Accommodation business boosters: how to keep thriving in the winter low season
When winter’s chill hits and the tourism ‘low season’ arrives, smart accommodation providers rest easy knowing they have done the planning and put in place the creative marketing and promotion strategies they need that help to keep business humming.
Clever options to keep guests coming through your doors during the quieter season include presenting special offers and highlighting niche attractions as well as building local partnerships and targeting people in neighbouring regions.
We’ve put together a comprehensive list of proven strategies for you to keep the winter freeze away from your revenue flow.
Create irresistible seasonal packages
People travelling in the off-season or shoulder-season are often looking for value in a change of scene, at a more affordable price point that they might expect during peak season. Transform slower periods into opportunities by bundling your accommodation with extras that enhance the visitor experience, like a free cooked breakfast or a visit to a unique local attraction.
Consider offering special rates for longer stays – guests who book three nights might get the fourth free for example. Mid-week deals can be particularly effective during winter to capture business travellers extending their trips or locals seeking an escape from the work routine.
Build beneficial local partnerships
Winter is an ideal time to strengthen relationships with local businesses and create partnerships to boost bottom lines. Make friends with nearby spas, bars, restaurants, wineries, adventure operators, museums or cultural attractions and craft attractive packages that give guests compelling reasons to visit during the off-season.
For example, you could create a “Winter Warrior" deal to coincide with outdoor events in your area, trail running or mountain biking competitions perhaps, not only adding value for your guests but also helping you tap into the marketing reach of your local business network.
Target the staycation market
Don't overlook guests closer to home. People in and around your region might like a change of scene during winter months without the hassle of long-distance travel: market staycations to potential guests within a one-or-two-hour drive who might enjoy a weekend away.
Create a "friends and family" referral code that past guests can share with their network. This approach turns them into brand ambassadors, while providing their connections with an attractive incentive to choose your property over competitors.
Offer flexible booking terms
Winter weather can be unpredictable, and potential guests may hesitate to commit to bookings when conditions are uncertain. Remove this barrier by offering flexible cancellation and booking policies over winter months, for example free cancellation up to 48 hours before arrival or offer the ability to reschedule bookings without penalty.
These low-risk booking terms can be the deciding factor for hesitant travellers, encouraging them to book now rather than wait for better weather. You might find that most guests don't actually cancel, but the peace of mind helps convert browsers into bookers.
Re-engage your repeat guests
Your database of past guests can be one of your most valuable assets during slower periods. Send targeted email campaigns with personalised winter offers: a simple “We miss you! Come back this winter and save 20%” message can be surprisingly effective.
Guests who visited during winter in previous years are prime candidates for return visits. Similarly, summer guests who had great experiences might be intrigued by the idea of seeing your destination in a different season, especially motivated by a strategic incentive.
Leverage social media engagement
With extra time on your hands, winter is a good opportunity to invest in increasing your social media presence and building an online community around your brand.
Run competitions and giveaways that offer winter weekend stays as prizes, with entry terms requiring tagging a friend’s name and sharing – this builds engagement, increases your visibility and showcases your property to potential guests.
Leverage user-generated content to develop relationships with your guests, by liking, sharing and commenting on their posts. Share cosy interior shots, boutique activities nearby and local seasonal produce to show potential guests what they’re missing out on.
Launch community-focussed campaigns
Consider running special campaigns that support deserving people in your region while driving bookings. “Local Hero” rates for essential workers, teachers, healthcare professionals or volunteers across your region not only generate goodwill but also create positive word-of-mouth marketing.
If you’re lucky these campaigns might attract media attention providing additional marketing value, especially if you take the initiative to make them aware.
These types of initiatives could include hosting local events, charity fundraisers or offering meeting spaces for community groups, keeping your property in the eyes and ears of your local community, while potentially generating additional revenue streams.
Businesses running corporate retreats, training workshops or team-building events are often looking for affordable venues, it’s worth doing some research and targeting organisations who might be able to make good use of your space.
Craft compelling content marketing
Winter is a handy time to position yourself as a local expert and storyteller. Create engaging blog content that showcases the secret spots in your region that the locals know and love, or that take on unique seasonal charm during the colder months.
Share winter wellness tips that guests can enjoy at your property or feature seasonal recipes using local ingredients that highlight your region's finest fare.
Your past winter guests can be your best ambassadors, so actively collect and share their pictures, testimonials and stories from winter stays. Package them up and feature on your website and social media – showing real people enjoying winter experiences at your property and allowing potential guests to imagine themselves in their shoes.
Make your accommodation management software take care of business
Your accommodation management software becomes even more crucial during slower periods when every booking counts. Use automated email sequences to nurture leads, implement dynamic pricing to optimise rates based on demand and ensure your online booking process is seamless across all devices.
Consider setting up automatic welcome emails to guests a few days prior to their arrival with special offers or helpful information about winter activities in your area. Not only can this help improve revenue during the low season, but it can also improve the guest experience.
Winter doesn't have to mean a fallow period with empty rooms and reduced revenue. By implementing these strategies and thinking creatively about your unique value proposition, you can maintain strong occupancy rates all year round, while building lasting relationships with guests who will return season after season.
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