How hotels can keep up bookings into the autumn months

Despite the challenges posed by higher transport costs, long airport queues and Europe-wide strikes, 2023 has so far delivered a bumper year for the British travel industry. By mid-July, VisitBritain had updated its estimate for inbound tourism to 92% of 2019 levels, while spending by overseas visitors is predicted to reach £30.9bn – the highest year on record. Throughout the summer months, hotels in particular reaped the rewards of this return to tourism and enjoyed the benefits of a growing body of eager guests. Yet, now that September has arrived, how can hotels continue to draw in visitors as the days get shorter and the traditional tourist season comes to an end? It was 1963 when Cliff Richard first graced the world with his celebrated ode to mass tourism and sang the lyrics, “We’re All Going on a Summer Holiday”. 60 years on, travel and the summer months remain firmly linked in our cultural understanding – yet with Autumn offering its own unique charms, there’s little reason for holidaymakers to limit themselves to this long-established trend. The question now for hoteliers is: how can they showcase the attraction of the autumn months, and continue to entice travellers to their hotels through September and beyond? July and August have traditionally held the record for highest tourist numbers in the UK, with the latter particularly popular among British stay-cationers. Each year, visitor numbers begin to decline from September and continue to fall until the following March. In some ways, this seasonal imbalance is perfectly natural, with the summer months bringing both warmer weather and the school holidays. However, much of this discrepancy is (in part) due to social inertia and the lingering idea that holidays are for July and August. While the words ‘summer’ and ‘holiday’ have become almost inseparable in our cultural vocabulary, there are few reasons why travellers shouldn’t enjoy a trip away at any point in the year. Early Autumn in particular carries its own appeal, as nature becomes more vibrant while days remain long and warm – and the sea is often noted to be at its warmest in September. Hotels hoping to retain high bookings after the summer’s end should rewrite the narrative around holidaying to emphasise these autumnal merits, by embracing what is good about a later holiday and helping travellers to see this too. Through emphasising the benefits of a ‘September sojourn’, hoteliers can continue to draw in guests, while standing out from other providers that rely on summer bookings. Each year in October, hotels across the Bavarian capital of Münich enjoy a surge of bookings as guests flock in for the city’s iconic beer festival. Prior to the pandemic, foreign visitors to the ‘Oktoberfest’ spent roughly €513m (£442.4m) on accommodation and food alone in 2019. This gives hotels in the local area an opportunity to not only increase their revenue, but also get into the spirit of the festival with their own parties and beer-tasting sessions. What’s clear is that, despite the autumnal timing of the festival, the popularity of this notorious event is enough to pull tourists in at an unconventional time for a holiday. Even in towns and cities that aren’t fortunate enough to have world-famous festivals on tap, hotels can draw in visitors all year round by hosting unique events and attractions across the calendar. Indeed, with 86% of young travellers citing new experiences and cultures as the primary motive for taking a holiday, activities and events hold huge potential for helping to raise bookings. From Bonfire Night fireworks to seasonal cooking lessons, there are myriad ways for hotels to embrace what autumn has to offer and draw travellers in with these activities. Moreover, there’s no need for hotels to limit themselves to traditional autumnal events – at Burgh Island, for example, we host regular Agatha Christie murder mystery events through the autumn and winter months, which both celebrate our connection with the Queen of Crime and entertain guests as the days get darker and more atmospheric. While Summer might be a good time for taking to the beach, autumn is ripe with its own range of activities, from nature walks through the blazing oranges and reds, to cosy pub trips spent by the fireside. Hotels hoping to keep their bookings up and promote a September sojourn should consider drawing attention to these seasonal activities by offering time-limited deals and packages. Deals can include activities available at the hotel itself – such as spa treatments or art classes – and can also be curated in collaboration with local businesses and societies. Through promoting seasonal packages, hotels set themselves up to simultaneously attract travellers on the hunt for better value, and show visitors the true worth of Autumn. As we enter autumn 2023, it's about time we reconstructed the narrative around holiday-making and celebrated the magic of an autumn break. In practice, hotels can keep up bookings by adapting their offerings on a monthly basis and by strategically marketing their business to reflect these changes. As more guests begin to travel during the Autumn months, the inertia around summer holidaying will start to shift, and hotels can look forward to steady bookings all year round.

Checking In – The Hotel Owner Podcast

How hotels can keep up bookings into the autumn months

By Penny Brown, the managing director of Burgh Island Hotel

Check out our free weekly podcast

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