The final quarter of the year (Q4) will not wait for any salesperson to complete preparations for the upcoming season. The autumn foliage changes, and holiday seasons arrive, which makes Q4 appear unexpectedly with both profitable business possibilities and intense performance targets.
The good news: your hotel can achieve outstanding performance without total readiness when you adopt focus, urgency, and BC’s creative approaches. The strategies in this article demonstrate how BC hotels can establish control over their Q4 sales performance by utilizing local knowledge and authentic hospitality examples from our province.
1. Laser-Focused Prospecting (No Window Shopping Allowed)
Q4 rewards those who act, instead of just plan. Your sales efforts must target qualified individuals who are ready to make bookings now. Corporate planners who secure year-end retreats, social groups planning holiday getaways, and last-minute winter travelers represent your ideal prospects. You need to eliminate the practice of keeping leads on ice, as your daily focus gets constantly shifted away from your main goal, which is to generate sales.
Your database requires segmentation for urgent, likely-to-book groups this quarter. A proactive salesperson starts making personal phone calls to past October to December groups, instead of just sending emails.
2. Package With a Purpose (and a BC Twist)
You already know your area’s unique offerings—use them! The Fall and early Winter are the perfect seasons to create packages that combine BC’s attractions with accommodation. Your team ought to build 2–3 exclusive packages with clear booking deadlines for immediate uptake. Present these packages through your website, email campaigns, and social media platforms.
Example: The Royal Hotel in Kelowna has a great promotion offering greatly discounted rates during their low season.
3. Master Digital & Direct
Online travel agents (OTAs) will actively drain your revenue through their commissions. Your business must prioritize direct traffic. Your website needs to feature a prominent booking engine and highlight last-minute promotions, visible both on your site and in your Google Business profile.
Ensure only offers are expected to be available exclusively through direct channels to capture at least 30% of your customer base. Your website can also display hidden promo codes or exclusive discounts to spark urgency.
Case study: The Atrium Hotel Vancouver official deals page showing exclusive, direct-booking focused promotions and last-minute deals.
This reflects the strategy to highlight last-minute promotions on the hotel website with exclusive offers only by encouraging guests to avoid OTAs and book directly to capture a larger share of revenue.
4. Activate Your Local Network
Post-pandemic travel trends show BC destinations are thriving thanks to local and drive-market travelers. You are encouraged to contact local companies, wedding planners, and schools to secure bookings for holiday parties, team building, and strategy sessions.
Group and meeting promotions for Q4 need to emphasize special BC and Alberta resident rates when offering facilities for seasonal gatherings.
Example: The Listel Hotel, A Coast Hotel located in Whistler, BC.
5. Upsell With Intent (and Personality)
Every guest interaction is an opportunity to add value and increase revenue. The holiday season presents ideal conditions for guests to indulge. Your staff must have simple tools and festive scripts to upsell upgrades or add-ons with warmth and humour.
Front desk and reservations staff are expected to provide upsell options during arrivals, bookings, and confirmation emails.
Example: The Sparkling Hill Resort promotes an Enhance Your Stay (in-room room enhancements menu to personalize stays.
The Bottom Line
Q4 in British Columbia leaves no space for hesitation. The execution of focused strategy, tactical urgency, and a willingness to experiment will drive both room occupancy and long-term success. Your hesitation must end, as postponement costs you opportunities. The time is now to act, differentiate, and close the year with strength.
Proactivity rewards businesses that take initiative—make sure you’re the hotel that moves first.
For more sales advice, contact Brent O’Connor – brent.o@telus.net.