Driving Hotel Revenue During Oktoberfest

Each autumn, Munich bursts into life as Oktoberfest sweeps in, drawing millions of visitors from every corner of the globe. More than just a sea of beer tents and Bavarian traditions, this world-famous folk festival is a golden opportunity for the hospitality industry to thrive.

The festival hosts a vibrant crowd of 6 to 7 million visitors, pouring an impressive €1.2 billion on average into Munich’s economy and fueling nearly 2% of the city’s GDP. For hotels, this translates into bustling lobbies, soaring room rates, and a golden opportunity to delight guests with memorable, personalized experiences that encourage them to spend more time and money during their stay.

Hotel Demand & Pricing Surge

As of June 30th, 2025, the figures speak for themselves:

• For the opening night (20th Sept), 42.6% of rooms are in the city are already
• During the peak weekend (26th–27th Sept), nearly 50% of rooms are sold out.
• During the closing weekend (3rd–4th Oct), approximately a third of the rooms are booked.

Room rates are also surging:

• Over the peak weekends, average nightly rates reach €416, a massive 138% increase compared to Munich’s benchmark pricing.
• Oktoberfest bookings are projected to make up for 32% of all hotel reservations in Munich this fall.

This strong demand presents an opportunity to increase revenue by promoting food and beverages, wellness, cultural experiences, and souvenirs to the large influx of visitors.

Traveler Behavior & Spending

Oktoberfest is not just a festival; it’s a complete tourism ecosystem. Visitor spending patterns highlight how much opportunity exists beyond accommodation and beer tents:

• About 7.2 million visitors spent €442 million on drinks, food, and rides.
• Non-residents spend more than €505 million on accommodation.
• Warmer weather has pushed for a 50% rise in non-alcoholic beverage sales, showing a growing appetite for inclusive offers.
• Souvenirs contributes some big numbers too; €160 million is spent annually on memorabilia, from beer steins to Bavarian crafts.

The takeaway is clear: Oktoberfest visitors don’t just attend the tents — they seek experiences, culture, comfort, and keepsakes, making them ideal candidates for hotel upselling.

Opportunities for Hoteliers

To make the most of Oktoberfest, hotels should think beyond occupancy and focus on experience-led revenue. Consider these phases of the journey:

Pre-Arrival

• Bundle rooms with Oktoberfest basics like tent bookings, airport transfers, and traditional attire rentals.
• Incentivize early bookings with premium add-ons like guided city tours, dining credits, or complimentary drinks.

In-Stay

• Curate Bavarian-themed dining menus, late-night lounges, and family-friendly non-alcoholic pairings.
• Launch wellness and recovery packages to help guests unwind after long days at the festival.
• Offer curated cultural tours for guests extending their stay in Munich and Bavaria.

Post-Stay

• Reconnect with guests through seasonal offers like Christmas markets, winter spa retreats, or early-bird Oktoberfest 2026 packages.
• Extend loyalty programs that encourage repeat visits tied to Munich’s other events.

Hudini’s Role: Turning your Oktoberfest Bookings into Revenue

By establishing a smooth upsell journey spanning pre-arrival, in-stay, and post-stay touchpoints, Hudini assists hotels in going beyond room bookings:

Pre-Arrival

• Smart Bundled Packages: Oktoberfest Travel Packs (room + tent reservation + transfers + attire rental) promoted directly via the Hudini PWA
• Early Booking Incentives: App-exclusive perks like free dining credits, discounted tours, or bonus drink vouchers during high-demand booking windows.
• Personalized Itineraries: International guests can receive curated “3-Day Oktoberfest + Munich Highlights” guides in their preferred language.

In-Stay

• Dynamic F&B Upsells: Push notifications for themed experiences — “Tonight: Bavarian Feast & Beer Tasting” or “Family Bundle: Non-Alcoholic Pairings + Kids’ Menu.”
• Wellness & Recovery Promos: Automated offers after peak festival hours — “Morning Recovery Spa – 20% off massage + detox juice.”
• Souvenir & Cultural Extensions: Guests browse Oktoberfest merchandise, Bavarian crafts, or book castle tours directly in the app, tablet, or TV.

Post-Stay

• Automated Re-Engagement: Trigger loyalty offers like “Book now for Oktoberfest 2026 and unlock early tent access.”
• Seasonal Campaigns: Promote Christmas markets, winter spa retreats, or other Bavarian cultural events to drive repeat visits.

Oktoberfest is one of the world’s biggest festivals, attracting millions of visitors and creating a surge in demand for hotels. Beyond filling rooms, the real opportunity lies in maximizing guest spend through food, wellness, culture, and experiences. With Hudini, hotels can unlock this potential by personalizing offers, delivering real-time upsells, and re-engaging guests long after their stay. The result: higher revenues, deeper guest satisfaction, and loyalty that extends well beyond the festival season.