Effective Strategies for Targeting Guests to Minimize Last-Minute Booking Gaps

Empty rooms on short notice can hurt any accommodation business. Last-minute booking gaps reduce revenue and create operational challenges. The key to reducing these empty nights lies in better guest targeting. By understanding who your potential guests are and tailoring your marketing and offers to their needs, you can fill those gaps more consistently.

This post explores practical strategies to help you attract the right guests at the right time, turning last-minute vacancies into booked stays.

!Eye-level view of a cozy hotel room with a neatly made bed and soft lighting

Understand Your Guest Segments

The first step to better targeting is knowing your guests. Different types of travelers book at different times and for different reasons. Segment your audience based on:

• Business travelers: Often book last minute due to changing schedules.

• Leisure travelers: Tend to plan ahead but may book last minute for spontaneous trips.

• Local staycationers: Book close to the date, especially on weekends or holidays.

• Event attendees: Book around specific events or conferences.

  
  

Gather data from past bookings to identify patterns. For example, if your hotel is near a convention center, you might notice spikes in last-minute bookings during event days. Use this insight to tailor your offers and marketing messages.

Use Dynamic Pricing to Attract Last-Minute Guests

Pricing plays a crucial role in filling last-minute vacancies. Dynamic pricing adjusts rates based on demand, availability, and booking windows. When rooms remain empty close to the date, lowering prices slightly can attract price-sensitive guests.

Consider these tactics:

• Offer special last-minute discounts on your website or booking platforms.

• Use flash sales for rooms available within 48 hours.

• Partner with last-minute booking apps that cater to spontaneous travelers.

  
  

Make sure your pricing strategy balances filling rooms and maintaining profitability.

Create Targeted Marketing Campaigns

Generic marketing messages rarely convert last-minute bookers. Instead, create campaigns that speak directly to the needs and motivations of your target segments.

Examples include:

• Email campaigns targeting past guests who booked late, highlighting current last-minute deals.

• Geo-targeted ads aimed at local residents looking for weekend getaways.

• Social media posts promoting spontaneous travel with limited-time offers.

  
  

Use clear calls to action and emphasize urgency to encourage quick bookings.

Optimize Your Website for Last-Minute Bookings

Your website should make it easy for visitors to find and book last-minute deals. Key features include:

• A dedicated last-minute deals page prominently displayed on the homepage.

• Real-time availability calendars showing open rooms.

• Simple, fast booking process with minimal steps.

• Mobile-friendly design since many last-minute bookings happen on phones.

  
  

Adding customer reviews and photos of rooms can also build trust and encourage immediate action.

Partner with Online Travel Agencies (OTAs)

OTAs like Booking.com and Expedia attract a broad audience, including last-minute bookers. Use these platforms strategically:

• List last-minute deals with clear labels.

• Update availability frequently to avoid overbooking.

• Use OTA promotions to increase visibility during low-demand periods.

  
  

While OTAs charge commissions, the increased occupancy can offset costs and reduce empty nights.

Leverage Local Partnerships

Collaborate with local businesses and event organizers to attract guests who need accommodation on short notice. For example:

• Partner with theaters, sports venues, or festivals to offer package deals.

• Work with nearby restaurants or tour operators to create attractive bundles.

• Connect with local travel agencies specializing in spontaneous trips.

  
  

These partnerships can expand your reach and provide unique experiences that appeal to last-minute travelers.

Use Guest Feedback to Improve Targeting

Collect and analyze feedback from guests who booked last minute. Understand what motivated their decision and what they valued most. Use surveys, reviews, and direct conversations to gather insights.

For example, if many last-minute guests mention convenience and quick check-in as important, highlight these features in your marketing. If price is a common factor, consider adjusting your last-minute pricing strategy.

Implement Flexible Cancellation Policies

Flexible cancellation policies encourage hesitant travelers to book last minute. When guests know they can cancel without penalty, they are more likely to take a chance on a spontaneous stay.

Consider offering:

• Free cancellation up to 24 or 48 hours before arrival.

• Partial refunds for cancellations closer to the date.

• Clear communication about cancellation terms during booking.

  
  

This approach builds trust and reduces booking friction.

Use Technology to Monitor and Respond Quickly

Technology can help you spot last-minute vacancies and respond fast. Use property management systems (PMS) and channel managers that provide:

• Real-time updates on room availability.

• Automated alerts for empty rooms approaching the date.

• Integration with marketing tools to push last-minute offers immediately.

  
  

Quick action increases the chances of filling gaps before the date arrives.

Empty nights don’t have to be a regular challenge. By understanding your guests, adjusting pricing, targeting marketing efforts, and using technology, you can reduce last-minute booking gaps effectively. Start by analyzing your current booking patterns and then apply these strategies step by step. Filling those rooms not only boosts revenue but also improves overall guest satisfaction by offering timely, relevant options.