1. Review the booking position
Compare booked nights, lead time and pace for the weeks ahead. Separate owner-blocked nights from nights you genuinely intend to sell.
2. Identify the reason to travel
Consider the relevant guest, seasonal activities, events and booking window for each period. Verify event dates before building a campaign around them.
3. Choose the commercial response
Decide whether the gap calls for a pricing adjustment, a stay-rule change, clearer positioning or more relevant promotion. Account for the cost of acquiring the booking.
4. Coordinate the message
Match the offer and marketing theme to the target guest. Check that the message, availability and booking rules agree across channels.
5. Measure what happened
Review booking pickup and revenue alongside campaign activity. Treat observed changes as signals to investigate, rather than proof that one action caused the result.