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Can you prevent Last-Minute Bookings?

Last Minute Bookings: How to fight this trend with Affilired

The 2022 Summer Season is coming to an end and if anything has stood out during these months it has been the rise in last minute bookings. There have been many factors that have caused this upward trend to leave until the last minute the purchase of Summer vacations which has meant a planning problem for companies dependent on tourism, especially hotel chains:different airline strikes, the fear of the possible escalation of the war in Ukraine or COVID peaks in certain countries.

However, here at Affilired we have identified that adopting strategies such as Affiliate Marketing can boost Early Booking generation, albeit this trend can only be applied within the sample of the national and international campaigns that we manage.   

The challenges of last minute bookings

The growing trend to reduce hotel bookings to less than 8 days causes many problems for companies in the tourism sector, where arrival forecasting is essential for good planning. So, what are the implications of this high number of last minute bookings for hotel chains?

  • Uncertainty: the arrival of guests to a hotel involves many departments who need to adjust their planning, supply and staffing schedules according to the hotel’s availability ratios.
  •  Profitability: the pricing policy is constantly modified, with effects on the profitability of the rates analyzed and settled at the beginning of the season.
  • Strategy: customer loyalty is lost versus the search for the best last-minute offer.

So, is it possible to fight this trend?

While it is difficult to change the user’s beahvour, one of the great opportunities that hotel chains have is to leverage their early bird offers and hotel chains and other companies in the travel industry can use affiliate marketing strategies. Affilired specializes in offering this type of solution for the tourism sector, making all the advertising investment in different channels and charging only a small commission to advertisers for each validated booking.

Affiliate marketing offers large-scale promotion of services and products in exchange for a commission on sales. It is a simple business model where affiliates give great visibilty to brands and actively promote any offer that the advertiser wishes to encourage.

The travel industry stands to benefit greatly from affiliate marketing. The active promotion of early bird offers is key to combating the trend of last minute bookings that has hit hotel chains so hard this season. Planning these campaigns correctly is key and taking advantage of events such as Black Friday to boost early bookings can make all the difference.

Over the last few months we have been analyzing the bookings generated on our platform, specifically for those generated directly through the affiliate marketing campaigns we manage for national and international hotel chains. We wanted to compare the data from the glorious August 2019, when we did not yet know that we were in what we now know as “pre-pandemic” versus the two subsequent years.

According to the data provided by Affilired’s platform, the sales with check-out less than 8 days have decreased globally, the only exception being America, a continent where Affilired has been adding new clients recently.

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To conclude, although the general trend for 2022 remains marked by an increase in last minute bookings globally, this data shows a trend towards a reduction in last minute bookings for those hotel chains that have launched affiliate campaigns with Affilired, where the promotion of advance sales is one of our flagship campaigns.

 If you are interested in learning more about our affiliate marketing campaigns, please contact us and we will explain how we can help your company.

 

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