How to execute an impactful holiday digital media strategy

Posted on 26 Nov at 11:00 am

It’s the most wonderful time of the year to get your books into the black with an impactful holiday digital marketing strategy over Black Friday and Cyber Monday (BFCM).

The holiday season will soon be upon us, and with it comes the prime revenue-generating opportunity of Black Friday and Cyber Monday (BFCM). For hoteliers, BFCM is a chance to secure a significant portion of a hotel’s annual revenue.

Insights from Google’s Survey Travel Intent and Travel Black Friday Search Queries show travel demand is on the up, so hoteliers must be ready to reach deal-hungry travelers early to make the most of the peak season. Here’s what every hotelier needs to know about creating an impactful holiday digital strategy to stand out in a highly competitive market.

What are travelers looking for during BFCM?

When it comes to BFCM, it’s all about the deals, not the dates. Travelers are flexible and willing to book around deals. They just want the bargains.

How to catch the early planners

With eCommerce sales expected to rise by up to 9% this holiday season, totaling $294 billion in revenue, now’s the time to grab a slice of that pie. Travelers are booking earlier every year, with the average booking window for winter now standing at 57 days1 (2023) up from 53 in 2022. To stand out hoteliers need to be proactive and front-of-mind from October onwards.

Top-of-mind brands are more likely to capture bookings, with search interest in winter travel destinations rising from October to January. But it’s not just winter trips travelers are interested in; one-third of survey respondents are even ready to book their summer vacations as early as December or January. By promoting early-bird specials, holiday deals, or summer pre-sales during BFCM, hotels can stay relevant and visible during a potential guest’s most crucial planning months.

How to give a hotel that perfect holiday gift: planning your digital strategy

To attract today’s travelers, digital marketing needs to be visually engaging, clear, and simple.

This is a visual industry, consumers are buying the dream of a destination to travel to that they hope will provide an amazing experience – show it to them. Today’s travelers are more influenced by visual appeal than ever. Google’s advanced visual stories, upper-funnel discovery, and multi-pane lodging user interfaces help showcase a hotel with high-impact images. Cendyn helps hotels use these features to create an aspirational experience that captures travelers’ imaginations.

Quick and easy wins

Use clear eye-catching offers like “25% off” or “$100 credit” to convert interest into bookings. Make sure the value of the offer is obvious. With video on social channels, ensure the final frame showcases the offer.
A picture is worth a thousand words—especially in the competitive holiday season. Bold, saturated images that evoke a sense of adventure or relaxation make a hotel’s offer stand out amid the seasonal noise. Whether it’s a cozy fireplace, a festive lobby, or a sunlit beach scene, visually compelling ads illustrate offers as an experience to remember.
BFCM is no longer exclusive to the U.S. Countries like Italy, Spain, France, and the UK have embraced it. This is a golden opportunity to target these travelers.
With the holiday season lasting from October to January, timing is essential. Begin campaigns well before the BFCM five-week rush to gain early visibility. Deal-seeking is strong through December and into the new year, so keep promotions running to reach all types of travelers, from early birds to last-minute bookers.
Utilize every ad unit available, from image extensions to sitelinks, to dominate search engine results. Google’s enhanced visual ads can increase visibility, with features that allow the pre-qualification of users before they even reach the hotel’s booking page, which saves the pay per click (PPC) budget.

To make sure you’re getting the most out of your digital spend, don’t:

Spread your budget too thin: Focus on high-impact, efficient ad formats. Google’s Performance Max (Pmax) is particularly effective for achieving travel goals, allowing maximized reach without overspending.
Overcomplicate the message: Keep it simple. Use phrases like “Cyber Sale” or “Holiday Discount” and use images of holiday décor or dream destinations. Employ a sense of urgency and call to action to encourage bookings, and stick with visuals and text that have previously worked successfully.
Forget about the full funnel: A successful strategy engages travelers at every stage. For top-of-funnel brand awareness, try display ads. For lower-funnel, high-intent bookings, use Google Demand Gen with Google Travel Feeds to attract travelers actively looking for the right deal.

Let’s wrap this up

The holiday season is a time of opportunity for hotels in 2024, especially for those with a presence in sought-after destinations like Spain, Italy, and France. As travelers become more flexible on dates, the right package can be a powerful draw.

Hotels can make the most of Black Friday Cyber Monday, by optimizing visuals, and taking a clear, straightforward approach, to capture the attention of travelers and maximize bookings well into the new year.

Don’t let this key season pass by without getting in front of travelers early and often.

(1) Google Survey Travel Intent, July 2024

(2)Google Internal Data, 2023, Travel Black Friday Search Queries

Tags: BFCM, Black Friday, Cyber Monday

Grace Azcarate

Director, Demand Generation, Cendyn

Cendyn

Cendyn is a global hospitality cloud-based technology company that enables hotels to drive revenue, maximize profitability, and create deeper connections with guests through its integrated solutions.