As the festive season rolls in, it’s not just a time for celebration – it’s also a golden opportunity for hoteliers.
NB: This is an article from Userguest, one of our Expert Partners
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The Christmas and New Year period is when many travellers plan their vacations for the upcoming year, often seeking deals and inspiration for their next adventure. For hotels, this is the ideal time to capitalise on the surge in planning activity, reduce reliance on Online Travel Agencies (OTAs), and drive direct bookings.
An OTA might boost visibility and occupancy, but their steep commissions – ranging from 15% to 30% – can significantly eat into profits. Why not make this festive period the moment you focus on winning more direct bookings? Not only can you retain more revenue, but you’ll also strengthen guest relationships, offering them a personal touch that an OTA can’t match.
Here’s how you can leverage this peak booking season to cut OTA commissions and make direct bookings your new norm.
1. Turn Your Website into a Festive Booking Magnet
During the holiday season, your website should reflect the spirit of the times – festive, inviting, and easy to use. As people browse for their next getaway, a fast, mobile-optimised website with a seamless booking experience is essential.
Spruce up your site with seasonal design elements and special holiday-themed offers. Ensure that your booking engine is robust and intuitive, allowing guests to effortlessly view availability, compare rooms, and complete their reservations in just a few clicks.
Adding photos, virtual tours, and a countdown timer for limited-time offers can further entice guests to book directly. If your website evokes the warmth and joy of the season, potential guests will feel confident choosing your property for their holiday escape.
2. Highlight Your Unique Value for the Holiday Season
This time of year is perfect for showcasing what makes your property stand out. Are you offering special Christmas packages, winter-themed experiences, or New Year’s Eve celebrations? These festive offerings can set your hotel apart and entice guests to book directly to enjoy exclusive perks.
Ensure your messaging is consistent across your website, email campaigns, and social media. Share the story of your property’s holiday traditions – whether it’s the glow of your lobby Christmas tree or the aroma of mulled wine in your bar. The more memorable and festive your brand feels, the more likely guests will associate their holiday plans with your hotel.
3. Sweeten the Deal with Festive Direct Booking Perks
The holidays are a time for giving, and exclusive perks for direct bookings can be the perfect gift to your guests. Offer value-added incentives like a complimentary holiday cocktail, free breakfast, or access to special festive activities.
