It’s Prime Time To Focus on “Shoulder Season” Guests

For many travelers, the allure of peak season is undeniable: celebrations, weather, and activities naturally attract more business. But savvy travelers are discovering that the shoulder season – the quieter months between peak and off-peak travel times – offers unique benefits of its own.

The shoulder season provides an ideal opportunity to attract guests who appreciate the perks of a more relaxed experience and want to make the most of their budgets.

Shoulder seasons vary depending on location and time of year, but big events also affect the particulars. For example, South Florida has typical shoulder seasons around the middle of summer, late fall, and post-spring break, but major happenings like boat parades, concerts, and the rising popularity of Inter Miami matches affect how busy those months get.

Whenever it is for wherever they are, local businesses should try to make more of these slower travel periods with a renewed focus on this unique opportunity to turn the status quo into more cash flow.

By catering to the purposeful, cost-conscious traveler, hotels can increase occupancy, restaurants can fill more tables, and local bars and boutiques can boom during these quiet(er) times. It just takes some thought, strategy, and purposeful outreach to a niche group of guests.

Why shoulder season travel works

Shoulder season generally falls just before or after peak travel times. In many temperate locations, late spring and early fall are shoulder seasons, while ski resorts may find theirs in early winter and late spring.

For travelers, the appeal of the shoulder season lies in a mix of practical and experiential benefits.

During the shoulder season, hotel rates and flight costs are typically lower, making it an attractive time for guests to indulge in luxurious stays they might not afford during peak periods. Additionally, with fewer crowds, travelers enjoy a more personalized and immersive experience, exploring popular destinations without the throngs of tourists.

Restaurants are more accessible, sightseeing becomes less rushed, and guests have a better chance to enjoy local culture at a relaxed pace. Shoulder season travelers are looking for value and connection in their strategic vacation.

Making shoulder season enticing

Hotels and other service businesses looking to attract more guests between peak periods can benefit from promoting exclusive value-driven offers. Here are several strategies that appeal to the budget-conscious shoulder season traveler:

1. Flexible pricing: Since shoulder season visitors tend to be more cost-sensitive, adopting flexible pricing models is important. Offering special rates, discounts for extended stays, or perks like complimentary breakfasts, late checkouts, or room upgrades can enhance the appeal of a booking. Deals tailored to the shoulder season, such as mid-week specials or discounts for early bookings, should be heavily marketed.
2. Creative packages: Packages are a great way to attract shoulder-season travelers by bundling services with accommodation. Even if there are no on-site amenities, hotels can partner with restaurants and spas to include dining credits, spa vouchers, or complimentary transportation. A guided city tour, tasting menu, or discounted tickets to a local attraction can make a shoulder-season stay feel even more like a special getaway.
3. Last-minute deals: Many shoulder season travelers are flexible in their timing, making last-minute deals very effective. Hotels can promote discounted rates for last-minute bookings or special weekend stays to capture spontaneous travelers looking for value. These travelers may also be drawn to loyalty program discounts or partner offers highlighting exclusive deals available only during shoulder season.

Bringing festive energy to stays

One challenge during the time between peak and off-peak periods is the quieter atmosphere compared to the buzz of summer or winter holidays. However, by hosting events and offering unique in-house experiences, the shoulder season is just as engaging for guests as peak times.

1. Seasonal events and festivities: Hotels can make shoulder season vibrant by hosting themed events that celebrate the unique aspects of the time of year. For instance, the fall shoulder season could include harvest-themed dinners featuring local ingredients or wine tastings highlighting regional wineries. Spring shoulder season guests might enjoy outdoor yoga classes, botanical tours, or flower-arranging workshops.
2. Cultural experiences: Local excursions create a unique, memorable stay for guests and can often be organized affordably. Consider offering workshops in local cuisine, guided tours focusing on local history, or art classes led by local artists. Partnering with nearby attractions to provide discounted or free entry for guests can also bring value, especially when those activities showcase aspects of the area’s heritage.
3. Pop-up events: Pop-up experiences such as chef’s tastings, cocktail-making classes, or wellness workshops can add an element of surprise and exclusivity that guests crave. Marketing these as “limited-time” offerings highlights their novelty and reinforces the appeal of booking during shoulder season. These pop-up events entice potential guests with a one-of-a-kind experience they can’t find at other times of the year.

Boost bookings with targeted marketing

Effective marketing is crucial to successfully capturing the attention of shoulder-season travelers. Promoting affordable rates, fewer crowds, and exclusive seasonal experiences has a better chance of creating a buzz and possibly attracting those who never thought to travel during this time in the first place…

1. Email campaigns and social media: Regularly update email subscribers with shoulder season deals, emphasizing value and uniqueness in each message. Social media channels, particularly Instagram and TikTok, can showcase shoulder season experiences, from tranquil, empty pools to scenic outdoor activities with minimal crowds.
2. Travel influencers and bloggers: Collaborating with travel influencers and bloggers can bring shoulder season to life for potential guests. Influencers can help demonstrate the advantages of booking during shoulder season with relatable, user-generated content. Hotels can offer influencers complimentary stays or special deals in exchange for authentic posts highlighting seasonal features and events.
3. Dedicated landing pages: Building a dedicated landing page for shoulder season promotions on the company website can increase visibility and help capture online traffic searching for seasonal deals. Include details about events, special packages, and pricing incentives. Ensure these pages are optimized for SEO with relevant keywords to attract travelers researching shoulder season options.

By investing in targeted strategies for shoulder season, hotels can broaden their appeal, attract new guests, and ensure steady occupancy throughout the year. Restaurants, bars, boutiques, and service-focused businesses also benefit from a new surge of guests.

With thoughtful promotions, creative seasonal events, and memorable value-driven packages, it’s time to turn shoulder season into a rewarding opportunity for all.