Booking strategies for summer travel are in full swing. Cendyn’s experts have analyzed the data of the May 2025 industry to find out how people plan their summer vacations. We’ll talk about what customers are prioritizing in their summer booking decisions. You’ll also get actionable tips that will help you engage your guests and make them excited to book.
Booking trends: shorter booking windows
The last-minute bookers will be on the road in this summer. Recent research has shown that many people are booking last-minute. Skift Report detailed that leisure booking window is now usually under 21 days. There is one important caveat to be aware of, however: even though the trend toward mobile bookings and spontaneous bookings has increased, travelers continue to choose hotels that offer flexible cancellation policies or rates with refundable rates.
Bookings for business travel, especially corporate events and conference in large cities, continued to be made with short lead times. Las Vegas and New York have benefited from both advance and last minute bookings. Demand for large events and conventions has also increased.
Takeaway tip Include dynamic pricing strategies in order to maximize revenue and capture last-minute bookings. If travelers have the flexibility to modify or cancel their plans, they are more likely to make a booking. These travelers will book more confidently if cancellation policies are flexible.
Offers that perform best
Profit from May’s booking trends by implementing popular offer strategies to resonate with your most loyal guests. Data shows that travelers place a high value on the total trip experience, going beyond just the nightly rates to find offers that offer a combination of competitive rates and the benefits they desire.
BOGO (Stay three nights, get the fourth free) is the winning offer strategy for YTD.
This is one of the most effective promotional strategies we’ve seen in the past year, particularly during slow periods or when targeting specific markets such as families. Hotels can increase occupancy and average daily rates by encouraging guests stay longer. The guests enjoy the added value, and hotels can avoid cutting their prices or devaluing brand.
Next Best Performing Offers:
Local offers Local and drive-in customers are a valuable source of revenue. They also provide loyalty. Offer a discount to locals only for staycations, or create packages that include an overnight stay and a special attraction. They are particularly important in areas like Hawaii and Florida.
Stay More, Save More: Gradually reducing the price for longer stays will encourage more bookings. By offering 15% off three-night bookings, and increasing the discount to 25% on weekly bookings, you can encourage guests to stay for longer. This will increase occupancy rates as well as revenue.
Value-added packages: Instead of offering discounts on rooms, bundle popular services like late check-outs, resort credits, and breakfast to create a perceived value among guests. These packages appeal to travelers who are looking for a bargain without having their room rates eroded.
Bonus tip The best performing value-added package includes breakfast. However, the packages with the lowest performance focus on gas and parking.
How to maximise offer success
Hotels need to optimize conversions by implementing a data-driven strategy for offers that target different guest preferences and needs. Make sure that every segment of guests has a good reason to book with a wide range of offers tailored to their travel preferences (price and amenities, benefits added to the package, etc.).).
Cendyn has compiled a list of the top five hotel offers based on conversion rates from thousands and thousands of hotel package deals.
- Best Flexible Rate
- Advance Purchase
- Local/Drive Market
- Enjoy a BOGO or Length-of-Stay Discount
- Value Added Pack
Bonus tip Too few offers will not give enough information for future optimization. To capture the demand and encourage bookings, aim for a sweet-spot of five different offers.
Flexible cancellation policies: Booking Trends
Hotels that offer flexible cancellation policies, along with value-added rates and rate plans, will often see a rise in their market share by May 2025. We’ve listed our top-performing cancellation policies, based on data from guests.
Winning cancellation policy YTD: fully refundable up to 24–48 hours before arrival
In analyzing the data, it was found that over 50% of guests would be willing to pay more for a hotel to offer free cancellations, and nearly 20% were willing to spend $50 or even more. The policy gave travelers the peace of mind they needed to book early knowing that they could cancel in case their plans changed. It also protected hotels from cancellations at the last minute.
Next best performing cancellation policies:
Non-refundable rates: These rates still attract price-sensitive travellers, but they are less popular than in previous years.
Hybrid offers Semi-flex prices (with a slight penalty for cancellation) and rebookable offers (where guests are allowed to change dates without any fee) were both successful. These options satisfied travelers’ need for flexibility and gave hotels some revenue security.
Takeaway tip The lowest price was not the top priority for travelers. They prioritized flexibility, and overall value of their trip. The hotels that implemented strategies that combined added value with flexibility were able not only to attract a wider range of guests, but also maintain high occupancy rates.
Book trends: Optimize loyalty programs
Hoteliers are always looking for ways to increase guest loyalty. With the right incentives, they can encourage repeat business, provide memorable experiences for guests, and create valuable word-of mouth marketing. Find out how your loyalty program is doing by reading our latest insights.
Winning loyalty strategy: mix flexible cancellations & offers to enhance loyalty programs
Integrating loyalty status in cancellation policies and specials offers allows hotels to simultaneously boost guest confidence, encourage extended stays and protect ADR. (Even during economic downturns). They also deepen their relationships, which drive revenue growth over the long term.
Tip #1 – Maximize tiered status perks
Elite members are entitled to a cancellation waiver. Brands like Marriott and Hilton extend free cancellation up to 24–48 hours before arrival exclusively to higher-tier loyalty members, reducing penalties for loyal guests while preserving non-refundable rates for others.
Points-based cancellation credits: Some programs offer members the option to use points to cancel fees. This can be a great way to increase loyalty and engagement.
Tip #2 – Upgrade rate plans and rewards
Members-only rates plans Offer loyalty members bundled perks—breakfast, parking, resort credits—without reducing the base rate, preserving ADR while enhancing perceived value.
Reward-enhanced BOGO: Structure BOGO deals (e.g. Stay 3 nights, get 4th free) to allow points members to earn bonus points for the free night. This will encourage longer stays and loyalty redemption.
Tip #3 – Create dynamic, personalized cancellation offers
Rate plans and cancellation windows can be personalized based on guest preferences and booking histories (e.g. more flexibility for higher-value segments).
Tip #4 – Provide direct-booking rewards
Increase direct bookings through your website or app by offering exclusive refundable rates or bonus loyalty points. This will increase direct bookings and reduce third-party commissions.
Tip #5 – Offer tiered advance-purchase flexibility
Create a graduated rate for advance purchase where loyalty levels unlock early or fuller cancellation rights, driving direct bookings earlier and locking in revenue faster.
Top May Takeaways
The guest data collected in May provided a wealth of information about summer 2025, including how people plan, spend, and book travel. Hotels can use the trend of shorter booking windows to revise their offer strategies and opt for popular features such as flexible cancellation policies. They can also upgrade loyalty rewards to encourage bookings throughout summer.
Are you ready to turbocharge your digital strategies to drive revenue growth, and cultivate loyalty? Contact us now at info@cendyn.com, or visit CENDYN.COM.
Nicola Graham
Nicola serves as the Chief Marketing officer at Cendyn. Nicola, who has over 14 years of experience in public relations and marketing, has honed her marketing skills in the hospitality industry for the last seven years. She leads the Cendyn marketing and sales team in her role to generate demand, maintain awareness, and ensure Cendyn’s position as the industry leader for CRM, sales, and revenue strategies. Prior to her time at Cendyn, she managed accounts at global public relations agencies Weber Shandwick and Cohn & Wolfe. She then led the marketing efforts of hotel CRM platform Guestfolio until Cendyn acquired it in 2016. Contact Nicola via her website LinkedIn.
Cendyn
Cendyn, a cloud-based hospitality technology company, enables hotels around the world to use their services. Find, Book and Grow – drive revenue, maximize profitability, and create deeper connections with customers through its integrated solution.
Serving hoteliers for nearly 30 years, Cendyn has over 32,000 customers in more than 150 countries including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. Cendyn has offices around the world to support its expanding customer base.
For more information, please visit cendyn.com.
