As we step into 2025, hoteliers around the globe are presented with new opportunities to attract travelers and secure their loyalty. The past year has seen a shift in travel patterns, with tourists exploring less-visited destinations and events like music tours and sports competitions significantly influencing hotel demand.
For hoteliers, leveraging these spikes in demand, which may occur outside the traditional peak seasons, is a strategic way to enhance business and attract new guests. However, unexpected surges in demand can also pose challenges. Without adequate preparation, hotels may find themselves understaffed, which can negatively impact the guest experience and lead to unfavorable reviews.
Amadeus recently unveiled its annual holiday travel trends, highlighting new entries in the top ten most popular global destinations. Macau, China, made its debut in the top ten, securing the sixth spot, while Lihue, Hawaii, claimed the top position.
By mapping the customer journey, we can pinpoint three essential strategies to reach, convert, and impress guests, transforming a one-time event or trend into a lasting relationship.
Leverage Market Insights to Seize Opportunities
In today’s travel landscape, travelers are less predictable, with various factors influencing their decisions on when and where to travel. Whether it’s a trip inspired by a favorite TV show, a desire to discover hidden gems, or a nostalgic visit to childhood destinations, traditional concepts of high and low seasons are constantly evolving. For instance, in April 2024, a total solar eclipse visible across North America led to a significant increase in hotel bookings along its path. In Poplar Bluff, Missouri, hotel average daily rates during the eclipse week were 321% higher than the previous year, according to Amadeus Demand360® data. Additionally, there is a growing trend of travelers seeking warm weather during the holiday season. Amadeus Demand360® data revealed that Lihue, Hawaii, experienced a 20% increase in hotel occupancy from 2023 to 2024, rising from 77% to 93%.
To stay ahead of these trends, it is crucial to use forward-looking business intelligence data that can alert you to patterns affecting your market.
Target the Right Guests and Outshine the Competition
Once you’ve identified an opportunity to drive demand to your property, it’s essential to get your hotel and offers in front of the right audience. This can be challenging when competing for attention, especially during popular local events. Launching an effective digital media campaign allows you to target travelers with specific offers on the channels they frequent. Whether you’re aiming to attract families with on-site activities for children or independent explorers seeking remote stays, digital advertising can help you reach your preferred customer segments and influence their bookings. Additionally, personalized email marketing campaigns with attractive offers or discounts can encourage existing customers to rebook.
Convert Browsers into Bookers
When you have a prospective guest’s attention, it’s important to maximize direct bookings on your website with targeted offers. If your guests are traveling for an event like the New Year’s Eve ball drop in New York City’s Times Square or the Reveillon in Rio de Janeiro, offer packages and upsells related to the event. Highlight your hotel’s proximity to the event and advertise transportation options that can take guests to and from the venue at a reduced cost. These specialized offers help prospective guests envision their stay, making them more likely to choose your hotel.
Impress Guests with Personalized, Efficient Service
Providing personalized and efficient service will leave a lasting impression on your guests and make their hotel stay the highlight of their trip. A smooth check-in process sets the tone for their stay. To minimize any issues, ask for your guests’ travel plans in advance. If you know they are arriving early, you can anticipate a request for early check-in and offer it proactively. For room readiness, equip your team with housekeeping tools to save time and streamline resources. Service optimization technology centralizes information and assignments, preventing situations where a room is serviced only to find that the guest has requested a late check-out. These solutions automate tasks and enhance productivity, impressing your guests and supporting your team.
This year, hoteliers worldwide have fresh opportunities to capture the attention of travelers and earn their loyalty. Enhance your chances of reaching and converting customers by leveraging forward-looking data, strategic media campaigns, and tailored offers. When it comes to impressing your guests, you already have the expertise!
