Five Effective Approaches to Safeguard Your Hotel from Shortening Booking Horizons
The global economy continues to dish out challenges most of us would prefer to avoid. Marriott’s CEO Anthony Capuano recently mentioned to Skift that booking horizons are now usually “less than three weeks,” or under 21 days. This highlights the continuing rise of last-minute reservations and may point to an even narrower timeframe than what we saw right after the pandemic.
Currently, 40% of hotel bookings are placed within a month of check-in, signaling a major change in traveler habits toward quicker booking decisions. Impulsiveness, mobile-driven choices, and digital-first expectations are propelling this movement. To stay competitive, hoteliers must adjust by embracing live inventory updates and flexible pricing systems to capture spontaneous demand and safeguard earnings.
So, what actions can your team take to stay ahead and minimize the risk of revenue gaps?
Here are five practical methods to help your property remain profitable despite uncertainty.
- Expand your reach with smarter online promotions
Action step: Leverage paid search, metasearch engines, and Google’s Performance Max for Travel Goals (PMTG) to target demand instantly, especially from last-minute planners or mobile users.
Example: A boutique stay in Paris utilized Google PMTG to display ads for “last-minute weekend stay Paris” searches and achieved a 34x return on ad spend (ROAS) within 30 days.
Pro insight: Implement dynamic remarketing to re-engage visitors who left without booking—particularly valuable during off-peak seasons.
- Ensure your website turns visitors into bookers
Action step: Streamline your site for mobile, cut down loading times, and include urgency triggers like “Only 1 room available!” or “Cancel free before check-in.”
Example: Relais Christine revamped their site using Cendyn’s creative design tools. With faster speeds, personalized visuals, and up-to-date rates, they redirected 63% of OTA reservations to direct bookings.
Pro insight: Run A/B tests on call-to-action buttons (like “Reserve Now” vs. “See Availability”) to discover which drives more engagement.
- Simplify distribution and availability control
Action step: Adopt a centralized reservation system (CRS) to align room supply, rates, and policies seamlessly across all sales channels.
Example: A downtown hotel facing overbooking issues during events switched to a unified CRS and removed mismatched inventory, boosting RevPAR by 15% in peak weeks.
Pro insight: Link your CRS with a CRM to give loyal guests first access to exclusive deals or priority check-ins.
- Let data guide your rate optimization
Action step: Take control of your pricing strategy by reviewing booking lead times, search data, and competitor rates. Adjust dynamically to secure the most profitable reservations.
Example: A resort saw growing demand for mid-week stays from families reserving multiple rooms. They introduced a “weekday escape package” with extras, raising mid-week occupancy by 22% compared to the prior quarter.
Pro insight: Use CRM/CDP insights to segment by traveler type (business vs. family) and deliver personalized offers via email or metasearch campaigns.
- Prioritize profitability, not just occupancy
Action step: Aim for the most valuable guest mix—those spending more on dining, spa, or repeat visits—instead of simply filling rooms.
Example: A mountain retreat added post-booking upsell options such as equipment rentals and private excursions, generating 20% more ancillary income per reservation.
Pro insight: Tailor your campaigns with precise targeting toward high-spending audiences. Pair this with automated pre-arrival emails suggesting upgrades or add-ons to maximize both guest value and overall profit.
Our specialists are dedicated to providing hoteliers with innovative tools to navigate an unpredictable travel market. To learn more about enhancing guest loyalty, improving team performance, and driving stronger margins, connect with us today.