Event, full?

Get proactive with event planning and boost bookings

Events and seasonal attractions can bring big visitor numbers and big business for accommodation providers. However sometimes it can be difficult to really capitalise on the influx of visitors, ensuring these potential guests know what’s on offer – particularly when you’re working within a competitive local market. 

Be it a marathon, regional sports tournament, annual festival, expo, concert, trade show, or any other organised gathering big or small, each arrival in town brings with them the chance for a new booking. Here it pays to think big (partnering with larger organisations to support events), and to think small (checking the calendar for annual events that may fly under the radar and supporting these with different incentives). Networking with your local tourism board and other operators can also help boost the overall economy in your town and make it more attractive to visit at other times. It’s a win-win situation that helps strengthen business and local communities. Here are some ways to make it happen…

1. Make It Official

Visitors will often wind up on the official tourism website when searching online for information before their trip. Advertising on these sites will mean your accommodation is put in front of the very people who are looking out for a place to stay. You can partner with the local tourism boards who manage these sites to ensure highly visible placement of your brand. Some will have pages specific to an event, with a list of suitable accommodation close to the event – a good way of getting in front of a strong prospective guest.

2. Sponsor the Event

To really get your name out there with event attendees, why not become a sponsor? This shows your dedication to the community around the event, as well as putting your brand front and centre throughout the run-up to the event.

3. Package it up

Pair with other local businesses to create packages for visitors, which you can then advertise with the event organiser or tourism board. Include spas, restaurants and other attractions, along with a stay at your hotel or motel – all at a discounted rate. Time-pinched visitors love having some decisions made for them, especially when it equates to a good deal.

4. Advertise around the Event

Market yourself to those who attend or visit for these events. For instance, if the autumn leaves cause an influx in visitors for your town, try some Facebook advertising that targets nature lovers and photographers. If a big football event is coming to your town, advertise with your regional club or pair with a sports gear store to offer a discounted rate for sports-mad shoppers. Geo-targeting campaigns at the main visitor sources can be incredibly valuable here.

5. Kick it up

Get in touch with the local high school or sports clubs and offer a discount for travelling teams looking to stay for competitions and tournaments. You could go the extra mile and offer a package deal of sports drinks, high protein breakfasts, after-game snacks etc.,

6. Cheer it on

When visitors come to a destination for an event, their accommodation is the base that anchors their stay. Hyping the event and showing interest when your guests check in will help them feel excited. Try themed drinks or add ambience to your lobby. Getting amongst this atmosphere will help guests feel they made the right choice (and they’ll be more likely to book again the following year).

7. Host Events yourself

If you have the space, hosting an event within a local festival ensures you can be a big part of the programme. A poetry reading in the restaurant, an art exhibition in the lobby, a barbecue in the beer garden after the big game – each will bring visitors and guests. Build on it every year to make your event bigger and better.

In Summary

Being an active and philanthropic partner to an event will make more impact than if you sit back and wait for bookings to come in, and smaller events away from the traditional seasonal arrivals can be worth their weight in gold.

This is because guests are likely to choose you again when they visit at another time – meaning your efforts can pay dividends year-round to smooth out traditionally quieter times.