Hoteliers draw out Valentine’s Day promotions
Hoteliers draw out Valentine’s Day promotions
06 FEBRUARY 2017 8:34 AM

U.S. hoteliers told Hotel News Now their plans for attracting business around this year’s Valentine’s Day, which falls on a Tuesday.

REPORT FROM THE U.S.—Attracting guests when Valentine’s Day falls on a weekend is usually easy, but drumming up business on a Tuesday night can be a bit more challenging.

Historically, hotels don’t perform as well when Valentine’s Day falls on a weekday.

In 2015, Valentine’s Day fell on a Saturday. According to data from STR, Hotel News Now’s parent company, hotel occupancy in the United States for that day hit 83.9%, and average daily rate was at $126.07.

The last time the holiday fell on a Tuesday, in 2012, hotel occupancy was at 59% for that day, and ADR was $102.77.

To try to make up some of that gap, hoteliers this Valentine’s Day are offering specials and packages to locals and out-of-town guests that extend beyond the weekday holiday.

Extended promotions
The Omni Scottsdale Resort & Spa at Montelucia in Scottsdale, Arizona, is hosting a “month of love,” which will include pet-friendly events, said Jamie Pena, VP of revenue strategy and global distribution at Omni Hotels & Resorts.

“They’ve got activities like ‘smooch your pooch’ (and) ‘yappy hour,’” she said. “That hotel’s whole central middle part is all outdoors, so they have a lot of events where you can bring your pet, and they’re even doing like a kissing booth with your dog … and there’s free wine with that.”

Pena added that many Omni properties will offer promotions targeted to their local communities.

“We talk a lot about staycations, and so a lot of times, even though they live locally, they’ll come and stay at the hotel just for a getaway, so we do have local promotions like that,” she said. “One of the strengths of our brand is our food and beverage, so a lot of our restaurants will have special menus for special events like Valentine’s Day. We attract locals a lot with our culinary promotions.”

The Hutton Hotel in Nashville, Tennessee, is offering packages for overnight guests and dinner guests, according to the hotel’s GM, Jonathan Bartlett. He said the overnight package includes a choice of red or white wine and chocolate-covered strawberries at turndown service, while the special for dinner guests is a three-course meal in the hotel restaurant, 1808 Grille.

“So if you don’t have time to get away, you could just come to dinner in the evening,” he said.

He added that the Hutton Hotel tries to cater to its local and leisure Valentine’s Day guests, as well as people traveling for business.

The Kimpton Grand Hotel Minneapolis is offering two Valentine’s Day overnight packages throughout the month, said Mike Hill, the hotel’s GM. The packages include dinner and drink specials at the Six15 Room, the hotel’s lobby bar, the weekend before Valentine’s Day, on Valentine’s Day and the weekend after.

“With (Valentine’s Day) landing on a Tuesday, we anticipate we’ll see the corporate traveler coming into the property (on Tuesday) with really high occupancy coming in the weekend prior or after,” he said. “With these packages, we are trying to entice our guests to come to the property for the entire month … But within that, we do have locals that do come into our lobby bar Six15, and that’s why we have that enticing offer for them to come for drinks and also to dine prior to going out for dinner.”

To attract local guests to stay overnight, Hill said The Grand is offering a promotion to Midwest residents of Minnesota, Wisconsin, North Dakota, South Dakota and Iowa that includes two drink vouchers to the lobby bar, $30 off guestrooms and valet parking for the night. 

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