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Black Friday

Hotel strategies, tips & useful resources

 

 

bf

 

 

With the Black Friday frenzy and Cyber Monday madness just around the corner, we believe it’s now more important than ever to start taking advantage of these dates and create marketing initiatives to incentivize direct reservations. Discover the latest Black Friday trends, strategies, and examples to step up your strategy and boost direct conversions.

 

#BlackFridayTHN

 

Black Friday: The Webinar

After listening to this webinar we can guarantee you will learn how to do the following points:

1. Build a powerful Black Friday action plan including a campaign timeline template
2. Craft the best hotel Black Friday offers
3. Communicate the offers effectively across all your marketing channels
4. Optimize your hotel's website messaging to boost conversion rates 

 

So what are you waiting for? Listen to our webinar recording and discover effective ways to increase conversion of your hotel's Black Friday traffic.

Our Black Friday Figures

Last year we conducted a study to analyze the impact of Black Friday in hospitality. For the analysis, we took into consideration clients who conducted a Black Friday campaign – 6,5000+ hotels worldwide – comparing their Black Friday campaign results dating from November 13th - 27th 2023 to the results obtained in the previous month of Oct 17th - 31st 2023. 

 

 

1. A higher percentage of users make searches in the booking engines of hotels showcasing Black Friday offers

Hotels conducting dedicated Black Friday campaigns observed on average a substantial 22% boost in the number of visitors completing a search on the booking engine, while the control group only experienced a 6% increase.

 

2. Hotels promoting Black Friday campaigns experienced an impressive 43% surge in website conversion rates

Hotels actively promoting special offers witnessed an average surge of 43% in website conversion rates, whereas hotels in the control group experienced only a marginal 2% increase during the same period. 

 

3. Black Friday offers don’t mean hoteliers are missing out on revenue 

Using effective website messaging, these hotels engaged with their website visitors, encouraging them to spend more to access exclusive offers, resulting in an average of almost 18% increase in revenue per booking, surpassing the 12% uplift observed in the control group.

 

Click here to read the full report and discover how much of a positive impact special date-centric campaigns can have on hotel performance results.

 

Black Friday Direct Booking Strategies

With Black Friday and Cyber Monday coming up, now’s the perfect time for rebounding hotels to seal the deal and for others to kickstart their process. Let’s take a look at effective strategies to help you capitalize on the upcoming Black Friday demand and optimize your direct booking conversions. Side-scroll to view the different examples we've laid out for you.

 

1. Keep messages relevant using segmentation

During Black Friday and Cyber Monday, customers will expect to see discounts when they arrive at your website. Use targeting rules to put the right message in front of the right customer based on their profile or search behavior to make sure your message resonates and makes sense.

 

User non-user - Black Friday 2022

 

 

2. Create a sense of urgency 

Give users an extra nudge by creating exclusive deals with a clear time limit and use a countdown clock to make sure they know the exclusive flash sale is valid for one day only. Additionally, keep intent-on-leaving website visitors interested through an Exit message that highlights the time limit of your offer.

 

Countdown clock - Black Friday 2022

 

Use geo-targeting rules to show personalized messages to website visitors searching from your local market and spark interest for domestic travelers. Let them know what special benefits they can get from booking a staycation with you!

 

3. Remind your visitors who you are

Potential guests browse the market before Black Friday and Cyber Monday even begin to find their ideal accommodation. However, the booking itself is often made on the days with savings. So, make it easy for users to come back to book by letting them save their hotel search and receive an automatic email with their search preferences.

 

Review summary - BF report-1

 

4. Get creative with your marketing initiatives

Come up with innovative ways to attract your potential guest base. Offer clever deals around the Black Friday dates, and don’t forget to shout them out across your website. Try using a Layer with a clear call-to-action to take visitors directly to the booking engine with the offer applied. 1, 2, 3 - booked!

 

 

 

Mobile - Black Friday 2022

 

 

 

 

 

 

 

Resources to help you match the Friday Frenzy

Need help finding marketing inspiration for Black Friday and Cyber Monday? Check out these articles, they might help to kickstart your brainstorming process...

 

Extra Initiatives Hoteliers can take

1. Reassure visitors that your offering the best available rate

Let visitors compare prices without leaving your hotel website to convince them to book directly with you. Controlling the price of your hotel’s rooms online is a vital part of growing your direct channel performance. If potential guests can find lower rates on OTAs or other third party channels, chances are they will leave your website to book there instead.

By providing clear communication about your rates and taking relevant action when your rates are
indeed being undercut, you will be able to better combat price disparities and convince more visitors to book directly with you. Discover 4 winning strategies to combat price disparities on your hotel website

 

2. Grow and engage your marketing database

In addition to creating vivacious social media campaigns and marketing initiatives for Black Friday and Cyber Monday, now’s the perfect time to shift your attention to building and nurturing a strong community of potential guests for your marketing actions. With our latest Form Builder tool, you can use eye-catching Layers with an integrated form as an effective way to grow your marketing database. Engage your website users and encourage them to subscribe to your newsletter so you can keep them updated about your upcoming Black Friday deals and marketing material.

Boost your direct bookings this Black Friday

With the highly-anticipated fall frenzy right at our doorstep, it's now incredibly important to boost communication with guests and strengthen your direct channel. Schedule a meeting with one of our experts to discuss how we can help you optimize the the online booking experience  to increase your demand and reservations during these opportune dates.