The new scheme launches as the latest restrictions, which see restaurants and bars closing at 10pm, the rule of six, and weddings limited to 15 guests, are taking further toll on the already hard-hit hospitality industry.
The initiative has been introduced to encourage the public to continue engaging with hotels beyond the summer months and into autumn and winter – helping to prolong the recovery boost provided by #EatOutToHelpOut and to offset the latest measures.
#SleepOverToHelpTurnover seeks to encourage hoteliers to incentivise potential guests by offering discounts or extras, such as supplementary meals, additional nights, bottles of wine, free WiFi upgrades, complimentary parking, half-price cocktails and more, with offers differing with each hotel.
Jane Pendlebury, CEO of HOSPA, said: “The latest preventative measures are set to squeeze an industry which is already at breaking point. Hospitality businesses simply have no room for any further loss of income and are in desperate need of help. Curtailments on revenue, no matter how seemingly small, have serious knock on effects – from job losses to whole businesses having to close.
“To try and counteract this, we’re looking to provide a boost to hotels’ recovery through #SleepOverToHelpTurnover, which has a primary aim of encouraging the public to enjoy overnight stays.
“We are keen to shout about the measures that hospitality businesses have put in place to make themselves COVID secure. We want to make people aware that, by enjoying a hotel stay and eating in the restaurant, guests will be providing a huge boost to hotels and the UK economy. Given more and more of us are working from home, a change in environment (as well as the opportunity to use up remaining holiday!) is ever more important.”
After launching this week, participants include the Royal Lancaster London, which is offering a free suite upgrade to anyone who books a deluxe room between Thursday and Sunday until November 30, and Billesley Manor Hotel and Spa,in Warwickshire, which is offering half-priced cocktails for anyone who references #SleepOverToHelpTurnover.