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can also combine this approach with blog posts on your website and email campaigns to drive business, including promotions and a periodic newsletter. 3. Maximize the Reach of Your Digital Marketing Campaigns It’s one thing to enact digital marketing campaigns. It’s another step entirely though to implement a periodic pro- cess to optimize them for return on investment. Your hotel can increase hotel revenue in low season by maximizing its slice of the traffic pie with a number of tac- tics. These include the following:
Take requisite action to achieve a higher position on Google Ads and Metasearch Engines. Increase investment in search engine marketing by buying brand-neutral keywords. Enlarge reach of online retargeting campaigns and launch targeted display campaigns. 4. Apply Unconventional Pricing Strategies While lowering your prices may come to mind, you could first consider the following: Packages and Promotions
You can introduce new activities through blog posts and social media for potential guests, and direct communi- cation with former guests. Promoting them on your main website is also essential. You can come up with attrac- tive packages by partnering with local businesses that offer appealing services which complement your own, such as museums or theme parks. Loyalty Schemes A loyalty card promotes repeat business and regular visits with rewards and discounts. Incentives may include a free drink at the bar on their next visit, a welcome gift, or a discount on their next stay. Supplements Large price differences between room types help to yield strong results in high demand periods, but can produce contrasting results in low season. You can counter this by checking conversion rates per room category and com- paring them to higher demand cycles to find out if the higher room types are lagging in conversion. Room Rates Reducing rates is an effective tool to match competition and attract price-sensitive customers, many of whom could be priced out of your hotel in high-season. Nevertheless, remind yourself to price consciously with your brand image and reputation in mind (i.e. not hurting your brand image by slashing rates too much). After all, while a powerful tool, discounting may not always be the right answer. You can use other benefits of travelling in hotel low season to your advantage, including lower journey fees and much fewer tourists than in high season. It’s crucial to make sure that your offers feel special and thought-out, and not just something that has been thrown together to lure people in. They cannot be an afterthought.
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