10 Creative Strategies to Boost Hotel Sales During Those Inevitable Lulls

Everyone knows the ABCs when it comes to sales: Always Be Closing. But when those inevitable lulls in generating news sales and leads happen, it’s wise to lean on a lesser-known version of those ABCs: Always Be Creative.

My team and I are no strangers to this, so I’m sharing our top strategies we embrace when we find ourselves in a momentary slowdown of sales activity.

1. Refine Your Sales Strategy

Before you start getting super creative, pause and take the time to reassess and refine your existing sales strategy. You may uncover inefficiencies and new approaches to explore, especially if you get an honest conversation going amongst you and your team. To guide your conversation and decision-making, make sure you understand your Ideal Customer Profile (ICP) and consider conducting a SWOT analysis to refine your pitch.

2. Offer Value-Adds

Offering value-adds is a powerful strategy to increase sales by enhancing your offering without significantly increasing costs for your clients (or undercutting revenue for your business). For example, consider offering a larger event space at the same rate or a premium location for a happy hour at no additional cost. Extra perks not only differentiate your offering from competitors but also help you proactively anticipate a client’s needs, creating a more compelling reason for them to choose you.

3. Push Limited Time Deals

One of the quickest ways to ignite sales is by creating a sense of urgency, even with existing clients. By offering limited-time deals on add-ons, you can make a quick sale while, most importantly, enhancing the experience your client will receive working with you.

4. Create Instagrammable Moments

Creating fun, Instagrammable moments can be a game-changer for boosting engagement and attracting attention. By designing visually appealing and unique experiences – such as vibrant backdrops, interactive installations, or themed photo zones – you provide your clients with memorable moments they’ll want to share on social media. These Instagrammable spots not only enhance their experience but serve as organic marketing tools, as users post and tag their photos, spreading the word about your property.

5. Promote Loyalty Programs

Offering incentives, such as discounts on future visits, with each subsequent booking will create a sense of exclusivity and value that will have clients returning, even if there’s a cheaper choice elsewhere. This not only drives immediate sales but also cultivates long-term loyalty, as clients are more likely to choose your business over competitors when they feel valued and rewarded. Plus, they’ll probably be more likely to refer you, too.

6. Encourage Long-Term Stays

Working from home doesn't always mean you have to work from your home! Promote your working spaces in rooms and throughout your property. Highlight an experience where work is done during the day, then the second the computer closes, they are on vacation the rest of the day. Or highlight the ability to get pampered during their work hours for a nice lunch, dip in the pool, quick spa treatment, etc. Who wouldn’t want to take a meeting with their toes in a pool?

7. Create a Local Partnership

Partnering with local businesses can significantly boost sales for your hotel by creating mutually beneficial relationships. By offering special packages or collaborative promotions with local eateries, entertainment venues, or other vendors, you can showcase a full range of values the customer will experience when choosing you. Offerings can be made both during an event (catering, security, etc.) and after the event (tickets to shows, dinner in the city, etc.). To get even more creative, research your area to find out if any restaurants have won an award and look for opportunities to cross-promote yourself off their current notoriety.

Even if a formal partnership cannot be reached, you can still use the same strategy by personally covering the cost of the perk. The sunk cost can be outweighed by the sale and possible long-term loyalty for taking such great care of your client.

8. Identify Interesting Experiences in Your City During the Off Season 

No city ever shuts down completely. Even snowy Minnesota hosted the Super Bowl in 2018! There will always be things to highlight in your area that can drive customers to you. While all won’t be as obvious as attending the Big Game, look to find things to highlight that will encourage customers to stay with you during slow seasons. Think of yourself as a travel planner and map out how your stay would look and the things you would do if you stayed somewhere in a colder month.

9. Research Past Events for Future Opportunities 

Even if a group didn’t use your space for a previous event, that doesn’t mean they won’t consider you for their next one. Find out who’s held events in similar spaces, then contact them to learn about their needs to see whether or not you’ll be able to offer an enhanced experience. Researching on sites like Eventbrite or quick Google searches for statements like “Top Tech Events in 2024” can help you find information (like this article) on event activity. Also keep an eye on larger organizations in and near your area, who may enjoy hosting local events.

10. Improve Current Client Relationships

Use this time to strengthen your relationships with existing clients. Reach out to check in, offer additional support, or solicit feedback on your property and services. A “thank you” meal or gift card goes a long way with existing clients, too. Even consider implementing a customer satisfaction survey to gain insights into what is and isn’t working.

Lulls are a natural part of selling, but they don’t have to be a setback. By implementing these creative strategies, you can revitalize your efforts, engage with your clients in more meaningful ways, and create new opportunities for growth.