Accommodation is often one of the biggest expenses involved with planning a trip. Therefore, travel shoppers want to ensure they’re getting the best deal, and a special offer can be just the incentive they need to make the booking. If you are a branded property, you already have access to special offers developed your brand (e.g. government & military rates, bonus loyalty points, etc.). However, to truly stand out in your local market, you also need some localized special offers. By this, we mean special offers unique to your individual property and, ideally, only available by booking direct.
Localized special offers contribute to the local experience of your hotel website. This is something the OTAs, and even your Brand.com, cannot replicate. They simply don’t know your property, your community, or your city better than you do. These local elements are all part of your hotel’s story, which can be used on your hotel website to connect with travel shoppers. Localized special offers are part of this story; they demonstrate that you are in touch with what’s going on in your local community.
Value is in the EYE OF THE BEHOLDER
Before we dive into how to create localized special offers, let’s clear something up: a special offer doesn’t have to be fixated on price.
The reality is, every travel shopper has a different set of needs and wants, and price isn’t always the determining factor in their booking decision. What travel shoppers really want is value, especially from budget and mid-scale hotels. “Value” could mean a discounted rate to one person, or something else entirely to another. For example, someone could find value in a complimentary drink on arrival, faster Wi-Fi, later check-out, a free upgrade, or first pick of the best rooms.
How to Create LOCALIZED SPECIAL OFFERS
1. Local Events
Consider what events draw people to your area and create targeted special offers around them. Travel shoppers attending these events will be researching accommodation options, so it’s helpful to have some targeted content (and offers) around them to whet their appetite.
