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Leverage Local Events and Festivals to Increase Hotel Revenue

Richard Oram
Senior Director Solution Engineering, Oracle Hospitality

According to the Intrepid Group, youth travel is one of the fastest-growing sectors in tourism, with more young individuals seeking unique and memorable destinations and events to attend.

But the question is, how much is your hotel capitalizing on such events – from trendy festivals to music concerts – and are you doing enough to encourage attendees to stay at your hotel rather than competitors’ properties?

It is important to keep tabs on events that are coming to your area to allow time for research and planning. Create an events calendar consisting of not only large-scale events and major landmark milestones but also smaller, perhaps, niche events that have the potential to bring in revenue. Once you have established a list of core events, you can begin to research the clientele these events likely will attract and adjust marketing and operations strategy, accordingly.

How can you increase hotel revenue and maximize occupancy rates? 

1)  Shout about the event

Put a content marketing strategy in place and make sure you are regularly sharing information about the event on your website and social media channels. According to The Digital Marketing Institute, useful, reliable and informative content that people want to share and talk about has never been more beneficial for business. Google automatically ranks relevant and informative content higher than descriptive, old content. So shouting about these events is likely to enhance your SEO strategy and lead to more people associating the event with your hotel.

2) Showcase your hotel amenities

According to Travel Media Group, knowing your audience and their needs allows for tailored marketing messages to attract them to specific events. For example, festival goers are likely to appreciate 24-hour concierge services, late-checkout options, breakfast packages, and pool and sauna facilities. By comparison, promoting fast Wi-Fi, meeting spaces and relaxing spa services should help court those attending a business seminar.

3) Provide directions and transport services

Make guests aware that by booking your hotel you will help them get to their desired location. If your hotel is within walking distance to the event, you could create a downloadable map with directions. If transportation is required, you could provide advice on the best taxi services in the area and the most convenient parking locations. Or you could even provide a free shuttle bus or charge a small additional fee for special event transportation services. According to Travel Media Group, this added value could make a difference in a traveler’s booking decision.

4) Tailor your services

According to a recent study conducted by Google and Phocuswright, 36 percent of consumers would pay more in return for receiving tailored information and experiences. Therefore, to ensure your guests have the best possible experience and to encourage repeat business, you could add small extras to complement the nature of the event they are attending and personalize the service. For instance, if Elton John is performing in your town that week, you could create a special complementary Elton John-themed cocktail for guests to enjoy at the bar. Another option is to promote discounted pre-show meals and spa packages for event attendees.

There is no doubt that local events present hoteliers with prime opportunities to increase bookings, grow revenue and even attract and engage different clientele. Make sure to leverage these events in the new decade!

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