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A group of Balinese people walking in the rain while the season affects the performance marketing of the hospitality business.

How the Season Affects Performance Marketing Campaigns

December is weird. It’s like a roller coaster.  Hoteliers are glad for a while because the end of the year always brings a lot of bookings. But then comes the rainy, low season. Your hotel’s performance marketing goes down as tourists show no interest in a muddy Bali. No worries, because you are not the only one who faces this. We have broken down the reasons and some smart strategies to get your hotel noticed in the quiet market.


December: A Seasonal Change

As a hotelier, you may see a big change on the island throughout the year. In the high season, your hotel is full of guests from all over. It’s exciting and busy, with everyone eager to see the island and have fun. 

But once the high season ends, things get very quiet. The streets and shops that were full of people are now calm and empty. This change is a challenge for every tourism region, especially Bali. From November to March, it seems like there is nothing hotels can do except wait for the rain to stop and lower the prices.

Why does my hotel struggle with Performance Marketing due to Low Season?

The wet, rainy season does not help! When you hear the word “Bali,” what comes to mind? Beaches, Ricefields, and Sun right? If that’s what you imagine of Bali in December, just forget it. Rain would not allow you to surf or even enjoy the warm sunsets. No wonder there are not so many tourists at this time of the year.

“Why does this have an impact on my performance marketing?” You may ask. Bali Tourism and Immigration Board’s statistics show that the demand for this season has dropped. There are just a few people who want to come to Bali, and plenty of hotels are “fighting” over them. This will undoubtedly affect your performance. 

A woman in a blue blouse needs clarification because the low season affects the performance marketing of her business poorly.

Many hoteliers forget about one thing. You must change your strategy because you cannot change the season. No matter how hard you try,  no matter how much money you put into ads, most people would hate to spend their time in a wet, muddy Bali.  To survive, the only thing you can do is remodel your performance marketing. It is not easy at all, but below, we have simplified the steps only for you.

Rise & Shine: 7-step Strategy to Stand-Out.

Online presence is everything. In this digital era, clicks and leads are the things that all business owners hunt. Therefore, to survive and thrive in this period,  a performance marketing strategy is essential. But, it can not be just a normal strategy. We have to think wisely to adapt to this situation. Here, we have broken down precise 12-step tactics to help your hotel stand out during the low season.

1. Special Promotions and Packages: 

Offer attractive deals such as discounted rates, extended stay offers, or bundled packages, including extra amenities like spa credits or dining options. This can entice guests who are looking for value.

2. Target Different Market Segments:

Shift focus to different guest segments that might be more active during off-peak times, such as business travelers, retirees, or domestic residents looking for a staycation.

3. Personalize Your Performance Marketing Efforts: 

Understand your target audience deeply. Learn about their preferences, behaviors, and what they value in a hotel stay. This insight will guide you in specifying your performance marketing messages to meet the unique needs and preferences of different customer segments.

A man looking at a presentation on his tablet regarding the marketing strategy to make the low season affect performance marketing for his benefit

4. Host Events or Conferences: 

Utilize hotel spaces by organizing events, conferences, or meetings. This can attract business travelers and local organizations, increasing occupancy and revenue.

5. Collaborate with Local Businesses: 

Partner with local attractions, restaurants, and other businesses to create combined offers or packages. This collaboration can enhance the overall appeal of the destination.

6. Flexible Booking Policies:

Implement more lenient booking and cancellation policies to attract guests who might be hesitant to make travel plans due to uncertainty. This flexibility can be a significant deciding factor for potential guests.

Read More: How Hotel Booking Websites Work

7. Enhance Loyalty Programs: 

Offer special incentives or bonus points to loyalty program members to encourage repeat visits during low seasons.

Social Media is Crucial During This Period

4 functions of Social Media that can reverse the low season to affect performance marketing effectively.

There is no point in making good offers without letting people know. Let them know about the offer you have. Let them know about the international fishing event you held. Let them know that your hotel is the best.

When a season affects performance marketing badly, remember that social media plays a vital role in reversing the effect. Your hotel can attract an audience and drive bookings up. It is not an easy task, but we have already simplified the techniques for you:

Read More: Effective Ways to Increase Booking Rate Through Social Media

Engagement and Brand Building

Social media is a powerful tool for engaging with potential and current guests. Share festive content, special offers, and updates to create excitement and build your brand’s presence.

Tools and Techniques:

  1. Content Creation Tools: Use user-friendly platforms like Canva or Adobe Spark to craft eye-catching festive posts that capture the uniqueness of your hotel.
  2. Scheduling Tools: Platforms like Hootsuite or Buffer are great for planning and posting content on different social media channels, helping you stay in touch with your audience consistently.
  3. User-Generated Content:  Get your guests involved! Encourage them to post about their experiences with your hotel using special hashtags. This not only gives you authentic content but also broadens your reach.

Connect with your Customers

Social media is fantastic for directly chatting with customers. It’s a great place for personalized conversations, receiving feedback, and even for bookings and inquiries.

Tools and Techniques:

  1. Chatbots and Messaging Platforms: Use chatbots on platforms like Facebook Messenger for quick responses to common questions and booking requests. This can make your customer service faster and more efficient.
  2. Social Listening Tools: Tools like Brand24 or Mention can help you keep track of what people are saying about your brand online. This way, you can respond quickly and personally.

Collab with Influencers

Teaming up with influencers can really show you what’s special about your hotel during the season. Influencers can expand your reach and add a layer of trust to what you offer.

Tools and Techniques:

  1. Influencer Marketing Platforms: Platforms like AspireIQ or Upfluence can help you find and work with influencers who match your brand and speak to your audience.
  2. Contract Management: Tools like Influencity can help manage contracts and collaborations, ensuring a smooth partnership.

Read More: The Benefits of Influencer Marketing to Increase Brand Awareness for Your Hotel

Analytics and Targeted Performance Marketing

Combines data-driven insights with focused advertising strategies.

Tools and Techniques:

  1. Analytics Tools: Platforms like Google Analytics and Sprout Social are key for understanding how your audience behaves, what they like, and how they interact with your content.
  2. Targeted Advertising: Use Facebook Ads Manager and Google Ads for targeted advertising campaigns based on the data you gathered from analytics tools.

Prep for the High Season

The low season is not just a time to rest; it’s a golden opportunity to prepare and warm up your audience for the upcoming high season. Share sneak peeks of upcoming offers, renovations, or special events. This keeps your hotel top-of-mind and builds excitement among potential guests.

The low season is an ideal time to engage more personally with your audience. Utilize social media and email newsletters to tell your hotel’s story, share behind-the-scenes content, and maintain a connection with your audience. This consistent engagement ensures your hotel remains in the thoughts of potential guests when they plan their high-season travels.

Use the quieter low season to gather feedback from past guests and make improvements. This shows your commitment to guest satisfaction and can significantly enhance your offerings for the high season.

Finally, the low season is a perfect time to invest in marketing strategies and staff training. Refine your performance marketing campaigns and ensure your team is well-trained and ready to provide exceptional service when the high season arrives.

A hotel owner trains his staff during the low season to understand how the season affects performance marketing. 

Conclusion

The low season affects performance marketing. It is inevitable, so see it as a golden opportunity for your hotel to shine. Make profits in this period by implementing a strategic approach encompassing market analysis, personalized packages, and dynamic pricing to stand out in the competitive hospitality market. 

Use social media effectively for brand engagement and customer interaction. Embrace this season as a chance to elevate your hotel’s appeal and create lasting guest experiences, setting the stage for ongoing success.

Frequently Asked Questions

In performance-based marketing, you pay only when you get results. For example, if a blogger promotes a product and someone buys it because of their recommendation, the blogger gets paid for that sale.

“Performance marketing” and “digital marketing” might seem similar, but they have different focuses. Performance marketing concentrates on getting measurable outcomes, such as sales or lead generation. Digital marketing, in contrast, spans a broader range of tasks like branding and boosting awareness.


This season, aim to exceed expectations, nurture guest relationships, and set a new standard in social media excellence. It can be confusing sometimes, so let us help you handle your Performance Marketing and increase direct bookings. At SATUVISION, Our experts will help you improve your brand presence, ensuring your hotel shines brightest this season. 



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Harun Arrasyid has a Bachelor's degree in Travel and Tourism Industry and experience in marketing and communication. He worked for two years as a journalist and editor in the media industry, and have skills in copywriting, content writing, digital marketing, social media management, administration, and event project management. Harun is a driven and adaptable person who is looking to pursue a career in marketing, digital marketing, social media management, administration, or event project management.
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