30. October 2025.
The winter holidays usually perform exceptionally well when it comes to early bookings. This is especially true for Budapest, where the Christmas markets and festive programmes act as a magnet for tourists. Meanwhile, more and more domestic guests are choosing to swap holiday cooking for hotel comfort in rural areas.
Then, momentum tends to drop off quickly after 1 January, and many hoteliers naturally resign themselves to a slow January–February period. But while these months require more strategic effort, with the right tactics, it’s absolutely possible to boost occupancy at the start of the year.
Bold package deals won’t fill your rooms: International guests visiting the capital generally aren’t interested in bundled packages. What matters most is location and accessibility – being able to reach the city’s main attractions quickly and easily from the hotel. Instead of packages, think exclusive tickets to spas or exhibitions, and gastro experiences that enrich your early-year offering.
Diverse business mix: During weekdays, focus on business travellers and events, possibly activating existing relationships with targeted offers. On weekends, shift to tourist engagement. It’s particularly beneficial for hotels to be present on multiple channels – the more wholesalers, travel agencies, and OTAs list the hotel, the higher the chance of conversion.
Business travellers in focus: If your hotel’s services and location make it an appealing choice, early in the year is a great time to concentrate on the corporate segment. Dynamic pricing is now widely accepted in this segment, too – so a strong start to the year doesn’t require fixed annual contracts.
Combine your own Black Friday with OTA Black Friday: In addition to your own campaigns, join OTA Black Friday promotions. These typically run for two weeks, boosting visibility in a crowded period and offering around 30% discounts for the next 3–4 months – helping secure early-year occupancy.
One useful tactic alongside OTA Black Friday: Ensure the same (or slightly better) offer is available on your hotel’s website. Seasoned travellers always check direct prices – and if they find a better deal, they’ll book directly. This approach reduces commission costs on bookings you likely would have received anyway.
Microseasons: At the start of the year, think beyond generic offers. Focus on microseasons that match short getaway patterns common in this period – such as weekend retreats or 2–3-night stays. In January and early February, there’s a rise in demand for “slow” or “detox” wellness breaks, so lean into this theme – and don’t forget to build around traditions like Carnival season (Farsang).
Flexibility and ongoing visibility in pricing: A flexible pricing strategy is essential for a successful start to the year. Dynamic pricing, weekday discounts, multi-night offers, or extending expired vouchers for a small surcharge – all can help lift occupancy.
Tap into emotions with your messaging: During winter, guests are seeking comfort and calm – not noise and bustle. Update your visuals to match the season: highlight your hotel’s cosy interiors, the beauty of winter landscapes, and the sense of warmth that sets you apart.
Black Friday: Promo code discounts and fixed-price voucher offers typically perform well for rural hotels during Black Friday. Make sure the validity period includes the start of the year – helping you fill those quieter weeks. But remember: even the best offer can get lost without clear, timely, and strategic communication.
Worried about your early-year booking numbers? Then get in touch with us as soon as possible – and let us help you build the right strategy for a strong start to the year.
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