Black Friday is now one of the biggest events in the hotel industry’s promotional calendar. In 2020, Hotelchamp customers with Black Friday or Cyber Monday promotions saw over a 91% average increase in direct revenue. In this blog, you’ll learn how to easily create a successful Black Friday campaign based on the knowledge our team has gained over the years. Plus, you’ll learn how we can help you to get the most out of Black Friday and Cyber Monday in 2021.
Here are our five tips for creating a revenue-driving Black Friday campaign:
1. Keep it simple
The clearer your offer is, the easier it will be for guests to understand what they receive. This can increase their confidence in booking as there aren’t too many strings attached. It is still important to have clear terms and conditions, but don’t add so many that you restrict who can purchase your special offers. In 2020, we saw hoteliers adapting their offers to meet the changing needs of their guests. This meant messaging focussed on reassurance, flexibility and hotel vouchers. This is a trend we expect to continue in the 2021 festive season, as guests are responding positively to this.
2. Be generous with your offer
Around Black Friday, the deal hunters are out and are searching for the best deals they can find. In previous years, hotels have offered discounts as high as 55%, with around 20-30% being the standard discount seen by Hotelchamp. We’re seeing a trend of moving away from high discounting, with more focus on added value and experiential offers. Bundled packages with additional value add-ons like complimentary breakfast or free room upgrades create a generous offer without damaging your rates. Remember that if you are offering heavily discounted rates, you can add terms into these offers that can restrict high demand dates so that you aren’t losing revenue by selling out.
3. Use scarcity and urgency tactics
Put the pressure on by highlighting limited stock numbers or utilising flash sale offers. Flash sales are a great way to create urgency over Black Friday and Cyber Monday while highlighting your offer. Using a Hotelchamp flash sale template, you can countdown to the end of your offer. This creates a sense of urgency for your website visitors to act. We recommend running your campaign from Friday to Monday to increase the exposure and the chance of making more sales.
4. Target mobile shoppers too
Holiday season deal hunters do a lot of research before they purchase. They rely heavily on mobile while doing this research. Make sure you highlight your Black Friday and Cyber Monday offers on mobile. Think about how you can simplify the journey to purchase on mobile too. Can you create a link that applies the discount in the booking engine, rather than having to enter a promo code? Reducing the steps to purchase can help with mobile conversion.
5. Create a full campaign on your website
Our team have created specialised Black Friday and Cyber Monday templates that you can use to easily and quickly set up your own campaign. These are set up with our recommended tool settings. You can simply click and create your personalised campaign in just a few steps.
Before setting up your campaign, unlock our free Black Friday templates and then decide on your campaign set-up:
- Desktop: Floating or Inline Message
- Desktop: Floating or Inline Message
- Mobile: Mobile Floating Message
To see these tips in action, in this video, learn how you can create a successful Black Friday campaign:
If you’re interested in setting up a Black Friday campaign for your hotel this year, click here to unlock your free templates for your website. If you’re a Hotelchamp Convert customer already, please contact our team if you have any questions on how to create your campaigns.
Editors note: This post was originally published in October 2020 and has been refreshed and updated for accuracy and new best practices.