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Summer Hotel Marketing

Put Some Sizzle In Your Summer ADRs

May 17, 2016

It’s that time of year again!
Summer is around the corner and there’s an almost unlimited supply of hotel deals to be found, so your standard 10-15 percent off summer promo isn’t going to draw much attention when every hotel on the block is offering the same deal.

The solution? Win at the summer rate game by not playing at all. Here are three creative promo ideas that will set you apart from your neighbors this summer without slashing your rates:

1. Minimum Stay Promotions – Version 2.0

Tiered minimum stay discounts are a tried and true revenue strategy for any hotelier looking to increase length of stay, but how low are you willing to go for the extra night?

Why not experiment instead with a tiered value-add promotion? You can start off small with a no cost add-on (free late checkouts are easy) and increase your offering based on length of stay. Evaluate your hotel amenities and get creative with your freebies. Think upgrades, F&B credits, local attraction tickets, etc. The best aspect of value-adds is that unlike straight price discounts, they can be used strategically to help drive incremental revenue. A small money voucher towards your spa or restaurant can entice a guest who might not normally do so to book a massage treatment or dine on-site.

(Side note: we all know that guests will not hesitate to leave a dreaded bad review on a service, regardless of whether or not they had to pay for it. Make sure that your free Wifi offering can stand up to House of Cards streaming, your free breakfast toast isn’t stale, and your free shuttle driver can suppress his road rage.)

Lastly, there’s no sense in only advertising a 4-night offer to guests who are specifically looking to book four nights. Make sure that the full promotional details are visible not only throughout your website, but also within the booking engine environment for guests searching any length of stay. “Add one more night to your stay and we’ll throw in a free oceanfront upgrade!”

2. Customize Your Offer to Your Specific Audience

The key to conversion is simple: offer the right price to the right guest at the right time. In other words, your summer promotions shouldn’t be one size fits all!

Dynamically customizing your offers based on customer behavior, demographic and location will not only improve your quality of traffic but will also enhance the guest experience. Think about your target summer audience. Is it your local drive market? Consider reaching out to guests in neighboring cities with a free valet offer, or even a gas card. Targeting families? Create a unique landing page that highlights your kiddie pool or your suites with kitchens. Consider loosening up your cancellation policy on an advanced purchase international offer since that guest is basing their trip around finding flights. A little personalization goes a long way, so put some thought into who you’re advertising to this summer, when they’re booking and what would specifically appeal to them.

3. Enter to Win More Bookings!

Contests are a fun way to significantly broaden your audience through social sharing and word-of-mouth marketing. With a little strategy involved, a summer contest can result in both an increased engagement ROI as well as actual revenue generation. 

How? Put together a prize package compelling enough to drive business to your biggest need periods. For example, any hotelier in Miami Beach can tell you that they’ve considered standing on the corner and begging for weekday business in July. If your target audience suddenly had the opportunity to win a penthouse suite upgrade and a $200 resort credit just by shifting their 3-night vacation to start on a Sunday rather than a Friday, that Miami hotelier might also see a nice shift in their summer weekday occupancy.

Work in a corresponding ad campaign across social channels to boost excitement and entries, and follow up with killer content around the prize winner on property and voila! You’ve reached a whole new base of guests who are eager to see what you’ll come up with next. Don’t forget to email all non-winners with a unique offer as a consolation prize, like a free welcome amenity if they can refer a friend to book over the same period. (There’s that customization that we keep mentioning!)

Read more ideas for driving hotel revenue this Summer.

 About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit:

Hotel Marketing This Summer: 5 Ways to Heat Things Up

June 2, 2014

Tambourine: Hotel MarketingYou have three months. Three short months to capture the frenzy that is summer travel. The kids are out of school. The polar vortex has receded. Families everywhere hover over their computers deciding on where to go and what to do. Meanwhile, you’ve just spent nine months booking romantic getaways, social events, and business travelers. Now you must convince mom and dad that your hotel is the best place for their family’s summer vacation.

89% of Americans plan to take a summer trip this year.

The good news is summer travel forecasts look better than last year. According to TripAdvisor’s annual summer travel survey, 89% of Americans plan to take a summer trip this year. That is a 6% increase over last year. In other words, you have the opportunity to make this the best summer in years. Here are some tips on making it happen:

Promote your location:

While your winter travelers may be more interested in staying inside, summer travelers want to get out. Focus your social media posts on local historical sites, things to do outdoors, and shopping areas. Don’t forget to include a little something for everyone in the family. Mom and Dad might decide on the hotel, but Junior is the catalyst for that choice.

Make everything sunny:

If you haven’t done it already, replace any winter and spring website pictures with summer photos. Update the main photos on your social media pages to reflect summer on your property or in your city. People are looking for daylight and sunshine. Give it to them!

Summer-ize your menus:

While fine dining restaurants change their menu every season, your casual restaurants and pubs tend to serve similar food year-round. The easiest (and least expensive) way to make your menu ready for summer is to simply change your menu wording. Your appetizers can become School’s Out Snacks and your salads can become Summer Salads. However, if your menu is full of heavier fare, you will need to add some lighter options. Every summer menu should have at least three salad choices.

Get wet:

Summer means watersports. Spruce up your pool and post pictures on social media. Throw a few rafts and swim noodles in. Offer beach towels for pool users.  Make it look more fun than every other pool in town. Then, go outside the hotel. Write a blog post describing all of the local swim locations and water activities your guests can enjoy.

Be flexible:

Be ready to offer last minute packages and incentives for any slow periods. A recent study by the National Association of Convenience Stores found that 84% of vacationers will travel by car this summer. Create a Jump in the Car and Go package that you can pop online on a Wednesday to bulk up a slow weekend.

Now it’s time to make 2014 your best summer yet!

Are you ready to amp up your marketing this summer? What will you do differently? Let us know what summer changes you’re making in the comments below.

About Tambourine

Tambourine drives revenue for hotels and destinations worldwide using advanced marketing technology. The firm is celebrating its 30-year anniversary. For more information, visit

Fort Lauderdale
New York