The hotel shoulder season – those quieter months between the peak and off-peak travel periods – presents a unique opportunity for hotels to increase revenue while navigating a slower pace.
NB: This is an article from Tripleseat
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Although foot traffic and bookings might dip during this time, it’s far from a dead zone. In fact, with the right strategies in place, you can transform this period into a lucrative window of growth. By tapping into niche markets, offering targeted promotions, and creating tailored guest experiences, hotels can attract travelers seeking fewer crowds, more affordable rates, and seasonal activities.
Whether it’s through local collaborations, flexible pricing, or marketing off-peak amenities, the shoulder season holds untapped potential for increasing occupancy, generating ancillary income, and maintaining brand presence before the next peak. With a little creativity and strategic planning, hotels can make the shoulder season a time of opportunity, rather than a period of slow business.
What is Shoulder Season in the Hotel Industry?
Shoulder season at a hotel refers to the period between the peak season (high demand) and the off-peak season (low demand). It typically occurs during transitional months when travel is less popular but not completely out of season. For hotels located in the Northern Hemisphere, the ideal shoulder season often occurs during spring (March and April) and fall (September and October).
For many destinations, shoulder seasons offer mild weather and fewer crowds, making them attractive times for travelers who want to avoid the high prices and congestion of peak travel periods. It provides an opportunity to maintain or boost revenue through strategic pricing, promotions, and targeted marketing to attract guests during this quieter time.
Peak seasons are when hotels can charge premium rates due to high demand. In contrast, hotels tend to focus on promotions during the off-peak and shoulder seasons to fill rooms when demand drops.
Tips to Enhance Your Hotel Shoulder Season
Here are several actionable ways to enhance sales during the shoulder season at your hotel:
1. Create Exclusive Seasonal Packages
Design unique, limited-time offers that cater to the changing needs of travelers during the shoulder season. Whether it’s a midweek escape with discounted spa treatments or a couple’s getaway package with local tours, make these deals enticing by adding value, not just cutting prices.
2. Promote Local Experiences During Hotel Shoulder Season
During the shoulder season, you can capitalize on local events, festivals, and off-the-beaten-path attractions. Collaborate with local businesses to offer joint packages or experiences, such as food and wine tours, historical site visits, or seasonal outdoor activities. This not only boosts your appeal but also enhances the guest experience.
