Booking window: when do your guests actually decide?

[IMAGINA]

We are planning next season and the data we have is contradictory. Some operators say people book two weeks ahead and everything else is noise; others say groups are confirmed two months in advance and individual visitors are the last-minute ones.

Before we spend on campaigns: when does your typical visitor decide? If the answer differs by segment, please say so. Families, couples, school groups and companies behave very differently and we should stop treating them as one audience.

[Sonia Vargas – Operador]

Couples: five to ten days. Families: three to four weeks, and they ask about toilets and parking in the first message. Companies: six to eight weeks, always through a person who wants an invoice. Our newsletter is what moves the first group, not the social media posts.

[Maria Fernandez – Operador]

From the council side, school groups are planned with the school year: September and October fill up in June. If you want schools in autumn, campaign in spring.

[Author]

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