Travel Outlook: The Big Game and Valentine's Day

The Big Game and Valentine’s Day are quickly approaching! Whether you’re spending quality time with your loved one, cheering for the Chiefs or the Eagles with your friends, or are simply wondering how you can make these two big events work for your demand strategy, the Koddi team has insights for you.


Weekend Demand Overview for the Big Game

The Big Game brings big demand. For hotels near Glendale, Arizona, the Big Game at State Farm Stadium has the potential to bring additional revenue surrounding the big weekend. Overall, the 8 – 21-day booking window is up by 27%. Traveler demand for the game weekend is up almost 268% week-over-week, and selected dates on Google alone saw a 114% increase in demand. Demand skyrocketed after the last NFL division championship games, meaning travelers were eager to make plans. We expect this increase to continue as we get closer to game day, due to last minute hotel bookings.


Demand Overview for Valentine’s Day


Valentine’s Day ABW (Average Booking Window)

The term Average Booking Window (ABW) refers to the number of days until the users’ check-in-date from the day they are searching. This gives insight to the volume of people who are searching to book within a certain time frame compared to others. There is a 48% increase in demand for the 8 – 21-day booking windows week-over-week, despite overall demand trends being down almost 2% on Google. Hotels can use this data to pinpoint the timing of their ad campaigns surrounding these February events by pushing in on this booking window bucket while these events are in this time frame.


What These Trends Mean for Hoteliers

Based on our findings and historic insights, Koddi is suggesting advertisers consider the following options in preparation for the Big Game and Valentine’s Day:

  • Hoteliers with Glendale or Phoenix properties should increase DTA 0-3 bid multipliers to capitalize on last minute bookings for the Big Game
    • Fortunately in metasearch, an available room and rate is necessary for your ad to show, so advertisers are insulated from any risk of spending on users searching for sold-out itineraries
  • For Glendale and Phoenix hotels with inventory still available for this weekend, leverage a combination of Sponsored Listings and check-in date multipliers to promote your remaining inventory
  • Maximize Valentine’s Day opportunity by bidding up check-in dates between 2/11 through 2/15
  • Leverage Sponsored Listings for filling any remaining Valentine’s Day rooms that are available
  • Work with an advertising technology company like Koddi to strategize and report on these opportunities


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