The holiday season starts now – and your hotel can’t afford to wait. Planning ahead is more important than ever in today’s competitive hospitality landscape and capturing guest attention and turning interest into bookings requires a thoughtful, coordinated approach.
NB: This is an article from Amadeus Hospitality
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With the festive period (spanning Thanksgiving, Christmas and New Year’s) already being promoted in stores, now is the perfect time for hotels to launch campaigns that will maximize performance during this critical revenue window.
The stakes are high. With more searches, shorter booking windows, and stiff competition across channels, getting ahead of the game is essential. And the opportunities don’t stop once guests arrive; revenue potential continues during the stay and even after they’ve gone home. Since proactive planning is a game-changer, here are five ways to market a hotel across the guest journey to elevate visibility, drive demand, convert bookings, and make the most of the festive season.
Capture Attention Early
Guests start planning with a dream, not a price tag. They imagine their ideal getaway before narrowing down options, which makes the early part of the journey critical for capturing attention and shaping intent. Hotels that actively showcase their brand, content and offers during this stage have a clear edge when bookings peak.
To capitalize on this, launch digital and metasearch campaigns ahead of the busy season across brand.com, OTAs, metasearch and GDS channels. Time-sensitive messaging, such as “Black Friday Deal” or “24-Hour Cyber Monday Discount,” cuts through the noise and draws attention with urgency. Flemings Hotels saw the pay-off first-hand – a Black Friday Week pre-holiday campaign drove a 109% increase in revenue over summer promotions.
It’s just as important to keep visuals and messaging consistent across all channels. Refresh websites, listings, and social media with holiday-inspired imagery – think festive décor, seasonal menus, and snapshots of memorable guest experiences – paired with compelling offers. When every touchpoint is aligned, a hotel captures attention early and sets the stage for smoother conversions as guests move from dreaming to booking.
Eliminate Friction at Checkout
When guests are ready to book, speed and clarity matter. Holiday travel comes with urgency, and any delays or confusion can risk revenue. A fast, mobile-friendly booking process from search to confirmation ensures hotels gain high-intent traffic before it goes elsewhere.
Spotlighting high-interest offers on a hotel’s homepage and booking engine make them easier to find and act on. Urgency triggers – such as “only one room left” or countdown clocks – encourage quick decisions, especially with tight booking windows. For those who don’t convert right away, retargeting with a “last chance” offer can recapture interest.
Equally important is keeping messaging uniform across campaigns. Media, e-mail and social posts should direct users to the same landing pages with matching content and promotions. A friction-free, unified booking experience converts interest into revenue more effectively and helps guests feel confident in their choices.
Maximize Value Before Arrival
Booking confirmation is just the beginning. The pre-arrival period is a golden opportunity to drive revenue, tailor experiences, and get guests excited before they even step on property. During the holidays, travelers are especially open to special touches that make their stay feel unique.
Send pre-arrival emails with personalized upsell offers such as champagne and party favors for New Year’s Eve or a festive brunch on New Year’s Day. Suggest hotel room upgrades, early check-in, spa packages, or curated local experiences to make their stay even more memorable. Offering online gift cards or vouchers also taps into the gifting season and extends a hotel’s reach to new audiences.
When hotels connect with guests before they arrive, it’s not just about boosting revenue – it’s about building excitement and tailoring the experience, which leads to happier guests and stronger loyalty.
Drive Revenue and Satisfaction During the Stay
The guest journey doesn’t stop at check-in. During high-occupancy holiday periods, on-property engagement is key to maximizing revenue and keeping guests happy.
Use QR codes, mobile messages, or digital screens in busy areas to promote seasonal offers like holiday brunches, tasting menus, or excursions to see holiday lights. Holiday-themed amenities and keepsakes for purchase add extra revenue while enhancing the festive atmosphere.
Frontline staff also play a huge role. Training them to “sell the season” allows for tailored upsells – family-friendly workshops, couples’ spa treatments, or premium seating for New Year’s Eve events. When operations and sales strategies align, hotels can boost both revenue and satisfaction, leaving guests with memorable experiences that encourage them to return.
Reconnect Post-Stay to Build Loyalty
Similar to check-in, the guest journey doesn’t end at check-out. Each departure is a chance to strengthen relationships, inspire repeat bookings, and gather feedback. Post-stay engagement keeps the connection alive after the holidays, turning first-time visitors into loyal guests.
Send a personalized “thank you” e-mail within 48 hours, including review prompts and property visuals. Offer next-stay incentives, such as early-access rates or exclusive discounts, perhaps positioning them as part of a New Year’s resolution to keep traveling. This stage is also a great time to highlight loyalty program benefits and encourage sign-ups.
By using personalized messaging and segmentation, a hotel can maximize repeat bookings, loyalty enrollment, and positive reviews. Done right, post-stay engagement turns holiday guests into ongoing revenue sources and strengthens readiness for the next peak season.
These strategies go far beyond the holidays. They offer a holistic way to engage guests across the entire journey, helping hotels capture demand, drive revenue, and build loyalty year-round.
Using best-in-class technology solutions allows hotels to implement these strategies efficiently and track measurable ROI while driving long-term growth.
