Black Friday has transcended its retail origins and has become a pivotal event for the hospitality industry.
Based on Userguest’s extensive data collection from numerous hotels in 2022, hotels that strategically participated in Black Friday promotions experienced a remarkable average increase of 400% in conversion rates and a noteworthy 100% boost in click rates.
In this article, we look into why it is important for hoteliers to create Black Friday promotions and we’ll provide actionable best practices for crafting compelling offers. We also discuss strategies for leveraging Black Friday to drive increased revenue and occupancy, with a particular focus on luxury hotels seeking to offer value packages instead of discounts.
Why Hotels Should Run Black Friday Promotions
The impact of Black Friday promotions cannot be underestimated, and there are compelling reasons why hotels should consider this approach.
Black Friday brings with it a sense of urgency and heightened consumer anticipation. This dynamic environment encourages potential guests to expedite their booking decisions, leading to higher conversion rates. This, in turn, translates into an increase in bookings and overall revenue for participating hotels.
Black Friday is a time when consumers actively seek the best deals. By offering enticing Black Friday promotions, hotels can capture the attention of deal-seeking customers and realize a significant increase in bookings and revenue. This effectively transforms the hotel’s online presence into a magnet for prospective guests.
Practical Best Practices for Creating Black Friday Offers
To create effective Black Friday offers, it is essential to follow certain best practices:
Discounts and Scarcity:
- Discounts: The cornerstone of a successful Black Friday offer is a well-considered discount. This discount should be not only appealing to potential guests but also financially viable for the hotel. Striking the right balance is crucial.
- Value Packages for Luxury Hotels: Luxury hotels, often hesitant to offer steep discounts, can present value packages instead. These packages may include exclusive perks like spa treatments, fine dining experiences, or access to premium amenities. Emphasising the value and exclusivity of these offerings can attract discerning guests seeking a high-end experience.
- Scarcity Tactics: Creating a sense of urgency can be achieved through the implementation of scarcity tactics. This may involve limiting the offer’s duration or the number of available rooms at the discounted rate, compelling guests to make timely decisions.
- Offering Vouchers for Peak Periods: Black Friday provides an opportunity to generate revenue during periods of lower occupancy. Hotels can offer vouchers or promotions for less busy times, enabling guests to redeem them when occupancy typically lags. This strategy can help distribute demand more evenly throughout the year and boost overall revenue.
Personalisation with Userguest Notifications:
Userguest notifications offer a powerful tool for personalising Black Friday offers. They allow hotels to tailor promotions to different customer segments based on their booking behaviours. This level of customisation can lead to highly targeted and effective offers.
Marketing Your Offer:
Displaying Black Friday promotions prominently on the hotel’s website is essential. Utilise eye-catching banners, strategically placed pop-ups, and dedicated landing pages to ensure the offers do not go unnoticed.
Leverage various digital marketing channels, such as social media, email marketing, and pay-per-click advertising, to extend the reach of the promotions. Building anticipation through teaser campaigns leading up to Black Friday can create a buzz around the offers.
Conclusion
Black Friday presents a valuable opportunity for hotels to enhance bookings, revenue, and occupancy.
The substantial success experienced by hotels in 2022, with notable increases in conversion and click rates, underscores the potential impact of Black Friday promotions. By adhering to the professional best practices outlined in this article and tailoring strategies to the hotel’s unique characteristics and target audience, hotels can harness the full potential of this annual event.
Whether through discounts, personalisation, vouchers, value packages, or creative cross-promotions, Black Friday can become a cornerstone of a hotel’s marketing strategy, driving success and profitability.