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How can you creatively increase bookings during the off-season?

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If you run a hotel or a resort, you know that the off-season can be challenging for your occupancy and revenue. However, there are ways to attract more guests and increase your bookings during the low-demand periods, without compromising your brand image or profitability. In this article, we will share some creative ideas that you can implement to boost your off-season marketing strategy and make the most of your available resources.

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Nitish Bhamare

Experienced F&B Leader | Elevating Guest Experiences Through Exceptional F&B Service Training to Industry Professionals
Akash Roy

Assistant Manager at St Laurn Pune | Former Employee of Radisson, Marriott, The Lalit, Club Mahindra | Expertise in…
Fiona Galetti

Digital Marketing : Customer Success : Graphic Design : Social Media Management

1 Offer special packages

One of the most effective ways to entice travelers to book your hotel during the off-season is to offer them special packages that combine accommodation with other services or experiences. For example, you can create a spa package, a golf package, a culinary package, or a cultural package that showcases the local attractions and activities. You can also partner with other businesses in your area, such as restaurants, museums, or tour operators, to create cross-promotional deals that add value to your guests and generate more exposure for your hotel.

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Nitish Bhamare

Experienced F&B Leader | Elevating Guest Experiences Through Exceptional F&B Service Training to Industry Professionals
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As per me, someone who appreciates the art of creating unique experiences, the idea of offering special packages during the off-season strikes a chord. It's not just about accommodation; it's a thoughtful curation of experiences that goes beyond the ordinary. Whether it's a spa retreat, a golfing escapade, a culinary journey, or a cultural immersion, these packages are crafted to showcase the richness of the local area. The strategic collaboration with neighboring businesses reflects not only a desire to add value for guests but also a commitment to building a vibrant local community.

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Akash Roy

Assistant Manager at St Laurn Pune | Former Employee of Radisson, Marriott, The Lalit, Club Mahindra | Expertise in Revenue Management, Guest Satisfaction, and Team Leadership
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Boost off-season bookings creatively: Introduce themed packages, limited-time offers, and collaborate with local businesses. Target niche markets through tailored marketing, run engaging social media campaigns, and offer exclusive loyalty programs. Provide flexible cancellations, revamp your online presence, engage with the community, and leverage email marketing. Implement referral programs and enhance your website with interactive features for a personalized and enticing guest experience.

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Waldin Duran, CHIA

Director de Ventas & Marketing | Gerente General | Influencer Hotelero | Innovación con Inteligencia Artificial Generativa | Keynote Speaker | Liderazgo en Operaciones Hotel
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To boost off-season bookings, creativity in packaging can be a game-changer. Tailoring special packages that blend accommodations with unique experiences or services is an effective strategy. Consider spa, golf, culinary, or cultural packages that highlight local attractions and activities. This not only enhances the guest experience but also showcases the hotel's connection to the local community. Additionally, forming partnerships with nearby businesses, like restaurants, museums, or tour operators, for cross-promotional deals can create a win-win situation. Such collaborations not only add value for guests but also increase visibility and appeal for your hotel, drawing in a broader range of potential customers during quieter times.

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2 Segment your target market

Another way to increase your bookings during the off-season is to segment your target market and tailor your marketing messages and channels accordingly. For example, you can focus on specific niches, such as solo travelers, couples, families, seniors, or business travelers, and highlight the benefits and features of your hotel that appeal to them. You can also use different platforms, such as email, social media, or online travel agencies, to reach out to your potential guests and communicate your unique selling proposition and special offers.

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Nitish Bhamare

Experienced F&B Leader | Elevating Guest Experiences Through Exceptional F&B Service Training to Industry Professionals
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"As someone who values the power of personalized communication, the strategic approach to increasing off-season bookings through market segmentation resonates deeply. It's not a one-size-fits-all strategy; it's about understanding the diverse needs of solo travelers, couples, families, seniors, and business travelers. By tailoring messages to highlight the specific benefits and features that appeal to each segment, the hotel creates a connection that goes beyond generic marketing. The use of different platforms, from email to social media and online travel agencies, reflects an understanding of the varied channels through which potential guests seek information.

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3 Create seasonal content

A third way to creatively increase your bookings during the off-season is to create seasonal content that showcases your hotel and its surroundings in a positive and engaging way. For example, you can share photos, videos, or stories that highlight the beauty, charm, or fun of your destination during the off-season, and how your hotel can enhance their experience. You can also share tips, recommendations, or testimonials that demonstrate your expertise, credibility, and customer satisfaction. You can use your website, blog, newsletter, or social media to distribute your seasonal content and drive more traffic and conversions to your booking engine.

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4 Leverage loyalty programs

A fourth way to creatively increase your bookings during the off-season is to leverage your loyalty programs and reward your loyal and repeat guests. For example, you can offer them exclusive discounts, upgrades, freebies, or perks that make them feel valued and appreciated. You can also encourage them to refer their friends and family to your hotel and earn points, vouchers, or gifts for their referrals. You can use your loyalty program as a way to build long-term relationships with your guests and increase their retention and advocacy.

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Fiona Galetti

Digital Marketing : Customer Success : Graphic Design : Social Media Management
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Offering your repeat customers special offers and add ons will encourage them to book on the off season and result in them feeling special and looked after. With the result of good reviews being left on your Google Business Profile and bookings being made in the quieter seasons therfore keeping your occupancy high.

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5 Host events and activities

A fifth way to creatively increase your bookings during the off-season is to host events and activities that attract more guests and generate more buzz for your hotel. For example, you can organize workshops, classes, seminars, or webinars that relate to your hotel's theme, niche, or expertise. You can also host parties, festivals, concerts, or shows that showcase your hotel's facilities, amenities, or entertainment options. You can use your events and activities as a way to create memorable experiences for your guests and differentiate your hotel from your competitors.

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Roger Petrakian

Food and Beverage Manager at IOKA Hospitality
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Actually combining an event with special offers would really help. For instance you can have an art gallery show for 3 days offering people special rates to stay and a chance to meet the artists. Another idea is to offer surrounding companies team building packages for 2 to 3 days offering them activities and lodging for special price.

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6 Experiment with pricing and promotions

A sixth way to creatively increase your bookings during the off-season is to experiment with your pricing and promotions and find the optimal balance between demand and revenue. For example, you can use dynamic pricing, which adjusts your rates based on the market conditions and the availability of your rooms. You can also use flash sales, last-minute deals, or early-bird discounts, which create a sense of urgency and incentive for your guests to book your hotel. You can use your pricing and promotions as a way to optimize your occupancy and revenue and increase your profitability.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Roger Petrakian

Food and Beverage Manager at IOKA Hospitality
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Another thing that can be done is invite celebrities and famous bloggers to host a meet and talk event for 2 to 3 days answering various topics and where the attendees can have a formula that includes room and dinner

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How can you creatively increase bookings during the off-season?

1

2

3

4

5

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1 Offer special packages

2 Segment your target market

3 Create seasonal content

4 Leverage loyalty programs

5 Host events and activities

6 Experiment with pricing and promotions

7 Here’s what else to consider

Hospitality Management

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How can you creatively increase bookings during the off-season?

1

2

3

4

5

6

7

1 Offer special packages

2 Segment your target market

3 Create seasonal content

4 Leverage loyalty programs

5 Host events and activities

6 Experiment with pricing and promotions

7 Here’s what else to consider

Hospitality Management

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