Christmas is nearly upon us, but that does not mean your marketing efforts to fill the hotel for the holiday should end. There are still plenty of last-minute travelers out there shopping for the best deals at the best hotels. If your property is among those staring down the barrel at 20 percent occupancy over the next several weeks, there are still a few things that can be done to drive bookings before Christmas and during the week leading up to New Year’s Eve.
Have a Social Media Christmas
If you are not already doing so, the social media accounts of the hotel should be packed with holiday-themed posts. People that are traveling during the holidays still want to experience Christmas, so let them know what they can expect at your property through Facebook, Instagram, and Twitter. These types of posts will be more likely to catch someone’s eye that is traveling during this time of the year than a standard post that is simply ramming room rates down their throat.
Something else to consider is filling up the hotel’s newsfeed with local holiday events several times a day. If someone finds out they have to travel last-minute, especially if they are traveling with their family, they are going to want to know what the local area is going to offer them in terms of holiday celebrations. Include offerings from local restaurants that will be open during the holiday, as there is a very good chance many of these travelers are going to be looking for holiday dining arrangements.
Email Blitz
Another promotional tool that can work well during the holidays, especially for the travel industry, is ramping up the email campaign. If your hotel is sending out emails once a week or once a month, it is time to crank it up to a daily campaign. You can touch base on many of the subjects mentioned above as well as special promotional rates you will be offering during the holidays. And, remember, most email campaigns are considered a success with a 15-20 percent open rate and a 35-50 percent click-through rate. Point being, it is a numbers game, so tilt those numbers in your favor with more frequent emails.
Host Holiday Events
Even though this may not actually put heads in beds, hosting some holiday events will help build the brand as a true contributor to the community. Are you having a Santa event? Are you planning on having a Christmas day brunch? Are you doing a toy drive? If there are local churches, consider hosting an event after Christmas Eve mass to spread a little holiday cheer and build up relationships within the local community.
If your hotel is missing the mark when it comes to holiday marketing and you are looking for a new Director of Marketing that can meet your expectations, consider using Joseph David International. As one of the top hospitality recruiters in the country, we will work tirelessly to not only find a candidate, but to find you the ideal candidate for your specific needs. For more information about our hospitality recruiting services, click here.
Photo via Hilton Anatole Dallas Facebook Page