The summer travel season is already in full swing. But if your tourism business is experiencing low bookings, there’s still time to turn things around.
Experts predict that this season, air travel will return to pre-pandemic levels for the first time, and perhaps even break records. Despite the ongoing banking crisis and other financial woes, many Americans are ready to take a vacation. From June to August of this year, more than a quarter of all Americans plan to increase the amount of money they are spending on leisure travel.
While many people book their travel arrangements a few months or more out from their departure, don’t assume this means that no one is making last-minute bookings. A 2019 study found that a whopping 84 percent of millennials had booked a trip within a week or less of their departure date. Another study found that 44 percent of all travelers plan their trips within just two weeks or less of their getaway.
Whether they’ve waited to book their plans or have been inspired by friends and family posting about their vacations on social media, there are countless travelers out there still looking to book a stay in the remaining two months of the summer season. And with the right hotel marketing tactics, you can win them over.
If you’re looking to increase your late summer bookings this season, the team at Vibrant Management can help. Keep reading to learn a few strategies you can put to work for your tourism business today. Then, book a consultation to learn how we can take your marketing to the next level.
Double Down on Social Media
Social media envy is real. If you’ve ever bought a product because you saw an influencer using it, you know just how effective great social media marketing can be. This tactic applies to the travel industry, too.
In one study, 52 percent of travelers reported that they had visited a specific destination after seeing their friends, family, or peers posting about it on social media. If your hotel or other tourism property is a summer destination, now is the time to double down on your social media marketing.
If you’ve been posting and reposting from the same bank of photos, take the time to snap some new ones. Showcase what makes your tourism property a summer paradise. Capture photos of the sun shining on your beautiful pool, or of the nearby destinations like national parks or beaches looking their best. This is also a great time to increase your posting strategy or invest in paid ads to make sure those images are making it into the feed of potential guests.
Let Positive Guest Reviews Lead the Way
If summer is your busiest season, it’s likely also the season that you receive the most guest reviews. As these reviews pour in, take the time to respond to at least a portion of them.
A study by TripAdvisor found that 77 percent of travelers were more likely to book a hotel when business owners had responded to reviews. Whether you’re addressing a complaint or thanking them for a positive review, responding to your reviews might just help seal the deal for a last-minute traveler.
While evaluating guests’ reviews of your property, make sure to watch for trends in any complaints. Guest demands are constantly changing, and staying up to date on those changes can help increase your bookings all year long.
Consider Running a Seasonal Special
We often recommend running a seasonal special to boost bookings at your tourism property during the off-season. But this hotel marketing strategy can also be great for scoring late-season bookings.
This doesn’t necessarily have to be a discount on room prices. Instead, you could offer a discount on spa visits, a credit for your on-site restaurant, or even tickets for local activities.
If you operate a vacation rental, running a special is also a great way to combat the current vacation rental slump.
Let Us Help You Take Your Hotel Marketing to the Next Level
The summer travel season may already be in full swing. But it’s not too late to target last-minute planners. From doubling down on your social media tactics to running a seasonal special, these hotel marketing tips can help you secure those last-minute bookings and fill rooms and tour slots this summer season.
While last-minute tactics like these can be a good way to offset a slower season, the best way to increase bookings is by having a solid hotel marketing plan in place all year long. If you’re struggling to fill rooms or book tours, Vibrant Management can help.
Our talented team of travel and marketing experts offers everything from full-service management to brand development. Whether your website is in desperate need of a refresh or you’re struggling to find your niche on social media, we can help. Book a free consultation today to learn more.