Strategies to Increase Your Hotel Turnover During the Cold Season

Winter poses a particular challenge for many hotels. The travel season is often slower, as fewer guests are travelling during the colder months. However, with the right strategies, winter can also be a lucrative time for hotels. Here, we present some tried-and-tested approaches that can increase your hotel turnover in the colder months. 

The Most Important Points in a Nutshell:

• Develop attractive packages such as ski offers or wellness weekends, to increase capacity utilization in winter.
• Collaborate with the organizers of Christmas markets and winter events, combining accommodation offers with admission tickets.
• Use online marketing to attract new visitors and encourage regular guests to return to your hotel.

Tips for Increasing Your Hotel Revenue in Winter 

1. Develop Seasonal Offers and Packages

You can address the needs of winter travellers with special seasonal offers and packages. Here are some ideas:

• Packages for Winter Activities: Hotels near winter sports areas can put together packages that combine overnight stays with ski lift tickets, sleigh rides, or snowshoe hikes.
• Christmas and New Year Offers: Hotel packages for Christmas parties, New Year's Eve dinners, or winter wellness weekends can attract families and couples looking for a festive short break.
• Romantic Packages for Valentine's Day: February is a great time to promote romantic packages, which can include weekends away with candlelit dinners, spa treatments, and luxurious overnight stays.

2. Take Advantage of Local Events and Festivals

The winter months are often characterized by special events and local festivals that attract visitors. Hotels can capitalize on this by linking up with these events:

• Cooperate with Event Organizers: Form partnerships with organizers of Christmas markets, ice skating competitions, or winter festivals. Offer special accommodation packages that include tickets or exclusive benefits for event visitors.
• Organize Your Own Events: Use your hotel space to host winter events, such as Christmas galas, New Year celebrations, or themed evenings with live music.

3. Targeting Business Travellers

While the number of leisure travelers decreases in winter, business travel often remains stable. You can develop targeted offers to appeal to business travelers:

• Conference and Meeting Offers: Provide customized packages for companies wishing to hold conferences, meetings, or training sessions at your hotel. Attractive additional offers such as free Wi-Fi, technical equipment, and special group discounts can encourage additional bookings.
• Long-Term Stays for Business Travelers: In many industries, longer projects take place in winter. Offer long-stay discounts or special business suites tailored to the needs of these guests.

4. Improved Marketing Strategies

To stay in the minds of your guests and attract new visitors, you need to optimize your marketing strategies. The following measures can make all the difference:

• Email Marketing Campaigns: Use email newsletters to target previous guests and provide them with exclusive winter offers. A personalized approach and special discounts for returning guests can boost bookings.
• Social Media: Showcase your hotel on social media platforms such as Instagram and Facebook. Highlight winter features like cozy fireplaces, snow-covered landscapes, or festive decorations. You can also use contests and influencer marketing to increase your reach.
• Search Engine Optimization (SEO): Ensure your website is optimized for terms such as "winter holiday," "wellness in winter," or "romantic winter weekend." This will help you reach users looking for such offers.

5. Emphasise Wellness and Relaxation

Winter is the perfect time to offer wellness and relaxation. Guests seek retreats to escape the cold and unwind. Here’s what you can offer to capture their attention:

• Spa Packages and Wellness Offers: Offer packages that include access to spa facilities, massages, and other wellness treatments. A winter wellness campaign focusing on relaxation and regeneration can be particularly appealing.
• Sauna and Thermal Baths: Hotels with wellness areas such as saunas, steam baths, or thermal springs should emphasize these offerings in their winter advertising. These services are especially popular during colder temperatures.