Hotel Shoulder Season: Tips to Maximize Hotel Performance During Non-Peak Periods

Heather Apse October 2, 2024

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. 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.

Target potential guests with social media campaigns showcasing your hotel as an ideal spot for a peaceful retreat. Collaborating with local influencers or travel bloggers who can share their experiences at your property during the quieter months can give your shoulder season offerings greater visibility.

4. Host Shoulder-Season Events

Turn your hotel into a hub for special events such as local art exhibitions, culinary workshops, or even wellness retreats. By hosting shoulder-season events, you attract locals and nearby travelers who may not have otherwise considered staying at your hotel during this time.

5. Loyalty Program Push During Non-Peak Periods

Reward your most loyal customers by offering them special shoulder-season discounts or exclusive benefits. You could provide early access to seasonal deals, room upgrades, or personalized packages. These efforts can motivate repeat guests to visit during quieter months.

6. Offer Flexible Booking Terms

With uncertainty often playing a role in travel during the shoulder season, offering flexible booking terms can be a powerful incentive. Allow free cancellations or easy rescheduling to give potential guests peace of mind, making them more likely to commit to a reservation.

7. Optimize Corporate Retreats & Group Travel

Many businesses plan conferences, meetings, and team-building events during shoulder seasons to avoid the high costs of peak travel times. Tailor your marketing to these corporate planners by offering discounted rates for group bookings and all-inclusive packages for retreats. Highlight your hotel’s amenities like meeting spaces, catering, and audiovisual services.

8. Focus on Wellness & Self-Care for Shoulder Season at Your Hotel

With travelers seeking relaxation and rejuvenation, emphasize wellness packages that include yoga sessions, spa treatments, or mindfulness workshops. Promote your hotel as the perfect retreat for guests looking to recharge their minds and bodies during the quieter months.

9. Highlight Eco-Tourism and Sustainability

More travelers are becoming eco-conscious, especially during shoulder seasons when crowds are smaller and the environment feels more serene. Highlight your hotel’s sustainability efforts, from eco-friendly accommodations to activities that support local nature conservation.

10. Target Staycationers

Shoulder season is a great time to appeal to the local market. Offer special staycation deals for nearby residents looking for a quick getaway without long-distance travel. By marketing to locals, you can increase bookings while creating a sense of community engagement.

11. Encourage Longer Stays

Encourage shoulder season guests to stay longer by offering discounted rates for extended stays or adding extras like free breakfast, parking, or late checkout. A week-long guest is more profitable than a series of short-stay visitors, especially during slower times.

12. Maximize Your Email Campaigns for Hotel Shoulder Season

Send targeted email campaigns to your past guests and newsletter subscribers with attractive offers for shoulder season. Personalize these emails with past guest preferences, such as room upgrades or specific amenities they’ve enjoyed during previous stays, and present them with tailored offers.

13. Promote Special Dining Experiences

Elevate your hotel’s restaurant as a destination for locals and visitors alike by offering unique dining experiences such as seasonal menus, wine-pairing dinners, or ticketed cooking classes. Dining promotions during the shoulder season can attract not only overnight guests but also locals seeking new culinary experiences.

Make More Revenue During Hotel Shoulder Season and Beyond with Tripleseat for Hotels

The shoulder season doesn’t have to mean a dip in revenue. By focusing on targeted strategies like curated packages, local partnerships, and creative marketing efforts, your hotel can enhance sales, fill rooms, and create memorable experiences for guests during this quieter time of year.

Increase and manage your hotel’s group sales from hotel room blocks, to booking event function spaces, and growing banquet revenues, in one tool with Tripleseat Hotels. Schedule a demo to learn more.