Saisonale Kampagnen für Mallorca-Gastronomie — Mai bis September

May — Start of season

What happens in May: Residents come back to life after winter, the first tourists arrive (British and Scandinavian visitors travel before the main summer rush), the weather is pleasantly mild.

What you communicate: Terrace opening, spring menus with seasonal ingredients like asparagus, strawberries and new potatoes, wine evenings for locals.

Budget recommendation: 70% of your normal monthly budget — peak season has not started yet, but you are already building visibility.

Goal: Reactivate your regular guests from winter and make sure the early May visitors already know you exist.

June — Building up

What happens in June: Peak season begins. German tourists are now arriving in large numbers. Temperatures rise — the evening business becomes the most important part of the day.

What you communicate: Summer menus, grilled and BBQ dishes, light food for hot days.

Budget: 110% of your normal monthly budget — now you are building toward the height of summer.

Important for ads: Run paid ads on Facebook and Instagram (Meta Ads — paid advertisements on these platforms) targeting tourists who are coming to Mallorca in the next two weeks. This reaches people who are currently booking or have already booked their trip.

July — Peak season part 1

What happens in July: Restaurants are full — almost without any marketing. The main challenge is no longer finding new guests, it is managing the operation: staff, kitchen, quality.

What you communicate: Less acquisition, more care for existing guests. Reminders to regulars who are coming back now. After a visit, a short email with “Thank you, here is your photo from the evening.”

Budget: 60% of your normal monthly budget — high summer runs well without heavy spending.

Important: Manage reviews actively. Every Google or TripAdvisor review below 4 stars should receive a personal and prompt response — in July this is read by especially many people.

August — Peak season part 2

What happens in August: The highest visitor numbers of the year. Spanish families are now on holiday in Mallorca.

What you communicate: Focus on service. Communicate your opening hours, show that reservations are available, manage your waiting lists.

Budget: 50% of your normal monthly budget.

An opportunity many miss: Use the quiet mornings in August for photo and video shoots. The light is perfect, the restaurant is empty — ideal conditions for content you will need in autumn and winter.

September — The best time for marketing

What happens in September: Fewer guests than in August, but a different type of visitor. People over 55, couples, travellers without school-age children — exactly the guests who spend more, stay longer and order more ambitious menus. The climate is more comfortable than in midsummer.

What you communicate: Calm evening atmosphere, elevated menus, wine dinners, longer evenings without rush.

Budget: 130% of your normal monthly budget — this is the month with the best ratio of ad spend to revenue.

Why September matters so much: The two weeks after the big tourist exodus at the end of August are, for many Mallorca restaurants, the most profitable weeks of the entire year. Reaching the right September audience with targeted ads makes a significant difference in profit per guest.

Plan the whole season — do not react month by month

The key point: you plan the entire season in March and April. Which photos and videos do you need for which month? Which campaigns (planned series of ads and content for a specific month or occasion) run when? Which budget is spent when?

If you are still planning in June, you are already late. If you only react in September, you have already half-missed the best phase of the season. Seasonal marketing on Mallorca is about planning — not reacting to what is happening right now.

How we develop seasonal campaigns for restaurants on Mallorca: Restaurant advertising on Mallorca — Meta Ads, Google Ads and seasonal strategy.