Holiday bookings: Online strategies for small hotels

What are holiday bookings?

Holiday bookings are travel reservations, such as flights, accommodation and tours, made by guests during holiday periods – although the term can mean different things to different hoteliers around the world. 

In North America, the term ‘holiday’ is generally used in reference to the festive season. In places like Australia and the UK, meanwhile, a holiday is synonymous with a vacation and can refer to pretty much any getaway, although these trips are understandably concentrated around the Christmas and school holiday periods.In short then, holiday bookings tend to be reservations that are made during peak periods for the hotel industry, such as Christmas bookings.

In this blog we’ll explore everything about holiday bookings and how you can profit from them.

Why are holiday bookings important?

Because holiday bookings are reservations during peak periods, it’s critical that your small, independent hotel does all that it can to capitalise on the increased demand for accommodation. Make hay while the sun shines, as the saying goes.

Take the summer holidays in Europe as an example. Even in June 2020, when the world was still largely in lockdown at the beginning of the pandemic, hotel bookings skyrocketed (though the effect of COVID can be seen in the popularity of rural properties in that data set).

Holiday bookings are your true revenue generators, and will often need to cover for the lack of revenue during low and shoulder seasons.

The popularity of these periods can also help you secure early holiday bookings, which can give your property much-needed financial security. What’s more, if a guest books direct you could be paid some or all of the booking fee upfront, which you can invest back into your property long before the guest arrives.

Key takeaways:

• Holiday bookings help maximise revenue during high-demand periods like summer holidays and the festive season.
• Strong seasonal demand can drive early bookings and improve a hotel’s financial stability.
• Direct bookings can provide upfront income that can be reinvested before the guest even arrives.

What are some holiday booking types?

Not all holiday bookings are created equal. Here are a few different types of holiday bookings that you might consider offering at your hotel.

Package holiday bookings

Holiday booking packages see you bundle a room with other products and services – a massage, a meal or drinks, an experience – at a discounted rate. This is a great way to upsell, as it offers a convenient way for guests to secure unique and luxurious experiences.

Early bird holiday bookings

Speaking of filling rooms early, consider offering great value early bird holiday booking packages for a handful of rooms, perhaps until you reach a breakeven point, then work to maximise the revenue you generate on the remaining rooms.

New Year holiday bookings

Don’t get too distracted by Christmas, as the New Year period can be every bit as popular. This can be a great time to attract group holiday bookings as friends and families travel together to celebrate the new year.

Christmas holiday bookings

For most hotels, there’s no more popular and profitable period than the Christmas holidays. Use historical and competitor pricing data to set your rates, and consider offering themed Christmas packages to enhance both the guest experience and your bottom line.

What are some creative hotel ideas for the holiday season?

For hotels looking to secure more bookings this festive season, there are a number of unique Christmas hotel ideas that can help bring more guests in. Creative hotel ideas over the holidays include mulled wine on arrival, tours of local Christmas markets, and themed packages like ‘Festive Escape’ weekends.

Creative Christmas hotel ideas in the USA and Europe might look slightly different to those in the southern hemisphere, but the lists below can still serve as inspiration for those who experience a warmer festive season.  

Christmas hotel ideas

From luxury hotel christmas ideas to the cheap and the cheerful, here’s a healthy serving of inspiration for your upcoming festive efforts:

• Transform communal areas with seasonal décor and fairy lights.
• Use cinnamon, ginger or pine scent diffusers to fill your lobby with festive smells.
• Set the mood with seasonal music (but avoid repetition to minimise guest annoyance).
• Offer themed welcome drinks on arrival, like mulled wine, eggnog or spiced cider.
• Host mini events like tree-decorating afternoons or gingerbread-making classes.
• Offer your guests tours of local Christmas markets, or take them to see Christmas plays and choir performances.
• Offer pre-wrapped gift bundles for guests to purchase as presents.
• Partner with local businesses and holiday pop-ups to offer exclusive discounts.
• A “12 Days of Giveaways” social media campaign to boost your reach over the holiday season.
• If you’re a family hotel or resort, hire a Santa for meet-and-greets with the kids.
• Host regular themed movie nights during December, screening holiday classics.
• Spread the cheer by collecting (and potentially matching) donations for a local charity.

List of hotel Christmas decorations

The best hotel Christmas decorations are those that pair well with your decor and match the overall vibe of your hotel. A family resort might go bright and colourful, with plenty of santa and Christmas character imagery. A luxury hotel, meanwhile, might be more understated, sticking to minimalist white lights hung tastefully around the space, and a few perfectly decorated Christmas trees.

Looking for more hotel lobby Christmas decorating ideas? The following list might provide some inspiration:

• Christmas trees: Placed in the lobby, at reception, in common areas, and perhaps in select guest rooms.
• Wreaths: Hung on doors, walls or behind reception.
• Garlands: Wrapped around stair rails, door frames, mirrors or fireplace mantels.
• String/fairy lights: Hung on indoor trees, windows, outdoor façades and balconies.
• Festive centrepieces: For tables in the lobby, bar or restaurant.
• Elf on a shelf: Let your staff and guests have a bit of fun by placing the elf in cheeky situations.
• Pinecones and foliage: Natural or artificial, for rustic table settings or arrangements.
• Snowflakes or stars: Either window decals or hanging by string from the ceilings.
• Advent calendars: Place interactive displays in common areas for kids and other guests to enjoy.
• Seasonal scent diffusers or candles: Fill rooms with cinnamon, pine, ginger, clove or orange.
• Christmas stockings: Hang in the lobby or above fireplaces in guest rooms.

I don’t have to overthink Little Hotelier. Little Hotelier delivers, and it makes a huge difference when you trust a system. I absolutely love Little Hotelier’s efficiency which conclusively supports my aims and objectives as a hotelier.

Claire Moseley,

Owner

Derwent House

Read more

How can hoteliers boost holiday bookings online?

The importance (and opportunity) of boosting holiday bookings:

• The holiday season accounts for up to 30% of annual hotel revenue in some US markets.
• New York hotel bookings during the Thanksgiving to New Year period increased by 4.5% from 2022 to 2023, reflecting a broader rise in demand.
• By focusing on generating direct bookings, you avoid sky-high OTA fees (15%-25% of total booking value), and gain instant revenue that can assist with cashflow and investments.

Every hotel puts a focus on peak periods, so boosting holiday bookings online as an independent hotelier is about rising above the noise. Here’s how.

1. Spruce up your website

Your website is your digital storefront, and just like a physical storefront, a tired look might put a customer off. Employ a professional or use a tool like Little Hotelier’s website builder to create a stunning site that is capable of taking direct bookings.

2. Offer exclusive holiday deals online

Everyone loves a deal, particularly during heavy-spending holiday periods. Lure guests in with an online-only deal that they can only secure by booking directly with you.

3. Create holiday content

Social media is a powerful tool for hoteliers, as Instagram, Facebook and TikTok encourage escapism and FOMO. Creating holiday-specific content can help serve your hotel up to the most relevant eyeballs.

4. Collaborate with local events

If your area is famous for its holiday events, consider sponsoring, partnering or collaborating with an event. By tying your name to it, your hotel will be promoted to people who are in town for it.

5. Personalise guest experience

Your aim should be to give your holiday guests the most amazing and memorable stay possible, as this will encourage return business. During the booking process ask guests key questions, like why they’re in the area or their favourite foods and drinks, then use this information to personalise their experience.

How can hotels manage incoming holiday bookings?

Hotels can manage incoming holiday bookings by using smart tools to track reservations, allocate rooms and avoid double-bookings. Automated communications (including the promotion of festive packages, add-ons or events) can also streamline your operations, free your staff from low value busywork, enhance the guest experience and make you more money. 

If all goes well, the popularity of holiday periods will mean that the overwhelming majority of your rooms will be occupied. It’s a fantastic result, but one that can make it tricky to manage all of those incoming bookings, particularly for small, independent hoteliers who have hands-on roles and wear a number of different hats.

The solution to this challenge lies in technology. You need a hotel property management solution (PMS) that simplifies booking channel management and automates the busywork to allow you to focus on delivering a high-end holiday experience to your guests.