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Filmbank and RBI Insights research

Hoteliers rethink promotions in drive to increase occupancy

New ways of thinking about adding value to a guest’s hotel stay could be the key to attracting guests without devaluing a hotel’s brand, according to research undertaken by Filmbank and RBI Insights. More than two thirds of respondents in the survey – of over 200 hotel professionals – have seen a decrease in the number of bookings this year compared to last, with the same number experiencing a drop in in-room spend by an average of 19%.

Methods of boosting occupancy and guest spend are currently most likely to centre around discounting rack rates, with more than half of those surveyed highlighting special deals on rooms and discounts for extra nights stayed as the most successful ways to boost occupancy.

“We’ve asked hotels to tell us what works in terms of promotions. While special deals on room rates are still seen as the most successful, added-value promotions around spa, themed weekends and in-room meal-deals all rate highly with more than 50% of hoteliers claiming they attract guests,” says Majella Griffin, general manager, Filmbank.

72% of hoteliers said in-room entertainment is important for guest satisfaction, more than half know it assists their PR and marketing efforts and experience guests asking about in-room entertainment and 55% reported in-room movie deals as successful. However, 60% of hoteliers do not see the benefit of promoting in-room movies to guests on check-in.

Interestingly, additional consumer research conducted by Filmbank also found that 70% of hotel guests want to find out about the movies they could view in-room even earlier – before they check in.

From the results of this research, Filmbank believes hoteliers could maximise promotional activity by adding a touch of Hollywood to their marketing campaigns.

“What this tells us is that more hotels could use in-room movies to create marketing opportunities as well as generate in-room sales, especially when guests can see great Hollywood content before it is made available on DVD or via satellite television. Hoteliers can even create a buzz around the movies they are offering before the guests check into the hotels” says Griffin.

“Hollywood is one of the biggest worldwide consumer brands. We understand the importance of brand value for both the hotelier and the consumer and are working with some of the biggest Hollywood studios and hotel groups to bring these two sectors together.

“Entertainment promotions in hotels around big blockbuster releases will not only represent added value to the guest, but also provide hotels with a wealth of additional PR and marketing opportunities” ends Griffin.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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