Travel Weekly reports that 32% of Travelsavers and Network of Entrepreneurs Selling Travel (NEST) agencies said that shoulder season bookings were up in compared to the year before. Shoulder season refers to the months between peak and off-peak travel periods, and travel companies may struggle during these months.
Here are 13 innovative ways brands can survive this period.
1. Local Staycation Offers
Targeting nearby residents with staycation promotions is very effective. Instead of relying solely on long-haul travelers, you can market weekend escapes, spa packages, dining credits, and family-friendly experiences to people within driving distance.
You can then use a company like Crestmont Capital to bridge payroll or inventory gaps with a business line of credit without pausing marketing.
2. Corporate Retreats
Shoulder season is a great opportunity to attract business groups and corporate retreat bookings. Many organizations want quieter periods for team-building events, strategic planning sessions, leadership retreats, and employee recognition programs.
Since leisure demand is typically lower during this season, you can offer attractive rates while generating substantial revenue from group bookings. Corporate retreats also tend to produce higher ancillary spending on food, beverages, transportation, and activities.
3. Micro-Wedding Bundles
You can offer bundled wedding packages that include:
- Accommodations
- Ceremony venues
- Catering
- Photography partnerships
- Guest experiences
Couples are often attracted to lower pricing, greater venue availability, and more personalized service. Micro-weddings require less planning and can be scheduled more flexibly than large events, so this is appealing for couples, too.
4. Co-Marketing
Strategic partnerships can help travel brands extend their reach and reduce marketing costs during shoulder season. The following can collaborate on bundled promotions and shared advertising campaigns:
- Hotels
- Tour operators
- Restaurants
- Attractions
- Transportation providers
- Local businesses
Co-marketing efforts strengthen local tourism ecosystems by encouraging businesses to work together.
5. Weekday Perks
Many travel destinations experience their slowest demand during weekdays in shoulder season. Offering weekday-specific incentives can encourage travelers to extend trips or shift their travel dates. Examples include:
- Complimentary breakfasts
- Spa credits
- Room upgrades
- Attraction passes
- Parking discounts
- Late checkout
You can increase occupancy throughout the week rather than rely heavily on weekend demand.
6. Targeted PPC
Pay-per-click (PPC) advertising is especially important since it allows you to focus marketing dollars on high-intent audiences. You can target specific geographic markets, traveler demographics, search behaviors, and booking windows.
Careful audience segmentation can help maximize return on advertising spend while reducing wasted impressions. You can also adjust bids dynamically based on occupancy levels and demand forecasts, and this can stretch your budget even further.
7. Email Reactivation
Past guests are one of the most valuable audiences for shoulder-season marketing. Email reactivation campaigns can encourage them to return by highlighting things like exclusive offers, loyalty rewards, new amenities, or seasonal experiences.
Since the travelers already know the brand, conversion rates are often higher than those generated through cold advertising channels.
8. Dynamic Pricing
Dynamic pricing allows you to respond quickly to fluctuating demand during shoulder season. You can adjust pricing based on:
- Occupancy levels
- Booking pace
- Competitor activity
- Market conditions
This also enables brands to create targeted promotions without broadly discounting all inventory.
9. Maintenance Windows
Use the slower periods to complete maintenance projects with minimal disruption to guests. This can help avoid impacting peak-season revenue, and you can improve the overall guest experience, too. Travel brands can:
- Renovate rooms
- Upgrade amenities
- Refresh public spaces
- Perform necessary repairs
10. Gift Cards
GIft card programs can generate immediate cash flow during slower travel periods, and they also encourage future bookings. Consider adding incentives, as customers may be more willing to purchase.
Since redemption often occurs later, gift cards provide an immediate revenue boost during shoulder season. They also introduce new customers to the brand and encourage repeat visits.
11. Prepaid Vouchers
Prepaid vouchers are another way to secure revenue before travel happens. These vouchers can provide discounted:
- Future stays
- Dining experiences
- Attraction tickets
- Bundled packages
It’s a win-win situation since travelers get to lock in savings and businesses benefit from immediate cash inflows.
12. Flexible Staffing
Flexible staffing models can help travel brands align workforce levels with actual demand while maintaining service quality. Ideas include:
- Cross-training employees
- Adjusting schedules
- Using seasonal workers
- Deploying staff across multiple departments
This flexibility allows you to control payroll expenses without sacrificing the guest experience.
13. Financing Tools
Financing solutions can hep both travel brands and travelers navigate shoulder-season challenges. For example, businesses may use financing options to fund:
- Renovations
- Marketing campaigns
- Technology upgrades
- Operational improvements
On the other hand, consumer financing programs allow guests to spread costs over time, and this makes travel more affordable.
Get Through Shoulder Season Just Fine
Shoulder season may be challenging, but that doesn’t necessarily mean it’s impossible to navigate. With a few smart strategies, your travel brand can survive tougher times and come out stronger.
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