The golden rule of traveling was always to book early, and the earlier the better. Jump ahead to today’s world of flexible work schedules and mobile-savvy globe-trotters and you’ll find that more and more people are choosing to book shorter, spur-of-the-moment trips on the fly. Here we unfold seven savvy strategies to attract last-minute bookers to your hotel.
Know Your Demo – Who are these spontaneous bookers? Mostly millennials. According to data from Hotels.com, 1 out of every 2 millennials take last-minute vacations. This generation likes to explore new places and are well versed in how to use tech to feed their travel-hungry appetites. If you target your message accordingly on platforms they frequent, it can be a win-win situation for both of you.
Boost Your On-Line Game – if you want to reach today’s spur-of-the-moment travelers, including spontaneously-booking millennials, you have to go where they are – online. Bump up your website and your on-line presence on popular travel sites: Expedia, Hotels.com, priceline.com, HotelTonight, etc. The more the better. The more people you reach, the more opportunities to boost your bookings.
Get Social – These days, social media and travel are inseparable. According to Travel Research Online, 52% of travelers decided to visit a specific destination after seeing an image or video on social media and more than one million travel-related hashtags are searched on Instagram every week. TikTok, Instagram, Twitter, Facebook. These are the places to flaunt your destination’s strong points and your absolute best tourism photos. Influencers that highlight your destination will go a long way too.
Make a Deal – 85% of millennials, the generation that travels most frequently, are prepared to search multiple websites to find a deal that suits them. Show them your best offers, and be sure to add a sense of urgency. Messaging that includes Book Today, Book Now, Limited Time Only and One-Day-Only Savings are effective motivators. Another smart move is to remove minimum staying requirements. Most last-minute bookings are for getaways that last a night or two, not three to seven days.
Mail Can Also Prevail – email, that is. Don’t put all your eggs in the social media or any other one basket. Spread the word in different ways. A well-worded email or newsletter to a select list of targeted subscribers (including previous guests of course) is a powerful way to enhance your on-line marketing efforts. A strong call to action is essential here to seal the deal.
Perk it Up – little extras never, ever go unnoticed and in fact, can actually be quite motivating to last-minute bookers. Things like complementary breakfasts or spa visits, room upgrades and gift shop vouchers make your destination even more desirable. Also, stay in tune with local events happening in the area and tell, tell, tell. Interesting experiences appeal to the spontaneous traveler’s adventurous side.
Be Friendly – Google trends indicate that approximately 57% of hotel bookings are made online. It is also estimated by many sources that about one-third of travelers booked through their mobile device in 2023. With such a high percentage booking mobile, the easier and quicker the format, the better. Eye-catching, user-friendly sites are paramount. For your destination, for the traveler, for everyone.
Want to boost bookings in today’s spontaneous society? Team up with Dana Communications for proven, results-driven marketing, media and design with an eye on today’s trends. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.
