A challenging summer’s creative promos

It wasn’t a totally terrible summer was it? True, a sodden July put a damper on Ontario summer resort customers. And gas prices did have a huge impact, even if, as everyone seems to be saying, drivers did just plan shorter-than-usual car trips. Strikes, floods and a landslide plagued Canadian operators as well.

In a few parts of Canada, though, the picture was positively rosy. Quebec City, for example boasted June room demand figures that were 9.6 per cent higher than last year’s, according to HVS International. No surprise, considering that city’s well-publicized 400th anniversary. June occupancy figures were up to 81 per cent compared to 74.1 for last year, while average room rates this year were almost $30 higher than the same month last year—$177.40 compared to $148.19.
 
The province of Nova Scotia saw room demand rise by 8.7 per cent this year.  And while supply and demand in downtown Vancouver were similar to last year, the average room rate has almost hit the magical $200 per night rate—at $198.74 on average for June.

On the other hand, room demand in Manitoba slipped by 7.9 per cent compared to June 2007.

One by-product of this summer’s challenges was an imaginative array of promotions, as operators thought laterally about ways to attract customers.

Gas coupons, financial rebates and discounts were popular. Expedia.ca offered customers who booked a trip to Canada, the U.S., Latin America or the Caribbean, up to $150 in free gas from Petro-Canada for a limited 48-hour period in mid-August. The Metropolitan Hotels in Toronto and Vancouver offered $25 Petro-Canada gas coupons. Hotels.ca publicized $25 to $50 in cash rebates to guests who booked more than three room nights. 

The Fairmont Royal York appealed to Ontarians to have a “stay-cation” in their own back yard with their Ontario Residents Rate, Thursdays through Sundays for two people, at only $169 per night until September 2, 2008.

In August, Country Inns & Suites By Carlson launched a special package aimed at business travellers. The Good for Business package, which runs until the end of the year, included, among other things, a free book on CD or downloadable audio book from audible.com.

Starwood Hotels & Resorts across North America gave Starwood Preferred Guest loyalty club members 888 reasons to book a weekend stay when they registered by 8/8/08. Starting August 1st and running until August 8, 2008, guests could register to receive 888 bonus Starpoints at participating Starwood properties for qualifying stays.

A surprising number of promos were geared to women travellers. Texas-based BedandBreakfast.com innkeepers posted nearly 130 girlfriends getaways in the United States, Canada, and Mexico. From customized shopping trips to spas, Feng Shui classes and pizza, PJs and Pictionary, these B&Bs offered creative itineraries for the sisterhood.  
Canadian West Coast glamour camping destination Clayoquot Wilderness Resort promoted a ‘Reel Wilderness Women’ fly fishing weekend.

Here’s their pitch: “Far from the typical guy’s fishing getaway with its cigar smoke, buckets of bait, rusty barbecues and clapboard shacks, at Clayoquot Wilderness Resort this September 18 to 21, women will learn the fine art of fly fishing in the world’s premiere glamour camping resort, where the water is pure, the spa beds are big and warm and the food is haute cuisine in the great outdoors.  Upon arrival, Reel Wilderness Women will be presented with top-of-the line fly fishing gear, as well as wilderness chic apparel that will put participants at the height of fly fishing fashion.”  The price?  $5,500 per person.

Just down the beach from Clayoquot, Vancouver Island’s Long Beach Lodge Resort celebrated British Columbia’s 150th anniversary with a $150 deal in August and September. For $150 per night per person and a minimum two-night stay, guests got a beach front room, breakfast and lunch for two and a glass of BC wine.

Manse Lane B&B in Gananoque, ON geared their marketing to married couples, offering couples celebrating their wedding anniversary in September a special discount equal to the number of years they have been married, e.g., if you have been married for 50 years you get 50 per cent off. Those married under ten years still got a minimum of 10 per cent off the regular rates.

Pantages Hotel in Toronto has an interesting deal for newlyweds. Every qualifying wedding worth $40,000 or more entitles the bride and groom to a honeymoon vacation either every year or every other year for life. “It’s a wedding gift that keeps on giving well after the ‘I do,’” the hotel said in a release.

So what are those old sayings?  “When the going gets tough, the tough get going.”  Or “necessity is the mother of invention.” With free audio books, reel women, wedding anniversary discounts and more, Canadian operators are proving that they are equal to the challenges.