How One Resort Creatively Filled Rooms Off-Peak
Creatively extending your resort’s prime season will ensure you can meet your revenue targets all year long.
By Dave Spector, Partner at Tambourine
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.
Resorts face many unique hurdles.
They're harder to reach, most often located in beachfront or mountainside settings. They demand higher room rates and require longer stays. And, they are sandwiched in a cluster of similar resorts - making it confusing for guests and difficult for any single property to stand out.
Sophisticated marketers can offset these challenges with skillfully orchestrated tactics that communicate the value of the resort to potential guests.
One method every resort should have in their playbook is to manage seasonality.
Sustaining a steady stream of bookings, even during low season, requires unfettered creativity. This can include partnering with local events, offering packages tied to seasonal activities, special dinners, talks and tastings, and promoting staycations to the local and regional market.
One of our favorite examples is the Couples Resort Jamaica's 'Camp Couples' promotion, which is marketed as an adults-only, sleepaway camp during its off-peak season. Mimicking the exciting experience of your childhood summer camp, the June through September promotion featured a daily itinerary of outdoor fun, new discoveries and endless ways to connect.
This type of innovation will help you meet revenue targets and outperform the comp set every month of the year.
Dave Spector is a Partner in Tambourine, a 34-year old marketing technology firm specializing in driving demand, revenue and direct website bookings for tourism and hospitality clients around the world. The firm has offices in Fort Lauderdale, New York City and Bogota. Prior to Tambourine, Dave was chief marketing officer for a global software company, managing an annual marketing budget of $15 million dollars across 17 countries.More from Dave Spector
Tambourine is transforming hotel e-commerce. The Firm has become an instrumental partner for elite hoteliers, hotel management and asset management firms seeking to outperform their compset, improve bottom-line profitability and decrease OTA-dependence.
We deliver targeted managed service programs that ensure maximum traffic and conversions across all digital channels. Our team utilizes our own best-in-class technology to empower your property… giving you the confidence and ability to achieve your ownership's revenue goals.
The firm is celebrating its 35th year in business. For more information about Tambourine, visit www.Tambourine.com