Low Season: No Problem !
A big problem for a lot of Hotels, the seasonality can generate big gap and it can be a real challenge.
In this article, we will give you the best advices to successfully fill your hotel during the low season.
Forecast the low moments
The first thing to do to apply a low season strategy is to find the right moment:
- Do you have clear vision of your flow of guest in your business and in the region?
- Do you have a calendar?
If you can’t answer these questions, wait a moment and come back later when you can. It’s the first and essential step for you to increase your process and your sales.
Adapt the price in function of the season, create a low season price.
Basically, you will have to create different prices in function of the year. As any market, price can vary in function of the demand.
The hospitality business isn’t an exception.
You can increase your price during the high season because there is a lot of demand. In contrary, be more flexible during the low season: create a special promotion or reduce your price to attract more customers.
Launch Holidays offer
Holidays offer is a real incentive for your community. Create a special package to boost the booking rate in your hotel.
When we enter in the low seasons, you have to find other motivation to attract your customer to your hotel. Special offer to take holiday in your hotel is a good way to take the booking decision.
Target the right market
Doing some research and finding YOUR market can be a game changer.
Indeed, are you trying to attract businessmen in a professional travel or are you more comfortable with young travelers for fun?
Reward your most loyal guest
The loyalty program is a great tool to create a special relationship between your customers and your hotel.
We have already spoken about it in different articles, but it is an important point. Do you have one already ? If not, think about it because it’s a great way to increase your sales.
Organize events
Organizing or hosting an event is an excellent alternative to counter the underperformance of the low season of the year. What about receiving a congress or a digital weekend.
You have a professional space in your hotel? Use it!
To have an idea: Here is a list of the best Hotels to do events in SP.
Create partnership with local businesses
Local businesses, sport club, companies…
There is a lot of possible partnership. The goal is to offer a possibility of housing to the people coming especially in the company for some days.
A company will always have a flow of workers from the other site especially if the head of the group is in your city. Be attentive to it because, this flow doesn’t care about the low season and is constant.
Manage the Customer habits
Booking your room for the weekend is essential for you, especially when it became harder to have a 100% booking rate in your hotel?
It’s easy to block a period or create a package of reservation in your booking engine. Of course, different booking engine offer these features.
But if you want to implement a simple one for a fair price, you can use Libertas.
Take Advantage Of The Local Events
It’s an unfair advantage but if you have it, enjoy it!
Don’t be shy, create a special offer and package to attract the flow of people attending this event. A local event brings a lot of people trying to find a place where they can stay.
Your goal is to list the events and optimize your offer for each of them.
Bet on the unique experience
Another possibility is to create a unique concept in your hotel.
Are you selling a night in a tree? Do you offer an eco-friendly package? Thinking about a new concept can be a great idea if your region isn’t really dynamics during the year.
Attract your best guest
You must have a “persona”. A persona is YOUR guest.
You can consider it as a target and it’s really useful to draw the best guest for your hotel. Why? Because it will help you to customize your marketing strategy in function of it.
My “best guest” is a millennial? Then, I will target influencers on Instagram to promote my business and create a unique content to be “Instagrammable”.
You receive more family than couple? Adapt you offer to create a comfortable environment to create the perfect experience for the familial holiday.
Wedding Celebrations
Ok… Maybe a bit specific but it can be a good option if your city attracts Wedding celebrations!
Create a Wedding Package, adapt the space in your hotel and be flexible to offer the right structure.
Conclusion
We will finish on this last creative advice just to tell you that the low season is only created by yourself. If you are creative and open to every opportunity to attract new flows of guest, you will not have this problem anymore.
The most important thing is to stay focus on your goal. If you follow our advices, it would be already a lot easier for you to be more performant and decide which track you want to follow.
You don’t need to implement each of it, choose the most relevant for you and fix your strategy to it.
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