‘Fall’ in love with guests
It’s never too early for pumpkin spice anything. At least, so we’ve heard. And chances are your guests are itching to break out their fuzzy sweaters, sip a nutmeg latte, light a vanilla-scented candle, or plan a trip to somewhere “cozy.” Don’t believe us? Send a guest survey and see.?
Yep, September 23rd is the first day of fall. And with shoulder season under way, it’s time to gear up for foliage-obsessed guests if you’re in the Northeast, and plan for seasonal guest preferences everywhere else. Some hoteliers are taking note, bringing new scents to hotel rooms. Wouldn't be surprised if pumpkin spice is a big hit.
And with autumnal related searches rising, the taste for travel isn’t going anywhere. So best to start tapping into that guest data you’ve been collecting all year and putting it to use! Sending seasonal offers and reigniting touchpoints with past guests can help seal those fall travel plans.
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Numbers that matter
There's a good chance Bar Habor, Maine will see more Millenialls this fall, as searches have jumped 923% for that location in 2023. With many in this demographic planning crisp getaways, it would be wise to create tailored, segmented campaigns for Millennials. Whether that's a one-time promotion or a personalized email capitalizing on the fall season, leveraging your email marketing can help drive direct bookings.
Projections look good, with occupancy levels for the shoulder season expected to exceed last year’s rates. But now that the summer rush is over, keeping up with guest communications and ensuring your staff remains committed to the guest experience should still be a priority. Try and push that occupancy rate to over 50% and encourage more guests to book direct.?
“As seen on TV” — a phrase travelers want to put to the test. Turns out media does have an impact on where travelers want to visit. So while Stars Hollow, Connecticut, from Gilmore Girls might not be a real place, quaint Connecticut towns still boast beautiful foliage every fall. Find out how your hotel can take advantage of these media types to reach out to prospective travelers who might jump at the opportunity to visit a place they've seen on screen.
Trends that matter
Maybe you thought there were only 4 seasons, but think again. Many are declaring fall as DINK season (couples with double incomes and no kids). Because kids are in school, 70% of DINK travelers prefer autumnal vacations so they can bask in hotel amenities without interruptions. This is the group that’s willing to spend a little more, since kids aren’t draining their disposable income.
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Traditionally, hoteliers have focused on optimizing RevPAR, but industry leaders are starting to make a case for ancillary revenue as a better predictor or a driver of hotel performance. Tracking guest spending opens up opportunities to see which ancillary streams should be nurtured and which should be cut. Couple that with data technology that can accurately interpret and evaluate guest spending to transform your performance.
High-end RV parks — is it lodging’s next category? RV parks have been around since the 50's, but one Texas developer is on a mission to make them upscale and family-friendly in hopes of creating a “new product type.” If your hotel relies heavily on group or family travel, lean into your differentiators and make sure you’re leveraging that guest data for personalized communication. Doing so will ensure your hotel remains top of mind as convenient competitors and trends like this arise.
Perspectives that matter
The complete guide to first-party data for hoteliers
If you haven’t focused on collecting and activating first-party data before, now is the time to start. Learn why it’s important and what first steps to take.