Creating Seasonal Campaigns That Actually Drive Bookings

Seasonal campaigns are vital for tourism and hospitality businesses looking to drive bookings and increase demand. Whether you run an East of England based visitor attraction, accommodation business, restaurant, or café, aligning your marketing with the seasons can create excitement and capture customer interest.

By tapping into the unique appeal of Suffolk, Norfolk, Cambridgeshire, and Essex, you can make your seasonal campaigns even more appealing. Whether it’s promoting coastal escapes in Norfolk or countryside retreats in Suffolk, a well-planned seasonal campaign tailored to regional trends can help local businesses attract more visitors and maximise revenue.

1. Identify Your Seasonal Opportunities

Before launching a seasonal campaign, think about key moments that resonate with your audience. These could be:

• Traditional events (Christmas, Easter, Valentine’s Day, Halloween)

• School holidays (summer holidays, half-term, bank holidays)

• Local Awareness Days (Suffolk Day, Norfolk Day)

• Weather-related trends (cosy winter escapes, summer outdoor dining, autumn staycations)

• Industry-specific dates (Independent Accommodation Day, English Tourism Week)

  
  

Once you’ve identified the best seasonal opportunities for your business, align your campaign with a compelling offer that enhances the guest experience.

2. Create a Campaign with a Strong Hook

Seasonal campaigns need more than just a themed Instagram post or a festive decoration. The key is crafting a message that resonates with your audience’s mindset during that time of year.

• For a coastal hotel in Norfolk: ‘Spring Awakening – Book one night and get a second night for free, giving you longer to explore the beauty of the Norfolk Coast.’

• For a visitor attraction in Essex: ‘Easter Family Fun – Kids go free during the Easter Holidays with an interactive treasure hunt’

• For a countryside pub with rooms in Suffolk: ‘Winter Warmer Getaways – Book a midweek stay and enjoy a complimentary mulled wine and dessert by the fire.’

• For a farm shop café in Cambridgeshire: ‘Festive Afternoon Tea – Limited edition Christmas-inspired menu available for December only.’

  
  

Each campaign should create a sense of urgency and exclusivity, for example with a limited time offer with a seasonal treat guests won’t want to miss.  

3. Don’t Stick to Just One Channel

A well-executed seasonal campaign needs to be visible across multiple touch points. Consider:

• Email marketing: Send exclusive early-access offers to your mailing list.

• Social media: Create themed content, from reels showcasing seasonal experiences to countdown stories building anticipation.

• Website updates: Add banners and dedicated landing pages promoting your seasonal offer.

• Local collaborations: Partner with nearby businesses to cross-promote, such as a visitor attraction teaming up with a local pub with rooms.

  
  

4. Utilise User-Generated Content & Influencers

Encourage guests to share their seasonal experiences by offering incentives such as giveaways or featuring their photos on your brand’s page. Invite local influencers or travel bloggers for a seasonal experience to amplify your reach.

5. Track, Measure & Optimise

The success of your seasonal campaign isn’t just about initial engagement, it’s about actual conversions. Make sure to track:

• Booking rates before, during, and after the campaign

• Website traffic to seasonal landing pages

• Engagement metrics on social media posts

• Customer feedback and reviews on seasonal experiences

  
  

Use these insights to refine future campaigns and identify what works best for your audience.

Why is this all important?

Seasonal campaigns, when executed well, don’t just fill gaps in your calendar, they create memorable experiences that encourage repeat visits and recommendations. By planning ahead, crafting irresistible offers, and promoting strategically, you can turn the changing seasons into a powerful revenue-driving tool for your tourism or hospitality business.

If you need support planning your next seasonal campaign, drop me a message and we can have a chat!