Seattle, WA: 5 key insights that can help you boost your bookings
March 26, 2018
Whether you own a single property in the largest city of or hundreds of properties worldwide, our cityscape insights*, take advantage of our trends and tips to help give your property a boost when planning your promotional activities to travel agents for the next 12 months.
- Bookings are up
When it comes to maximizing occupancy and profitability year-round, hoteliers are benefitting from year-on-year growth. Since March 2017, hoteliers have seen bookings increase on average by 0.9%. Plus, increased demand has raised the number of room nights sold by 5% and the length of stay has also increased by 4.1% as guests now stay an average of just under 2.5 nights.
This year, keep your hotel front of mind and your rooms full when agents and travelers search for properties in your location. Raise your profile the smart way and ensure you don’t miss out on maximizing your brand awareness. Consider promoting to a pre-qualified audience of travel agents who are actively looking to book properties just like yours via a global distribution platform.
- 94% of bookings are domestic
Most bookings are domestic and booked by agencies within the US. Inbound bookings originate from 45 countries, the top providing these agency bookings over the past 12 months originate from: India, the UK, Canada, Japan and Singapore. When considering where to focus your marketing spend, concentrate on tapping into these key feeder markets to reduce waste spend and maximize your budget and return on investment.
- 39 new properties in the last five years
Bookings may have increased, but so has investment from other hoteliers as, 6,200 new hotel rooms have been added to the market since 2013. The question is, are you getting your fair share? As competition in the market increases, consider promoting your hotel’s unique features and benefits to enhance your competitive advantage.
- Key seasonal peaks
To maximize your hotel’s profitability year-round, ensure you promote your rooms well in advance and consider tailoring your message to your target audience. Booking patterns in Seattle typically demonstrate key corporate travel periods in March, June and August. We see less corporate travel taking place during December to February, typical of other US cities, including Seattle.
- Consider promoting your property at least 13 days earlier
If you are considering promoting your property, local hotels typically see most bookings (48%) made within seven days of arrival, with the average lead time of 13 days. Keep in mind the lead time peaks for bookings occur during June to September, with bookings made more than 17 days in advance. Hence, to maximize year-round bookings and drive additional revenues, ensure this is factored into your promotion schedule.
Drive additional bookings this season by advertising to travel agents globally
Ready to give your bookings a boost? Be ready for the next seasonal peak and make sure you don’t miss out. Talk to a digital media specialist who can help you leverage these insights, and can work with you and your property to design marketing campaigns that can typically see an average return of up to $25 dollars for every $1 spent on preferred placement advertising for properties in Seattle**. On average, Travelport Featured Properties typically convert 3.1% higher than non-featured properties in the city**.
Can you tell me about my city?
Are you a hotelier interested in finding out about local trends in Seattle or in your local city? Simply click here to request your complimentary 1:1 cityscape review with a Travelport digital media expert.
*Based on Travelport Booking data
**Based on bookings delivered by Travelport Featured Property between February 2017 – March 2018