Reach, Convert, Impress: Three Steps to Capture Bookings Amid Changing Traveler Preferences
Last year, we saw travelers seeking less-visited destinations, as well as events – like music tours and sports competitions – reshaping the travel industry and, importantly, hotel demand.
For hoteliers, capitalizing on spikes in demand that may fall outside the typical high season, like events or new travel patterns, is a great way to bolster your business and capture the attention and loyalty of new guests. Unexpected demand also presents unforeseen challenges. Without sufficient foresight, you may end up understaffed. A reduced team, in numbers or expertise, could negatively impact the guest experience and potentially lead to damaging reviews.
Amadeus recently released its annual holiday travel trends, which has revealed some new entrants to the top ten most popular worldwide destinations over the holiday period. Macau, China, debuts in the top ten for the first time in sixth place, while Lihue, Hawaii, reaches the top spot.
By following the customer journey, we can identify three keyways you can reach, convert, and impress guests, ultimately transforming an episodic event, trend or trip into a long-term relationship.
Use Market Insights to Get Ahead of Opportunities
Today, travelers are less predictable, and there are more factors influencing their decision on when and where to visit, whether it’s a holiday based on their favorite TV show, wanting to discover offbeat gems, or revisiting childhood destinations.
This means traditional concepts of high/low seasons and popular destinations constantly change. For example, in April of 2024, a complete solar eclipse was visible across North America and hotels in its path saw a huge influx of bookings. In Poplar Buff, Missouri hotel average daily rates during the week of the solar eclipse were 321% higher than the year prior, according to Amadeus Demand360® data. Generally, we’re seeing a continued rise in travelers seeking warm weather for the holiday season. Amadeus Demand 360® data showed that Lihue in Hawaii saw a 20% increase from 2023 to 2024 in hotel occupancy, from 77% to 93%.
Data can alert you to any patterns affecting your individual market. The best way to anticipate a spike in bookings is to use forward-looking business intelligence data that keeps you in the know.
Reach the Right Guests, and Beat the Competition
Once you’ve spotted an opportunity to drive demand to your property, getting your hotel and offers in front of the right traveler or agent is vital. This can be hard when you’re competing for attention and, in some instances, trying to cut through the noise of a popular local event.
Launching an effective digital media campaign enables you to target travelers with specific offers on the channels where they shop and book the most. Whether you’re trying to reach families by offering on-site activities for children or independent explorers looking for remote stays, digital advertising can help target your preferred customer sets and influence their bookings.
Additionally, email marketing campaigns with an attractive, personalized offer or discount can help entice existing customers to rebook.
Convert Window Shoppers to Booked Guests
Once you’re in front of a prospective guest, maximize direct bookings on your website with targeted offers.
If your guests are traveling for an event like the New Year’s Eve ball drop in New York City’s Times Square or the Reveillon in Rio de Janeiro, offer packages and upsells that link to this. For instance, you may highlight your proximity to the events and advertise transportation options that can take guests to and from at a reduced cost. Specialized offers set you apart from the crowd and help prospective guests envision their stay, making them more likely to select your hotel.
Impress your Guests with Attentive, Personalized Service
Personalized, efficient service will impress your guests and make their hotel stay the centerpiece of the trip.
A smooth check-in is a guest’s first impression of the hotel and sets the tone for their stay. To minimize hiccups, ask for your guests’ travel plans; if you can see that they’re flying and landing early, you can anticipate a request for early check-in and offer that in advance.
When it comes to room readiness, equip your team on the ground with housekeeping tools to save time and streamline resources. With service optimization technology, information and assignments are centralized, which means no more rushing to service a room, only to find that the guest has just requested a late check out with the front desk. These solutions automate tasks and enhance productivity, impressing your guests and supporting your team.
As we look ahead to 2025, hoteliers worldwide are presented with new opportunities to capture the attention of travelers and win lifelong, loyal guests. Maximize your chances of reaching and converting your customers with forward-looking data, targeted media campaigns, and personalized offers. As far as impressing your guests is concerned, you know what to do!