Promotions & Packages: Tips for creating a Promotion / Package and Potential Dates for Hotels & Guesthouses
When we speak about promotions, we don’t mean you have to discount your rates. In fact, promotions are used to try boost direct bookings and increase revenue flow at your property.
Have a read through some easy and effective ways to create some simple promotions.
Promotions are great because you get to choose how flexible are they, who you want to target them too and what you want to offer them.
There are 5 main categories when creating a promotion and you need to choose which category your promotion is going to fall into. They are:
1. Seasonal Promotions
2. Event-based Promotions
3. Direct Booking Promotions
4. Themed Promotions
5. Partnership Promotions
Seasonal Promotions:
No matter where you are, even property experiences a low season. However, by creating a package to entice guests to stay at quieter times will help fill those empty rooms, restaurant and your bar.
Again we are not saying discount your rate and you will see an increase in bookings., but rather create a value add to your B&B rate? Market your location as being that perfect location to come and unwind at. Most areas are beautiful in the sunshine and bring large crowds over the peak seasons, (based in Donegal we see it with most seaside villages / towns) but those beaches are equally as nice in October, February and March when it’s quieter and you might be the only person on the beach.
We find Seasonal Promotions are great for bringing back returning guests.
Event-based Promotions:
Throughout the year, it is likely your location will be involved in a number of events. Whether you are in a city or village, you can create a package or promotion around a particular event.
In a city, it might be a concert, sporting event or art festivals. Think of what audience will be going to these events and think of ways to encourage them to book your hotel or guesthouse rather than the one down the road.
Again, highly unlikely you will need to discount rates but maybe do a value add package.
An international rugby match is on, its Ireland versus France the Aviva. Maybe it’s as simple as offering a complimentary pint to guests that book your Rugby B&B package.
It could be an Arts festival in town for 2 days, offer the third nights stay at 25% discount encouraging guests to stay longer.
Direct Booking Promotions:
This one is the most popular one, and to be honest should be on the first thing on any Sales and Marketing strategy. Whether you are looking at a Book Direct Save €€€€ or Book Direct and receive a complimentary breakfast or upgrade. The incentive might be one of the above options or a food voucher, free cocktail – I generally tend to entice the customer in, which in turn will create more potential revenue in the food and beverage outlets.
These promotions help drive direct bookings as much as possible and which will reduce those high OTA commissions that we all dread paying.
Themed Promotions:
Depending on your property and location, you should have plenty of opportunities to offer certain promotions that will gather niche audiences such as Honeymooners, Hill Walkers / Hiking Groups, Ladies Getaways, Hens/Stag Groups etc.
Appealing to as many different audiences as you can will increase direct bookings and revenue.
Partnership Promotions:
This type of promotion is more targeted towards urban properties that have more competition around them. This type is more like standing out from a crowd.
Use other business’ in your area to benefit both you and them. Perhaps a large departmental shop, you could partner up and organise a 10% discount voucher for guests wanting to go shopping. Or perhaps team up with your local brewery, you upsell their products in your bar and they give your guests a free tour of the brewery.
The list is endless!
The more common partnerships are: Adventure parks, Restaurants, Cinemas, Museums.
Don’t forget, just because you created a great promotion or package that’s the work done. You now need to market the promotion or package on your social media platforms, your brand website, local paper or radio perhaps and the most cost effective one is within your property!
Watch our 7 minute video going through a real life hotel using Promo codes and Promotions is GuestDiary https://www.youtube.com/watch?v=oZnMPVyWcHg
Important Dates to note:
Often when hotels or guesthouses are planning their promotions they need some dates and events to 'hang them off'. So we have collected the most common ones we have seen over the years below. (Note - Events and the dates will vary from country to country).
(JANUARY - Early Bird/Non Refundable Offers)
(JANUARY - Wedding Packages)
Valentines Day
(FEBRUARY - Spring into Spring Offers)
Mother day
St Patricks Day
Easter
St Georges Day
Fathers Day
(MAY/JUNE - Family Specials)
(MAY/JUNE - Summer Specials)
Black Friday
Cyber Monday
Halloween
(OCTOBER - Winter Specials)
(DECEMBER Gift Vouchers)
Christmas
New Year
Womens/Little Christmas