TribalogicSummer bookings are certainly easier to come by than other seasons, so many property managers don’t actively plan for how to make the most of them. The web is filled with articles about increasing reservations during the shoulder periods. We even wrote one! Why change your strategies for summer season bookings? Summer bookings can be plentiful. However, there are strategies to attract bookings for your holiday lets that provide opportunities for optimum revenue. These strategies are important, as they will give your holiday rentals company a significantly higher summer season revenue during this time. For many property managers, Q1 is when many properties are booked for the summer season, as people make their plans for the warmer months ahead. So we’ve detailed below what you can do now, to boost your holiday rental revenue this summer. How to increase summer season bookings revenue Property latency (or lead time) Before you get started you should fully understand the latency of your holiday properties, which is how far in advance guests book your summer vacancies. You will then know when the most important time is to promote your summer season. There has been in a change in latency over the last two years due to COVID, so if you have the option to look further back, then that will provide the most relevant information. Where to find your Property Latency In the Bookster holiday booking system, this latency information is easy to locate, simply check in our Booking Insights tool. If you don’t use Insights, check your bookings for previous summers, and identify when each guest booked. Identify your profitable guests Not every booking brings the same revenue. The type of guests you attract at different points during the year will make a big difference to your profits. Let's look at a couple of different types of guests. The business traveller A lone business traveller may stay midweek for 4 days, with gaps at either side of the stay. This guest provides reliable income during the lower season when other bookings are more scarce, but a lower revenue per booking. The mature travellers In contrast, a group of 2 retiree couples could stay for 2 weeks during the low season. They would make a single rental payment for a longer period, with no gaps and creating reduced cleaning, payment gateway, and concierge costs. This provides a higher revenue per booking than the business traveller. So out of the summer season, corporate guests are very attractive for filling mid-week gaps, and you may wish to attract business travellers and mature travellers then. However, in the summer season, it is a valuable practice to market your properties for other types of tourists too. Who is best for your holiday home? The type of guests you attract depends highly on your properties; suitability, size, number of beds, and features. If you have a 1 bedroom property with facilities to support a group booking, for example by providing the extra guests a sofa bed or day bed, then you could actively promote this feature to attract a larger group of 4. Or if you have rooms shut off during the shoulder season, consider opening these up. Both of these strategies could attract a group booking or a family with increased ‘Additional guests’ revenue. How will these guests see themselves in your properties? Simple. Put the features they will use and most value in your property photos (see below). Summer property photos The photos of your holiday home, apartment, or cottage should reflect the summer season, and be filled with sunlight, sunsets, and vibrancy. Take a look at the photos you have of your property with summer activities in mind - kids sandals in the hallway, carefully placed towels next to the pool. Don’t have a pool? Don’t worry! Have a think about what can be enjoyed at your holiday home during the summer. For example, a photo of a couple of fruit smoothies on the garden table overlooking the view. Or create the scene for a place to read whilst enjoying the view from the balcony. The goal is to inspire the imagination of your guest. Summer photos of the local area Adding photos of the summer activities that can be done near your property will help guests. They will get a feel for what they will be able to do during their holiday, like walking to the local beauty spot, cycling in the mountains, swimming in the sea. Don't forget Google As Google will recognise the photos of your properties and rank your website better based on good information, it is good practice to rename the photos for Google and the other search engines. Don’t leave the name with the code that comes out of your camera! This will help any holidaymakers find your website if they are browsing summer locations in Google images and help you rank higher in Google and Bing. Property listings descriptions Property listings are much forgotten. Many managers upload their property descriptions and then forget about them. This is an oversight. Showing Google that your website has fresh content will help it rank better on the search engines. But there are other benefits to creating season-related content. Re-writing the description with content for the summer months will provide a greater opportunity to rank for these locations for Google searches such as ‘Carlisle summer holiday flat with garden’. Painting a picture of the property and location during the summer months can really capture the imagination of holiday-makers looking at your property listing. What's more, it can really help you stand out from your competitors. Take the time to consider what your ideal guest will need, make sure you have it, and then highlight these features to attract this type of guest.
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Attract summer bookings and increase revenue with images of summer scenes - Increase summer revenue by attracting profitable guests to your holiday lettings with seasonal activities in the garden.

The summer season is usually more attractive.

But applying these techniques can make a big difference to overall revenue.

Summer bookings are certainly easier to come by than other seasons, so many property managers don’t actively plan for how to make the most of them. 

The web is filled with articles about increasing reservations during the shoulder periods. We even wrote one!

Why change your strategies for summer season bookings?

Summer bookings can be plentiful. 

However, there are strategies to attract bookings for your holiday lets that provide opportunities for optimum revenue.

These strategies are important, as they will give your holiday rentals company a significantly higher summer season revenue during this time. 

For many property managers, Q1 is when many properties are booked for the summer season, as people make their plans for the warmer months ahead.

So we’ve detailed below what you can do now, to boost your holiday rental revenue this summer. 

How to increase summer season bookings revenue

Property latency (or lead time)

Before you get started you should fully understand the latency of your holiday properties, which is how far in advance guests book your summer vacancies.

You will then know when the most important time is to promote your summer season. 

There has been in a change in latency over the last two years due to COVID, so if you have the option to look further back, then that will provide the most relevant information.

Where to find your Property Latency

In the Bookster holiday booking system, this latency information is easy to locate, simply check in our Booking Insights tool.

If you don’t use Insights, check your bookings for previous summers, and identify when each guest booked. 

Identify your profitable guests

Not every booking brings the same revenue.

The type of guests you attract at different points during the year will make a big difference to your profits.

Let's look at a couple of different types of guests.

The business traveller

A lone business traveller may stay midweek for 4 days, with gaps at either side of the stay.
This guest provides reliable income during the lower season when other bookings are more scarce, but a lower revenue per booking.

The mature travellers

In contrast, a group of 2 retiree couples could stay for 2 weeks during the low season.
They would make a single rental payment for a longer period, with no gaps and creating reduced cleaning, payment gateway, and concierge costs.
This provides a higher revenue per booking than the business traveller.

So out of the summer season, corporate guests are very attractive for filling mid-week gaps, and you may wish to attract business travellers and mature travellers then. However, in the summer season, it is a valuable practice to market your properties for other types of tourists too. 

Who is best for your holiday home?

The type of guests you attract depends highly on your properties; suitability, size, number of beds, and features. 

If you have a 1 bedroom property with facilities to support a group booking, for example by providing the extra guests a sofa bed or day bed, then you could actively promote this feature to attract a larger group of 4.

Or if you have rooms shut off during the shoulder season, consider opening these up. 

Both of these strategies could attract a group booking or a family with increased ‘Additional guests’ revenue.

How will these guests see themselves in your properties?

Simple.

Put the features they will use and most value in your property photos (see below). 

Summer property photos 

The photos of your holiday home, apartment, or cottage should reflect the summer season, and be filled with sunlight, sunsets, and vibrancy.

Take a look at the photos you have of your property with summer activities in mind - kids sandals in the hallway, carefully placed towels next to the pool. 

Don’t have a pool?

Don’t worry!

Have a think about what can be enjoyed at your holiday home during the summer.

For example, a photo of a couple of fruit smoothies on the garden table overlooking the view.

Or create the scene for a place to read whilst enjoying the view from the balcony.

The goal is to inspire the imagination of your guest. 

Summer photos of the local area

Adding photos of the summer activities that can be done near your property will help guests.

They will get a feel for what they will be able to do during their holiday, like walking to the local beauty spot, cycling in the mountains, swimming in the sea. 

Don't forget Google

As Google will recognise the photos of your properties and rank your website better based on good information, it is good practice to rename the photos for Google and the other search engines. Don’t leave the name with the code that comes out of your camera!

This will help any holidaymakers find your website if they are browsing summer locations in Google images and help you rank higher in Google and Bing. 

Property listings descriptions

Property listings are much forgotten.

Many managers upload their property descriptions and then forget about them. 

This is an oversight. 

Showing Google that your website has fresh content will help it rank better on the search engines. 

But there are other benefits to creating season-related content.

Re-writing the description with content for the summer months will provide a greater opportunity to rank for these locations for Google searches such as ‘Carlisle summer holiday flat with garden’. 

Painting a picture of the property and location during the summer months can really capture the imagination of holiday-makers looking at your property listing. What's more, it can really help you stand out from your competitors.

Take the time to consider what your ideal guest will need, make sure you have it, and then highlight these features to attract this type of guest.  

Your summer activities blog

Your blog is an ideal location to attract your ideal guests to your holiday rental website.

Use summer holiday keywords to promote summer activities and local events, giving a locals insider viewpoint on what to do, and remember, link back to your nearby properties. 

Set up your business rules

Don’t get caught out by a lone booking in the middle of the week, leaving it difficult to fill gaps. 

Consider the type of customer you can attract, and what they are looking for in their holiday.

You may wish to consider adjusting the following business rules:  

  • Minimum stay rules to attract longer stays with extended minimum stays
  • Price increases during your peak period or local events. If you're unsure, use our Smart Rates Dynamic Pricing Suggestions to understand prices across your area
  • Discounts to fill any last-minute gaps
  • Cancellation rules and refund terms.

The summer season is usually more attractive.

But applying these techniques can make a big difference to overall revenue.

The features of Bookster holiday booking system have been designed to help you maximise your profits and grow your holiday home business. 

Get in touch if you would like to know more. 

The summer season is usually more attractive.

But applying these techniques can make a big difference to overall revenue.

Graphic of attracting bookings with Bookster on a smart phone

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