During the pandemic, families were kept separated, and hugs and kisses were swapped with pixelated zoom calls and WhatsApp group chats. The time apart has been a reminder to cherish those important in our lives—and now we can finally celebrate important moments without any restrictions.

After a hard couple of years during and recovering from the pandemic, the prospect of an afternoon tea with Mum or a spa day away is a very real possibility. It's time for hoteliers to help their guests reconnect with their loved ones with a well-crafted Mother’s Day campaign.

Whether you're targeting early or last-minute customers, there's no better time to prepare than now. Here is how you can prepare your website messaging for a successful Mother's Day.

Download our free inspiration booklet for Mother's Day campaigns ›

Ingredients of a Mother’s Day campaign

Gift certificates are ideal for Mother’s Day as they allow the recipient to choose the day. Gift givers don’t need to worry about planning a fixed date for their treat but can instead surprise their Mother on the day.

A website message that hotels can use to promote Mothers Day
You can use a countdown clock to count the days to Mother’s Day.

If you have a Mother’s Day menu or special dining arrangements on the day itself, consider promoting these too.

A Mothers Day menu is promoted on a hotel website
Whitney Peak displays their Mother’s Day menu to arriving visitors.
A Mothers Day afternoon tea is promoted on a hotel website
The Langham Melbourne promotes their afternoon tea as a Mother’s Day treat.


Frantic last-minute gift buying often happens on mobile, so it is important that your campaign is configured for mobile.

A message is shown on both a mobile and desktop device for a Mothers Day promotion
Sofitel Legend The Grand, Amsterdam has configured their campaign to appear across desktop and mobile.


We have created a selection of templates to make it easy to configure your Mother’s Day campaign.

A library of templates that hotels can use to promote Mothers Day on their website
Choose the filter “Holiday and Seasonal” to find our Mother’s Day templates.

You don’t need to worry about turning off your website messages—they are automatically scheduled to expire after Mother’s Day.

If you are feeling adventurous with your campaign, experiment with the inline format, which embeds the message on your website rather than showing it as an overlay. Chat with our team and we will set up a spot on your home page, dining page, or spa page for the message.

Want to get started already with your campaign? View our template library here. If you aren’t a customer yet, contact us through our live chat to get started.

Editors note: This post was originally published in May 2021 and has been refreshed and updated for accuracy and new best practices.

Download our free inspiration booklet for Mother's Day campaigns ›

May 4, 2021
Trends and Insights
Written by
Hotelchamp Team