16 Jul 2025

Make the most of the summer: 7 tips to boost your last-minute bookings this season (and beyond)

summer-picknick-blanket

Introduction

As the summer season arrives, hospitality’s busiest and most profitable time – hoteliers have plenty on their plates: managing extra staff, delivering exceptional guest experiences, and of course, maximizing revenue.

But while demand is high, competition is fierce. Many last-minute bookings risk slipping away to OTAs, cutting into your margins. That’s why driving direct bookings on your own website is absolutely essential this summer.

The good news? With a few strategic tweaks, you can capture those spontaneous travelers before they go elsewhere. Here are 7 practical tips to help you boost your last-minute bookings and make this summer your most successful yet.
 

1. Make Your ‘Book Now’ Button Unmissable

Your website’s online booking engine is your most cost-effective sales channel—but it only works if guests notice it.

  • Use a bold, contrasting colour so your “Book Now” button stands out against your site’s design.
     
  • Place it in the header and make it sticky so it stays visible as visitors scroll. Ensure it’s prominent on every page of your website.
     
  • Choose compelling action phrases like “Reserve Your Escape” or “Book Your Summer Stay Now.” This small change can dramatically lift conversion rates.
     
     

2. Craft Irresistible Last-Minute Packages

Set your direct channel apart from OTAs by offering value guests can’t find anywhere else:

  • Spa & Stay: A discounted room rate paired with a complimentary massage or spa credit.
     
  • Dinner Inclusive: Include a three-course dinner or wine pairing menu to the booking. Or offer a free activity or excursion with the booking!
     
  • Late Checkout Bonus: Offer flexible checkout to make last-minute escapes even more appealing.

     

3. Use Strong Visuals to Supercharge Social Media Promotions

Last-minute bookers are impulsive, visual, and often browsing on their phones—especially on social media. That’s why stunning visuals and active promotion go hand in hand to drive direct bookings.

  • Invest in High-Quality Photography and Video: Capture professional images of rooms, spa facilities, dining setups, pools, and unique activities. Include summer-specific scenes like outdoor dining, cocktails by the pool, or spa treatments under the sun.
     
  • Create Short Videos or Reels: Showcase experiences guests can book last-minute – a time-lapse of a sunset dinner setup, a spa treatment in progress, or an activity adventure.
     
  • Promote Across Your Social Channels: Use Facebook, Instagram, TikTok, or even LinkedIn (for business retreat packages) to spread the word about your summer deals.
     
  • Link Directly to Booking: Make it easy for guests to act immediately by adding booking links or "Book Now" buttons in your social posts and bios.
     
  • Leverage Stories and Ads: Stories and boosted posts can effectively target nearby travelers who are planning spontaneous getaways.

     

4. Offer Flexible Cancellation (and promote it)

One major barrier for last-minute bookers is fear of commitment.

  • Highlight “Free Cancellation” or “Flexible Terms” in bold.
     
  • Make sure this promise appears in your ads, website, and booking flow.
     
  • Even a 24-hour window can make the difference.

     

5. Tie Packages to Local Events and Experiences

Don’t just sell rooms—sell the summer experience.

  • Partner with local festivals or events.
     
  • Create “Event + Stay” packages.
     
  • Curate itineraries for guests (e.g., spa morning, local market visit, dinner under the stars).
     
  • Promote these packages as last-minute getaways that feel exclusive.

     

6. Use Email to Reach Your Warm Audience

Your past guests and email subscribers are gold.

  • Send out “Last-Minute Summer Escapes” emails.
     
  • Include personalized offers or loyalty discounts.
     
  • Make booking one click away.
     
  • Don’t spam, but a timely summer deal can reactivate previous guests.

     

7. Make It Easy to Contact You (and Upsell on the Call)

Some guests want reassurance:

  • Prominently display a click-to-call number.
     
  • Offer instant chat or WhatsApp support.
     
  • Train staff to highlight packages and upsell spa/dining/activity options during calls.


     

Final Thoughts

Summer guests are ready to book. They're looking for unique, memorable experiences. By highlighting your spa, dining, and activities in compelling last-minute packages, and making it easy to book directly, you can win back direct business from OTAs and fill rooms even at the last minute.