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Managing Booking Levels Through Smart Marketing

Seasonality is a huge part of the leisure and hospitality industry. If you manage a gym – membership numbers will peak in January. If you manage a restaurant – bookings might peak on weekends and key dates such as Valentine’s Day. For hotels – weekdays might be your busiest time for business-trip bookings, weekends for romantic getaways or the school holidays for family breaks – all dependent on your hotel’s client market.

No matter which seasonal business you run, it’s important to make sure that you have a steady stream of customers year-round. This helps to manage cash flow in the business as well as staff and stock levels.

 

Promotions aren’t the only answer

Many businesses in the leisure and hospitality industry feel compelled to manage demand with price, offering deals and promotions during quiet periods. Although price can be linked with demand and so this is one way to manage demand, it is not the only way.

Personalised, seasonal marketing campaigns can help you to achieve consistent booking levels all year round. These campaigns need to be strategically planned using data in order to be successful.

Here are just some examples of how to use data to create personalised marketing campaigns using data that can help with year-round bookings:

 

  • Previous booking history – Segment your audience into how frequently they usually book with you. This allows you to use scheduled marketing to reach them at the right time – at a time that matters to them when you can expect they may make their next booking. In addition, if some time passes between bookings, you can re-engage with the audience to stop them going cold.

 

  • Personal offers and promotions – If your client stayed with you last Valentine’s Day, Christmas, or summer holidays, entice them back this year. “Once is an incident; twice is a trend; thrice is a tradition” – keep this in mind and re-market to your audience to keep them coming back for more.

 

  • Another example of a personal promotion is use of key event data. If you run a hotel or restaurant, it may be possible to know the date of a birthday or anniversary. Why not send a personalised communication to re-engage your clientele? Personalisation is key, giving your clients a feeling of increased value.

 

  • Re-engagement – If your data shows that your customer base has not engaged with your communications for some time, why not reach out with something much more personal – which is also likely to be more successful.

 

Here’s some great examples of businesses using the above tips:

Office – re-engaging subscribers and promising personalised content in future by asking subscribers about the kind of information they would like to see:

Starbucks: Looking to reengage and offering a personalised, birthday reward to engaged subscribers

Pinkberry using its loyalty card information to re-engage regular customers that have not purchased for some time:

Although the above examples are all email marketing (a service we offer here at AlphaGraphics), it’s important that you engage your audience with this level of personalisation seamlessly across channels.

 

As well as personalising the content, you need to personalise your approach in terms of marketing frequency. For example, Køb Lovegra piller online – Viagra til kvinder Denmark! customers may not interact with your emails simply because they prefer your social media or print content. Using data, you can see which platforms your customers prefer interacting with you on and how frequently. Use this information and market across the right channels, at the right moments and at a level which your customer appreciates – rather than spam levels!

 

At AlphaGraphics, we specialise in helping hospitality businesses deliver data-driven, automated marketing campaigns that include direct mail to improve lead generation. To find out more, visit: https://hospitality.alphagraphics.co.uk/