HospisHospis
Soforthilfe
Back·Marketing

Our campaigns are last-minute and unplanned

October is weak, so mid-September there is an offer. It goes to everyone, brings a little, and is forgotten again next year.

Typical for: seasonal properties with shoulder and off periods · houses without marketing ownership · businesses whose campaigns arise from this week’s occupancy list

Documented by Hospis

Updated: 9 September 2026

How you recognize it

  • Offers arise when occupancy for the next four weeks looks bad
  • There is no annual calendar with occasions, target groups and lead times
  • Campaigns are defined by price, not by content or occasion
  • Newsletters go to the entire list regardless of guest type or booking behaviour
  • What a campaign cost and brought isn’t recorded
  • The same off periods are weak every single year

Matching Hospis

OT

Olivia Torrente-Dorninger

Sales · Revenue · Marketing — Palma de Mallorca
Works with protel · Mews · Mews POS · Smart Host
AdviseImplement

Builds the annual calendar with properties: off periods, occasions, target groups, evaluation — and the campaigns that follow from it.

Mapped to root cause
No annual planEveryone gets everythingNothing is evaluated
View profilePersonally vetted · independent match
SF

Sophia Marie Fehr

Concept · Brand core & positioning
Works with Adobe Creative Cloud · Mews
Advise

Gives campaigns content that fits the house — so price doesn’t remain the only argument.

Mapped to root cause
Discount as the only argument
View profilePersonally vetted · independent match

Which path fits your situation?

01

Diagnosis

390 € fixed price

A vetted Hospi analyses your situation in a structured way — in conversation and with a written result. Every statement clearly labelled: FACT, BENCHMARK, HYPOTHESIS or CONCLUSION. You get a concrete path, not a sales meeting.

  • A legitimate outcome is also: no engagement needed.
  • If an engagement follows, the diagnosis fee is fully credited.
02

Urgent support

Acute situation? Your case is reviewed with priority — response within 48 hours.

Cause fields — how to tell them apart

Unplanned campaigns are a symptom of missing lead time. Whoever advertises in September for October can only discount. Whoever plans in March can sell.

These fields are complete, and many properties get there on their own — that is what this page is for. The cost simply does not appear on an invoice: internal hours, a few attempts, and a season that keeps running in the meantime.

01

No annual plan

How you spot it

The weak weeks are the same every year, and every year they come as a surprise. There is no calendar making them visible six months ahead and assigning occasions to them.

The way out

An annual calendar with the off periods, matching occasions and lead times per channel. Built once, it gets adjusted each year instead of reinvented.

02

Discount as the only argument

How you spot it

The campaign is called “15 percent off” because nobody thought of anything else. It attracts guests who book on price — and teaches regulars to wait for the next deal.

The way out

Build campaigns around content: occasion, experience, programme, partner. A hiking weekend with a mountain guide sells the shoulder season better than a discount — and doesn’t damage the rate.

03

Everyone gets everything

How you spot it

The newsletter goes to the whole list. Families get the romance offer, winter regulars the summer package. Open rates drop, unsubscribes rise.

The way out

Split the guest list into a few groups the PMS already knows: season, type of stay, origin. Each campaign goes to the group it was made for — and only to them.

04

Nothing is evaluated

How you spot it

Whether last year’s campaign brought bookings or merely lowered the price, nobody knows. So it gets repeated or dropped — both by gut feeling.

The way out

Record three numbers per campaign: effort, bookings, rate. After one year the list shows what works — and the calendar gets better every year.

Frequently asked

We have nobody for marketing — is this still possible?
Yes, once the plan exists. An annual calendar with prepared campaigns needs a few hours a month to run. The effort is in building it, not running it.
Are discounts fundamentally wrong?
No — but they should be the tool for specific groups and moments, not the only one. The Diagnose shows where price really is the lever.
How far ahead do we need to plan?
For resort hotels at least one season. Guests decide about the shoulder period long before it starts — and partners need lead time.

Describe your situation

The problem context is automatically included — you do not need to repeat anything.

Problem
Our campaigns are last-minute and unplanned

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Our ad spend shows no measurable return

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We don’t know our most profitable guest mix

Without mix steering we give away margin.

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