With the winter holidays approaching, many hoteliers are wondering what to expect. You may be asking yourself, “What will occupancy look like?” “What kinds of guests will be arriving?” or “How can I prepare?” With so much uncertainty, even as people become more comfortable with traveling, it can be challenging to know what to expect.

What the Numbers Tell Us

While no one can see the future, we can certainly try to predict it. The American Hotel & Lodging Association (AHLA) conducted a survey to get an understanding of travelers’ plans for the holiday season. The results can help hoteliers get a sense of what to expect in the coming month.

The good news is that 33% of Americans expect to travel for the holidays, according to the AHLA. This number has increased 24% from last year, showing that more people have become comfortable with traveling. Out of all the people surveyed, 23% plan to stay in a hotel, with the rest planning to stay with family or friends.

The AHLA also asked travelers how they plan on getting to their destination. 64% of those asked said they plan on driving while 14% plan to fly. With such a large number of drivers, combined with increasing gas prices, it’s safe to say that many of these holiday travelers won’t be going far this holiday season.

How to Prepare

It’s helpful to know that many people will only be traveling within driving distance. This allows you, as a hotelier, to zero in on the guests that you are most likely to have this holiday season: locals. Targeting customers who are local or within a few hours’ driving distance will help you narrow your focus and channel your energy in the direction where you’re likely to see more of a return. 

In order to attract these local guests, you should highlight the convenience and comfort of your hotel. Make sure travelers know where your hotel is located and what it is located near including stores, attractions, and highways. Guests always want to know that they’ll have a comfortable stay, but it’s important to stress that your hotel is like a “home away from home” and guests will have everything they need to enjoy their stay-cation.

With almost a quarter of all travelers planning to stay in a hotel, the best ways to capture their interest are through social media and review responses. Social media is a great place to show guests what to expect and get them excited with photos of your lobby decorated for the holidays or local events such as a tree-lighting ceremony. You can utilize review responses to inform travelers of important information such as amenities and even location. With all those eyes reading your reviews, it’s the perfect place to put the info travelers want to know.

Winning Guests This Holiday Season

In order to attract travelers and convert them into guests, you need a calculated marketing game plan. You really want to be able to concentrate on travelers that live in close proximity to your hotel. Through social media and review response, you can let these travelers know you offer everything they’re looking for this holiday season. Plus, with travelers staying so local, you’ll want to have an edge over your competitors.

Travel Media Group allows you to do it all for your hotel. Our professional Review Response writers respond to all reviews in your hotel’s voice with the information you want your guests to know. Our Social Media solution attracts guests to your page with compelling content, and our Reputation Management program even allows you to track your competitors and set strategic goals to rank higher and secure more bookings. Sign up now and get started before the holidays are over!