"Summer lovin', happened so fast..."
"Tell me more, tell me more." All right, I will tell you more.
What if it doesn't have to happen so fast? Allow me to clarify, I'm referring to your hotel's summer leisure season — particularly in the Midwest and Northeast regions of the United States.
Reporting on strategies to extend the summer demand season at hotels is always an exciting topic because, truly, this is one of the many times when I get to hear about hoteliers putting on their creative thinking caps.
I'm always pleasantly surprised at how sales and marketing teams are able to keep their summer programming and packages fresh each year.
While I haven't reported on this exact topic yet this year, I have a handful of summer-demand-related stories under my belt this season so far. And from the conversations I've had with experts, it's evident that the packages and programming they're rolling out on-property this summer already have some extension of the season baked in.
If your property doesn't already have this component, I would say now is the right time to extend those packages and offerings well into the fall — I'm talking through October and November.
Hoteliers are telling me they're seeing an abundance of vacation travelers who are making up for lost time. Giving these travelers a little bit of an extra cushion to book their trips is a win-win for all parties.
But the key with these packages is ensuring they have both an experiential and value-add component. These aren't just buzzwords anymore.
Theresa Hajko, regional director of revenue management at Spire Hospitality, told me the value-adds that continue to be successful at her properties this summer are packages that include food and beverage credits, parking and ones where the properties partner with the brands for breakfast and a welcome beverage.
Hajko said another great value-add idea that is particularly relevant as consumers are paying more at the pump is a "Gas and Go" package. Guests at those participating properties receive a gift card for gas. Something like this can easily translate well in the cooler months and not seem outdated. Hajko told me most of those strategies will remain through October and November to cater to guests traveling for events like NFL games, and youth and college sports tournaments.
You can also extend any package that has an outdoor component, such as the ones at Lark Hotels that include guided hiking and rock-climbing tours.
Most hotels in secondary and tertiary markets across the Midwest and Northeast U.S. also have open-air parking lots. Why not turn those spaces into a profit center while also offering an interactive experience?
Last summer, The Wayfinder Hotel in Newport, Rhode Island, hosted an event on its parking lot that included artificial turf, lawn games and roller skaters serving drinks. I could see an event like this recreated in the fall, especially during tailgating season or on lower occupancy nights.
Perhaps also consider hosting drive-in movie nights on-property. That's a great way to partner with local vendors and bring an experience for families of all ages.
So, to avoid those summer dreams from being ripped at the seams, take the time now to bring your sales and marketing, operations, revenue-management teams and general manager together to reevaluate current packages or experiment with new ones.
For more summer demand stories on Hotel News Now, click here.
How are you extending the summer season at your hotel? Let me know what you think via email, Twitter or connect with me on LinkedIn.
The opinions expressed in this column do not necessarily reflect the opinions of Hotel News Now or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.