Black Friday and Cyber Monday present a golden opportunity to drive bookings, increase revenue, and strengthen customer loyalty. With travellers bombarded by deals across all industries, how can hotels stand out and convert browsers into bookings? Here are some practical strategies that can help.
1. Plan Early and Strategically - and it's still not too late to pivot!
Successful campaigns don’t happen overnight. Begin by identifying key offers that are attractive but still profitable. Limited-time packages, complimentary upgrades, or inclusive perks can entice bookings while preserving margins. Segment your audience so your messaging is tailored, for example, past guests might respond to loyalty-focused offers, while new prospects might be drawn by introductory discounts.
2. Optimise Your Booking Channels
Your website and booking engine are critical. Ensure your website is fast, mobile-friendly, and able to handle increased traffic. Highlight your Black Friday/Cyber Monday deals prominently on your homepage, landing pages, and booking widgets. Use clear call-to-action buttons and ensure the checkout process is smooth, with no unnecessary steps that could cause drop-offs.
3. Leverage Email Marketing
Email remains one of the most effective ways to reach potential guests. Send teaser emails ahead of the sale to build anticipation, followed by targeted reminders on the day of the event. Include personalised messaging where possible, for instance, suggest stays based on past visits or favourite room types. Timing is key: a well-scheduled email campaign can significantly increase click-through rates.
4. Boost Visibility with Paid Ads and Social Media
Social media and paid advertising can amplify your deals beyond your existing audience. Use Facebook, Instagram, and Google Ads to target travellers actively searching for holiday getaways. Short, eye-catching content that highlights your offer and creates urgency e.g., “Book in the next 48 hours and save 20%”, can drive immediate action. Don’t forget to retarget website visitors who didn’t complete a booking.
5. Track, Analyse, and Optimise
Finally, it’s essential to monitor campaign performance in real-time. Track bookings, click-through rates, and website traffic to understand what resonates with your audience. Post-campaign analysis can inform next year’s strategy and highlight areas for improvement.
Turn these peak shopping days into a significant revenue win with the right planning, clear offers, and targeted marketing, your hotel can