Don’t wait for January: Why hotels should launch New Year campaigns right after Christmas

We urge hoteliers to act fast this festive season to maximise New Year bookings. Instead of waiting until January to launch campaigns, hotels can capitalise on the post-Christmas buzz by kicking off their marketing efforts as early as December 26th.

The period immediately following Christmas is ripe with opportunity. Consumers are already in a spending mindset, inspired by retail sales and eager to use gift cards or holiday cash. Launching hotel deals alongside the festive retail rush ensures your property stays top of mind while people are actively looking for their next purchase.

Waiting until mid-to-late January to launch a campaign means risking getting lost in the crowd. Starting earlier helps your offers stand out, reaching your audience before competitors flood the market and capturing bookings ahead of the month-end payday rush. Plus, don’t overlook Blue Monday (20th January) - often called "the most depressing day of the year." This is when many people book trips to boost their mood. By acting early, your hotel can position itself as the perfect getaway, giving customers something to look forward to during the January blues.

Launching campaigns earlier in this crucial window can lead to higher revenue potential. Hotels that leverage this strategy and market to a well-curated database with a solid budget often see a significant uplift in direct bookings. For example, one Net Affinity client has previously seen its Blue Monday sales generate over £57,000+ in just 48 hours.

William Cotter, Founder & Managing Director of Net Affinity, said: “Hotels that start early benefit from building momentum. The earlier you connect with your audience, the longer your campaign can run, creating multiple touchpoints to convert interest into bookings.

“Launching your New Year campaigns right after Christmas allows your hotel to capitalise on high consumer engagement during the holidays, outpace the January competition, and capture valuable direct bookings. However, success hinges on having the right strategy in place. A well-segmented audience, targeted messaging, and a competitive budget are critical to breaking through the noise and driving results and are just some of the things we recommend to our clients to achieve maximum success during this time.”

To maximise this opportunity, we recommend keeping things simple. Clear and attractive offers, like percentage discounts on all rates or specific room types, tend to perform best. Avoid pre-payment requirements or restrictive terms, as flexibility and transparency are key for budget-conscious shoppers after Christmas. Short campaigns, such as 24 or 48-hour flash sales, create urgency to drive bookings. Boost their impact by promoting them through email marketing and social media ads.