Preparing for the New Season in Tourism: When and How to Start?

To read "Tourism Season Report Card: Evaluate the Season's End and Prepare for the New Season," click HERE.

The tourism sector is a dynamic field filled with evolving demands and changing customer expectations every season. Therefore, preparing for the new season for hotels requires a comprehensive approach that addresses not only operational processes but also marketing strategies. So, when and how should you start these preparations?

Here are some important points to consider when evaluating the season:

1. Developing Pricing Strategies with Early Planning

The first step in the preparation process for the new season is to finalize early reservation pricing. In previous years, this process typically began in February-March, but nowadays it has shifted to September-October. As one holiday ends, we are faced with the user behavior of wanting to make reservations for the next holiday at advantageous prices immediately.

By the end of October at the latest, early reservation prices should be determined and then announced on websites, agency portals, and various platforms. Timing is crucial at this stage. Starting the promotion of early reservation campaigns as soon as prices are set is an ideal strategy to attract potential customers.

2. Defining KPIs (Key Performance Indicators)

The foundation of your advertising strategy lies in correctly defined KPIs. Metrics such as website dwell time, conversion rates, and call center performance should be clarified before the season. Once these metrics are defined, the advertising budget and goals should be shaped in accordance with these KPIs. For example, if a hotel's prices have increased by 20% compared to last year, the advertising budget should be increased by a similar percentage. The advertising strategy should be revised according to the KPIs, and optimizations should be continuously made.

3. Targeting Alternative Markets

If a hotel plans to enter new markets where it did not advertise in previous years, this should also be part of the preparation process. For instance, a hotel looking to enter markets like the United Kingdom, Spain, or Qatar should develop brand awareness strategies in these regions. This requires an entirely new strategy and budget. Brand awareness campaigns are an effective method to capture the attention of potential customers in the target market and positively contribute to conversion rates in the long term.

Additionally, you should focus not only on the brand but also on the destination. How is your destination recognized in the new markets you choose? What is important to the target audience, what are the advantages and disadvantages? You should analyze each of these and determine if there are points where you need to include destination marketing in your brand strategy.

4. Developing and Implementing Advertising Practices

The final stage of the preparation process is transforming the determined strategies into advertising practices. At this stage, advertising texts, visuals, and videos are created and published on platforms suitable for the target audience. Early reservation campaigns, social media strategies, and digital advertising come into play at this stage. The initial goals of the advertisements should be shaped according to the defined KPIs and revised as needed.

Especially when selecting advertising creatives and videos, innovations should be made, and instead of continuing with old visuals, selections that fit your new strategy should be made.

5. Leveraging the Power of Machine Learning in Your Advertisements

In the advertising industry, we are rewriting the rules of the game with machine learning. Unlike traditional static campaigns that appear in front of every consumer, we can launch simultaneous and continuously updating campaigns that leverage machine learning. By incorporating machine learning into your advertising efforts, you can achieve significant contributions in personalization, targeting, automation, and efficiency; thereby building a stronger and more direct connection with your customers.

To see how we have successfully implemented campaigns with machine learning at Selectum Hotels, click HERE

6. Evaluate Performance and Optimize Your Strategy

Throughout the preparation process and after the season has started, all marketing and advertising activities should be continuously monitored, and performance evaluations should be conducted. These evaluations based on the KPIs reveal the effectiveness of the hotel's marketing strategies and allow for necessary optimizations. For example, if advertising campaigns are not achieving the expected conversions, the content should be updated or the target audience segmentation should be re-examined.

7. Adjust the Frequency of Social Media Communication and Continue Engaging

The idea of taking a break from communication after the season ends is quite wrong, as it would negate the efforts you've put in. Instead, the right step here is to continue engaging by reducing the frequency. With a sharing system designed for the off-season, you can continuously monitor the comments, survey results, and social media feedback left by guests about the hotel both after the season and during the early reservation period, thus highlighting the hotel's strengths and weaknesses in real-time. You can use this feedback to improve service quality and develop marketing strategies.

8. Complete Staff Trainings and Preparations

Ensuring that hotel staff are fully equipped and ready is critically important in the preparation process for the new season. Staff trainings are essential for increasing customer satisfaction and enhancing service quality. Particularly with the new season, it is necessary to inform the staff about changing services, updated protocols, or new products to be introduced. These trainings can cover various topics such as customer relations, the use of digital systems, crisis management, sales strategies, social media, and LinkedIn usage.

Additionally, organizing meetings or events before the season to boost staff motivation and strengthen team spirit is important. A trained and motivated team positively affects the overall performance of the hotel and enhances the quality of services provided to guests. This can be seen in the feedback guests provide about the staff 😊

Nowadays, we can say there is no break in tourism. While closing the season, preparations for the new season continue. The only way to manage this is to establish a well-analyzed system throughout the year and always maintain active brand communication.