Christmas bookings: A How to Guide

As the festive season approaches, you have a prime opportunity to fill your properties and maximise revenue. 

The Christmas period brings a surge in demand for short-term rentals, from couples, families and groups of loved ones seeking a cosy and festive getaway. 

As you grow your business, from 1 property to 1000, it’s harder to focus on the marketing techniques you need for each and every opportunity to earn higher revenue.

But with increased competition, it’s crucial to take strategic steps to make your properties stand out. 

So here’s a how-to guide for you to use with your team, to ensure you maximise your revenue over the festive season.

1. Fill your Christmas calendar early

The holiday season can be one of the most profitable times of the year for holiday rentals. 

However, the key to ensuring a fully booked Christmas period is to start promoting your availability well in advance. 

Don’t wait for the last-minute rush – many guests plan their festive holidays months ahead, especially for prime locations and desirable properties.

Consider creating special Christmas packages that cater specifically to the festive season. 

Include amenities such as holiday-themed decorations, a complimentary festive welcome basket, or discounts for extended stays. 

By making the experience feel tailored for Christmas, you’ll give guests a reason to book early.

2. Adjust length of stay for festive bookings

Consider adjusting your minimum stay requirements over the holiday season. 

While you may typically have a two-night minimum, extending this to four or even seven nights during the Christmas period could be more profitable, especially as many travellers are looking for longer stays to fully enjoy the holiday.

Holiday rental owners often see higher demand for extended stays over Christmas and New Years, so increasing the length of stay requirement can help maximise revenue during this high-demand time.

3. Decorate your property for your marketing materials

A festive atmosphere can help to catch attention and significantly enhance the appeal of your property. 

Guests looking for a festive getaway want to feel immersed in the holiday spirit. Simple decorations such as fairy lights, a Christmas tree, or festive table settings can create the cosy, welcoming environment many guests seek during the holidays.

But don’t wait until Christmas to decorate – take advantage of any gaps in your bookings now, to decorate for your marketing material.

Once you’ve decorated, take high-quality photos to capture the charm and warmth of your space. 

These festive photos will help attract potential guests who are searching for the perfect Christmas retreat – and you can use them year after year in your advertising.  

Even minimal decorations can make a huge difference in your property’s visual appeal, which can make it easier to decorate and photograph now, ready for using in promotions. 

4. Build a portfolio of seasonal photos

While you’re consdiering photographing your property for the Christmas season, take the opportunity to plan how you can build a portfolio of images that highlight your home in different seasonal contexts. 

Having these photos on hand will allow you to adapt your listing to different times of the year quickly. 

For example, when winter ends, you can update your photos to showcase your property’s spring or summer appeal without having to arrange new photo sessions each time.

Your portfolio doesn’t just work for Christmas – the photos can be used throughout the year for various holidays or local events, ensuring your listings are always relevant and attractive to potential guests.

5. Temporarily update your listings with festive photos

Once your property has been photographed, update your holiday rental listings with the festive images to attract potential guests looking specifically for Christmas stays. 

Make sure the photos emphasise any holiday-specific touches, like decorated fireplaces, outdoor lights, or cosy nooks perfect for winter relaxation.

These temporary updates can be especially powerful in creating a sense of urgency – when travellers see a space that’s can host their festive celebration, they’re more likely to book it quickly.

6. Tailor your language for the holiday season

In addition to updating your photos, revise the language you use to descibe your holiday homes, to focus on the festive season. 

Highlight the ways your home is suited for holiday gatherings, cosy family meals, or a winter escape. 

Use emotive language that evokes the holiday spirit, such as “gather around the fireplace,” “unwind with hot cocoa,” or “experience a magical Christmas in the heart of the countryside.”

By aligning your description with the desires of festive travellers, you’ll make your property more attractive during this high-demand period.

7. Advertise using local holiday events

If your property is located near Christmas markets, winter festivals, or local parades, make sure to include these in your marketing materials. 

Travellers often look for unique holiday experiences, and promoting nearby events can make your property stand out as the perfect base for a festive trip.

Do some research into upcoming local events and incorporate them into your property listing descriptions. 

For example, you might write: “Stay just minutes from the famous [City] Christmas Market and enjoy the holiday festivities, from carol singers to gourmet seasonal treats.” Often you can source high quality photos of local events from your national tourism organisation.

8. Use guest reviews to highlight festive stays

Social proof is one of the most effective marketing tools for any holiday rental owner.

If you’ve hosted guests over the holiday season in previous years, encourage them to leave reviews that mention their experience of staying during Christmas. 

Positive reviews that describe a cosy, festive stay will help reassure potential guests that your property is perfect for the season.

If possible, reach out to previous guests and ask if they’d be willing to provide testimonials specifically related to their holiday experience. 

Featuring these reviews in your listings and marketing can significantly boost your chances of securing festive bookings.

9. Promote festive availability on social media and newsletters

Once you have your festive photos and updated listings, don’t forget to actively promote your availability through social media channels and email newsletters. 

Many travellers use these platforms to discover holiday rental options, and sharing your festive-ready property can help you tap into this audience.

Be sure to include a strong call-to-action in your promotions. For example, phrases like “Book your Christmas getaway now” or “Limited availability for a magical holiday stay” can encourage immediate bookings.

10. Clearly communicate festive decorations

Let potential guests know if your property will be decorated for Christmas during their stay. 

Some families may be travelling specifically to experience a fully-decked-out holiday home, while others might prefer a simpler setting. 

Including this information in your listing will help set the right expectations and attract guests who are looking for a particular type of experience.

11. Be ready for post-holiday bookings

As soon as you’ve filled your calendar for the Christmas period, shift your focus to the next booking wave. 

After Christmas, many travellers start planning their spring and summer vacations. Be prepared to update your photos and descriptions quickly to appeal to this market. 

Switch out the festive imagery for fresh, seasonal photos and highlight features of your property that would attract spring and summer guests, such as outdoor spaces or nearby attractions.

Having a strategy in place to transition from holiday marketing to spring and summer promotions will help you maintain a steady flow of bookings as demand shifts throughout the year.

Conclusion

With the holiday season fast approaching, taking proactive steps to market your holiday rental can help ensure you fill your calendar and maximise revenue. 

By decorating your property, using local events, updating your listings with festive photos, and promoting your availability through social media and email campaigns, you’ll be well on your way to a fully booked Christmas season. 

And with the right strategy in place, you’ll be prepared to pivot quickly once the holiday season ends, ensuring continued success into the new year.

(Photo copyright to Fer Troulik on Unsplash)