In the vacation rental industry, a ”Gap Night" refers to an unbooked night between two reservations or near existing bookings, often challenging to fill due to its short duration.
These nights represent potential lost revenue if left unbooked, so property managers can leverage BeHome247 to deploy targeted email and SMS campaigns to fill these gaps and maximize revenue.
Steps to Create a Gap Night Campaign for Your Operation:
1. Access the Message Center
- Navigate to the Message Center feature and select New Message.
2. Enter a Reference Name
- Type in a Reference Name that clearly identifies the purpose of your message (for internal use only).
- Example: "Front End Gap Night."
- Example: "Front End Gap Night."
3.Select Your Communication Tool
- Choose the method you’d like to use for your campaign:
- Email: Provides extensive customization options like Outlook or Gmail. Be sure to include a subject line, and the message will be sent to the email address on file.
- SMS: Delivers the message directly to the guest’s cell phone if available. We recommend keeping messages brief for SMS.
4. Add Your Message Content
- Type your message and click Next.
5. Set Your Target Audience
- Go to the Target tab, then select Guests in the "Send message to" section.
6. Define Filter Rules
- Click on Define Filter Rule and set up your target audience using these guidelines:
- Choose either front-end or back-end gap night. The system will then automatically identify reservations that qualify for gap night messaging and deploy accordingly.
7. Schedule and Enable Triggers
- Click Schedule to set up deployment timing and select Enable Triggers. Options include:
Set triggers for specific timing, such as sending a back-end gap night message one day before departure.
8. Save Your Message
- Once your triggers are set, click Save.
Activate Your Campaign:
Return to the Message Center and click Activate when you’re ready to start deploying your message:
FAQ: Gap Night Campaign Setup
What is a gap night?
- A gap night is an unbooked night that falls between two reservations or is near existing bookings. These nights are often harder to fill due to their short duration and can represent lost revenue if left unbooked.
How can a gap night campaign help?
- A gap night campaign allows property managers to promote these unbooked nights to guests, maximizing occupancy and revenue. By using targeted email and SMS messaging, property managers can encourage guests to book these otherwise empty nights.
How do I define which guests receive the gap night message?
- In the Target tab, set your audience to Guests. Then, in Define Filter Rule, select either front-end or back-end gap night. The system will automatically identify reservations that qualify and deploy the message accordingly.
What are deployment triggers, and how do I set them?
- Deployment triggers determine when your messages are sent. For example, you might set a trigger to send a back-end gap night message one day before departure. Triggers are configured under Schedule, where you can select Enable Triggers and choose the best timing for your campaign.
How do I know if my campaign is active?
- After configuring your campaign, click Save. You’ll return to the Message Center, where you’ll need to click Activate to start deploying messages.
What should I include in my gap night message?
- Your message should be concise and highlight the benefits of booking the gap night, such as a discounted rate or the convenience of extending their stay. Personalize the message to make it more appealing, especially if sent via SMS.