As we head into summer in the Northern Hemisphere, many properties around the world are gearing up for peak season. Preparing for a wave of summer vacationers (or winter adventurers in the Southern Hemisphere) can both excite and intimidate lodging providers. On one hand, occupancy and revenue are up (yay!), on the other, the pressure is on to maintain top service levels with less time and more stress (eek!).
High season is a crucial time to make a good impression on guests; welcoming a sea of new and repeat customers provides an ideal opportunity to earn a big bunch of loyal fans. It’s important for everything to go smoothly during a property’s busiest time, especially when the competition is also heating up.
For everything to go as planned, there needs to be a plan! Here are our suggestions for preparing for your peak season…
Evaluate your property through the critical eyes of a guest; take a good look at the guestrooms, lobby, dining area and outdoor space and fix or replace anything showing obvious signs of wear and tear. Do room curtains need washing or mending? Do bathtubs or showers need re-grouting? Are all the coffee pots and TV remotes working? Is the patio furniture in good shape? Are exterior walls in need of a splash of fresh paint? Even minor improvements, such as hanging flower baskets, can make a world of difference.
- Review Data for Optimal Pricing & Distribution
Review last year’s occupancy and revenue data to help you price your rooms and packages right and to optimize availability across distribution channels. It’s also important to take nearby competition into consideration, as well as other factors that impact pricing and availability (like major annual events), to ensure your property is priced competitively.
You might like to consider restrictions like minimum and maximum length of stay and closed to arrival too. If managed correctly, these strategies can be effective for increasing RevPAR during high demand periods. For tips on when and how to use length-of-stay strategies, check out this eCornell Blog post.
To optimize distribution, review which channels most of your bookings came from during last year’s peak season. Have you added any new channels since then? Use your data to help work out your optimal distribution strategy across channels. For example, if direct bookings soar for summer stays, consider reducing OTA inventory as appropriate and save on those commission fees!
Automated revenue management systems (RMS) are designed to simplify the complex task of yield management — and integrating your RMS with your PMS saves even more time.
- Streamline Online Reservations
Dealing with reservations from multiple channels manually might suffice during quiet times, but it’s a risky practice during busy months. Without automated and centralized reservation management, properties are especially prone to accidental overbooking and data entry errors, resulting in lost room nights and unhappy customers.
To avoid this, and to reduce your administrative load, automate online reservation management by integrating your online channels (OTA and GDS channels, as well as your website’s own booking engine) with your property management system (PMS). Connecting your PMS to your online booking channels allows the PMS to send live rates and availability to online booking channels and to capture bookings coming from those channels automatically.
Your direct online booking engine (the one on your property’s own website) should also be user friendly, allow the sale of packages and special rates, be mobile optimized, and commission free.
Automating online booking management is key for busy properties, especially during periods of high occupancy.
- Strengthen Customer Relationships
In addition to reviewing occupancy and revenue data, it’s also important to review guest profile data in your PMS or customer relationship management system (CRM) to get a picture of who your guests are. Guest data can provide such insights as where guests are coming from (are they weekend nearcationers or international vacationers?), how far in advance they book, what types of travellers they are (families, Baby Boomers, corporate eventers…), and their preferred ancillary services.
Once you know who your guests are, you can strengthen customer relationships through tailoring services and content marketing more effectively.
Creating seasonal packages and offers based on the interests and stay history of guests is a great way to add value and helps you stand out from your competitors.
Use your data to create segmented email lists for targeted email marketing campaigns too. CRM and guest communication systems like Guestfolio and Constant Contact make managing segmented email campaigns easy, and can be integrated with your PMS.
- Gear Your Website for Summer
Fresh, relevant content is key for search engine optimization (SEO) and customer engagement, so shake the dust off your website to reflect your property’s summer vibe. Swap any cozy winter images for photos of your property’s best summer features (like the sparkling pool) and make sure all content is up to date, including rate and package information. Descriptions, images, videos, event calendars, local information and blog posts should all promote the seasonal appeal of your property and location.
- Integrate Social Media in Your Summer Marketing Plan
Travelers use and are influenced by social media at an astounding rate, so any independent hotelier’s marketing strategy should incorporate social media.
Once website content is freshened up, share it on your social networks to help expand visibility and engage with prospective guests. Create social media posts about your property and location, and link back to relevant content on your website whenever appropriate — to the local events listing page, attractions and activities, special packages, blog posts, etc.
Peak season is a great time to ramp up your blogging efforts. Although time is short during the summer rush, it pays to produce regular blog posts when your online audience is larger. Blog content is personal, engaging, and provides good fuel for social media posts too.
To encourage online engagement and user-generated content, make sure guests are aware of your social media presence. Include social media buttons on your website and in guest email communications, and add your social media handles to printed materials like front desk signage and in-room welcome packages.
If you need some guidance on your social media strategy, check out our recent blog post on the subject.
- Review Your Review-Management Process
The peak season is a prime opportunity to boost review volume with more guests to ask for feedback and more eyes on your reviews. Don’t forget to respond appropriately to any negative comments that slip through and act on feedback. Read our blog post about managing online reviews for tips on how to gather, monitor and respond to reviews.
Smooth operation hinges on hotel staff. When preparing your team for periods of high occupancy, open communication is key. Regularly communicating goals and KPIs with your whole team, and discussing how every staff member plays a role in the property’ success provides clear direction and breeds a sense of ownership.
When occupancy levels are high, tricky situations are bound to arise, such as the inability to facilitate requested room changes and delays in tending to housekeeping requests. Reviewing policies and procedures and even role playing difficult situations can help boost staff confidence in dealing with various requests and complaints. Encourage staff members to bring up concerns during regular staff meetings or privately so that any issues can be nipped in the bud fast.
It’s also important for all staff members to have the tools they need to perform their jobs effectively, from vacuum cleaners to property management systems. Modern PMS improve efficiency and inter-department communication through integration and automation.
Last but not least, motivate yourself and your staff for the hard work ahead! Pizza nights, time off, and positive feedback are some ways you can show appreciation.
We’ve blogged before about how to keep hotel staff happy and motivated — it might be a good read now in preparation for the busy season.
The peak season is a hectic and stressful time for the whole team, but it’s so important for operations to run smoothly. A little preparation can earn a lot of loyal guests — and pave the way to a more enjoyable summer for you and your customers alike.