What Are the Most Popular Hotel Offers?

SHARE:

We frequently get asked what are the most popular hotel offers. While we could have relied on educated guesses from client and team member feedback, we opted to dive into the data for concrete answers.

Our analysis of rate plan categories across our entire portfolio revealed some fascinating insights.

  1. Loyalty is gold

Outside of the standard BAR (best available rate), rates categorized under loyalty were the most commonly booked across our portfolio. We defined loyalty as any rate code booked as part of a loyalty/signup program such as email, SMS, or via member program rates like iPrefer, Stash Rewards, and Guestbook. It doesn’t matter if you’re a 5-star luxury resort or a smaller 2-star boutique hotel; these offer types drive bookings. Make sure you’re nurturing your most loyal customers and members, as well as finding ways to grow those lists - including incentives to sign up.

  1. Resort guests want to Stay & Play

We work with a lot of resort properties that feature amenities such as spas, dining, golf, and more. The 2nd most common rate type booked fell into a category we named “Stay & Play”. These offers included lodging plus credits to use at other outlets around the resorts. If your hotel has multiple entities or amenities on site, craft a package that entices the guests to enjoy them. It also helps advertising campaigns paint an experiential picture of how the potential guest can enjoy their time on the property.

  1. Consumers are swayed by discount deals

While we don’t think this is very surprising news, discount offers also topped the list for most commonly booked across our portfolio of clients. The most commonly booked being 25% off, followed by 35% and then 30% off. Our data shows these types of offers are less common at the 5-star luxury level, but used sparingly they can help drive bookings during need periods for all levels of hotels.

  1. We all want guests to linger longer

Who doesn’t love some great alliteration? Linger Longer, X night free, extend your stay - no matter what it’s called, it’s all centered around the same goal. This common goal that many hotel clients come to us with is trying to increase their average length of stay among guests. This is a big driver behind the widespread popularity of length of stay focused offers. These can include offering a free night when a guest books 3, 4, or more nights or focusing on a % discount when they book a certain number of nights. Play around with both approaches to see what resonates best with your guests.

  1. Seasonal Offers + Flash Sales

Consumers are conditioned to look for seasonal offers during holidays. In response, hotels are frequently offering discounts and other flash sales to capitalize on these periods when consumers are primed to purchase. It doesn’t matter if you’re a 5-star luxury resort or a 2-star hotel - these offer types are used across the board. These types of offers such as summer specials, 72 flash sales and Cyber promotions round out our top list of most commonly used and booked hotel offers.

Honorable mentions and other hotel offer ideas

Outside of the most commonly booked hotel offers from our portfolio. We also wanted to give a nod to some other great hotel offers that can help move the needle and produce stays during hotel need periods.

  1. Resident/Local rates

We see states like Florida lead the charge when it comes to deals for locals, but any hotel can capitalize on this type of offer. We saw staycations spike during the COVID era but they are still wildly popular. These can especially be helpful during off-season months as ways to fill your hotel or resort.

  1. Bed & Breakfast packages

Maybe it’s because consumers are motivated by their stomachs or maybe it’s because they want the ease of waking up and not having to hunt down breakfast options - but whichever the reason, this type of offer seems to be a mainstay in the industry. If you have on-site dining and the ability to package breakfast with a lodging rate, make sure to include this on your website offerings.

  1. AAA/AARP

AAA has a whopping 60 million members, while AARP claims 38 million members. This huge database of consumers is conditioned to seek out hotels that offer them discounts. A deep dive into the data shows that across our entire portfolio, these remain one of the most commonly booked rate types across every type of property, from large resorts to luxury properties and boutique hotels.

These are just a sampling of hotel offers and package types to inspire you as you craft the perfect package and offer strategy for your hotel based on the unique needs and amenities of your hotel. Please reach out if you are interested in diving deeper into your own GA4 data for custom insights and recommendations.

Effective Strategies to Increase Your Hotel’s Direct Bookings 

SHARE:

In the highly competitive hospitality industry, increasing direct bookings is crucial for hotels and other accommodation providers. Direct bookings not only help you reduce reliance on third-party online travel agencies (OTAs) but also allow you to establish a direct relationship with your guests, resulting in better customer satisfaction and increased profits. To help you maximize your direct bookings, we've compiled a list of effective strategies that can give your business a boost.

Optimize your Hotel’s Website

Your hotel’s website serves as the face of your property, and it's often the first point of contact for potential guests. Make sure your website is visually appealing, user-friendly, and optimized for mobile devices. Ensure that the booking process is simple and straightforward, with clear calls to action. Highlight the unique features, amenities, and benefits of booking directly on your site, such as exclusive offers or loyalty programs.

Offer Competitive Rates and Value-Added Perks

To entice guests to book directly, provide competitive rates that are at least on par with OTA prices. Consider offering exclusive discounts, packages, or value-added perks such as complimentary breakfast, Wi-Fi, or room upgrades for direct bookings. Emphasize these benefits on your website to encourage guests to choose your property over others.

Leverage Social Media Platforms

Engage with your hotel’s audience on social media platforms like Facebook, Instagram, Twitter, and LinkedIn. Regularly share compelling content, including enticing images, videos, and stories that showcase your property's unique offerings. Run targeted ad campaigns to reach potential guests and promote direct bookings by highlighting the advantages of booking through your hotel’s website.

Implement a Robust Hotel Email Marketing Strategy

Build and maintain a database of past and potential guests, and leverage email marketing to stay connected with them. Send personalized emails with exclusive offers, seasonal promotions, and upcoming events. Use automation tools to send booking reminders, post-stay follow-ups, and personalized recommendations. Make sure your hotel’s emails provide value and maintain a consistent brand voice to nurture guest loyalty.

Invest in Hotel Search Engine Optimization (SEO)

Optimize your hotel’s website for search engines to improve its visibility and drive organic traffic. Identify relevant keywords and incorporate them naturally into your website's content, titles, and meta descriptions. Develop informative and engaging blog posts related to your destination or local attractions. Encourage guest reviews and testimonials, as they not only contribute to your SEO efforts but also build trust and credibility with potential guests.

Provide Exceptional Guest Experiences

Deliver exceptional experiences that exceed guest expectations. Train your staff to provide warm, personalized service and ensure that guest feedback and concerns are addressed promptly. Encourage satisfied guests to share their experiences through online reviews and testimonials, which can have a significant impact on future bookings. Positive word-of-mouth is a powerful driver for direct bookings.

Implement a Direct Booking Incentive Program

Create a hotel loyalty program that rewards guests for booking directly with you. Offer exclusive benefits such as room upgrades, late check-out, or discounts on future stays. These incentives not only encourage direct bookings but also foster guest loyalty, as guests feel valued and appreciated for their continued support.

Collaborate with Local Businesses and Influencers

Forge partnerships with local businesses, attractions, or influencers who can help promote your property to their audiences. Offer special discounts or packages for joint promotions, collaborate on social media content, or host events together. By leveraging the reach and influence of these partners, you can expand your brand's visibility and attract new guests.

Increasing your hotel’s direct bookings requires a multifaceted approach that focuses on optimizing your website, leveraging digital marketing channels, providing exceptional guest experiences, and offering value-added incentives. By implementing these effective strategies, you can reduce your reliance on OTAs, build a loyal customer base, and drive higher profitability for your accommodation business. Remember, a well-rounded approach coupled with continuous adaptation and improvement will yield the best results in the long run.

Need additional help increasing your direct bookings? Check out Metadesk.

LinkedIn Static vs Video Results- Lead Generation Advertising For Hotels

SHARE:

In May, we utilized LinkedIn advertising campaigns to promote a member’s club through lead generation for one of our hotel clients. There are many ad types to choose from when advertising on LinkedIn, including static, messaging ads, carousels, videos, text ads, and more.  🏨💼

We decided to put static ads and video ads to the test. View our findings and which ads were more successful in our full mini case study, here. 🏆😎

What Happened to Threads? (A 2024 Update)

SHARE:

After becoming the fastest app ever to reach 100 million users last summer, Instagram's X (formerly Twitter) alternative, Threads, has fallen out of the news cycle and off many of our phone's homepages. At this point, you may be asking: what's going on with Threads, and should we still be paying attention to the app?

With Threads celebrating its half-birthday in January, it's a great time to dive into statistics on just how well (or poorly) the app is performing. According to SimilarWeb's statistics, Threads saw just 76 million visits in December, with an average session duration of about 3 minutes. Website visits are up from November by about 50% but don't hold a candle to X's 6.2 billion visits with an average session duration of over 11 minutes.

As mentioned, however, things are trending upward for Threads, with visits increasing by over 50% from November to December. Notably, December saw the release of Threads in Europe and the beginnings of testing with integration with the ActivityPub protocol, opening threads up to the entire federated universe – a topic we wrote about when Threads first launched

Late last year, Threads also launched tags and topics, allowing users to find new subjects to engage in and people to connect with, something that was sorely missing when the platform first launched. These tags don’t seem to have taken the same prevalence that hashtags on X do, so discoverability can still be difficult on the platform, especially with the drastically lower number of users of the platform. 


All in all, Threads has not become the hit that Mosseri and Zuck once hoped it would become, but there’s still a chance for growth with the continued updates the platform keeps pushing. For now, it doesn’t seem to be pushing the needle in one direction or the other for hospitality brands, but if we see any changes on that front, you can be the first to know by signing up for our newsletter.

[E-Book] 2024 Digital Marketing Trends and Predictions

SHARE:

From AI, to new social media platforms, to continued privacy regulations and a push for 1st party data, we continue to see a rapid rate of change in the digital space. 🌐✨ 

The future of digital marketing is here, and we can't wait to share our exclusive insights and predictions for 2024. Get the full scoop here. 📚🔍

Year in Review: GCommerce Solutions

SHARE:

We would like to extend our heartfelt gratitude for an exceptional 2023! The GCommerce Team experienced tremendous success throughout the year, as we launched dynamic marketing campaigns, crafted captivating websites, produced engaging educational content pieces, and enhanced our client's metasearch optimization and direct bookings. 🥳

Here Are Our Top Highlights From 2023:

  • Published 58 educational articles
  • Published 3 DE&I pieces
  • Welcomed 7 new GCommerce team members
  • Welcomed 54 new wonderful hotel clients to our portfolio
  • Hosted our annual company retreat in Park City, Utah

Here's What You Liked Best:

8 Holiday Marketing Tips For Hotels 

Blog Summary: Read our 8 quick tips to keep in mind to boost your hotel marketing efforts this holiday season. Read now. 

Price Accuracy, Rate Parity, and Hotel Metasearch Conversions

Blog Summary: Learn about the differences between hotel metasearch rate parity and price accuracy and why they are so important in this blog post.

Top 9 Takeaways for October Hotel Digital Marketing News 

Blog Summary: Don’t get spooked. Learn about the newest happenings in digital marketing in our latest digital marketing newsletter for October 2023 here.

Optimize Your Hotel's Website for Direct Bookings

Blog Summary: Learn how you can optimize your website for direct bookings with our practical guide to conversion rate optimization. Discover our best tips for hoteliers. 

The Importance of Hotel Metasearch

Blog Summary: Is your property utilizing hotel metasearch? This is a huge opportunity for your hotel. Learn about the importance of hotel metasearch. 


How to Maximize Google Analytics 4 (GA4) for Your Hotel

Blog Summary: Google Analytics 4 is here to stay. Learn how your hotel can maximize the use of this powerful new Analytics tool.

Cheers to an amazing 2023, all thanks to our incredible clients and our fantastic team! Your support and enthusiasm made it a year to remember. As we jump into 2024 with excitement, we can't wait for more shared successes and memorable moments. A huge heartfelt thanks for being such a vital part of our journey!

KEEP READING