Why Hotels and Resorts Should Probably Run “Prime Day” Promotions
Guess what? This July 15 – 16, your guests are going to be primed to make a purchase. Yes, it’s a bit corny, but it’s true.
In just over two weeks, there’s an online shopping bonanza coming called Amazon Prime Day. Except this year, it’s actually two days. Your guests and prospects will likely have their wallets out, ready to pounce on a deal on the world’s richest man’s shopping site. And, believe it or not, that may be a prime opportunity for you to make some sales of your own.
Haven’t thought about it? Here are four reasons why you should.
- People are looking to buy. In 2018, analysts estimated that Prime Day sales exceeded $4B, up from an estimated $2.4B in 2017. Amazon doesn’t disclose its sales figures, but they did say that Prime Day 2018 was the biggest sales day ever for the company, shipping more than 100 million products. (Cyber Monday 2018 sales eventually surpassed Prime Day 2018.)
- Other retailers are joining the party. In an effort to compete, approximately 250 additional retailers are offering promotions that day too, including Target, eBay, and Best Buy. Since these other retailers are already advertising great sales that day, why shouldn’t you try to drum up some additional bookings on a summer Monday in July?
- Sales have expanded globally. When Prime Day first started in 2015, its exposure was limited. In 2019, deals will be available in 18 countries across North America, Europe, Australia, and the Middle East. With more people looking to shop, there’s potential to entice a guest to your property.
- Human psychology is rarely intuitive. Research shows that once a consumer is in “I want to buy something” mode, they’re much more likely to make other purchases, even if they’re unrelated. In fact, the best-case scenario is that your guests visit Amazon.com, don’t find any deals worth pulling the trigger on, and then get an email from you with an offer they can’t pass up. They’ll be just itching to book.
Consumers are paying attention and looking for deals, just like they do during the holiday season. See if you can take advantage of this two-day retail holiday.
One note, though — Prime Day is Amazon’s trademark, and that means your business may not be able to use those words to advertise your own sale (we’re not lawyers, and this is not legal advice). Target is calling their promotion “Target Deal Days” and eBay is calling theirs the “Crash Sale”, and lots of other retailers are referring to it simply as a shopping holiday. So, be sure to consult your legal department before you decide what wording to use.
Oh, and by the way, Happy Anniversary, Amazon!