With Black Friday around the corner, hoteliers have a golden opportunity to boost bookings and revenue by leveraging exclusive deals and promotions. Crafting an effective Black Friday campaign, however, requires more than just deep discounts—it involves a well-planned strategy that appeals to guests, drives direct bookings, and enhances brand loyalty. By preparing your hotel to stand out during this high-traffic period, you can maximize Black Friday’s impact and position your property for long-term success.
Here’s a comprehensive guide on how to prepare your hotel for Black Friday, along with tips on using Seekda’s tools to create targeted, guest-focused marketing campaigns.
1. Set Clear Goals for Your Black Friday Campaign
Before launching your Black Friday promotion, it’s essential to define clear objectives. Ask yourself what you hope to achieve: Do you want to increase occupancy during the off-season? Drive more direct bookings? Attract new guests or reward loyal ones? Each goal requires a slightly different strategy, so identifying your main objectives will help you craft a targeted campaign.
Goal-Setting Tips:
- Establish specific, measurable targets like “Increase direct bookings by 30%” or “Boost occupancy by 25% over the holiday period.”
- Define success metrics early on, such as average booking value, guest acquisition cost, or conversion rates.
Using Seekda’s Tools: Seekda’s booking engine and metasearch integration can help you track campaign metrics, allowing you to adjust your approach to optimize results. By setting clear goals and monitoring performance, you can better understand what works and refine future campaigns.
2. Create Exclusive and Value-Driven Packages
To stand out on Black Friday, offer guests something more than just a standard discount. Instead, consider value-driven packages that enhance the guest experience while preserving your profit margins. For example, you might bundle a discounted room rate with perks like free breakfast, late check-out, or access to premium amenities.
Examples of Black Friday Packages:
- Extended Weekend Getaway: Offer a discount on a 3-night stay that includes a complimentary breakfast or a city tour.
- Holiday Retreat: For guests looking to relax, consider a spa or wellness package with treatments, access to a sauna, or yoga sessions.
- Family Package: Cater to families by including amenities like free meals for children, extra beds, or discounted tickets to nearby attractions.
Bundling these extras with room bookings attracts guests looking for value and makes your property memorable, increasing the likelihood of repeat visits.
Using Seekda’s Tools: Seekda’s KUBE Booking Engine allows you to set up customized packages that guests can book directly, making it easy to highlight exclusive Black Friday offers.
3. Craft Persuasive Campaign Messaging
Your Black Friday marketing message should convey exclusivity, urgency, and value. Use phrases that emphasize limited-time availability, such as “Black Friday Only” or “This Weekend Only,” to encourage immediate bookings. Clear, compelling language that focuses on unique benefits and limited-time value can make your promotion more appealing.
Messaging Tips:
- Use countdown timers on your website or in emails to build excitement and prompt action.
- Highlight specific benefits, like “Save up to 40% on family stays” or “Complimentary upgrades for Black Friday bookings.”
- Make sure the call-to-action (CTA) is clear and prominent to guide guests to complete their booking.
Using Seekda’s Tools: With Seekda’s booking engine, you can set up banners to display your Black Friday offers prominently. This visual prompt can help guests see and act on the promotion right on your website.
4. Leverage Social Media to Boost Visibility
Getting the word out about your Black Friday deals is essential to attracting a broader audience. Seekda’s Metasearch integration allows you to advertise your deals across major metasearch platforms like Google Hotel Ads and TripAdvisor. This added exposure can help you reach more travelers actively searching for deals, while also driving them to book directly with your property.
Tips for Effective Reach:
- For effective metasearch advertising, hotels should actively promote their listings rather than simply submitting standard rates without any additional value indicators. When rates are only listed as is—without tags like “special deal” or “exclusive offer”—the listing may be less competitive on metasearch platforms where travelers often look for standout deals. By highlighting rates with promotion tags, hotels can create a more compelling offer that encourages direct bookings, capturing the attention of travelers seeking value.
- Share visually appealing posts, countdowns, and behind-the-scenes content on social media to engage potential guests. To expand your reach, consider partnering with local influencers. For a more targeted approach, create a dedicated Seekda Circles KUBE specifically for this campaign. This KUBE can feature exclusive offers tailored to the social media audience, making it easy for followers to view, book, and share deals, further amplifying the promotion’s visibility and appeal.
5. Segment and Personalize Email Campaigns
Email marketing is an invaluable tool for Black Friday campaigns, allowing you to connect with past guests and loyal subscribers. Segment your email list to target different audiences with offers tailored to their preferences and previous interactions with your hotel.
Email Tips:
- Teaser Emails: Send “Coming Soon” emails to build anticipation a week or two before Black Friday.
- Exclusive VIP Offers: Offer early access or added perks for loyal guests.
- Last-Chance Reminders: Send a final reminder on Black Friday to encourage last-minute bookings.
Personalized emails that address guests by name and reference their past stays or preferences are more likely to convert than generic promotions.
Using Seekda’s Tools: Seekda’s tools empower hoteliers to execute effective Black Friday campaigns by leveraging targeted marketing strategies. Collaborating with a marketing agency, hotels can design email campaigns that drive guests to dedicated Seekda Circles landing pages or points of sale (POS). These tailored Circles make it easy to showcase exclusive Black Friday deals and create a seamless booking experience for guests, ensuring maximum engagement and a focused promotion that appeals to holiday travelers.
6. Streamline Booking and Payment Processes
A frictionless booking and payment experience can make all the difference in maximizing Black Friday conversions. Ensure that your booking platform is optimized for mobile, as many travelers will book from their smartphones. Seekda’s KUBE Booking Engine and SeekdaPay ensure a seamless experience, from browsing to checkout.
Mobile Optimization Tips:
- Simplify the checkout process by reducing unnecessary fields and enabling auto-filled data.
- Offer mobile-only discounts to encourage bookings on smartphones and tablets.
- Highlight secure payment options, as guests prioritize safety when booking online.
Using Seekda’s Tools: With SeekdaPay, you can provide a fast, secure payment process that ensures guests can book with confidence. Highlighting the security and simplicity of your payment methods reassures guests and minimizes drop-off rates.
Conclusion: Make the Most of Black Friday with a Strategic Approach
Black Friday offers a prime opportunity to attract new guests, increase direct bookings, and elevate your hotel’s revenue. By planning a strategic, guest-centered campaign and leveraging tools like Seekda’s booking engine, payment solutions, and marketing integrations, you can create a memorable Black Friday experience that drives bookings and leaves a lasting impression.
As you prepare for Black Friday, keep these tips in mind to ensure a successful campaign that not only boosts bookings but also builds guest loyalty. With the right approach, this holiday shopping event can be a powerful way to grow your business and reach more guests.
