ResortsandLodges has been helping properties create and optimize deals, specials, and packages for years, and the question we field most often from property owners and revenue managers is “What works the best?”
Depending on what you’re able to discount, or offer in the form of additional amenities and services, there are plenty of ways to entice travelers to come to your property. However, it’s important to realize the strategy behind discounting, and making it most beneficial for your business.
Offer Discounts Only to a Few Select Customers
Although discounting everyone’s rates is a great way to get people in the door, you can be more strategic by considering standards for these lowered rates including:
- Payment Punctuality/Early Payment
Use Discounts to Show Appreciation and to Retain Customers
Before you start applying discounts, think hard about your reasoning. Is the traveler demanding lower rates? Are properties in your area discounting their rates, causing fewer bookings at your property? Are you seeing fewer repeat guests?
Consider a Guest Appreciation Week/Month at the end of the calendar year where guests that have stayed with you can re-book at a discounted rate.
Discount During Your Off Season
Unless you’re trying to increase the Length of Stay for travelers during your peak season (Stay a Week and Pay for 6), you’ll want to focus most of your discounting to your Off Season, when it’s more important to get people in the door than making them pay full rack rate.
Travelers are most receptive to discounts of 20% or Greater (Click-thru increase 3X’s on average) when viewing specials or packages in a directory or newsletter.
Give the Traveler what they want with Resort Credit
Let the traveler experience everything your property has to offer, including a glimpse into some of your top services and amenities. Some examples of this include:
- Round of Golf
- Spa Treatment
- Health Class
- Meal at Onsite Restaurant
Again, strategy is the key here. You don’t want to give so little credit that the traveler doesn’t feel there’s any value, but you’re goal still needs to be additional revenue coming through on top of this credit.
Example: Property offers $125 Resort Credit (Must Choose 2)
Cost of Round of Golf + Cart = $75
Spa Treatment = $75-90
Health Class = $60
Meal at Onsite Restaurant = $100
Get Your Deals on your Website and Online
ResortsandLodges offers a Deals & Package Directory that is perfect for displaying your upcoming offers and discounts. Your deals will have state/region level exposure and will also be displayed on your business listing. You can upload your packages directly through your Client Center, or send them to firstname.lastname@example.org and our Customer Success Team will be happy to help.