Low season can prove to be financially challenging for many businesses, especially within the hospitality industry.
If your hotel direct bookings are looking low for the next few months ahead, follow Hop Software’s top tips for boosting occupancy and increasing direct bookings throughout the low-season.
Who are your out-of-season guests?
Define what type of person is more likely to book a room during low-season. Once school holidays are over, it could be that the older and retired demographic are more likely to stay out-of-season, rather than families or young professionals who tend to book throughout half term. Update your marketing messages to appeal to and target this audience.
Review your pricing
Whilst low-season can be detrimental to revenue, no one is looking to pay premium rates for a room during the quiet months. Compare your low-season prices to your competitors to see how you measure up and assess how low you can go, without making a loss.
Upsell and offer incentives
Discounted spa treatments, complimentary dinner or added little luxuries in rooms are great incentives to encourage direct bookings; offering added extras creates value for money. Introducing a loyalty scheme, where guests reap rewards for the more bookings they make, will also help to retain and re-activate old and existing customers.
Start promoting your high-season offers now
Yes, we’re talking about Christmas in February! Planning ahead and promoting high-season offers well ahead of time will help to secure bookings later in the year, to make up for financial loss during low-season.
Update your online marketing presence
Embrace the quiet winter seasons and promote the benefits of staying in your hotel over the colder months. Update your website and online listing content to feature images of roaring log fires, cosy bedrooms, hearty winter meals and local walks to entice people to stay at your hotel. Your written content should also summon up the feeling of wanting to escape for a winter break.
Up your marketing activity
Just because your hotel has quietened down following the festive season, it doesn’t mean your marketing activity should. In fact, it’s the most crucial time to concentrate on developing marketing plans for the year ahead and start communicating upcoming offers to new and existing customers. Find out if there are any local events happening in your area during low-season when visitors may be looking for overnight stays and schedule these in to your marketing plan.
Need a helping hand? Let us show you how Hop’s PMS Innovative features can help you to increase direct bookings, save you time and money by requesting a free demo.
-Increase direct bookings with our responsive Booking Engine
– Increase new and repeat bookings via our integrated CRM
-Seamlessly distribute listings through 120+ OTAs
-Manage events effectively from enquiry to feedback
-Maximise revenue through real-time revenue reporting
Let’s Get Started!