Spooky season is fast approaching, which means it’s time for hotel marketers to tailor their event offerings to embrace the spirit of Halloween.
At Coombe Abbey, a historic hotel nestled in the scenic Warwickshire countryside in England, the team has perfectly captured the essence of Halloween to take full advantage of the celebrations. Focusing on its distinctive heritage, the 12th-century establishment presents its guests two spine-chilling choices of parties:
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The Haunted Halloween Tea and The Gunpowder Gala. Stepping aside from the usual trick-or-treats, Coombe Abbey goes the extra mile by offering a fully immersive medieval horror experience while simultaneously boosting their direct revenue.
Let’s take a closer look at the hotel’s inspiring direct channel strategy that is effectively driving higher website conversion rates and welcoming more guests throughout the Halloween festivities.
Capitalize on growing demand during key calendar dates
As people indulge in dressing up, pumpkin carving, and eating enough candy to guarantee a sweet stomach ache, it’s no surprise that an increasing number of hotels are incorporating Halloween into their marketing strategies. More and more hoteliers are leveraging key calendar dates in marketing, a strategy known as Dayketing. This term, a fusion of the words “day” and “marketing”, describes the marketing approach that harnesses specific calendar dates to reinforce brand identity, generate engagement, and ultimately increase revenue.
Focusing on holidays such as Halloween is crucial for hotels as it offers a unique opportunity to tap into seasonal excitement and create memorable guest experiences, starting on the direct channel. Effective Dayketing not only boosts occupancy by attracting visitors seeking themed accommodations and festivities, but also enhances a hotel’s brand image, setting it apart from competitors. Coombe Abbey serves as a prime example of this.
Stay loyal to your branding, with a seasonal twist
Coombe Abbey has successfully crafted a unique Halloween event that not only provides a real competitive advantage during this haunted holiday, but also stays true to their brand image while promoting the authenticity of their historic property. Dating back to 1150 and meticulously renovated, the property prides itself as a hotel like no other, steeped in rich history. The establishment has counted Monks and Royals amongst its inhabitants throughout the centuries, and even played a role in the Gunpowder Plot, the historic event behind the UK’s famous Bonfire Night.
The latter has inspired this year’s Gunpowder Gala, featuring a four-course banquet and a full-stage show reenacting the pivotal event. This “no ordinary” hotel is using this reception as a stepping stone to showcase its unique historical heritage. Coombe Abbey’s Haunted Halloween Afternoon Tea also stands out from typical events, setting the property apart by offering a ghoulish tea feast accompanied by storytelling about the eerie tales that unfolded on the Coombe property. By proposing a complete stay as part of the whole experience, Coombe Abbey has ingeniously devised a strategy to encourage visitors to book directly.