“Will we see a change in hotel market segments? We will certainly see a change in online behaviour and all the opportunities that come with that. Set the priority to deep dive into your data. Reservations data can be pulled and analysed now for 2022/23 budgets.
How much did your segments shift and grow? What volume of enquiries did you have and what business did you turn away and which segments displaced potential high value sales? Where did the rate grow and did days of the week perform as expected?
As an example, in 2020 one Journey hotel always buoyant with wedding trade through the summer months had to quickly pivot and attract a very different audience. In a location that demanded travelling further to a remote corner of the UK. This resulted in 2020 being a more profitable year and that change in segmentation has driven repeat business throughout 2021.
The reasons guests stay will not change. However, it is important to identify emerging markets for your hotel. Domestic leisure has been the golden goose in 2020 and as international travel continues to rebound. Is there an opportunity there for your property? Consider your approach, test the market, engage representation and start to think about the mid to long term opportunities.
We expect to see more fluidity in guest bookings. Less tumultuous changes to guest behaviour and most importantly, how the third party channels will erode direct bookings. What innovations will the OTA’s introduce to challenge your direct business? Stay ahead of the game with a well-considered marketing plan.
Ultimately if you see an opportunity in an emerging market, craft a plan, define your goals and go for it. For us, our 2022 ambitions sit around driving offline business online, saving resources and potential lost bookings and continuing to focus on leisure, both domestic and international.”