How to Build a Rate Strategy Around Local Events
If you operate a small hotel or inn, local events are golden opportunities hiding in plain sight. From massive international moments like the upcoming FIFA World Cup to beloved regional music festivals and seasonal art fairs, these events can create serious demand surges—if you're ready for them.
Here's how to build a smart, event-based rate strategy that doesn’t just chase demand, but captures it.
1. Build a Local Event Calendar—Now
Start with a simple spreadsheet and map out every major event in your area for the next 6–12 months. Think beyond just the big-ticket items like FIFA or Coachella-style music festivals—look for marathons, conferences, university events, parades, and even niche gatherings that bring in loyal crowds.
Pro tip: Add a column for "booking window"—how far in advance guests typically book for that event. This helps you plan when to start adjusting rates.
2. Analyze Past Performance (If You Have It)
Look back at last year’s pacing, rates, and pickup trends around those events. What did occupancy look like 30, 60, 90 days out? When did you start seeing spikes? What channels performed best? If it’s a new event, check citywide occupancy or talk to fellow hoteliers.
3. Set Rate Fences Early
Don’t just raise rates—add logic. Use rate fences like minimum stays, non-refundable terms, or value-added packages (think breakfast included, or a welcome amenity). This helps drive higher ADR while giving guests more incentive to book direct.
4. Know When to Launch Your Strategy
If FIFA is coming to your area, you can bet demand will build far in advance. Set key dates on your calendar for when to:
Open inventory
Raise baseline rates
Add length-of-stay restrictions
Pull back any deep discounts
Events with short booking windows (like smaller festivals or local holiday markets) might only require a 30-day lead time.
5. Watch the Market Like a Hawk
Check your comp set weekly as the event approaches. Are rates moving? Are they sold out? Are they bundling experiences or adding extras? This isn’t just about keeping up—it’s about knowing when you should hold or flex.
6. Promote Smartly (and Early)
Update your website with event-specific language and create simple packages around major happenings. Push these in your newsletters, social, and OTA listings. Positioning your hotel as the place to stay for an event can help you capture early birds and last-minute planners.
7. Debrief After Every Major Event
Once it’s over, don’t move on just yet. Look at what worked, what didn’t, and what you can tweak for next year. Your future self will thank you.
The Takeaway
Local events are an independent hotel’s secret weapon—but only if you plan ahead. Whether it’s the FIFA World Cup, a top-tier food and wine festival, or a quirky regional celebration, event-based strategies can help you drive rate, reduce reliance on discounting, and get your property seen by the right guests at the right time.
Plan smart, price early, and market like you mean it.