T
o determine when travelers are most likely to finalize their getaway plans and click “book now,” you need to work backward. Peak vacation season is generally during the summer months (June-August) and around major holidays, like Christmas and New Year’s. Since people generally schedule domestic travel within a few months and international trips about six months ahead of time, that means two of the biggest peak travel booking times are in late fall and just after the new year.
Hotels and resorts can attract this wave of travelers by tapping into their motivations and adding extras that encourage them to make the leap. Read on for three marketing strategies that will help your property attract reservations during peak booking times.
Bring the Experience to Life
To draw in travelers looking to book during peak season, give them a vivid sense of what they’ll experience on-site — specifically, activities and offerings that differentiate your property from your area competitors. Here are a few ideas:
- Use creative video: Provide potential guests with a visceral idea of what their time at your hotel will be like. Splash a panoramic video of your beachfront across your homepage. Post Instagram reels and stories featuring iconic moments on your property — like sunset cocktails on the patio or s’mores melting over a firepit. Include video in emails and use call-to-action subject lines like “Watch How We Celebrate Summer.”
- Go behind the scenes: Show off new on-site amenities on social media, interview your event planning team on your blog, or bring followers right into your hotel’s kitchen for a VIP glimpse of recipes in development. You’ll pique travelers’ interest while earning bonus points for authenticity — one of the most important marketing objectives for 2026.
- Tell the story of the guest experience: Create narratives that allow your audience to place themselves into the “action,” so to speak. For example, you could create a short video taken from the guest’s perspective that shows what it’s like to arrive at your hotel or resort, and what they’ll encounter when they take the first step inside. Find more ways to integrate storytelling into your marketing strategy.
Focus on What Makes Your Property Unique
Whether you have a niche, unique brand that sets you apart from the crowd, or your property caters to every type of traveler, it’s crucial to spotlight what makes your property and destination special. Here are some creative ways to tell the story of your destination:
- Create seasonal promotions: While marketing your property, you’ll want to truly tap into the experiences that are top-of-mind for potential guests. For example, when many people are securing holiday getaways in November, let potential bookers know what your destination and geographic location can offer in the way of holiday charm and festivities. You might post images on social media of the cozy fireplace in your lounge or promote your local holiday craft fair. In January, focus on highlighting your best summertime experiences, like nature connection activities and family beach vacations.
- Partner with local attractions: Team up with nearby cultural attractions, ski resorts, breweries, or annual events to offer bundled packages that include tickets or vouchers. In the fall, promote bundles built around wintry, holiday activities; in the early part of the year, partner with county fairs, theater festivals, surfing schools, and other summer-focused events and organizations.
Target Specific Audiences
Peak booking season is a great time to target specific populations who are likely to be planning trips in the next few months. Here are a few ways to zero in on travelers with those demographic characteristics.
- Reach out to return guests: Ensure that anyone who’s stayed at your property before receives advance notice of specials and packages through email campaigns. You could throw in a little something extra to reward their repeat business — think: a room upgrade if they book before a certain date, or a special “welcome back” reception with wine and chocolates to show your appreciation.
- Tempt travelers with sunshine dreams: In January, use geotargeting to make sure that people in the colder parts of the country see your ads featuring gorgeous beach imagery — and give them a special deal (coupled with even more summertime imagery) when they land on your site.
- Consider their age and stage: Families with children tend to book earlier than younger people, as planning a vacation for a big family or multiple generations requires more coordination than a solo or young adult trip. Younger travelers are typically more flexible with booking timing and can opt for last-minute, spontaneous trips. In peak booking season, tailor your promotions for Millennials and Gen X; after you pass the peak, consider targeting Millennials and Gen Z. Here’s more on marketing to specific generations.
Need support crafting and promoting strategies for peak booking season? Schedule a consultation with our team.