2021 will bring optimism, hope and opportunity for the UK hotel market. But how do we plan ahead when we are not able to dictate when the hospitality and travel industry can fully operate in a normal environment?
Some of the many unknowns are the Covid tierings, the impact of Brexit and inbound tourism, Sterling exchange rate, increased cost bases and VAT changes, to name a few.
Independent hotels must look to nurture the domestic market for 2021 and assume there will be an appetite for UK breaks and holidays. Properties should take a positive and pro-active approach and be ready to take direct bookings, with the assumption that the spring and summer months in particular are a good direct sales prospect.
Q1 2021 presents an opportunity for sense checking your proposition and preparing your marketing activity and distribution.
The easier option is to distribute inventory via OTAs to reach a large audience. The downside however, is the commission and the pressure on discounted rates as the OTAs look to build momentum and make up for depressed revenues.
Having a planned approach with seasonal campaigns mapped out, rates loaded on the PMS and synched to your booking engine, direct metasearch feeds on Google, plus pre-payment rates loaded to help cash flow, all present a better option.
- Initiate your marketing activity
- Implement your rate strategy and distribution
- Refine your gift vouchers with a pre-paid system
- Communicate your key messages
- Drive the direct sale
Ensure attractive imagery, clear messaging, limited rates, be easy to book direct – with consistency in everything you do.
Innitiate can take forward for you and fulfil all elements as an extended team member at the fraction of a cost of using an agency or adding a marketing position to your payroll.
Stephen Callis | stephen@innitiate.co.uk
