When the summer crowds fade, many hotels enter the shoulder season—a period often associated with lower demand and reduced occupancy. But smart hoteliers know this transitional phase can be highly profitable when approached strategically. Rather than defaulting to blanket discounts, the shoulder season is the perfect time to fine-tune revenue management, test new campaigns, and strengthen direct bookings.
Here are some deeper strategies to help you thrive during the shoulder season:
1. Micro-Segmentation and Data-Driven Campaigns
Instead of broadly targeting “off-season travellers,” break down demand into smaller, actionable segments:
- Geo-targeting: Attract drive-to markets or short-haul travellers with last-minute offers.
- Behavioural retargeting: Use website and social pixel data to re-engage summer visitors who didn’t book.
- Persona-specific packages: For example, “work-from-hotel” bundles for digital nomads or curated wellness escapes for couples.
Pro tip: With Userguest, hotels can personalise website messaging dynamically—showing geo-targeted deals or urgency messages that push visitors to book directly.
2. Smarter Pricing Beyond Discounts
Dropping rates across the board dilutes brand value. Instead, optimise pricing using:
- Length-of-stay offers: Incentivise 3–5 night stays with bundled perks instead of one-night discounts.
- Fenced offers: Exclusive deals for loyalty members or direct bookers that OTAs can’t replicate.
- Seasonal upsell testing: Analyse conversion data on packages (e.g., late checkout + spa access vs. dining credits) to see what drives the highest ROI.
3. Experience-Led Positioning
Travellers booking during the shoulder season are often motivated by experiences rather than just accommodation. Position your hotel as the gateway to these:
- Promote unique seasonal events (wine harvests, culinary festivals, art fairs).
- Curate thematic stays—“Harvest & Dine Weekends” or “Wellness Reset Retreats.”
- Highlight exclusivity: fewer crowds, personalised service, and access to hidden gems.
Userguest can help promote these offers in real-time on your website, ensuring visitors see tailored experiences that fit their intent.
4. Optimise Direct Booking Conversion
Shoulder season is when OTA dependency often spikes. Counter this by:
- Running website-exclusive flash sales for low-demand dates.
- Using exit-intent popups to capture undecided visitors with value-add offers.
- Leveraging loyalty-focused reactivation: target summer guests with tailored emails inviting them back for quieter getaways.
With Userguest, you can implement automated nudges (like “Only 2 rooms left at this rate” or loyalty-exclusive banners) that increase website conversion without heavy manual intervention.
5. Revenue Diversification Through Ancillaries
Even with fewer bookings, guest spend can be maximised:
- Targeted upsells at booking stage: Offer spa add-ons, dining experiences, or transfers directly on your booking engine.
- Dynamic offers during stay: Push real-time promotions through apps or guest portals—e.g., midweek spa discounts when demand is soft.
- Partner-led experiences: Collaborate with local wineries, tour operators, or wellness instructors, taking a commission per booking.
Final Thoughts
The shoulder season is not a waiting game—it’s a testing ground for smarter strategies. By focusing on micro-segmentation, experience-led positioning, and direct booking optimisation, hoteliers can turn a traditionally quiet period into a profitable one. Tools like Userguest amplify these efforts by ensuring your website works harder, converting more visitors into direct bookers with timely, personalised offers. Book a demo to see how it works.
For more practical advice on boosting your direct channel, see our article: Top Hotelier Questions About Direct Bookings, Direct Channel and Marketing — Answered. It breaks down the most searched questions from hoteliers with clear, actionable tips.