Cove Strategy to Fulfill Daily and Monthly Occupancy during Christmas

Christmas and New Year are always stressful moments at the same time exciting for us at Cove. Maybe for players friendliness else, this moment is like a twin date in ecommerce which was used to launch major campaigns that year. But for us as providers flexible living, Each Nataru presents quite unique challenges:

we have to sell rooms with two different models, daily and monthly.

This Christmas presents two contradictory targets for Cove. On the one hand, our daily rooms have certainly skyrocketed like other daily accommodations. Nataru is always our peak daily room booking in a year, so the occupancy target in this model is certainly ‘easier’ to achieve. On the other hand, our overall monthly room demand trend actually decreased in demand in this period, especially because Nataru is more synonymous with holidays and without the 13th salary like Eid which might encourage people to increase their residence.

As an illustration, analysis search trends our last year for December showed that demands for daily accommodation increases by 35 percent compared to November 2024. On the other hand, demands for boarding houses it actually decreased by 25 percent. We predict that the same trend will also occur this year, although there are several factors such as weather, purchasing power, and other external factors that might influence the trend change.

These two business models run simultaneously, and we cannot immediately abandon one to focus on the other model. There are several things that the Demand team at Cove does to ensure that occupancy remains at maximum capacity both monthly and daily, during Christmas which presents unique demand compared to months and months. seasonal another in one year.

“The Early Bird Catches the Worm”

As an accommodation provider dailyOf course we understand that Nataru is like a big stage in the industry friendliness. All brand compete to make noise for their discounts and special prices, making it difficult for competitors to really grab attention. Our strategy to deal with this is through campaigns early bird. The various OTAs we work with are offering special thematic campaigns for Nataru, and our participation in these campaigns allows us to provide bigger discounts for those who are already planning a trip from September to November.

However, there was quite a unique behavior for our daily room bookings at Nataru this time. We see that travelers are now increasingly impulsive in planning their trips, which we project 80 percent of Nataru room bookings will occur in Decemberan increase of 10 percent from the same period last year. These volatile economic conditions certainly have an influence on consumer decision making, making them postpone their purchases until closer to the day of their holiday plans while looking at their financial situation. Although consumers are increasing last minute, does not mean implementation of strategy early bird this didn’t work. In fact, by starting well in advance, we can build a foundation demands in a stronger way, so that we can put ourselves in top thoughts consumers before peak order volume occurs.

We also continue to apply the same principles for monthly room we. Nataru is one of them low season us for monthly room rental, both in terms of leads as well as occupancy from December itself. So, our way of ensuring occupancy is no plummeted is to look after leads And tenant since mid-year. We emphasize various campaigns and promos that can improve long stay them, ensuring that their rental period continues until December.

Play smart with dynamic pricing

In selling daily roomwe have to play extra smart with dynamic pricing. In this Christmas period, dynamic pricing not just increasing prices because demand is increasing. For us, price changes must take into account things that are personalized down to the per-property level. Sometimes there are two properties that are located close to each other, but their consumer profiles are completely different. There are also those who, as soon as Nataru arrives, the profile of the residents also changes.

So, we have to be extra observant, adaptive and sensitive to the characteristics of each property during this period. Some important things to consider are demands per region, demands the property itself, the prices of competitors around each property, the profile of targeted consumers, and the form of related property (hotels, villas, guest houseetc.).

However, there is an associated misconception dynamic pricing which we often see among other hotel brands. The first, too confident. Sometimes they set prices too high because of looks demands which has greatly increased, but this step is not accompanied by observing comparable price. As a result, their potential customers even ran away to other hotels. There are also those who do not implementing dynamic pricing well, until the selling price is far below the market price, ending with income which is not optimal. So, the opportunities presented to Nataru must still be accompanied by measurable efforts.

If you fill it in monthly room us, our focus cannot only be on sales. Align with strategy early birdthe focus is on how we defend leads which we already got from before Nataru. We can’t just rely on continuous campaigns or discounts in December. One of the efforts we made long before Nataru was through bigger discounts for long-term commitments, as well as pursuing rental contract renewals before Nataru arrived. Because we know, like anything demands Monthly rent will remain lower in December, compared to other months. It is important for us to ensure residents survive until the Christmas period ends.

Understand shifts in consumer behavior

If earlier we discussed Cove’s proactive strategy, now we will enter a more reactive movement from a consumer perspective.

For daily roomwe will take the example of our market in Bali. We have a fairly unique market in Bali, because our inventory here is dominated by properties that only sell daily rooms, in contrast to other cities which until now have focused more on monthly rooms and/or flexible daily-monthly models. With Bali being a popular tourist destination, our share of foreign residents is also greater in this city.

We see a slight shift in the profile of the country of origin of foreign tourists. This year, there has been a significant increase in Asia Pacific tourists, such as Vietnam, the Philippines and South Korea, to Bali. The increase number exceeds the international tourists we usually see on our booking list, such as from Australia. Therefore we implement special promotions for foreign tourists, with our target focus being on Asia Pacific IP addresses in line with growing interest. Apart from promotions, pricing We also adjust it specifically to areas that have higher international demand. So, in terms of exposure until conversionall integrated in the most strategic steps for Cove’s income.

For monthly roomthe characteristics we pay attention to are level the property they choose. Later this year, despite the overall decline, we saw an increase in demand for Cove Basics properties, level we are the most affordable. Currently the workers (who generally live in Cove Classics-Luxe) do not have the focus to move housing long term, either because they are using their extra budget for vacation and there are no benefits like THR. The segment that is actually moving a lot in Nataru is students, who may want to change the atmosphere of their residence at the end of the odd semester. So, our promotion for monthly rooms is more geared towards our Cove Basics properties.

Nataru for Cove

All of our strategies, whether for monthly or daily rooms, as well as both proactive and reactive efforts, play a role in presenting quite optimistic projections for Christmas 2025. December is always a month with The largest order value every year is at Cove. This can only happen by how we have taken strategic steps to maintain monthly occupancy in the period low seasonwhile maximizing peak season for our daily room.

Written by
Aviliano Permana, Pricing Manager, Cove
Karen Gabriela, Sales Manager, Cove