Millions of travelers will be packing their bags and hitting the roads this Labor Day weekend to take advantage of summer’s last official weekend.
While most travelers will already have their travel plans booked, you still have a chance to attract last-minute vacationers from your drive markets using Facebook advertising, your own email subscriber lists and social media accounts.
Here's a list of our favorite hotel marketing tips to amplify the number of Labor Day travelers checking in this weekend:
1. Play Up Summer Fun
Amplify all things summer that guests can enjoy at your hotel – soaking up some sun by the pool, the close proximity to the beach, outdoor activities and crisp cool drinks on the balcony. The idea of going back to school and the responsibilities that usually come in fall and winter are already fresh on people’s minds, so it shouldn’t be much of a challenge to evoke a wanderlust for the last remnants of summer.
2. Include Parking
Because of continued low prices at the gas pumps, millions of travelers are road-tripping to Labor Day destinations. It’s the perfect opportunity to create a clever end-of-summer road trip package offering complimentary parking. Is parking already free at your property? Then flaunt it good and often this week! Entice your audience to quickly round up a few friends or family for one last getaway to enjoy the final golden days of summer.
3. Leverage Last-Minute Travelers’ FOMO
There are two types of FOMO that you can incite this week:
- Fear of missing out on the last days of summer.
- Fear of missing out on your last room availability.
Starting today, use your social media accounts and marketing emails to address one or both of these. This is a good use of the scarcity principle to make people aware that yes, summer is almost over. And yes, you still have rooms available. But, no, they will not last long. For instance, “Say goodbye to summer with one last sun-soaked getaway! We’re down to our last 12 rooms this weekend. Get ‘em while they’re hot.”
4. Feed the Foodies
AAA Travel studies show that more than half of Labor Day travelers listed dining as their top activity. Create summer-inspired F&B promos, such as a "So Long Summer Sips" menu of summer cocktails or "Final Flavors of Summer" breakfast or lunch featuring seasonal ingredients. Or, highlight farmers markets, authentic eateries, or events close to your hotel where guests can experience the local flavors of the season.
5. Give Them All the Reasons to Take a Last-Minute Getaway
Create a fun "before the summer ends" bucket list that features fun activities that every traveler should experience before autumn arrives at your destination. Or, put together a Top 10 list of drive-worthy restaurants, outdoor activities or attractions within close proximity to your hotel that Labor Day visitors should experience when they stay with you. Add a personal touch by curating these lists straight from your staff themselves.
6. Encourage Them to Bring the Dog!
Holiday weekends are a great time for regional guests to get away, but what about their dog? If your property is pet-friendly, remind potential bookers that pets are welcome and encourage them to bring Fido along for the ride!