Smart Pricing Pt. 4: How to Use Promotions and Packages to Drive Direct Bookings

Part 4 of eviivo’s Smart Pricing Series 

In hospitality, promotions are often misunderstood. More than slashing prices, they’re about adding value, filling gaps, and attracting the right guests at the right time. 

For independent hotels, B&Bs and vacation rentals, smart promotions can increase occupancy and reduce reliance on OTAs – without cutting into profit margins. 

This edition of eviivo’s Smart Pricing series explores how to design effective offers and packages using your Property Management System (PMS). 

Definition: 
Promotions are temporary or recurring rate offers designed to influence guest booking behavior – such as encouraging early bookings, longer stays, or direct reservations. 

Why they matter: 
The right promotion can: 

Reward guests who book weeks or months in advance with a small discount or value add (like free breakfast or parking).  

This type of promotion: 

Did you know?: Early booking discounts rank as the most appealing promotion type for both hotel and vacation rental guests in Expedia’s 2025 Traveler Value Index. 

Fill late availability quickly by discounting rooms that are not booked close to the check-in date.  

Keep these deals limited to specific room types or date ranges to maintain their perceived value.  

We recommend prioritizing early bird offers over late availability ones, as many late bookers are willing to pay higher prices. 

Encourage guests to extend their trip with a discount that increases in line with the length of stay.  

Example: Stay 5 nights, save 10%. 

This promotion type is ideal for vacation rentals or shoulder-season stays, as it helps reduce changeover costs and boost revenue per booking. 

Bundle rooms and extras into one offer, granting a discount on the combined package. 

Examples: 

These packages highlight your unique guest experience and make direct booking more attractive if offered exclusively on your website. 

Reward returning guests with exclusive promo codes and/or special rates.  

This is another effective way to drive direct bookings and compete with OTA loyalty programs. Promo codes can also be used to track the effectiveness of your email and ad campaigns. 

Promo Manager allows you to choose from a wide range of promotions and packages, all easily managed from within your PMS:  

You have the flexibility to run a given promotion on all channels, send it directly to select OTA partners, or save it exclusively for your website to drive direct bookings. 

Example: 
If you run a rural inn and want to boost winter occupancy, you can create a “Cozy Weekend Getaway” package with dinner and late checkout – available only through your direct website. Promo Manager will ensure the offer remains bookable only for the dates you specify.  

When guests see an appealing offer available directly – and exclusively – on your website, they’re more likely to book there rather than through an OTA. 

Direct promotions help you: 

Pro Tip: To boost direct repeat business, include a promo code on your post-stay thank-you emails encouraging guests to book directly next time. 

Balance is key. Too many offers can dilute your brand, while too few can leave occupancy gaps. 

Use your PMS’s reporting capabilities to identify periods of lower demand and schedule targeted promotions to run at those times. 

Example: 
If your booking data shows a midweek slowdown in March, create a short-term offer like “Stay 2 nights, get the 3rd night free” that runs only for those specific dates. 

Download your FREE copy of eviivo’s pricing white paper. This guide explores each of the above promo options in more detail – and shows you how to factor them into your overall pricing strategy. 

Coming Up Next in the Smart Pricing Series