This week's freebie: Creatively extending your resort's prime season will ensure you can meet your revenue targets all year long.
Resorts face many unique hurdles.
They're harder to reach, most often located in beachfront or mountainside settings. They demand higher room rates and require longer stays. And, they are sandwiched in a cluster of similar resorts - making it confusing for guests and difficult for any single property to stand out.
Sophisticated marketers can offset these challenges with skillfully orchestrated tactics that communicate the value of the resort to potential guests.
One method every resort should have in their playbook is to manage seasonality.
Sustaining a steady stream of bookings, even during low season, requires unfettered creativity. This can include partnering with local events, offering packages tied to seasonal activities, special dinners, talks and tastings, and promoting staycations to the local and regional market.
One of our favorite examples is the Couples Resort Jamaica's 'Camp Couples' promotion, which is marketed as an adults-only, sleepaway camp during its off-peak season. Mimicking the exciting experience of your childhood summer camp, the June through September promotion featured a daily itinerary of outdoor fun, new discoveries and endless ways to connect.
This type of innovation will help you meet revenue targets and outperform the comp set every month of the year.
2941 W. Cypress Creek Rd
Fort Lauderdale, FL 33309
Dave Spector is a Partner in Tambourine, a 34-year old marketing technology firm specializing in driving demand, revenue and direct website bookings for tourism and hospitality clients around the world. The firm has offices in Fort Lauderdale, New York City and Bogota. Prior to Tambourine, Dave was chief marketing officer for a global software company, managing an annual marketing budget of $15 million dollars across 17 countries. Earlier in his career, Dave was a founding member of two start-ups that eventually become thriving public companies whose current revenues today exceed $300 million dollars. Dave lives in Delray Beach with his wife and daughter who constantly remind him that he knows very little about anything!
Partner: Tambourine Hotel Marketing