It's hard to believe we're already discussing winter revenue strategies when it feels like summer just began, but here we are.

For seasonal hotels that see a slowdown around Thanksgiving, there’s typically a shift in the type of business we accept, the conditions we accept it under, and how we market our hotel. There are a few key strategies to implement now to boost occupancy and ensure we’re set up for success, particularly during the slower winter months and holidays.

Strategic Seasonal Pricing

Now is the perfect time to review competitor pricing for the off-peak months and see if anything has changed. We may need to adjust our rates based on what the competitive set is doing. This is especially important during holiday weeks when hotels are vying for the limited business available. Setting up our off-season pricing strategy early will allow us to capture early bookers without necessarily being the first to lower rates, which often leads to a price drop across the market with little to gain.

With rising costs and expenses, every dollar counts. When reviewing slow-season rate strategies, it’s also a good idea to take a closer look at premium pricing on different room types. The higher premiums set during the summer for leisure traffic might not apply during the off-season. For instance, if we increased rates for double rooms in May, it may be time to bring them back down if we don’t expect similar demand over the winter.

Discounts on AAA and senior rates, which may have been reduced earlier due to higher demand, should also be reconsidered to ensure we remain competitive. This includes other discounted rates like advance purchase options. Tools like Lighthouse or Demand 360 make it easier to track competitor positioning and adjust our pricing strategy accordingly. Government rates, often set to per diem earlier in the year, should also be aligned with retail rates if they drop below per diem during the off-season.

Group Rates & Perks

Group rates should be reviewed as we head into the slower months. Ensure that our group guidelines are competitive and designed to attract group bookings during the winter. Many brands offer group booking tools online, and the percentage discount on these rates can be adjusted during need periods. Offering group perks like complimentary late checkouts, bottled water, or room upgrades can be cost-effective ways to incentivize group bookings and help fill more rooms.

Revisiting Restrictions & Closures

Many of us tighten restrictions during peak season, such as setting minimum stays or closing out discounted rates. As we transition into the off-season, it's important to review and adjust these restrictions. Keeping a record of these changes helps ensure that we’re maximizing occupancy potential during slower times.

Rates like opaque, wholesale, employee, and friends and family discounts, which might not be relevant during high demand periods, can be effective occupancy builders during low demand. While these rates might not generate the highest revenue, they can still bring in incremental income through parking fees, dining, or in-house services.

Driving Occupancy

Online Travel Agency (OTA) promotions are another great tool for boosting occupancy during need periods. If OTA promotions were paused over the summer, now is a good time to revisit these opportunities. Adjust the seasonal messaging of our promotions and points of interest on sites like Expedia to reflect winter demand drivers. For example, we could swap out mentions of summer attractions like amusement parks for winter activities such as nearby ski resorts.

It’s also worthwhile to schedule quarterly reviews of our presence on all booking channels, including OTAs and our brand website, to optimize visibility and ensure we’re capturing as many potential guests as possible during slower months.

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Creative Seasonal Packages

Seasonal packages built around winter events are a fantastic way to drive occupancy. Even a few extra room bookings each week can make a significant revenue impact during a quiet month. Consider creating packages around events like New Year’s Eve, Valentine’s Day, holiday light shows, parades, or shopping trips. For instance, a holiday shopping package might include a gift card, retail coupons, and complimentary gift wrapping. A holiday parade package could offer hot cocoa, fresh cookies, and a shuttle to the event.

Adding perks like late checkouts or free shuttle services costs little but adds value for guests. Bundling packages as value-added offers can make them even more attractive. We can also create our own “events” to attract guests, such as a “Breakfast with Santa” weekend or a spa package with services from local businesses. Partnering with local restaurants or entertainment venues for packages can further differentiate us from competitors.

Extended Stay Offers

Another strategy is to encourage guests to extend their stays. A “Buy One Night, Get the Second Night at a Discount” promotion or a special Sunday night rate could entice weekend guests to stay longer. Offering long-term stay rates marketed to local industries may also bring in additional revenue.

Maximizing Revenue Across Departments

Lastly, we shouldn’t forget about other revenue streams like parking, catering, the pool, fitness center, restaurant, lounge, and market. Bringing the entire management team together to brainstorm creative ways to generate revenue across departments could yield surprising results.

In summary, as we prepare for slower months ahead, focusing on the right pricing, maximizing visibility across channels, and getting creative with promotions and packages will help ensure continued success throughout the off-season.