Hello and welcome to the J'poster Complet channel. Let me introduce myself, my name is Clémentine and I am responsible for the Pricing and Revenue Management department at J'poster Complet. Today, we are meeting for a new video: How to save your summer in four steps. We are going to give you our revenue manager tips to have a peaceful summer.
Some of you must be thinking: “We are a few days or weeks away from peak season and I'm panicking, my summer isn't full yet, what should I do? ". We have four tips for you.
1. The Booking Window: This is your reservation window. What we advise you to do is look at what the booking window is for your market. I did a study taking three or four large seaside towns (Fréjus, Argelès, Le Grau-du-Roi) and finally, we see that for most of the large seaside towns, 40% of reservations are made more than three months in advance. No wonder, summer is the period when people book as early as possible to guarantee their stay, have a choice of accommodation and avoid paying too much at the last minute. However, there are still 60% of reservations that are not made that far in advance. Between 30 and 40% are made within 30 days. So, don't panic if your summer isn't full yet. Look at your market's booking window via tools like AirDNA, which provides graphs of booking duration. You can also check your own booking window from last year to see if you're on time or behind schedule and adjust accordingly with promotions or price drops.
2. Average length of stay: For the summer, we tend to offer rather long average lengths of stay, which is a very good revenue management strategy. We often offer stays of 5 to 7 nights minimum. However, the closer we get to the high season, the more these durations must be reduced. Do not keep these short-term minimum stays indefinitely, because this no longer corresponds to last-minute customers. Avoid mandatory arrivals and departures on Saturdays, as this does not accommodate short-stay customers who book at the last minute. Reduce the minimum length of stay to 5, 4 or 3 nights when you have gaps between two reservations. At the very last minute, set stays of at least one night to capture all passing customers and optimize your summer.
3. Optimization of visual content and descriptions: Highlight the summer assets of your properties. Your photos, descriptions and amenities should make you want to book for the summer. Highlight your terrace, sea view, swimming pool, garden, etc. Be exhaustive in your descriptions by mentioning the proximity of the beach, amenities such as deckchairs, barbecue, bike rental, etc. This can really encourage customers to book.
4. Offer additional services: This can represent a significant volume of turnover for a lower cost. Use our partner Coupsup’s platform to automate the sale of additional services. You can offer discounted additional nights, late or early check-ins/check-outs, and additional pet fees. This helps differentiate your offering and increase customer satisfaction.
Together we saw how to save your summer by looking at the booking window, reducing length of stay, optimizing visual content and offering additional services. I hope you enjoyed the video. Don't hesitate to leave comments, like the video and find us for our next videos on the J'poster Complet channel .