November is always a tough month for any hotel: how do you manage the low season and attract direct bookings without lowering prices?
NB: This is an article from Smartness
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This question couldn’t come at a better time.
November is just around the corner and – for those who keep their property open – it’s often a tricky period.
Bookings slow down, and the temptation to offer discounts is strong. Sometimes it feels like the only way to fill your rooms.
But in reality, it’s a risky move.
Lowering your prices too much can push you below your bottom rate – the point where you no longer cover your operating costs. In practice, you might fill your rooms, but you’ll be doing it at a loss.
Lowering prices too much can also have long-term effects: guests may get used to your discounted rates, making it harder to return to your normal pricing later.
So the solution isn’t to sell for less – it’s to offer more, increasing perceived value and driving direct bookings.
And email marketing is the perfect tool to do it. Here’s how.
Communicate only with guests who are truly interested
First, look back at your data from previous seasons and identify what kind of guests stayed with you during autumn. Were they couples? Groups of friends? Families with children?
This approach helps you avoid broad, ineffective campaigns and instead focus your offers on people who have already shown interest in your property or in traveling at this time of year.
With a CRM like Smartconnect, this information is already at your fingertips.
Create the right offer for your target and for your business
Now that you’ve identified your audience, the next step is to build an offer that’s attractive to them and sustainable for you.
In the low season, the key isn’t lowering prices – it’s increasing perceived value.
Travelers in this period usually take more time to choose and know they’ll find good deals, so the winner is the one who can offer a meaningful experience at the right price.
An experience-based offer means giving guests a concrete reason to travel: an activity for kids, a special benefit, or a small privilege that rewards loyalty.
But how do you create an offer that’s truly a win-win – for your guests and for you?
