As most hoteliers would attest to, festive season sales usually commence in August. Perhaps it's the back-to-school blues or the end of summer looming, but one way or another, August is a prime time to gear up for December's celebrations. Whether it's Christmas, Twixmas, or New Year’s, starting early with your digital strategies can make all the difference. Here’s how you can maximise bookings, engage guests, and create memorable experiences for the upcoming festive season, with actionable steps to ensure your property shines during the joyful festivities. As an Aró Full Service Partner, your dedicated Account Manager will be in touch with you in early August to discuss your festive strategy and any changes/updates required so that we can adjust and optimise promotions accordingly and well in advance of the peak selling period.
Website Content Update & Festive Offers Groups:
Refresh Your Website Content: Reflect the upcoming festivities by highlighting special offers, festive packages and seasonal events. Many of our clients opt to have a dedicated landing area, click here for an example Festive Module, for all their festive campaigns and promotions which needs to be updated annually and often on an ongoing basis as packages and events sell out.
Set Live Festive Offers Groups: Ensure these are active on your website’s booking engine, making it easy for potential guests to find and book festive packages. Ensure that your festive offers are also well placed on your booking engine and perhaps highlighted in the offer section of your homepage.
It is also a great time to review your gift voucher offering and set/review targets and plan promotions for Black Friday and the Festive Season.
Send details of all updates to your SEO (Search Engine Optimisation) team to ensure your content has appropriate keywords and meta detail to ensure your festive pages are found organically.
Online Events Calendar:
Stay Current: Update your online events calendar with all the exciting happenings during the festive season. Include onsite & local events, themed parties, and entertainment options.
Leverage Social Media: Review/Create your Festive Content Calendar to promote these events across social media platforms to encourage attendance and linking back to your website and relevant packages.
Rate Strategy Review:
Analyse Demand: Assess your business on the books and forecasted demand. Adjust your rate strategy accordingly.
Minimum Length of Stays (MLOS): Set MLOS to optimize revenue during peak periods.
Remember to close out OTAs and other high commission/low rated sites on the dates you are projected to fill.
Discuss strategy changes with your Account Manager so that they can adjust and optimise promotions accordingly.
Design Visuals for Digital Marketing (DM) Campaigns:
Optimise for Impact & Collaborate Creatively: Work with your Digital Marketing team to create eye-catching visuals for email campaigns, social media, and your website.
Consistent Branding: Ensure consistent branding across all your online and offline channels for better guest recognition and engagement.
Subtle Reminders:
Encourage Exploration by inviting guests to start thinking about the forthcoming festive celebrations without overwhelming them at this point in the year.
Strategic Placement: Position subtle reminders throughout public spaces. Consider festive-themed small signs, brochures or digital displays.
Highlight Unique Experiences: Showcase special events and dining options available during the festive season.
Place physical brochures and/or update digital displays in guest bedrooms highlighting festive offerings, events, and amenities in guest rooms.
Engage Past Festive Season Guests:
Personalised Outreach: Reach out to previous festive season guests. Perhaps offer early access or exclusive incentives to rebook.
Make Them Feel Valued: Personalise communication to build excitement about their return.
Ezine to Past Guest Database:
Email Newsletter: Send an ezine to your past guest database. Mention upcoming festive events, promotions, and surprises. Include enticing visuals and a clear call-to-action.
Corporate Campaign Preparation:
Plan Ahead: Prepare corporate campaigns for early September. Create festive brochures and materials tailored for corporate clients. Touch base with your corporate bookers to remind them of the hotel’s unique offerings throughout December including Christmas parties, team-building events, and private dining. Create a high end office party 24 hour stay package including an element of team meeting, festive dining – ideal for filling possible gaps midweek in November & December.
Local Area Leverage:
Community Collaboration: Tap into local festivities. Collaborate with nearby festivals, markets, or theatres.
Attractive Packages: Create enticing packages like “Festive Shopping,” “Pantomime,” or “Christmas Markets.”
Update Affiliate and Brand Sites:
Review and refresh festive packages and promotional content on affiliate websites and brand platforms.
PR
When your online festive store is fully in order, take time to write a stand-out festive season press release and syndicate to relevant press.
By implementing these festive strategies early in August, your hotel campaigns will be fully optimised by the time festive sales are in full swing and you’ll just need to continue to review performance and make small updates as the season’s sales progress.
Image: Cashel Palace Hotel