The day of frantic shopping, incredible deals, and unmatched excitement is on its way: Black Friday is just around the corner.
In the competitive realm of the hotel industry, navigating the Black Friday landscape requires more than just slashing prices. This time period demands a well thought out plan of action to capture the attention of potential customers amidst the noise of countless promotions.
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The best time to start? As soon as possible! Having your strategy set by the end of October is ideal to ultimately execute a flawless plan throughout the month of November leading up to the big day.
As one of the biggest commercial events of the year, Black Friday has the potential to overwhelm marketers from any industry, so let’s walk together through every step of the way to a successful hotel direct channel strategy!
Before Black Friday: Implementing Strong Campaign Foundations
Set your campaign goals
Setting your goals in advance is not only a good way to make sure everything will be ready for a seamless promotion leading up to the big day, but also an essential step before establishing your offers. Black Friday doesn’t necessarily mean just achieving higher occupancy by lowering your rates. It could also present an opportunity to target new markets, extend your clients’ average LOS, or boost your overall direct channel performance. So, make sure your objectives are clearly set before going into the next steps!
Define your offers
Although Black Friday is associated with discounted prices in most industries, the hotel sector has the chance to get more creative when implementing offers.
Not ready to slash your rates? Achieve your campaign goals through value-added propositions instead of cutting prices. This includes F&B packages, complimentary breakfast, free room upgrades, or spa vouchers: the options are countless!
Creating exclusive packages is a key tactic for up-selling your services that are less profitable, while also encouraging the guest to make a direct booking. This way, you can increase the occupancy of your property without having to offer extreme discounts that will cut drastically into your profit margin. This is exactly what the Fairmont Quasar Istanbul accomplished by promoting packages that feature their dining or spa experiences. Black Friday doesn’t need to be limited to sales, it’s also an opportunity to promote what your on-site restaurant and spa have to offer!
Layer showcasing countdown clock and gift voucher offer
During Black Friday: Optimizing the Campaign
Make your offers stand out with creative visuals
As the holiday season approaches, as hotel marketers it’s important to recognize the increasing influx of marketing promotions and messages vying for consumer attention. In this competitive landscape, it’s crucial to optimize your communication strategies to ensure that your offers not only stand out but also efficiently save valuable time and resources.