The second instalment of your Hospitality Crib Sheet is a festive special (of course). In hospitality this is, without a doubt, the craziest time in your calendar so I’ll keep it short, I’m impressed that you’ve found time to read this in the first place!
Here’s what you need to know for December:
1. Love your staff
Need to know: Hospitality has one of the highest turnovers of staff at the lowest level than any other industry. December can see your workforce clocking up hundreds of extra hours so make sure you’re appreciating them. A little gesture can go a long way and happy workers make happy customers.
Do say: “Looking after our staff needs to be a priority. Management need to ensure everyone is having regular breaks (themselves included!), staying nourished and being genuinely thanked or rewarded after a long shift.”
Don’t say: “They’ll be making more money with extra hours and tips in December anyway, what other motivation do they need?”
2. ‘Tis the season to be … married?
Need to know: The biggest search period for Weddings is between Christmas and New Year. By summer it’s too late, it’s already the height of wedding season, so make sure you’re prepared.
Do say: “We need to make sure the wedding information on our website is up-to-date and be prepared for enquiries. It won’t take long if we dedicate a few hours to it, and we’ll reap the rewards in the long run.”
Don’t say: “We’re too busy with Christmas bookings right now, I don’t have time to even think about the wedding season.”
3. New Year’s Eve
Need to know: I hope you haven’t left it until now to decide what your business is offering for New Year’s Eve. (If you have, stop reading this immediately and do it now!) Most bookings are last minute though so don’t panic if you’re not sold out yet.
Do say: “We need to be going full throttle on our New Year’s Eve campaigns. Even if we’re getting booked up we still need to make sure it looks amazing online so we can build up some hype for next year as well.”
Don’t say: “New Year’s Eve is guaranteed to be busy anyway, we don’t need to make any extra effort.”
4. January is around the corner
Need to know: After the busiest time of the year, comes the quietest time of the year. Hardly breaking news but in the hustle bustle of festive season, sometimes we forget to utilise this time to get people back in in January.
Do say: “We need to have our January offers ready to go for the visitors we’ve had in December. Are our website and social media platforms set up for remarketing campaigns?”
Don’t say: “We’ll worry about January in January.”
5. Start your 2016 planning
Need to know: The digital landscape is constantly evolving. 2015 saw some of the biggest changes to Google and Facebook to happen for years and 2016 is looking to be no different with desktop predicted to become pretty much extinct. Desktop-focused SEO will descend into irrelevancy with social media poised to take its place.
Do say: “2016 is probably going to demand some big changes to our digital marketing strategy. We need to start thinking about how we can adopt a ‘digital first’ mind set to our 2016 campaigns.”
Don’t say: “The strategy we’re using now seems to be working fine, we shouldn’t change anything.”
I hope that’s given you a little bit of insight for what to expect over the next month. If you need help with a digital or social campaign for your hospitality business, please get in touch.