Webinar recap: Low season strategies

The fall is officially upon us and that means many of us are entering our shoulder and off-seasons. But just because the weather is dropping that doesn’t mean that reservations have to follow suit! In this webinar, we shared strategies to keep bookings up and tips for going into your next season strong.

Watch the webinar below, or jump down to the highlights and key takeaways for a high level overview of the presentation.

 

Quick highlights

  • OTAs will account for 17% of total U.S. travel bookings in 2017
  • OTAs are responsible for 28% of all mobile bookings
  • Estimated incremental direct reservations from listing on OTAs for independents is 26%
    • People use OTAs for research or inspiration and then will search for your site directly
  • 83% of leisure travelers use the Internet to plan their trips
  • 95% of travelers use search engines to research destinations
  • 65% of people who book lodging book it online
  • More than 50% of your website traffic should be from organic search results and Search Engine Optimization (SEO) should be assisting that traffic
  • The average ROI from SEO-related revenue should be 594% when partnered with an agency
  • Average online lodging conversion rates are 1 – 3%
  • After one purchase with you, a customer has a 27% chance of returning and after a second or third they have a 54% chance of returning
  • A repeat customer has a 60 – 70% chance of converting online

Key takeaways

  • There are many benefits to partnering with the OTAs
    • Increase your customer base with new clientele
    • Increase revenue and occupancy
    • Drive mid-week and off-season bookings
    • Assists in increasing average length of stay
  • Negotiate commission costs
  • Promote inventory during various need periods and your low season
  • Utilize minimum night stay requirements
  • Ensure you have Google Analytics installed on your site so you can measure the results of your SEO efforts and revenue
  • SEO is a marathon, not a sprint – it’s an on-going strategy
  • Partner with local businesses to offer unique packages or specials for your guests where they’ll benefit from customers as well
    • Ask for coupons or discounts from local restaurants, wineries, or breweries that you can pass onto your guests
    • Create exclusive packages around upcoming events or festivals
    • Highlight off-season activities
  • Retarget repeat guests with
    • Email marketing
    • Social media
    • Promo codes
    • Incentives
    • Handwritten cards

Conclusion

Many independent property owners are hesitant about working with OTAs but you’ve got power in that relationship to make it work for you and improve your online bookings! By working with the OTAs, investing in SEO, and keeping in touch with repeat guests and other local business owners, you can have a strong low season this year.

Watch the webinar recording and view the presentation for a deeper dive into this topic.

Further reading

Published: September 28, 2017