Seasonal Strategy, Year-Round Impact: Planning for Seasonal Holidays in Hospitality Marketing

As consumers increasingly seek experiences over transactions, hospitality brands must learn to think beyond one-off campaigns and embrace the rhythm of the calendar year. Seasonal holidays- whether it’s Christmas, Valentine’s Day, Diwali, or the Summer Bank Holiday – are golden opportunities to deliver meaningful, timely experiences that leave a lasting impression on their customers.

But it’s not about putting up a few decorations or rolling out a fancy menu. It’s about understanding what your guests want during these key seasons – and delivering it in a way that feels personal and memorable.

How is Consumer Behaviour Influencing Hotel Marketing

According to data from Deloitte, over 65% of consumers plan seasonal holiday trips based on the unique experiences hotels or restaurants can offer – not just location or price. That means your Valentine’s weekend package, festive New Year’s brunch, or Halloween cocktail event isn’t just content – it’s a conversion tool.

To stay relevant, hospitality marketers must tap into this emotional side of seasonal planning. People want to feel something during the holidays (joy, nostalgia, excitement), and brands that can translate that into tailored guest experiences are the ones that win.

It Goes Beyond the Trends in Hotel Marketing

Seasonal holidays are no longer limited to a single day or weekend. Guests are now planning for those longer holiday breaks, for example – long weekends, school breaks and cultural celebrations. They expect hospitality brands to celebrate these long holidays too, not just Christmas.

It’s not just about celebrating Christmas; it’s about recognising how different guests celebrate it. Maybe they’re a solo traveller seeking a peaceful winter escape, or a family looking for festive activities for children. With data analytics, hotels can review booking history and guest profiles to personalise offers and communications accordingly.

For example, a hotel might identify that a guest always books a spa service around New Year’s. In early December, a personalised email could offer an exclusive discount on a spa-and-stay package, positioning the hotel as part of the guest’s annual ritual.

It’s Not All About Room Revenue

Seasonal marketing should extend far beyond the room key. Dining, entertainment, and amenities can all be shaped around seasonal moments, if you have the insights to guide you.

Data from CGA Strategy shows that themed events and seasonal menus can increase on-site F&B spending by up to 25% during holiday periods. If your CRM tells you a guest typically orders a particular wine, why not highlight a holiday pairing featuring that vintage? Or, if they’re a returning guest for Easter weekend, surprise them with a curated spring-themed welcome gift in their room.

These touches, small but meaningful, turn a simple stay into a story worth sharing. 

Target Marketing Needs to Be Done in the Right Way

This kind of targeted, seasonal marketing isn’t just about pushing offers – it’s about listening, respecting, and adding value.

Technology plays a key role here, but only when used with a clear ethical framework. AI-driven tools like chatbots or predictive booking engines can help guests find the perfect seasonal offer faster. But they must be implemented with care- too pushy, and it becomes intrusive; too generic, and it loses impact.

The trick is to treat guests like people, not prospects. Understand their holiday preferences. Offer value before selling. Respect their data. And always provide a clear benefit, whether that’s an exclusive upgrade, a unique dining experience, or insider tips on seasonal events in the area.

And it’s Great for Hospitality Revenue Optimisation

Here’s the good news: when done right, seasonal marketing drives results.

A 2024 report by Skift found that hotels that implement year-round seasonal campaigns see up to 18% higher occupancy rates during traditionally off-peak periods. And when campaigns are personalised? The average spend per guest increases by 12%.

These aren’t just feel-good strategies, they’re financially sound decisions. Seasonal planning, supported by guest insights and executed with authenticity, drives revenue while deepening guest relationships.

The Bottom Line? Plan for Moments, Not Months.

The most successful hospitality brands in 2025 and beyond will be those that recognise the emotional significance of seasonal holidays and use data-driven personalisation to enhance them.

For example the Marriott Bonvoy uses guest loyalty data to tailor festive packages based on previous travel habits, offering bespoke experiences during holidays like Thanksgiving or Diwali.

From summer solstice garden parties to winter wellness retreats, every calendar moment holds potential. The key is to turn these seasonal opportunities into lasting memories, before, during, and after the stay.

Because when you get it right, the guest doesn’t just come back next holiday- they come back next time, every time for all of these special memories to be held at your hotel.

If you want to learn more how to strategically plan for year round seasonal content drop us a message, and we would be happy to help! Call us on 0113 255 7285 or email us at [email protected].