If you are looking to increase the midweek occupancy of your small hotel or B&B, there are many options open to you. It’s not simply a matter of slashing your rates. This might sell more rooms but it won’t be healthy for the profit of your business.
Lower rates don’t create demand; they set the wrong expectations for guests and erode your price integrity.
You can keep your rates the same but entice more guests to your property by adding value, creating packages, or using clever distribution tactics.
Here’s how to overcome the midweek blues…
1. Create and promote special packages
Packaging allows you to mask actual room rates with features which add value to staying at your hotel. If your hotel offers additional services like massage treatments, package them together to encourage guests to use services they may not have.
2. Think of your target audience
To attract visitors for a two-night stay you’re looking at a range of about 400km (four hours drive) from your location. Maybe get together with tourist attractions locally to promote midweek breaks that include bus tours, wine tasting trips or a concert.
3. Develop mailing lists
List your best weekend customers and stay in touch with monthly emails profiling midweek special offers and promotions. Remind them that midweek is the best time to visit local shops and attractions; away from the weekend crowds. Mail them midweek discount vouchers.
4. Use your imagination and create special one-day conferences
This might include poetry readings, art shows and other cultural events for during the week. These are especially popular with people in their late 50s and early 60s and these are the people who often have the most disposable income. Maybe hold exhibitions of students’ work in conjunction with local school and colleges.
5. Promote your space to local companies
There are other businesses who could use it for meetings and social events. Be clever and target companies that have branches or offices elsewhere so visiting delegates may need accommodation.
6. Promote midweek weddings
With more people working freelance or flexible hours, weddings during the week are becoming more popular; especially for second marriages or older couples who value the intimacy of a quieter occasion. Make sure they don’t clash with corporate events or any other activity that could spoil the atmosphere.
7. Reach out to the largest restaurants in town
In peak periods of the year such as pre-Christmas you can offer up a special rate to groups with Christmas parties planned during the week at those restaurants.
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