The hotel marketing manager’s job is a difficult one. You may find it difficult to differentiate your hotel and get more bookings. Offers and experiences are a great way to increase bookings when you have limited resources and budget. But how do you set them up?
1. Do not create an experience or offer that you’re unable to sell.
The creation of offers and experiences for the purpose of increasing sales is a different approach than selling a typical rack rate hotel room. With experiences, consumers receive greater benefits but are also faced with more complex decision making.
When selling a room at a rack price, for example, it is not necessary to include an image or any additional information about the room. All offers for experiences should include media, benefits, and other takeaways.
2. Avoid using stock photos. Create media that is specific to your offer.
Stock photo licensing may restrict the use of images to your own website only and forbid reproduction anywhere else. Stock photos tend to be reused and re-used by different businesses. It is a bad idea if your customer notices the same photo on your website as on the site of your competitor.
Stock photos don’t tell the whole story about what you’re offering or selling. Use your hotel’s media assets to promote your services. You own the rights and can show customers what they will experience on your property.
3. Each listing should include a title, a description, a list of features, and a section on “what you need to know”.
What we consider to be a poor offer is the following.
- Title: Offers on room rates
- Description: Get a discount on your normal room rate
- Features: *Special rate
- What to know: *Offer valid for the second Tuesday in off-peak months
Here’s what we think is a “strong proposal.”
- Title: Sale: Spring Sale! Get 20% off
- Description: Take advantage of 20% off our spring rates and relax and enjoy the amenities at our property.
- Features: *Our normal room rates are 20% cheaper. *A special spring floral-themed gift at check-in. *20% off a return visit next spring when booked during your stay.
- What you should know *Offer valid for stays between 2/16/25 – 5/31/25. *Must be booked by 5/21/25.
- Please let us know about any allergies to florals. We would be happy to offer you an alternative welcome present!
Which one is more appealing to you? Which one has you wanting more of it?
4. Verify that you are able to execute the offer. Also, ensure it will work on your website and in your backend.
Consider working with a partner who can provide certification and testing. In a functional audit of 1,600 luxury offers, we found 16 percent that were not bookable. We were unable add the offer to the cart on the website, and the transaction was unsuccessful.
Note character limits on titles and descriptions when distributing an offer through a global distribution systems (GDS), such as Sabre or Amadeus. Remember: you are selling only what you include in the offer – nothing more, nothing less.
5. Develop a strategy for marketing and promotion that includes all relevant materials.
Diversify the marketing channels you use to promote your property.
Work with a public relations (PR) partner – internal or external – to develop press materials that outline the offer’s components and benefits. A PR campaign can help you generate media coverage and increase awareness.
Place targeted ads in search and social. You may reach customers who are already looking for similar products.
Include your best deals on the homepage of your website and make sure they’re easily visible in your navigation bar. You can further distinguish them from other offers by adding them to the dedicated experiences page. Consumers will be able to tell when an offer is complimentary and when it comes at a price.
Most hotels offer and distribute experiences through a GDS. However, these systems can be limited. In general, the more innovative your offer is, the less competitive you will appear on a GDS, since the storytelling tools available are limited.
6. Make sure you can sell your experience to other hotel staff.
Be deliberate. To cultivate team buy-in, involve your team in the concept generation process. Why?
- You’ll need to get help from other departments to create experiences. The marketing department is unlikely to have guests in mind when executing them.
- If they do not feel committed, your colleagues won’t be as motivated to promote or implement your offer.
- The staff at your hotel can be a great source of ideas and know what is possible in terms of cost/resources.
- By involving stakeholders early on, you can avoid potential roadblocks.
7. Integrate the uniqueness of your property.
Integrating your property’s unique features – and that of your hotel’s surroundings – into your offers insulates you from competition. If your spa has the only Hammam in the market, creating a compelling package around it will make it impossible for direct or indirect competitors, such as tour platforms, to compete. You can also build in features and price flexibility that is unmatched.
If tours are a necessity in your market, you can integrate other profit centers in your experience. For example, offer a drink to customers while they wait for the guide or include a spa session after a day of walking tours.
8. Your goals should be realistic.
Your goal may be to promote the property. You will need something that makes people “wow.” We love the “Pretty Woman” for a Day Offer from the Beverly Wilshire Hotel, a Four Seasons Hotel. The Beverly Wilshire, a Four Seasons Hotel, creates an “wow” experience for guests who book the hotel by combining its historical significance with penthouse accommodation and VIP experiences.
If you want to increase sales, make sure that the price of tangible features is higher than standard features or pricing.
Even during a recession, consider allocating some of the offers you make to sell value instead of price. Avoid inflating your offers with features that all guests will have access to. It may turn off customers and result in a loss of sales.
Bottom line
Despite economic challenges, consumers still travel. Offer consumers unique experiences on your property and they will buy them.
