When families get together during the holidays, they often discuss their vacation plans for the upcoming year. If you can reach them at this crucial planning point, you may be able to influence their decisions. You can do this by emailing very helpful, targeted content to your past guests and by providing targeted content via your social networks. Here’s how to do it!
Provide Content Relevant to Your Current Goals
The content you are providing during the holidays will depend on the area your vacation rental company is located in. If your company focuses on beach vacation rentals, your content should be focused on either pre-season or off season bookings. Alternatively, if your company offers ski or cabin vacation rentals, your content will focus on relative and timely information to attract bookings for upcoming dates.
Beach vacation rentals companies should create a healthy mix of blogs and content offers that switch focus between offering pre-season booking content and off-season booking content to attract both audiences with your information. For example, E-books such as, “Benefits of Vacationing in [Insert Area] During the Fall & Winter” or “X Reasons to Book Your 2015 Vacation in [Insert Area]” will help pique interest in booking early or in the off season.
If your vacation rental company is in peak season, providing content that will help convince readers that they should book before the season is over is ideal. Provide content that focuses on upcoming events and activities in combination with offers can help reach that last minute booking. For example, An E-book discussing the best ski slopes in your area in combination with information about discounted lift tickets may be very appealing to last minute bookings.
Establish Workflows Specifically for the Season
You now have the content to interest vacationers in booking, but how can you ensure it reaches them during the holiday season? Establishing workflows that will keep you in contact with vacationers throughout the year and especially during the holiday season is important. Workflows allow you to continually send valuable content to those who have expressed interest in learning more about vacationing in your area and with your company.
Providing these leads with the information they need to decide to book through email will help you stay top of mind. Create a mix of content and booking offers so the content will garner their interest in booking and the offer can solidify the savings of booking now. Integrating these workflows with monthly RSS feed e-blasts will establish your company as the authority on vacationing in your area.
Promote Content and Offers in Social Media
Share your helpful content in social media networks that make the most sense for your vacation rental company. If your content is truly helpful and interesting followers and network users will share it with family and friends.
It is also a great idea to promote any offers, specials or new homes you have in your program through social media. These new and exciting items will bring attention to your company and along with your content, bolster the chances of the vacationer booking.
Another smart tactic is to use Facebook Ads during the holiday season. Select an E-book or offer that focuses on what you are trying to achieve such as booking in the off season or booking immediately and create a Facebook “Page Post Engagement Ad.” This will promote the content in Facebook feeds of people who meet the targeting criteria you have selected. Families are spending a lot of time in the car and on the couch during the holiday season and they are cruising Facebook during this time. You can reach vacationers with E-books, specials and offers when you capture their attention in social media, keeping your company top of mind.
These are just a few ideas you can use to reach vacationers during the holidays. Do you have great tactics and tips on how to reach vacationers during this time? Comment below and let us know!