts, craft beer tasting, ice-skate rentals, or even a small gift (locally made, of course).
Find out what your competitors are offering and try to top it—not necessarily by providing a bigger discount, but by putting a more creative spin on your promotions to stand out.
With a modern property management system that offers flexible rate management tools, your imagination can be the limit when it comes to designing holiday packages and specials.
If your property offers onsite dining, have you tried spicing up the holidays with seasonal menus? There’s nothing quite like traditional holiday dishes to get people in a festive mood. Make sure all your guests can partake in culinary festivities by providing options for specialized diets, for example gluten-free and vegan choices.
For properties without onsite dining, consider partnering with popular local restaurants to offer your guests discounted meals over the holiday period, or simply compile a list of nearby eateries with exciting holiday menus that you can recommend to guests onsite, on your website and on social media.
For something extra special, why not arrange holiday events or activities on site? Think big, like Christmas markets, parties or performances—or think smaller, like cookie decorating stations and elf tuck-ins for kids, carolers in the lobby, card-making workshops, snowman-building competitions, or a toy drive.
Such activities can be marketed to the local community as well as prospective guests, and will contribute to a memorable holiday stay experience.
Festive Decor & Amenities
Christmas just isn’t the same without a little glitter and sparkle, so make sure your property is dressed for the occasion with some festive decorations—like a beautiful Christmas tree for the lobby, fairy lights for the patio, festive napkins for your breakfast bar… Just don’t get too carried away; there is such a thing as too much tinsel! (Really!)
Christmas-themed amenities will go down a treat with guests too. How about a hot chocolate and/or mulled wine station in the lobby, wish list kits for kids (free downloadable Santa letter templates are available online) or a gift-wrapping station?
Make sure prospective guests know about all the fun festivities you have planned by spreading some holiday cheer to your website. Update property images to reflect the seasonal vibe at your hotel, and consider decorating your website too with a tasteful touch of festive graphics and messages (again, be careful not to go too far with the glitter and sparkle!).
Make sure holiday packages and specials are up to date and available through your online booking engine, promote your holiday menu, and for properties that sell gift certificates, now’s the time to draw some attention to them! Add a holiday spin to your local attractions page by highlighting seasonal activities and events, complete with insider tips like the best decorated street and the best spot to watch the NYE fireworks display from. Your blog is a great place for sharing the excitement of local and on-property holiday build-up and will help boost SEO too.
Social Media Marketing
Don’t forget to drum up some excitement for the holidays and drive traffic to your website through your social media accounts too. Post images and videos showing how your property is prepping for the holidays, from putting up that magnificent tree in your lobby to that drool-worthy new dish your chef just created for your holiday menu.
Consider boosting engagement with simple contests and polls. You could offer followers the chance to win a free Christmas package upgrade (for example) by simply liking, commenting on, or sharing your property’s post. Inspire user-generated content by creating and promoting a holiday hashtag for your hotel that guests can use to post their own on-property pics for the chance to win.
Setting a budget for boosting posts that are performing well will help gain even further reach.
Last, but not least, let’s not forget about email. In our world of rapid technological evolution, email has stood the test of time and is still one of the best ways to communicate with customers.
In addition to sending holiday email campaigns to segmented mailing lists, booking confirmation and pre-arrival templates can also be updated to include information about holiday upgrade offers and seasonal amenities for guests staying over the holiday period. And why not send past guests a Christmas gift of a special discount or promo just for them? Property management systems that offer automatic emails (and/or integration with CRM platforms) and the ability to create password-protected rates, make holiday email campaigns a breeze.
You could even add a festive touch to the design of your holiday email communications—but be careful not to overshadow your property’s branding.
As temperatures drop and competition heats up this holiday season, try to offer guests something a little different for Christmas to stand out. Aim to spread holiday joy to your guests and you’re sure to win holiday bookings—and great reviews too.