Hoteliers face the ongoing challenge of maximizing occupancy throughout the year. While peak seasons bring a surge in bookings, the shoulder seasons present unique opportunities for savvy hoteliers to extend the season and capture untapped revenue potential by convincing guests why visiting your destination in an off-peak time is just as enjoyable.
NB: This is an article from Curacity
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Read on for destination marketing strategies to position your property for success during shoulder seasons.
What and when is shoulder season?
Shoulder season periods typically fall between peak and off-peak seasons, characterized by moderate weather, fewer crowds, and potentially lower prices. While demand among tourists may fall during shoulder seasons, advantages include reduced competition, an opportunity to develop authentic programming at the hotel, and cost savings for travelers.
Get the word out
One of the most powerful tools in your destination marketing arsenal is getting the word out about your promotions in leading media brands. By showcasing your property at the right time through compelling content, you can capture the attention of travelers who may take inspiration from media brand content to plan their next trip during the shoulder season.
Think long lead
While lead times vary from hotel to hotel, consider that the global average lead time for hotels is about a month. While the September shoulder season may seem far off, it’ll be here before we know it.
Hotels whose marketing and revenue teams begin planning for shoulder season in May can share their promotion by June. Early planning allows plenty of buffer time for newsletters to go out by late July or early August, aiming to drive shoulder-season bookings in September and beyond.
When it comes to need periods, long-lead planning is always best to ensure you maximize the opportunity to optimize untapped revenue potential.
Reach the right segments
With the depreciation of third-party tracking cookies, media brands offer an opportunity to reach audience segments that are more likely to have particular interests. While any hotel would like to be in the major travel publications, like Travel+Leisure, plenty of other media outlets allow you to reach more targeted audience segments.
