23 Tips
to get into the winter spirit
01. Work with the season, not against it. Once you have people in, they will stay longer in winter because they don’t want to venture out again. What is your F&B and entertainment offering to entice them to stay? 02. Think “cozy”. When people come in from the cold, they want to be instantly warm. Look at cold, hard surfaces and consider how they can be adapted – with rugs or furniture for example – for the winter months. 03. Outside areas need to be sheltered from the elements. That might be overhead awnings fitted with rain detectors that close the roof at the slightest hint of rain. 04. Fire pits are always popular in semi-covered beer gardens. 05. Offer packages that will help pre-bookings. Dinner and a movie or theatre ticket.
08. Longer term, work with your local tourism operators or promotions boards to develop reasons for people to visit your locale and stay for a while. 09. Adjust your pricing if horrible weather starts killing off your bookings – but always keep an eye on profit margins. Consider options that go beyond price cuts. For example, offering long stay incentives or providing discounts in your dining room for in house guests. 10. Invent a promotion and then advertise it. Maybe you can have a pop up in your car park – or even within your pub. Hire an igloo. See how you can work in with local businesses and organise giveaways that will help generate business for all concerned. 11. Find reasons for business travellers to choose you. Internet and other technology is important to road warriors, as is early check in.
06. Use imagery that evokes the best of winter: warm fires, cozy settings, anything that makes your establishment look winter friendly.
12. Work your emailing list. Keep your communication going but fill it with multiple “hooks” that will entice patrons to come back. Never send an email if you don’t have anything to offer. It devalues your comms.
07. May is Australian cocktail month – but keep it rolling for a while longer with cocktails that are suited to winter (eg. not chock full of ice).
13. Use Facebook advertising to target your age demographic in your local area. Use the A/B testing feature so it pushes the best performing ad.
24 | Hotel SA | W W W . A H A S A . A S N . A U
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