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Tips Why Hotels and Resorts Should Probably Run “Prime Day” Promotions

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photo of the author Melissa Jordan

 Oct 1, 2020

Guess what? On October 13 and 14, 2020, your guests will be primed to make a purchase. Yes, it’s a bit corny, but it’s true.

In just under two weeks, the annual online shopping bonanza called Amazon Prime Day is coming. Your guests and prospects will likely have their wallets out, ready to pounce on a deal from the world’s richest man’s shopping site. And, believe it or not, that may be a prime opportunity for you to make some sales of your own.

Haven’t thought about it? Consider these four reasons why you should:

  • People are looking to buy. In 2018, analysts estimated that Prime Day sales exceeded $4B, up from an estimated $2.4B in 2017. Amazon doesn’t disclose its sales figures, but they did say that during the 2019 event, they sold more than 175 million products.
  • Other retailers are joining the party. In an effort to compete, other retailers are offering promotions that day too, including Target and Walmart. Since these other retailers are already advertising great sales that day, why shouldn’t you try to drum up some additional bookings on a Tuesday or Wednesday in mid-October?
  • Sales have expanded globally. When Prime Day first started in 2015, its exposure was limited. In 2019, deals were available in 18 countries across North America, Europe, Australia, and the Middle East. With more people looking to shop, there’s potential to entice a guest to your property.
  • Human psychology is rarely intuitive. Research shows that once a consumer is in “I want to buy something” mode, they’re much more likely to make other purchases, even if they’re unrelated. In fact, the best-case scenario is that your guests visit, don’t find any deals worth pulling the trigger on, and then get an email from you with an offer they can’t pass up. They’ll be just itching to book.

Consumers are paying attention and looking for deals, just like they do during the holiday season. See if you can take advantage of this two-day retail holiday as Killington did last year.

One note, though — Prime Day is Amazon’s trademark, and that means your business may not be able to use those words to advertise your own sale (we’re not lawyers, and this is not legal advice). Target is calling their promotion “Deal Days”, Walmart is calling theirs the “Big Save” event, and lots of other retailers are referring to it simply as a shopping holiday. So, be sure to consult your legal department before you decide what wording to use.

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