AI and Your Accommodation Business: Tell Us Which Features You Want in Our AI Survey

After sharing our plans for 2026 in our latest newsletter, we realised that some of the ideas around AI might still feel a bit unclear.

Many people hear the term ‘AI’ everywhere, but it’s not always obvious how it connects to the day‑to‑day work of running an accommodation property. So, we’ve put together a clear, more practical look at what we’re exploring and why it could be useful for you.

AI and the Future of Accommodation The Shift That Will Redefine the Industry

Most of us already use AI without thinking about it. When your phone unlocks with Face ID, when Google Maps finds a faster route around traffic, when Gmail offers a suggested reply, or when your bank spots unusual activity - that’s AI helping in the background.

The same goes for searching online, asking your phone to show photos of your dog, getting recommendations on Netflix or Spotify, or using quick translation tools while travelling. These things don’t feel technical. They’re simply small conveniences that make life easier.  That’s the kind of experience we want to bring into Seekom.

As we look at how AI can support our accommodation providers, we’d love your input. Sharing your views in our quick three‑minute survey helps us understand which tools would genuinely make your day easier.

Where AI can help in real, practical ways

Running an accommodation business means lots of small tasks that add up: checking bookings, adjusting rates, answering questions, pulling reports. AI can help remove some of that friction by simplifying the work that currently takes the most clicks or the most time, such as:

  • Quick reporting
  • Clearer visibility of upcoming demand
  • Rate suggestions based on trends
  • Handling common guest questions
  • Reducing repetitive admin

It’s not about replacing people. It’s simply about making your systems work more smoothly so you can focus on guests and revenue.

What we’re looking into at Seekom

If any of these ideas sound useful, we’d love to know. Your feedback in the AI Feature Interest Survey helps us decide which features to prioritise first.

We’re exploring a range of AI features and would love your input on which ones matter most.

  • A built-in assistant in Seekom
    A new feature that lets you communicate a simple instruction for the system to carry out. Examples:

    What new bookings or changes happened since 6pm last night?"
    “Update this weekend’s rates by 5%”
    "Hold the Standard Queen for Sarah Doe, arriving Friday"
    "Add breakfast for two for booking 91827, both nights, and late checkout on Sunday"
    "Pipe burst in Unit 12. Make Unit 12 unbookable for the next 10 days"

    A tool like this has the potential to save a significant amount of time and reduce the number of screens you need to work through each day.

  • Reporting you can ask for in your own words
    This upgrade would let you build your own reports inside your Seekom account, instead of relying only on the fixed built‑in ones. You could simply ask for what you need, such as:

    “How many bookings do I have for Easter?”
    “What was occupancy by room type for the last 90 days?”
    “Show me revenue for each unit for the past month.”
    “What was occupancy last July?”

    The system would then pull the figures together for you.

  • Helpful pricing suggestions
    We’re exploring a tool that can analyse demand, market data, local events and even trends from similar properties to recommend pricing adjustments. This has the potential to give you clearer guidance when you are deciding what to charge, without needing to compare everything manually. You stay in control of your rates, but you get timely suggestions based on what’s happening around you.  Examples might include:

    “Increase studio rates by 10% for Easter weekend.”
    “Lower tonight’s price slightly to help fill remaining availability.”
    “Raise family unit rates next Saturday due to high demand in the area.”
    “Reduce weekday rates by 5% this month to improve occupancy.”

  • Better guest support on your booking screen
    A chatbot that can answer common guest queries automatically, such as check‑in times, parking, pet policies or what’s nearby. This would help guests get quick answers and reduces the number of routine enquiries your team needs to respond to, even late at night when you're not online.  Examples:

    A guest asks at 11pm
    “Do you have parking?” and gets an immediate reply: “Yes, there’s parking right in front of each unit.”

    Someone wants to know
    “Are pets allowed?” and the chatbot answers straight away with your pet policy.

    A traveller planning ahead asks
    “Do you have any rooms available next Friday?” and the chatbot checks availability and shows what’s open.

    A family browsing your site asks
    “Do you have cots available?” and receives instant confirmation.

    These quick answers help guests feel more confident booking and reduce the amount of back‑and‑forth your team needs to manage.

We’re also working on making the Seekom booking screen easier for AI-driven travel tools to read, which will help properties stay visible as search behaviour changes.

Why this could be especially helpful for Seekom users

AI can support teams of any size by reducing admin, improving response times and helping with decisions that previously relied on manual work. It’s designed to give you a boost, not replace anyone.  

Now we need your feedback

Your input will directly shape which AI features we build first. So have your say, vote, prioritise, and let us know which features matter most to you.

Completing the survey takes under three minutes, and everyone who takes part can enter the draw to win a $100 Prezzy card.

Ready to help shape what we build next?

Complete the AI Feature Interest Survey

  • Log in through your Seekom Support Portal
  • Share what matters most to you
  • Be in to win a $100 Prezzy card

Contact Us

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Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com

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 Copyright 2025 © Seekom Limited (NZ owned)

AI and the Future of Accommodation: The Shift That Will Redefine the Industry

Artificial intelligence isn’t approaching the accommodation industry, it has already arrived. And just like the introduction of online bookings two decades ago, AI represents a structural shift that will change how providers operate, how guests choose where to stay, and how leading businesses differentiate themselves.

AI and the Future of Accommodation The Shift That Will Redefine the Industry

What makes this moment unique is that most providers are already using AI every day without realising it. It feels futuristic until you notice it’s been quietly improving your life for years

You’re already using AI when you…

  • Unlock your phone with Face ID - that’s AI recognising your face.
  • Use Google Maps or Waze - AI predicts traffic flows and offers the fastest route.
  • Accept suggested replies in Gmail - “Sure, sounds good!” is AI‑generated.
  • Use fraud protection on your bank account - AI monitors spending patterns to keep you safe.
  • Search online - Google now uses AI to rank, summarise and understand results.
  • Let your phone sort photos (e.g., “show me pictures of dogs”).
  • Rely on Netflix/Spotify recommendations - AI learns your tastes.
  • Use translation tools - instant language translation is powered by AI.

None of this feels complicated. It simply feels helpful. That’s how AI will continue to develop within accommodation: simple, intuitive and quietly powerful.

AI: The New Discovery Layer for Travel

The biggest shift unfolding in the industry is the way travellers search for and choose accommodation. AI‑driven travel assistants, ranging from mobile search tools to conversational trip planners, are already shaping booking decisions by interpreting preferences, comparing options and suggesting tailored places to stay.

Over the next few years, these assistants are likely to become the first stop for many travellers. Properties that appear clearly in AI‑powered search environments will gain a visibility advantage long before a guest reaches a website. This makes it essential for your digital presence to be structured in a way that AI tools can understand, assess and present to travellers.

Where the Biggest Operational Gains Will Be

While the future of AI driven search is transformative, the most immediate value of AI sits behind the scenes, removing friction from the tasks that take up staff time.

Forward‑thinking providers are already exploring AI for:

  • Faster, intuitive reporting
  • Pricing that adapts to real‑time demand
  • Predictive occupancy and revenue insights
  • Automated handling of common guest questions
  • Streamlined administrative workflows
  • Fewer manual errors

Staff aren’t being replaced here. What’s disappearing is the repetitive work that slows everything down. Tasks that once meant jumping between screens or manually checking data can now be done in seconds with simple prompts. The result is more time for genuine guest interaction and far less time lost to admin.

Why Small Providers Stand to Gain the Most

Contrary to common belief, AI isn’t a tool built solely for large hotel chains. Smaller providers stand to benefit even more because AI helps them:

  • Reduce administrative burden
  • Do more with fewer people
  • Compete against larger brands
  • Make data‑driven decisions without specialist staff
  • Improve guest response times and service quality
  • Make better use of their systems, even if they’re not technically confident

AI becomes the great equaliser, giving independents the capability once reserved for big operators.

The Mindset Shift Leaders Need

Three shifts define the accommodation providers who will stay competitive:

  1. Viewing AI as core operational infrastructure, not a “nice to have. Just as online booking engines became fundamental, AI will underpin pricing, reporting, communication and demand forecasting.
  1. Designing for AI‑driven travel search. Your digital content must serve both human guests and the AI tools shaping their decisions.
  1. Moving staff focus from task execution to guest experience. AI handles repetition; humans elevate hospitality.

What the Next Three Years Will Look Like

Expect to see:

  • Natural‑language reporting becoming standard, making it faster for teams to access the insights they need
  • AI‑guided pricing used across most properties, leading to sharper and more responsive revenue decisions
  • 24/7 AI guest assistants managing routine queries, improving response times without increasing staffing
  • Booking engines optimised for AI search algorithms so properties surface more effectively in AI‑driven discovery tools
  • Smaller providers operating with large‑hotel efficiency through automation and predictive insights
  • Staff roles shifting from admin to experience delivery, strengthening guest satisfaction and on‑site service quality

AI’s Power to Restore True Hospitality

Hospitality is fundamentally human. But rising admin demands have pushed providers away from guests and deeper into screens. AI offers a path back by reducing the noise, clearing the clutter and bringing people closer to the work they do best.

AI isn’t the end of hospitality. It marks the start of a new era where providers gain the time, clarity and tools to deliver exceptional guest experiences without giving up operational efficiency.

Contact Us

4/234 Wakefield Street, Te Aro, Wellington 6011
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com

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 Copyright 2025 © Seekom Limited (NZ owned)

Ultimate accommodation marketing calendar 2026: Australia and New Zealand

After receiving some great feedback about the events and key dates calendars we put together last year, we’ve decided to combine them into one ultimate accommodation marketing calendar to create a one-stop-shop planning guide for 2026.

Whether guests at your accommodation are planning to witness the race that stops a nation in Melbourne, catch world-class tennis at Auckland’s ASB Classic, or simply make the most of a long weekend, they'll appreciate a well-timed deal as well as your usual outstanding hospitality.

We’ve included mega events, public holidays, days of significance and school holiday dates to help you plan promotional offers, create themed events, and be ready to capitalise on every opportunity that 2026 has to offer!

Seekom - 2026 Ultimate Accommodation Marketing Calendar

January

After New Year festivities kick off the summer season, tennis is a key drawcard across Australasia as the ASB Classic tournament returns to Auckland and the Australian Open hits Melbourne – both creating huge demand for fans looking to score accommodation.

Key dates in January

  • 1 January – New Year’s Day
  • 4 January to 8 January – Fifth Ashes Test (Sydney)
  • 5 January to 17 January – ASB Classic (Auckland)
  • 12 January to 1 February – Australian Open (Melbourne)
  • 16 January and 17 January – Ed Sheeran (Auckland)
  • 17 January – Geelong Beer Festival (Geelong)
  • 17 January – Jimmy Barnes (Hobart)
  • 19 January – Wellington Anniversary Day (Wellington)
  • 21 January – Ed Sheeran (Wellington)
  • 23 January to 01 February – World Buskers Festival (Christchurch)
  • 24 January and 25 January – Ed Sheeran (Christchurch)
  • 25 January and 26 January – Festival of Sails (Geelong)
  • 26 January – Australia Day
  • 29 January – Auckland Anniversary Day (Auckland)
  • 29 January – Northland Anniversary Day (Northland)
  • 29 January to 7 February – Adam Chamber Music Festival (Nelson)
  • 30 January to 1 February – Festival 2026 (Tasmania)
  • 31 January – Ed Sheeran (Perth)
  • 31 January – Jimmy Barnes (Tanunda)

February

After UFC 325 kicks off the start of the month in Sydney, love is in the air as Valentine's Day arrives. Music lovers flock to Laneway Festival across February as it tours five Australian cities, as well as Auckland in New Zealand, with stellar headliners including Chappell Roan, Wolf Alice and Wet Leg.

Australia’s biggest arts festival The Adelaide Fringe Festival kicks off mid-month, transforming the city into a cultural extravaganza with over 8,000 artists from across the globe performing throughout South Australia. On a more condensed scale, Wellington makes similar moves as it hosts the Aotearoa New Zealand Festival of the Arts.

Key dates in February

  • 1 February – UFC 325 (Sydney)
  • 1 February – Ed Sheeran (Perth)
  • 2 February – Nelson Anniversary Day (Nelson and Tasman)
  • 4 February – OneRepublic (Auckland)
  • 5 February – Laneway Festival (Auckland)
  • 6 February – Waitangi Day (New Zealand)
  • 6 February – OneRepublic (Sydney)
  • 6 February to 8 February – Shipwrecked Music & Arts Festival (Auckland)
  • 7 February – Jimmy Barnes (Perth)
  • 7 February – OneRepublic (Speers Point)
  • 7 February – Laneway Festival (Gold Coast)
  • 7 February to 9 February – Royal Hobart Regatta (Tasmania)
  • 8 February – Laneway Festival (Sydney)
  • 4 February – OneRepublic (Gold Coast)
  • 12 February – OneRepublic (Brisbane)
  • 13 February – Laneway Festival (Melbourne)
  • 13 February to 15 February – Ed Sheeran (Sydney)
  • 13 February to 3 March – Sydney Gay and Lesbian Mardi Gras (Sydney)
  • 14 February – Valentine's Day
  • 14 February – Laneway Festival (Adelaide)
  • 14 February – Grand Slam Australia (Sydney)
  • 14 February – Howlin' Festival (Newcastle)
  • 14 February – OneRepublic (Torquay)
  • 15 February – OneRepublic (Melbourne)
  • 15 February – Laneway Festival (Perth)
  • 17 February to 3 March 2026 – Chinese New Year
  • 18 February – OneRepublic (Perth)
  • 20 February to 22 March – Adelaide Fringe Festival (Adelaide)
  • 20 February to 22 February – Ed Sheeran (Brisbane)
  • 22 February – Giveon (Auckland)
  • 24 February to 15 March – Aotearoa New Zealand Festival of the Arts (Wellington)
  • 26 February to 28 February – Ed Sheeran (Melbourne)
  • 28 February to 1 March – KPMY Sydney Sail Grand Prix Sydney (Sydney)

March

Festival fever flows on through March in Australia, spoiling music fans of all persuasions with Golden Plains touching down in Meredith and Rolling Loud – the largest hip-hop festival in the world – descending on Melbourne and Sydney, not to forget WOMADelaide. Adding to the buzz, Melbourne also plays host to the sold-out Formula 1 Australian Grand Prix, revving up the motorsport season with a high-octane opener in the heart of the city.

New Zealand represents the art scene again with 18 days of world-class arts, music and theatre on offer during the Auckland Arts Festival.

Key dates in March

  • 2 March – Labour Day (Western Australia)
  • 3 March and 5 March – Linkin Park (Brisbane)
  • 5 March – Ed Sheeran (Adelaide)
  • 5 March to 8 March – Formula 1 Australian Grand Prix (Melbourne)
  • 5 March to 22 March – Auckland Arts Festival (Auckland)
  • 6 March to 9 March – WOMADelaide
  • 7 March – Rolling Loud (Sydney)
  • 7 March to 9 March – Golden Plains (Meredith)
  • 8 March and 10 March – Linkin Park (Melbourne)
  • 8 March – Rolling Loud (Melbourne)
  • 8 March – International Women's Day
  • 9 March – Labour Day (Victoria)
  • 9 March – Taranaki Anniversary Day (Taranaki)
  • 10 March – Eight Hours Day (Tasmania)
  • 13 March and 14 March – Fat Freddy’s Drop (Sydney)
  • 14 March and 15 March – Linkin Park (Sydney)
  • 17 March – St Patrick's Day
  • 18 March – Linkin Park (Auckland)
  • 20 March to 22 March – Fat Freddy’s Drop (Melbourne)
  • 21 March – Jimmy Barnes (Sandstone Point)
  • 23 March – Otago Anniversary Day (Otago)
  • 27 March – International Whiskey Day
  • 28 March – Jimmy Barnes (Bowral)

April

April creates perfect conditions for family bookings with its combination of school holidays, Easter weekend and ANZAC Day, offering opportunities to organise Easter egg hunts and activities to keep younger guests entertained.

Easter weekend brings one of the Southern Hemisphere's premier aviation events as Warbirds Over Wanaka International Airshow roars back into life at Wanaka Airport. The combination of iconic airplanes, modern fighter jets and stunning pyrotechnics typically draw more than 50,000 visitors – many of whom will need a destination to touch down at.

Music lovers congregate south of the Gold Coast for the legendary Byron Bay Bluesfest, with headliners including Split Enz, Earth, Wind & Fire, The Pogues and Aussie music good egg Xavier Rudd. Across the ditch, dance music fans are treated to a historic first as Ultra New Zealand makes its debut, bringing one of the world’s biggest electronic music brands to local shores for the very first time.

Key dates in April

  • 2 April to 5 April – Byron Bay Bluesfest (Byron Bay)
  • 3 April to 19 April – New Zealand school holidays
  • 3 April – Good Friday
  • 3 April to 5 April – Warbirds Over Wanaka International Airshow (Wanaka)
  • 4 April – Easter Saturday
  • 5 April – Easter Sunday
  • 6 April – Easter Monday
  • 7 April – Southland Anniversary Day (Southland)
  • 10 April – Ultra New Zealand (Wellington)
  • 10 April to 19 April – Parrtjima (Alice Springs)
  • 17 April – Jimmy Barnes (Christchurch)
  • 19 April – Jimmy Barnes (Auckland)
  • 22 April – International Mother Earth Day
  • 24 April to 9 May – QLD Music Trails: The Outback
  • 25 April – ANZAC Day
  • 25 April – The ANZAC Day Classic (New Plymouth)
  • 25 April – The ANZAC Day Classic (New Plymouth)
  • 30 April – Women’s State of Origin Game One (Newcastle)

May

As autumn settles in across Australia and New Zealand, rugby league fever builds with the NRL Magic Round transforming Brisbane into the sport's epicentre as all eight Round 11 matches unfold at Suncorp Stadium.

The set of soul superheroes known as Fat Freddy’s Drop spark off the New Zealand leg of the tour to celebrate their multi-platinum album Based on a True Story and remember the passing of their figurehead DJ Mu (RIP).

Mother's Day offers perfect opportunities for special pamper packages and family-focused promotions for accommodation providers across both countries.

Key dates in May

  • 1 May to 3 May – Fat Freddy’s Drop (Wellington)
  • 2 May – Mumford & Sons (Auckland)
  • 4 May – May Day (Northern Territory)
  • 4 May – Labour Day (Queensland)
  • 4 May – Star Wars Day
  • 9 May to 11 May – Fat Freddy’s Drop (Christchurch)
  • 10 May – Mother's Day (Australia and New Zealand)
  • 13 May – World Cocktail Day
  • 13 May – Deftones (Auckland)
  • 14 May – Women's State of Origin Game Two (Brisbane)
  • 14 May to 17 May – NRL Magic Round (Brisbane)
  • 15 May to 17 May – Fat Freddy’s Drop (Auckland)
  • 16 May – six60 (Christchurch)
  • 17 May – International Day Against Homophobia, Transphobia and Biphobia
  • 22 May to 13 June – Vivid Sydney
  • 27 May – Ampol Men's State of Origin Game One (Sydney)
  • 28 May – Women's State of Origin Game Three (Gold Coast)
  • 29 May – Start of New Zealand ski season (varies per location)

June

Winter officially arrives with King's Birthday long weekends creating strong travel demand across both countries early in the month. The start of the Australian ski season attracts snow-sport enthusiasts to the slopes, while State of Origin Game Two at the MCG attracts huge crowds to Melbourne.

Dark Mofo boosts Hobart’s cultural gravity, while the Noosa Food & Wine Festival showcases Queensland's culinary excellence – both generating significant accommodation requirements in their respective regions.

Key dates in June

  • 1 June – King's Birthday (New Zealand)
  • 1 June – Western Australia Day
  • 1 June – Reconciliation Day (Australian Capital Territory)
  • 5 June – World Environment Day
  • 6 June – Start of Australian ski season
  • 8 June – King's Birthday (Australia, except Queensland and Western Australia)
  • 11 June to 14 June – Noosa Food & Wine Festival (Noosa)
  • 11 June to 22 June – Dark Mofo (Hobart)
  • 17 June – Ampol Men's State of Origin Game Two (Melbourne)
  • 29 June to 11 July – The Melbourne Magic Festival (Melbourne)
  • 30 June – World Social Media Day

July

Mid-winter brings school holidays and the climax of State of Origin, with the third clash in Brisbane determining the series winner and drawing massive crowds to Queensland.

The Māori New Year Matariki is the last public holiday in New Zealand before Labour Day in October, providing a chance to pause, reflect and spend time with family – offering a valuable long weekend for accommodation providers to capitalise on.

Winter school holidays commence across New Zealand and Australia, filling ski resorts and warmer regional destinations alike as families seek mid-year respites from the routine.

Key dates in July

  • 4 July – American Independence Day
  • 4 July – All Blacks versus France (Christchurch)
  • 4 July – Australia versus Ireland (Sydney)
  • 4 July – The Neighbourhood (Auckland)
  • 4 July to 19 July – New Zealand school holidays
  • 8 July – Ampol Men's State of Origin Game Three (Brisbane)
  • 10 July – Matariki (New Zealand)
  • 11 July – All Blacks versus Italy (Wellington)
  • 11 July – Australia verse France (Brisbane)
  • 18 July – All Blacks versus Ireland (Auckland)
  • 20 July – World Chess Day

August

Winter continues with some standout regional events as Brisbane’s hosts classic Royal Queensland Show, Hamilton Island Race Week attracts sailing enthusiasts to the Whitsundays and Sydney's City2Surf draws in thousands of runners.

No harm in creating a beer-tasting experience session at your hotel bar on International Beer Day for your guests who aren’t quite so active.

Key dates in August

  • 3 August – Picnic Day (Northern Territory)
  • 3 August – Bank Holiday (New South Wales)
  • 7 August – International Beer Day
  • 8 August to 16 August – Royal Queensland Show (Ekka) (Brisbane)
  • 9 August – Voltaren City2Surf (Sydney)
  • 12 August – Ekka People's Day (Brisbane)
  • 15 August to 22 August – Hamilton Island Race Week (Hamilton Island)

September

Spring announces itself across Australia and New Zealand, bringing Father's Day celebrations and the excitement of AFL Grand Final weekend in Victoria.

School holidays begin late in the month, making it an ideal time for accommodation providers to promote family getaways and seasonal packages as warmer weather encourages outdoor adventures and travel throughout both countries.

Key dates in September

  • 6 September – Father's Day (Australia and New Zealand)
  • 12 September to 11 October – Floriade (Canberra)
  • 26 September to 11 October – New Zealand school holidays
  • 25 September – AFL Grand Final - public holiday Friday (Victoria)
  • 26 September – AFL Grand Final (Melbourne Cricket Ground)
  • 26 September – Conan Gray (Auckland)
  • 28 September – Canterbury (South) Anniversary Day (South Canterbury)
  • 28 September – King's Birthday (Western Australia)

October

The NRL Grand Final kicks off the month in Sydney as spring weather draws more and more guests out of hibernation and long weekends in Australia create opportunities for tempting special offers.

The Alice Springs Masters Games attracts athletes for Australia's longest-running multi-sport event of its kind as people start planning for their summer holidays.

Key dates in October

  • International Breast Cancer Awareness Month
  • 1 October – International Coffee Day
  • 4 October – NRL Grand Final (Sydney)
  • 5 October – King's Birthday (Queensland)
  • 5 October – Labour Day (ACT, NSW and South Australia)
  • 10 October – All Blacks versus Australia (Auckland)
  • 10 October to 17 October – Alice Springs Masters Games
  • 17 October – All Blacks versus Australia (Sydney)
  • 23 October – Hawke’s Bay Anniversary Day (Hawke’s Bay)
  • 24 October – 5 Seconds of Summer (Auckland)
  • 26 October – Labour Day (public holiday, New Zealand)
  • 31 October – Halloween

November

The race that stops a nation returns as Melbourne Cup Day dominates the first week of November, creating major accommodation demand across Victoria. The month closes with the Rugby League World Cup Final in Brisbane – a massive drawcard for sports fans.

Key dates in November

  • All month – Movember
  • 1 November – World Vegan Day
  • 2 November – Marlborough Anniversary Day (Marlborough)
  • 2 November - Recreation Day (Northern Tasmania)
  • 3 November – Melbourne Cup Day (public holiday in Victoria)
  • 11 November – Remembrance Day
  • 15 November – Rugby League World Cup Final (Brisbane)
  • 30 November – Chatham Islands Anniversary Day (Chatham Islands)
  • 30 November – Westland Anniversary Day (Westland)

December

Summer arrives in full force as the festive season dominates December and boosts demand for holiday accommodation. The Boxing Day Test at the MCG sees the Black Caps take on Australia and will be a major drawcard for cricket fans on both sides of the ditch.

School holidays begin mid-month, extending through to late January, making it peak time for families looking to somewhere to stay to get away from it all.

Key dates in December

  • 19 December – last day for New Zealand Christmas school holidays to start
  • 25 December – Christmas Day
  • 26 December – Boxing Day
  • 26 December – Boxing Day Test (Black Caps vs Australia) (Melbourne)
  • 31 December – New Year’s Eve

School holidays in 2026

The school holidays can be a goldmine for accommodation providers offering family-friendly get-aways. Australian school holiday dates vary by state, while New Zealand school holiday dates are more straightforward.

Let Seekom power your promotions

Seekom's suite of marketing tools makes it easy to capitalise on these opportunities by creating tempting promotional offers to drive bookings.

Roll out promo codes for key seasonal periods and highlight special packages with enticing banners on your booking screens. Then follow up with targeted emails and SMS campaigns. Seekom’s savvy software handles it all to support your success.

Contact our team to discover how our software can optimise your marketing strategy and keep your business humming throughout 2026.

Contact Us

4/234 Wakefield Street, Te Aro, Wellington 6011
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com

Connect With Us

 Copyright 2025 © Seekom Limited (NZ owned)

Third-Party Impersonation Scam: What Every Property Needs to Know

Third-Party Impersonation Scam: What Every Property Needs to Know

As we continue to improve security awareness and resilience across our platform, we’d like to highlight another critical threat targeting the hospitality sector. Earlier last year, a campaign was impersonating Booking.com and delivering credential-stealing malware. This article explains what is happening, why it matters to you, and what you can do to protect your business.

What’s happening

A new phishing scam is targeting accommodation providers by pretending to be Booking.com. The emails look convincing and often claim there is an urgent issue with a guest review or your property listing.

If someone clicks the link, they are taken to a fake Booking.com page that asks them to run a command on their computer. If they do, malware is installed, giving attackers access to passwords, payment information, and other sensitive data.

This campaign is active across multiple regions, including Oceania, and specifically targets hospitality businesses such as hotels, motels, and holiday parks.

Why this is relevant for your property

If your property uses a PMS like ours and connects to online booking channels, you are part of the hospitality ecosystem that this campaign is targeting. Here’s why it matters:

  • Malware could steal passwords, payment information, or guest data, affecting your PMS, booking channels, and property operations.
  • Staff members may receive a legitimate-looking email, click a link, and accidentally trigger the malware.
  • Once inside, attackers may use stolen credentials to commit fraud, misdirect payments, or access sensitive guest or property data.
  • This scam tricks people into copying and running a command, so it can bypass normal security protections that usually stop standard phishing links.

In short: your property’s risk exposure can increase not just through your own systems, but via any third-party booking channel, partner, or staff email.

How the attack works

1. A staff member receives an email that appears to come from Booking.com. Examples: a guest review request, a complaint about a review, an account-verification alert.

Figure 1. Sample phishing email, purportedly requiring the recipient to address negative feedback about a hotel.
Figure 1. Sample phishing email, purportedly requiring the recipient to address negative feedback about a hotel.
Third-Party Impersonation Scam: What Every Property Needs to Know - How the attack works figure 2
Figure 2. Sample phishing email, purportedly requiring the recipient to verify their Booking.com account.

2. The email links to a webpage that looks like a Booking.com account verification page. The page shows a fake CAPTCHA prompt.

3. The user is instructed to press a keyboard shortcut, then paste and run a command (which the malicious webpage has placed into their clipboard). This command launches the malware.

4. Once installed, the malware can steal passwords, payment information, or give attackers remote access.

5. Attackers then use that access to commit fraud or further compromise your systems.

What you can do

Here are practical steps your property and staff should follow to reduce risk.

Enable MFA on all critical systems and email accounts.
Train staff to recognise phishing red flags:
  • Be cautious of urgent messages like “Your account will be suspended” or “Respond now.”
  • Watch for typos or misspelled domains (e.g., “seecom.com” or “micros0ft.com”)
  • Be wary of emails containing unexpected attachments.
Use email filtering and anti-phishing tools (e.g. Microsoft Defender).
Verify URLs before clicking – hover over links to check authenticity.
Run regular malware scans on all devices.
Monitor sign-in logs for unusual activity.

Why this matters for us at Seekom

At Seekom, we are committed not just to delivering great PMS software, but also to helping our partner properties protect their business and reputation. Phishing campaigns like this one (impersonating Booking.com) show that cybersecurity isn’t just an IT issue - it is a business and people issue.

A compromised staff account can affect property operations, revenue, guest experience, and even how you use our system or third-party channels. By educating staff, implementing strong controls, and staying vigilant, you can significantly reduce your risk.

Related case: business email compromise

For those of you who receive the HAPNZ monthly newsletter, you may have seen an article from AON Insurance about a professional services firm in New Zealand that suddenly faced a business email compromise targeting their administration/accounts manager. The threat actor gained unauthorised access to the business’s mailbox, resulting in a significant breach.

The breach was discovered when approximately 400 clients of the firm received emails with “overdue statements” containing altered bank information.

For those who haven’t seen it, you can read the full article here: How Cyber Insurance Saved This Small Business

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Note: Something you may not know is that we also build websites. Many of our customers have Seekom-built, self managed websites with full control, backed by our expert setup and support. If you’re interested in finding out more, please get in touch.

Contact Us

4/234 Wakefield Street, Te Aro, Wellington 6011
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com

Connect With Us

 Copyright 2025 © Seekom Limited (NZ owned)

Summer rush blog banner image

Getting set for the summer rush at your accommodation

Make hay while the sun shines. It’s an old adage, but one that holds truer than ever today, particularly for the accommodation industry where the summer months are a time of plenty for most of us.

As many in New Zealand will be aware and as accommodation data shows, average occupancy rates for commercial accommodation peak in the warmest months – January and February – and drop off to below 50% in the June to August winter period. The situation is similar in the UK, where average occupancy peaks in June to August, during the northern hemisphere summer, and drops off in winter.

But while being busy is great for the bank account, it can be hard on the mind and body. The summer months can be stressful, particularly if you don’t have your systems in order or if you are short staffed. We’ve put together a list of some key steps you can take to work smarter in Seekom and help ease the pressure. All going well, you might even be able to enjoy a bit of time outside of the office in the sun yourself!

1. Offer guests express check-in

Take advantage of our Express Check In forms to speed up the check-in process and reduce the load on your team. These forms allow you to send a follow-up email to guests after they have booked at your accommodation, asking them for any information they may have missed at the time of booking, like the length of their camper van, when they expect to arrive, or their vehicle registration.

Seekom users can set the times and days to email Express Check In forms to guests and customise the information requested.

Instructions for updating your Express Check in Configuration in Seekom iBex can be found in our Seekom user help section.

Express Check In forms can be customised based on your property’s needs.
Express Check In forms can be customised based on your property’s needs.

2. Harness the power of scheduled emails and SMS messages

Scheduled emails are a powerful tool that all properties should be taking advantage of. This functionality has been enhanced recently to allow you to schedule guest emails for a particular time of day or to be sent only to guests staying in a particular room type. Some common ways to use scheduled emails include:

  • After a guest has made a booking (Thanks for booking. Please let us know when you expect to arrive and your vehicle registration if you wish to park with us)
  • Before a guests arrival (Your door code is XYZ, please come to reception upon arrival to check in and receive your welcome back)
  • Before a guest’s departure (Would you like a late check out?)
  • After a guest’s departure (We can’t wait to see you again, leave us a review!)

Our new SMS functionality also allows for scheduling of automated messages and can be used in a similar way. We all know some people avoid opening emails while on holiday and the stats show SMS messages have a higher open rate than emails (perhaps due to the vibration settings most of us still have set up on our phones for text messages). Our SMS upgrade allows accommodation providers to use text messages in their communications, increasing their reach and making information even more readily available to guests.

3. Ensure minimum stays and peak season rates are up to date

Have you got your peak season minimum stays and rates set up? This is common practice in many countries and can reduce your team’s administrative load if staff do not have to deal with quite so many short-stay guests and the associated need to re-stock and re-prepare rooms, for each and every one of them. Setting peak rates can help to generate more revenue during a time of the year when your staffing costs often increase due to an influx of visitors and the need to pay staff for working on statutory holidays over the holiday period.

Read instructions for changing minimum stays and rates in Seekom iBex on our website.

4. Train new staff and ensure they have appropriate permissions

Don’t wait until things get busy to train up new staff on how to use and make the most of Seekom – make sure to think ahead.

The lead-up to summer is the ideal time to ensure new staff are comfortable using the system, and to make sure they have the correct permissions in place for the areas of Seekom they might need to use when guests start coming through the doors.

We have a range of guides and videos that can help you and your team make the most of Seekom features, from how to make a booking through to housekeeping and even payments and invoicing.

If you want to engage with other users or propose new features, make sure to log into the Seekom Community to share your ideas.

5. Use vehicle registration printing to help identify authorised guests

When things get busy, every minute counts. Seekom’s Vehicle Label printing feature allows you to easily print off the registration number of guests’ vehicles during the check in process, for display on their windscreen. This makes it simple to identify which vehicles belong on the premises.

To enable this feature in your Seekom iBex account, email our support team and they will get things set up.

Once enabled, you will be able to print vehicle registrations by visiting the ‘Arrivals and Departures’ page in Seekom iBex, finding the guest you are checking in on the list and then selecting the small ‘Print Vehicle Label’ option on the right hand side.

Once printed, the label displays:

  • the guest’s departure date
  • the unit, or site or room they are in their vehicle registration number.
Seekom printed vehicle label for blog

6. Manage days when your property is closed to check-ins or departures

Sometimes you may want to close your property to new check-ins or departures on specific days of the year. If you want to do this at your place to ease the pressure on staff - perhaps on Christmas Day – then Seekom makes it easy.

You can manage any days when your property is closed to check-ins and check-outs from the Manage Property screen of your Seekom iBex system.

This feature still allows guests to stay during the period you set, but it will block people from either arriving or departing on the dates you choose, based on what you set.

Some managers use this for periods like Christmas Day, when their property is bound to be full of guests already and they want to reduce the foot traffic coming through reception so staff can enjoy the day as well.

Read the instructions for setting a property closure in our help section for more information.

Read the instructions for setting a property closure in our help section for more information.

7. Use data-driven pricing to maximise your summer revenue

When summer demand surges, relying on traditional fixed rates can mean leaving money on the table. Implementing dynamic pricing for your bookable accommodation assets can unlock more revenue and save valuable time. Seekom’s integration with RoomPriceGenie makes it easy to automatically adjust your rates to meet seasonal demand changes and current market conditions, helping you maximise earnings and stay competitive throughout the year.

RoomPriceGenie analyses real-time market data, demand trends, and competitor pricing to recommend rate changes for you – reducing manual updates and helping you capture peak-period demand. The integration with Seekom means you’re always in control; you have the power to set minimum and maximum price boundaries for specific dates or seasons, so your rates never move beyond what you’re comfortable with.

If that sounds like the perfect summer timesaver to you, why not email our support team for help setting up the RoomPriceGenie integration at your property?

It’s your time to shine!

With summer on the horizon for many of you, now is the ideal time to swing into action. You may not tick off absolutely everything on this list, but by tackling at least a few of these, you can reduce those stress levels when the summer guest rush arrives.

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Note: Something you may not know is that we also build websites. Many of our customers have Seekom-built, self managed websites with full control, backed by our expert setup and support. If you’re interested in finding out more, please get in touch.

Contact Us

4/234 Wakefield Street, Te Aro, Wellington 6011
Phone (NZ) : +64 4 974 9588
Phone (UK) : +44 20 3835 5939
Support: support@seekom.com
Websites: webhelp@seekom.com

Connect With Us

 Copyright 2025 © Seekom Limited (NZ owned)