The annual shopping extravaganza of Black Friday and Cyber Monday has become a global phenomenon, and the hospitality industry is no exception. For independent hotels, these days present a unique opportunity to reduce dependency on Online Travel Agencies (OTAs), and secure a strong base business for the year ahead. In this article, we’ll delve into the strategies that can help you maximise your hotel’s revenue during this sale period.
The Power of Direct Bookings
One of the most significant advantages of leveraging Black Friday and Cyber Monday for independent hotels is the potential to increase direct bookings. By offering exclusive deals and promotions on your own websites, hotels can tempt guests away from the OTAs and book directly. This not only reduces commission fees but also strengthens the hotel’s relationship with its customers.
Also your Black Friday marketing doesn’t have to be all about discounts. Consider focusing on gift voucher sales instead. Afternoon tea, spa, or monetary vouchers are popular choices.
Tips for Maximising Revenue
To make the most of this opportunity, independent hotels should consider the following strategies:
- Grow Your database: Encourage newsletter sign up to be the first to hear about deals before the campaign launch.
- Reward Loyalty: Offer VIP access to your existing customers, to strengthen customer loyalty and encourage repeat business.
- Prioritise Your Website: Ensure that your hotel’s website is optimised for bookings and offers a seamless user experience. This includes having clear call-to-action buttons, mobile-friendly design, and secure payment options.
- Extend the Sale Period: Don’t limit your Black Friday and Cyber Monday deals to just one or two days. Extending the sale can attract more customers and increase bookings. Consider offering a “Black Friday Weekend” or “Cyber Week” or to maximise the impact of your campaign.
- Optimise Availability: Make sure your best rooms are available for booking during this time. You’re demonstrating the value and exclusivity of booking directly with your hotel, which will encourage guests to bypass OTAs.
- Offer Exclusive Deals and Perks: Provide guests who book directly during the sale period with exclusive perks, such as complimentary upgrades, late check-out, or a welcome gift. This can further incentivise direct bookings and enhance the guest experience.
- Leverage Social Media: Promote your Black Friday and Cyber Monday deals on social media platforms like Instagram, Facebook, X and TikTok to create buzz. Use targeted paid advertising to expand the reach to your target audience and drive traffic to your website.
Conclusion
By strategically planning and executing your Black Friday and Cyber Monday campaigns, independent hotels can significantly boost the revenue and bookings. By prioritising direct bookings and offering exclusive deals, hotels can build a loyal customer base, reduce their reliance on OTAs, and achieve long term success.
Want to find out how we can drive your direct channel?
Let’s connect and discuss strategies for success. Email our managing director Phillip Allsopp at [email protected] today to schedule a free consultation.
