Whatever your thoughts on Valentine’s Day, it continues to be a significant spending holiday, and as a hotelier, it’s very much worth your while to carefully craft a campaign around the occasion.
NB: This is an article from Net Affinity
A recent survey found that spending ahead of Valentine’s Day soared by more than 450% in 2022 compared to the same period in 2021.
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The spending power is matched fairly evenly across the country, new analysis from Bank of Ireland shows, with huge spikes seen on hotel stays, spa breaks, grooming and jewellery.
The same study showed spending on hotels soared by 1,001%, and that the 36-45 age group saw a 393% increase in spending compared to the same period in 2021. They were also the keenest to get away, with their hotel spend going up 966%.
Another key point to keep in mind is the well noted extra importance placed on experiences over ‘things’. Booking a getaway is investing in time together – which means a lot more than a bracelet in the era we’re living in.
Attracting guests towards your offer will take a smart and solid strategy, and plenty of thoughtful creativity. It’s the little extras that will catapult you onto another level and help guarantee more bookings.
Here are five easy steps to follow for a strong and successful Valentine’s campaign.
1. Prep your mailing lists
Email is your most powerful tool when it comes to winning repeat business, with its personal nature and typically high conversion rates.
For those hotels with much larger databases, you might consider segmenting your list into two main categories:
- People who stayed with you on Valentine’s Day last year
- People who are interested in your brand
Those who stayed with you on Valentine’s day last year are your most valuable leads – the warm memories of the guest’s last stay will trigger them to book again this year. You will need to entice them to come back with a better deal or adding something extra to the package.
