Every hospitality property has slow seasons. The difference between properties that struggle and those that thrive is how they market during these periods. Seasonal campaigns can transform your off-peak times into profitable opportunities.
Identify Your Seasonal Opportunities
Start by understanding your booking patterns:
- When are your slowest months?
- What local events or attractions could drive visits?
- What unique experiences can you offer in each season?
- Who travels during these times (remote workers, retirees, couples)?
Create Season-Specific Packages
Bundle experiences that make sense for each season:
- Fall: Foliage tours, harvest festivals, cozy retreats
- Winter: Holiday escapes, ski packages, romance getaways
- Spring: Renewal retreats, garden tours, outdoor adventures
- Summer: Family packages, extended stays, local exploration
The best seasonal packages don't just offer a discount, they offer an experience that's uniquely compelling for that time of year.
Target the Right Audiences
Different travelers have different flexibility:
- Remote workers can travel anytime
- Retirees often prefer off-peak travel
- Couples seeking romance don't need school holidays
- Corporate retreats often happen in shoulder seasons
Plan Your Campaign Calendar
Timing matters for seasonal marketing:
- Start promoting 8-12 weeks before the season
- Use email to reach past guests first
- Leverage social media for visual storytelling
- Consider PPC campaigns to capture active searchers
Measure and Optimize
Track what works:
- Which packages generate the most bookings?
- What messaging resonates?
- Which channels drive the best ROI?
- How do seasonal guests compare to peak-season guests in lifetime value?
