Mark Simpson advises STR hosts on Black Friday strategy: avoid training guests to expect deep discounts, plan deals three to six months ahead since customers book that far out, and bundle value with local restaurants instead of cutting prices on the same rooms.
Three to six months.
I am encouraging everybody to think again before you go and do your Black Friday deal. Don't train your audience, train your customers that you're only here to offer major discounts. And also as well, don't try and offer something out a week ago was exactly the same price. It just doesn't bode well. You've got people that are planning for three to six months for just this week. So again, those of you that are thinking last minute, you just sort of get that first FOMO and you just think, I'm just going to put a Black Friday offer out there and you haven't planned it properly and it's something that somebody could have literally purchased a week ago. You're going to annoy a lot of people, so please, please don't do that. The other instance where you could do this could be where you team up with other local businesses in your area. So you offer the accommodation. You could partner with a local restaurant or a pub or something to offer, maybe a gift voucher or something.
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