Black Friday Strategies for Hotels to Maximise Direct Bookings

Everyone knows Black Friday—it's the highlight of the festive shopping season. Traditionally it was a great way for retailers to increase their sales. Now, Black Friday has evolved far beyond its retail origins. With online sales on most sites from apparel to housewares, it’s not surprising that Black Friday has now become an important event for the hospitality industry as well.

We know hoteliers have a great opportunity to capitalise on this shopping phenomenon. Here are the most effective strategies to boost your hotel's direct channel, differentiate yourself from OTAs, and stand out amongst the crowd.

Why Black Friday?

Previously a single-day event, Black Friday has evolved into an extended promotional period. Many hotels launch their promotions as early as mid-November, lasting until Cyber Monday and even after. This extended timeframe is a great opportunity; in fact, successful Black Friday 2023 campaigns saw an average ROAS of 15.1x, with click-through rates reaching up to 35.45%. More importantly, you don't want to miss out on the opportunity to increase direct bookings, crucial for your revenue and guest relationships.

What are the best strategies?

Leverage digital marketing and Metasearch

When travellers search for hotels on platforms like Google or Tripadvisor, they see a list of booking options. To maximise direct bookings, it's essential to make your official website the top choice. While offering additional perks helps increase conversion rates, the first step is getting more visitors to your site.

Metasearch platforms like Google Hotel Ads let booking channels—including your direct site and third-party OTAs—bid for prime visibility. An effective Metasearch strategy helps ensure that potential guests click on your direct link instead of an OTA. The trick is finding the right balance between gaining as many impressions as possible while keeping costs manageable.

To make the most of Metasearch, fine-tune your bidding by targeting:

• Audience location: Focus on markets where your hotel is popular or wants to grow.
• Device type: Adjust bids based on whether users browse on mobile or desktop.
• High-value segments: Prioritise bids for guests more likely to book direct

Combined with methods such as social media marketing, you can have a powerful strategy to increase traffic to the official site. There, you can personalise offers to convert lookers into bookers.

Discounts, value packages and deals

Ah yes, the cornerstone of any successful Black Friday strategy: a well-thought-out discount. This is essential for driving direct bookings, as visitors are used to enjoying special rates during the Black Friday season. Just make sure to strike a balance between appealing discounts and maintaining profitability.

Discounted room rates and vouchers are one way to go about it—but make sure to combine this with other benefits. Research shows that the average discount offered by hotels during Black Friday 2023 was 28%. More importantly, using a discount on top of added perks like direct booking benefits enhances the overall value proposition, and makes offers more attractive to visitors.

Here are some strategies you can implement:

• Package deals with meals and/or activities.
• Additional loyalty points if you have a loyalty program.
• Free room upgrades.
• Exclusive experiences.
• Access to premium amenities like club lounges.

Sometimes, even the smallest value add (such as free champagne on arrival) can help to create a feeling of getting a better deal!

Scarcity and urgency

When visitors feel the pressure of time, they're more compelled to take advantage of an offer or benefit before it runs out. This sense of urgency, combined with scarcity—like limiting the duration or quantity of offers—can encourage them to make a quick decision.

Here are some strategies you can implement:

• Countdown timer: Show a timer displaying the amount of time left before an offer ends. This creates a real-time sense of urgency that can prompt immediate action.
• Social proof indicators: Display the number of people currently viewing the offer or who have booked it in the last 48 hours. Knowing that others are interested adds a layer of scarcity and motivates visitors to act before it's too late.

Personalisation

Discounts and additional perks are great, but they're not universally attractive. A family of four will love a kids-dine-for-free package, but that same offer won't appeal to a couple looking for a romantic getaway. You can take your offers one step further by personalising them based on what each visitor is looking for—factors like customer segment, booking behaviour, and location. For example:

• Customer segments: Tailor promotions to different types of guests. Families might appreciate packages that include tickets to local attractions, while couples might prefer spa treatments or romantic dinners.
• Booking behaviour: Offer special deals to visitors based on how they've interacted with your site—like exclusive rates for newsletter subscribers or perks for returning guests.
• Location: Customise offers for guests from specific regions, perhaps highlighting local experiences that would interest them.

Reward loyalty

While it's great to have new customers discover your hotel and all it has to offer, don't forget about the guests who have been your loyal supporters. These repeat visitors already know and love your property, making them more likely to book again—especially if given an extra incentive. You can engage them through exclusive offers or early bird promotions sent via your newsletter. For instance:

• Exclusive discounts: Provide special rates or packages available only to past guests.
• Early access: Give them a head start on your Black Friday deals before they go public.
• Personalised offers: Tailor promotions based on their previous stays or preferences, like a complimentary spa treatment for guests who have used your wellness facilities before.

Prepare for the upcoming year

As you roll out your Black Friday campaigns, it's important to keep a close eye on how they're performing. This way, you can spot what's working and see what might need a little tweaking for next time. Keep an eye on key metrics like website traffic, conversion rates, and the revenue generated—these numbers will give you valuable insights into your campaign's success.

With this information, you can adjust your strategies on the fly or plan improvements for future promotions. By regularly analysing your results, you'll make sure your marketing efforts stay effective and give you the best possible outcomes in a competitive market.

By embracing these strategies, you're not just setting yourself up for a successful Black Friday—you're also strengthening your hotel's direct booking approach for the future. So, get ready to stand out this Black Friday and make it your most successful one yet!

Looking for ways to boost your direct bookings this Black Friday? Book a demo here.
If you’re a Hotelchamp Convert customer already, please contact our team if you have any questions on how to create your campaigns.