Delivering unique and memorable guest experiences and offers is helping put hotels in Australia's gateway cities on travellers radars as international border closures force them to adjust their plans, but state travel restrictions lift.

Not to be left behind as their regional counterparts race towards a full recovery from COVID-19 travel bans, city operators are throwing out the rulebook, to drive up occupancy.

Providing all-inclusive resort-type packages, local vouchers and free parking are some measures hotels are introducing as they strive to capitalise on travellers venturing beyond state borders during the festive season.

"The hotel industry is doing a brilliant job coming out of domestic COVID-19 border restrictions, but holiday season means it is time to step it up," says Ross Beardsell, executive vice president, Hotel Asset Management, JLL Hotels & Hospitality Group. "Our conversations and collaborations with hotels is on another level now, and they are also collaborating other industry experts, tourism operators, and even people outside of the industry to implement effective ideas to draw guests as traveller confidence recovers and limitations ease."

Inspired ideas include the Mercure Hotels' Darwin Airport Resort's 'SS Cossies Family Package', which throws kids' board games, ten-pin bowling, dining vouchers and mocktails into a two-night stay in a family room.

The hotel also offers dedicated pet-friendly rooms for travellers who want to holiday with their pooch.

The Gold Coast's Paradise Resort's 'Family Escape Package' incorporates ice skating passes, a food and drink voucher and unlimited use of its on-site waterpark.

Other hotels are providing immersive cooking experiences - some even online to promote guest loyalty. Marriott Hotels & Resorts are offering a culinary documentary series to Marriott Bonvoy loyalty program members, taking them on a virtual food journey.

Delivering additional value

Expanding value-add offers from simply including breakfasts within standard room rates, to including car parking as well - particularly over the December-January holiday season - is also becoming a popular strategy, says Vibhor Kalra, an asset management specialist in JLL's Hotels & Hospitality Group.

"We are having conversations with many of our CBD hotel manager and operator clients about how they can make inclusive parking feasible, especially since it is typically charged as an extra cost to the guest," says Kalra. "They are seeing this as a great opportunity to boost occupancy as they target guests within a four-hour driving radius, which in the short-term is exactly the right strategy."

For example, Holiday Inn Sydney Airport is promoting a 'breakfast and parking is on us offer, and more CBD hotel sare expected to follow suit, especially over weekends and public holiday, Kalra adds.

About JLL

For over 200 years, JLL (NYSE: JLL), a leading global commercial real estate and investment management company, has helped clients buy, build, occupy, manage and invest in a variety of commercial, industrial, hotel, residential and retail properties. A Fortune 500® company with annual revenue of $20.9 billion and operations in over 80 countries around the world, our more than 103,000 employees bring the power of a global platform combined with local expertise. Driven by our purpose to shape the future of real estate for a better world, we help our clients, people and communities SEE A BRIGHTER WAYSM. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit jll.com. 

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