Seasonal Promotion Hospitality

Phase 1: Seasonal Intake

1.1 Demand Calendar Baseline

• [ ] Monthly occupancy 12-month history
• [ ] Monthly ADR 12-month history
• [ ] Monthly RevPAR vs. compset (STR data if available)
• [ ] Booking window (days lead time) by month
• [ ] Top 10 booked dates last 12 months
• [ ] Bottom 10 need dates last 12 months
• [ ] Regional event calendar (conventions, sports, festivals, school calendars)
• [ ] Weather patterns (peak sun, hurricane season, shoulder months)

1.2 Segment Mix by Season

• [ ] Leisure vs. business mix shift across quarters
• [ ] Group / corporate bookings calendar
• [ ] Wedding / event season
• [ ] International vs. domestic travel share by season
• [ ] Loyalty member penetration by season
• [ ] Length of stay by season

1.3 Financial Targets & Constraints

• [ ] Annual revenue goal
• [ ] Need-period revenue gap ($ to recover)
• [ ] Promotional budget (media + discount room cost)
• [ ] Rate floor per room type (BAR minimum)
• [ ] Rate ceiling considerations (parity, brand standards)
• [ ] Acceptable discount depth (10%, 20%, 30%, BOGO?)
• [ ] Bundled amenity cost (breakfast, spa credit, parking) marginal cost

1.4 Campaign Capabilities

• [ ] Email list size and open rate baseline
• [ ] Social followers per platform (IG, FB, TikTok, LinkedIn)
• [ ] Paid media budget per campaign
• [ ] Creative resources available (photographer, videographer, copywriter)
• [ ] Website landing page build speed (days to publish)
• [ ] Booking engine promo code capability
• [ ] Third-party channels (OTA promos, meta, retargeting)

1.5 Past Promotion Performance

• [ ] Last year's top 3 performing promotions (ROI)
• [ ] Last year's bottom 3 (lessons learned)
• [ ] Conversion rate by traffic source
• [ ] Promotional ADR vs. BAR achieved
• [ ] Incremental vs. cannibalized revenue estimate
• [ ] Loyalty member engagement with past promos