The shoulder season presents a unique opportunity to drive bookings without the competitive frenzy of peak times. Here are some strategies that can help transform this period into a lucrative phase.
NB: This is an article from Topline, one of our Expert Partners
Subscribe to our weekly newsletter and stay up to date
Leverage Local Business Partnerships
Collaborating with local businesses can create a win-win situation that attracts more guests. Here’s some insights into how to do it effectively:
Cross-Promotions with Local Events
Partner with local event organizers to offer special accommodation packages. For instance, if there’s a popular annual food festival, create a package that includes event tickets and transportation along with a weekend stay, making yourself the go-to hotel for the event, for more info on this visit our blog post on how focusing on guest experience boosts long-term revenue.
Exclusive Experiences
Develop exclusive experiences with local attractions that are still operational during the shoulder season. For example, arrange for a private tour of a local museum. These unique experiences can be a major draw for tourists and even locals.
Optimize Your Digital Presence
In today’s world, a strong online presence can significantly impact your booking rates. Here’s what you can do:
Refresh Your Website
Update your website with seasonal imagery and content that highlights the advantages of visiting during the shoulder season. Ensure the booking process is seamless and mobile-friendly, as a growing number of bookings are made on mobile devices.
Use Targeted Online Ads
Utilize pay-per-click advertising to target specific demographics likely to travel during the shoulder season. Use data-driven insights to tailor ads that resonate with these segments, focusing on the tranquility and lower costs of off-peak travel.
Implement Dynamic Email Marketing
Email marketing remains a highly effective tool. Here’s how to refine your strategy:
Segment Your Audience
Don’t send generic blasts. Segment your email list based on past booking behaviors, preferences, and demographics. Tailored messages speak directly to the recipient’s interests, such as family-friendly activities, couple’s retreats, or relaxation packages.
Timely Reminders
Send out reminders about upcoming shoulder season specials to past guests. Highlight what’s new and what they loved about their previous stay, such as the exceptional service or the breathtaking autumn scenery.
Adjust Your Pricing Strategy Smartly
While slashing prices isn’t always advisable, adjusting your pricing strategy to market demand is critical.
Forecasting Tools
Use advanced revenue management tools to forecast demand and adjust rates dynamically. Incorporate factors like local events, historical data, and competitor pricing to set the most optimal prices.
Value-Added Inclusions
Instead of deep discounts, include added value to make your offerings more attractive. This could be free parking, late check-out options, or a complimentary breakfast. These perks often have a high perceived value but a low cost to you.
Foster Local Loyalty
Engage the local community to boost shoulder season bookings.
Local Loyalty Programs
Create offers specifically for local residents, such as “staycation” packages or special dining discounts at your hotel’s restaurant. This encourages locals to consider your hotel as a quick getaway option.
These specific strategies are all about being precise in your targeting and innovative in your offerings. These tactics do more than just fill rooms – they create memorable experiences that encourage guests to return all year round.
