We all continue to eat food that we’d rather send back. Marriott CEO Anthony Capuano told Skift Booking windows are typically now “sub-three weeks”, which means under 21 days. This reflects the continued popularity of last-minute reservations and could indicate that the booking window is even more restricted than during the period following the pandemic.
Fourty percent of reservations for hotels are made within 30 calendar days of arrival. This is a sign of a shift in traveler behaviour towards bookings that can be done sooner. This trend is fueled by spontaneity and digital expectations. This shift forces hoteliers to adapt, implementing dynamic pricing strategies and real-time inventories management (amongst other things), to capture last-minute demands and maximize revenue.
What actions should your team and you take to reduce the risk of revenue loss?
Here are five ways to make your property profitable, no matter what challenges you may face.
1. Smarter digital advertising to reach more travelers
What to do? Google Performance Max (PMTG), paid search and metasearch can help you capture the demand for your products in real-time, especially from those who book last-minute or are on mobile.
Example: Google PMTG enabled a boutique Paris hotel to target ads at users who searched for “last-minute weekends in Paris” in just 30 days. The hotel saw a 34x increase in return on investment (ROAS).
Pro tip: Set up dynamic remarketing to retarget users who visited your site but didn’t book—especially useful for shoulder seasons.
2. Your website should be built to convert.
What to do? Add booking triggers such as “Only one room left” or “Free cancellation before arrival.” Or “Free cancellation prior to arrival.”
Example: Cendyn’s web design services allowed Relais Christine to redesign their site. By combining real-time prices, personalized banners and speed, they were able to reduce OTA bookings from 63% to just 12%.
Pro tip: Test A/B buttons for call-to action (e.g. “Book Now” or “Check Availability”) and see which one gets more clicks.
3. Simple channel management and inventory Control
What to do? Use a centralized reservation system (CRS), which will sync all distribution channels with real-time pricing, availability and policy information.
Example: The hotel, which was struggling with overbookings in high-demand periods, switched to an integrated CRS to eliminate inventory mismatches. This led to a 15% rise in revenue per room available (RevPAR).
Pro tip: Connect your CRS with your CRM and offer your loyal customers discounted rates or early check-ins.
4. Smarter pricing decisions can be driven by data
What to do? Analyze your booking windows, search patterns, and competitor pricing to take control of your rate strategies. Adjust your pricing dynamically to capture bookings with high value.
Example: The resort saw that families booking two or more rooms were booking mid-week. A resort developed a “weekday getaway package” that included bundled benefits and increased occupancy in the mid-week period by 22%.
Pro tip: Use CDP or CRM data to segment your offers (e.g. for business travelers and families) and send custom rates by email or metasearch.
5. Consider profit in its entirety, and not just the occupancy rate
What to do? Focus not just on filling rooms but on attracting the right guest mix, those who spend more on F&B, spa, or return visits.
Example: After booking, a mountain lodge offered upsells like gear rentals or private guides. This resulted in 20% more revenue.
Pro tip: Segment your campaigns to focus on those audiences who are more likely than others to spend. This can be paired with automated email campaigns that offer upgrades or services prior to arrival. These strategies work in tandem to improve profitability and guest satisfaction.
Cendyn’s team has been developing solutions for our hospitality partners to help them create successful programs for more than 30 year. Our teams of experts are dedicated to providing hoteliers forward-looking solutions for navigating the ever-evolving landscape. Discover how hotel staff can enhance relationships, boost loyalty and increase profitability. reach out to us today.
Cendyn
Cendyn, a cloud-based hospitality technology company, helps hotels drive revenue, maximize profits, and build deeper relationships with their guests by offering integrated solutions. Cendyn has been serving hoteliers for over 30 years. Its Find, Book, Grow Promise helps hotels achieve commercial success through their digital guest interactions.
Cendyn serves over 35,000 hotel customers in 150 countries, generating annual revenue of more than 20 billion dollars. The company’s growing customer base is supported from around the globe including the United States of America, France, United Kingdom, Singapore Bangkok and India. Visit the website to learn more. cendyn.com
Nicola Graham
VP Marketing
+442080683195
Cendyn™
