Image
Summer Season Hero

A stronger summer, together

The rollout of vaccines in many parts of the world means that we’re finally starting to see pent-up demand turn into bookings. By working together, we can meet the needs of today’s travellers and make the most of this important summer season.

 

Summer 2021. Let’s Go.

We’ve created this guide to help you maximise your property’s success this summer, by better catering to the key traveller behaviours we’re seeing right now. Based on our data, this year’s summer travellers are:

  1. Searching for stays in June, July, August and September
  2. Looking for flexibility
  3. Planning to stay longer
  4. Seeking safety reassurance
  5. Making more Genius bookings
  6. Booking more on our app and mobile
Image
Summer 2021 Secondary Image

1. Searching for stays in June, July, August and September

Image
Searching for Stays

In anticipation of restrictions lifting, we’re seeing more than one-third of our searches are now for summer months – back in line with the percentages we saw at this time in 2019. This gives us a strong signal that people are confident they’ll be getting back out there this summer, so it’s important to optimise your availability now to capture this demand.

Update your availability Learn more

2. Looking for flexibility

Given the uncertainty we’re all living through, it’s not surprising that most travellers want to be able to change travel plans if needed. 90% of travellers are booking flexible rates for this summer, so if you’re not offering these rates, you’re missing out on almost all the summer bookings we’re seeing right now. Reassuringly, we’re also seeing improved cancellation rates compared to the levels we saw at the end of 2020.

 

We know you also need to strike a balance between getting bookings and your need for more secure revenue. Offering one date change to travellers who book a non-refundable rate gives them more peace of mind to book a stay with you.

Add flexible policies Learn more

Image
Looking for flexibility

3. Planning to stay longer

Image
Planning to stay longer

With so many accrued vacation days and many months since their last trip, it makes sense that travellers are booking longer stays. We’re seeing a higher proportion of bookings for seven days or more than we did at this same point in 2019. Appeal to these potential guests by setting up long-stay rate plans, which are specifically designed to attract lucrative stays of a week or longer.

Add long-stay rates Learn more

4. Seeking safety reassurance

Even with the desire to travel again, it’s understandable that people want more assurances about the extra measures in place to protect their health and safety. 70% of travellers said they’re more likely to book a property if it’s clear what health and safety measures are in place – and this is translating directly into revenue. Partners displaying their health and safety measures are getting 11% more bookings on average compared to those who don’t, so it’s important to keep your property information up to date.

Update your measures Learn more

Image
Seeking safety reassurance

5. Making more Genius bookings

Image
Making more Genius bookings

To help our partners be more visible and secure more bookings at this crucial time, we recently expanded Genius membership to all travellers with a Booking.com account. Since this change, Genius partners have seen 29% more bookings. Three in four Genius reservations are also made by Genius members who visit Booking.com directly, through strategic partners, or via Booking Holdings sister brands – meaning Genius properties can expect incremental bookings.

Visit the Genius page Learn more

6. Booking more on our app and mobile

Our app was the most downloaded travel app in the world between January and March of this year – and more than two-thirds of our bookings come through mobile devices, making it our fastest growing booker segment. When partners create a special rate to appeal to these travellers, we see them capture 28% more mobile bookings.

Add a Mobile Rate Learn more

Image
Booking more on our app and mobile

Summer advice in your extranet

In addition to the recommendations you can already find in your Opportunity Centre, you can get personalised advice for capturing demand on the Summer season page.

 

#Connecting with partners

It’s always helpful to share perspectives and ideas with fellow partners. Find out how others are getting prepared to make the most of summer by engaging with your Partner Community.

What do you think of this page?