5 Strategies to Boost Off-Season Occupancy

Summer is over, but don’t worry—we’ve got you covered. We understand that the end of the summer rush can bring challenges for hotels and resorts, particularly when the busy tourist season winds down. Luckily, we’ve come up with five smart strategies to help your hotel or resort stay full even during the slow months. By implementing these proven advertising, marketing, and brand strategies, you can keep your property thriving year-round, ensuring a steady stream of guests even when it’s winter in Texas.

1. Targeted Off-Season Promotions

Special Packages: Creating special packages can entice guests to choose your property during slow periods. For example, Hilton Hotels often launches promotions like “Stay Longer, Save More,” where guests receive a discount for booking multiple nights. This approach not only fills rooms but also encourages longer stays. During slower months, Hilton might offer additional perks such as daily breakfast or parking discounts to sweeten the deal.

Unique Experiences: Highlight activities and experiences that are specific to the off-season. Aspen Skiing Company, for instance, promotes its summer activities such as hiking, mountain biking, and music festivals when the winter season is over. They offer packages that include lift tickets, equipment rentals, and guided tours. By showcasing these seasonal experiences, they attract guests who might not consider visiting during the summer otherwise.

2. Localized and Niche Marketing

Local Audiences: Crafting targeted promotions for residents in your area can significantly boost bookings during slow months. For example, The Ritz-Carlton often offers exclusive “Staycation Packages” that provide discounted rates and added perks like complimentary valet parking, daily breakfast, or access to local attractions. By advertising these packages through local media channels, community partnerships, and targeted social media ads, you can entice nearby residents to enjoy a luxury staycation without the hassle of long-distance travel. This approach not only fills rooms but also strengthens ties with the local community.

Niche Markets: Attracting niche markets can be especially effective during quieter periods. For instance, The Langham Hotels & Resorts has successfully tapped into the growing trend of “micro-weddings” and intimate gatherings. They promote packages tailored to couples seeking smaller, personalized celebrations with exclusive services such as private dining and customized décor. By focusing on these specialized needs and promoting them through targeted online campaigns and collaborations with wedding planners, hotels can draw in guests looking for unique and customized experiences.

3. Enhanced Digital Presence and Engagement

Social Media Campaigns: Engaging with potential guests through social media is crucial. Marriott International excels in this area by regularly posting vibrant images and videos of their properties on platforms like Instagram and Facebook. They run campaigns showcasing special offers, guest experiences, and seasonal activities. For instance, Marriott’s #MarriottMoments campaign highlights unique experiences available at their hotels, encouraging bookings during slower periods.

Email Marketing: Sending targeted email campaigns can help drive bookings. Hyatt Regency uses segmented email marketing to send personalized offers based on guests’ previous stays and preferences. During slow months, they might send exclusive discount codes or promote special events, ensuring that the offers are relevant and enticing to the recipients.

4. Collaborations and Partnerships

Local Partnerships: Partnering with local businesses and attractions can enhance your property’s appeal. The Ritz-Carlton, for example, collaborates with nearby restaurants, cultural institutions, and tour operators to create exclusive packages. A Ritz-Carlton property in Naples, Florida, might offer a package that includes a meal at a renowned local seafood restaurant and tickets to a nearby art gallery, creating a complete local experience for guests.

Influencer and Blogger Partnerships: Collaborating with travel influencers or bloggers can increase your visibility. W Hotels often partner with influencers to promote their properties through engaging content. Influencers like travel bloggers or lifestyle Instagrammers showcase their stays at W Hotels, providing authentic endorsements and reaching their followers who are potential guests. This kind of partnership can drive interest and bookings, especially during off-peak times.

5. Brand Strategy and Positioning

Reinforce Brand Identity: Use the off-season to strengthen your brand’s identity. Kimpton Hotels excels at this by sharing behind-the-scenes content, staff stories, and the unique elements of their properties. For example, Kimpton might highlight the personal stories of their chefs or feature the design inspirations behind their hotels. This type of content helps build a strong, emotional connection with potential guests.

Focus on Loyalty Programs: Enhancing your loyalty program can incentivize repeat visits. Marriott Bonvoy, for instance, offers exclusive benefits to its members, such as bonus points, room upgrades, and special offers. During the off-season, Marriott Bonvoy might provide extra incentives for bookings, like additional points or discounted rates for members who stay multiple nights. This not only encourages loyalty but also helps maintain occupancy levels.

Conclusion:

By implementing these strategies, hotels and resorts can effectively manage their occupancy rates throughout the year, ensuring a steady flow of guests even during the off-season. Emphasizing targeted promotions, localized marketing, digital engagement, strategic partnerships, and strong brand positioning will help maintain your property's appeal and drive consistent bookings.

Sources:

"Hilton Promotions." Hilton Hotels & Resorts, Hilton Worldwide Holdings Inc., https://www.hilton.com/en/hi/promotions/. Accessed 18 Aug. 2024.

"Summer Activities." Aspen Skiing Company, Aspen Skiing Company, https://www.aspensnowmass.com. Accessed 18 Aug. 2024.

"Local Resident Rates." Four Seasons Hotels & Resorts, Four Seasons Hotels Limited, https://www.fourseasons.com. Accessed 18 Aug. 2024.

"Wellness Programs." Miraval Resorts, Miraval Resorts, https://www.miravalresorts.com. Accessed 18 Aug. 2024.

"Social Media Campaigns." Marriott International, Marriott International Inc., https://www.marriott.com. Accessed 18 Aug. 2024.

"Email Marketing." Hyatt Regency, Hyatt Hotels Corporation, https://www.hyatt.com. Accessed 18 Aug. 2024.

"Local Partnerships." The Ritz-Carlton, Marriott International Inc., https://www.ritzcarlton.com. Accessed 18 Aug. 2024.

"Influencer Partnerships." W Hotels, Marriott International Inc., https://www.marriott.com. Accessed 18 Aug. 2024.

"Brand Storytelling." Kimpton Hotels, IHG Hotels & Resorts, https://www.kimptonhotels.com. Accessed 18 Aug. 2024.

"Loyalty Program." Marriott Bonvoy, Marriott International Inc., https://www.marriott.com/loyalty.mi. Accessed 18 Aug. 2024.

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