5 Innovative Ways to Boost Off-Season Bookings for Caravan and Touring Sites

At Ammonite Hospitality, we understand the challenges caravan and touring site owners face during the off-season. When visitor numbers dwindle and temperatures drop, it's easy to feel concerned about your business's performance. However, we've developed five innovative strategies to help you maintain a steady flow of bookings throughout the year. These approaches can transform traditionally quiet months into periods of opportunity and growth.

Create Cozy All-Weather Experiences

The unpredictable nature of weather, particularly during off-peak seasons, can significantly impact outdoor-oriented businesses. However, with some thoughtful additions and modifications, you can create an inviting atmosphere regardless of the conditions outside.

Consider implementing these ideas:

• Install weatherproof amenities such as covered BBQ areas or heated communal spaces

• Develop winter-specific activities like bonfire evenings or themed winter wonderland events

• Provide rental equipment for cold weather camping, including portable heaters, hot tubs or saunas

By offering these amenities and activities, you're not just providing accommodation; you're creating memorable experiences that will encourage guests to visit year-round.

When planning your all-weather experiences, think about what makes your location unique during the off-season. Perhaps you're situated in an area known for its autumn foliage or spring wildflowers. Use these natural attractions to your advantage by creating themed experiences around them.

For instance, you could offer guided nature walks that highlight the changing seasons, or photography workshops that teach guests how to capture the beauty of your surroundings. These activities not only provide entertainment for your guests but also give them a reason to visit specifically during the off-season. It is also great for gathering new content for your social media channels.

Don't forget about the power of comfort food during cooler months. Consider partnering with local food vendors to offer hearty, warming meals or organise cooking classes where guests can learn to make traditional winter dishes. These culinary experiences can be a significant draw for food enthusiasts and add an extra layer of appeal to your site. Hosting an event like "Local Food Hero Food Fest" with lots of local vendors would be a huge draw to your site, with touring and camping spots filling quickly.

Target the 'Shoulder Season' Adventurers

There's a growing segment of outdoor enthusiasts who prefer the quieter months for their adventures. These travellers appreciate the solitude and unique experiences that come with visiting destinations during the shoulder season.

To attract this demographic you have to get inside the mindset of these people, what do they want, where do they want it, what do they read/watch etc. Try to:

• Develop marketing campaigns highlighting the beauty of your area in autumn or early spring

  
  

• Create packages centred around seasonal activities such as autumn foliage walks or spring wildflower spotting

• Establish partnerships with local adventure companies to offer guided outdoor activities

Position your site as the ideal base camp for off-season adventures. Emphasise the exciting activities available and consider creating an "adventure package" that includes essentials like maps, guided tours, or equipment rental. This would be particularly popular if you are based somewhere very outdoorsy such as The Lake District.

When targeting shoulder season adventurers, it's crucial to understand their motivations. These travellers often seek authentic experiences and the opportunity to connect with nature without the crowds. Use this knowledge to shape your marketing messages and the experiences you offer.

For example, you could create a "Wilderness Week" package that includes guided hikes, outdoor survival skills workshops, evening talks by local naturalists as well as a foraging workshop. This type of immersive experience can be highly appealing to adventure seekers and nature enthusiasts.

Additionally, consider the growing trend of "digital detox" holidays. Many people are looking for opportunities to disconnect from technology and reconnect with nature. Your caravan or touring site could be the perfect place for this, especially during the quieter shoulder season. Offer "unplugged" packages that encourage guests to leave their devices behind and engage in nature-based activities instead.

Embrace the 'Glamping' Trend

Glamping has become hugely popular and can be particularly effective in attracting guests during cooler months. This approach combines the appeal of outdoor living with the comforts of more traditional accommodation. It might be worth converting a couple of your touring pitches into glamping pods/units. Glamping is popular all year round, and attracts a much hight pitch fee. £20per night for a pitch (roughly) or £100 per night for a glamping pod.

Consider these steps to incorporate glamping into your offerings:

• Invest in well-insulated and unique glamping units such as yurts, pods, or safari tents

• Equip these units with proper heating, comfortable beds, and possibly en-suite facilities

• Add luxurious touches like quality linens, hot water bottles, or welcome hampers with local specialties

• If possible consider adding hot tubs, as these are very popular throughout the winter and cooler evenings

For a unique appeal, explore options like treehouses or shepherd's huts. These distinctive accommodations can be a significant draw, offering guests an experience they can't find elsewhere.

When implementing glamping options, think beyond just the accommodation. Consider how you can create a full glamping experience that sets you apart from competitors. This could include offering in-tent massage services, private outdoor hot tubs, or gourmet meal delivery to the glamping units.

It's also worth considering how you can make your glamping offerings environmentally friendly. Many glamping enthusiasts are also eco-conscious travellers. By using sustainable materials, implementing energy-efficient systems, and offering eco-friendly amenities, you can appeal to this growing market segment.

Remember, glamping is about providing a unique, memorable experience. Each glamping unit should tell a story and offer something special. Perhaps each unit could be themed around local history or natural features, providing an educational as well as comfortable experience for guests. It is all food for thought, even though all of these ideas might not be perfect for your sure, we're sure some strategies will work.

Host Special Events and Themed Weekends

Organising events and themed weekends can provide compelling reasons for guests to visit your site throughout the year. When planning your event calendar, consider your target audience and how to best utilise your location and facilities.

Some event ideas include:

• Food and drink festivals showcasing local producers

• Craft fairs featuring artisans from the area

• Music weekends with local bands or acoustic sessions

Themed weekends can also be an excellent way to attract regular visitors during the off-season. Consider a series of "bush craft basics" weekends or wellness retreats featuring yoga and guided meditation walks.

To establish your event program:

• Collaborate with your team and regular guests to generate ideas

• Connect with local businesses or experts who could lead workshops or activities

• Create and promote an off-season event calendar well in advance

• Offer special accommodation rates for event attendees

Remember, events don't need to be large-scale productions. Even simple activities like guided nature walks or communal dining experiences can entice guests during quieter periods.

When planning your events, think about how they can showcase the unique aspects of your site and the surrounding area. For instance, if you're located near a dark sky reserve, you could host astronomy weekends. If there's a rich local history, consider historical reenactment events or heritage walks.

It's also worth thinking about how you can create events that encourage repeat visits. A series of connected workshops or classes spread over several weekends can motivate guests to return multiple times during the off-season. For example, you could offer a "Master Naturalist" program where guests attend a series of weekends to learn about local flora and fauna across the seasons.

Don't forget to leverage social media and online platforms to promote your events. Encourage guests to share their experiences online, and consider live-streaming parts of your events to generate interest for future occasions.

Implement Flexible Booking and Loyalty Programs

Making it easier and more appealing for guests to book during the off-season can significantly impact your occupancy rates. Flexibility and loyalty incentives can encourage bookings during traditionally slower periods.

Consider these strategies:

• Offer discounts for extended stays during the off-season

• Implement a loyalty program that rewards repeat visits

• Provide flexible cancellation policies to encourage advance bookings

Here are some specific ideas to enhance your booking and loyalty initiatives:

• Create a tiered loyalty program with increasing benefits for frequent guests

• Offer bonus points or rewards for off-season stays

• Give loyal customers priority booking for popular pitches or glamping units

Flexible booking policies can also boost confidence in making reservations. Offering free date changes or relaxed cancellation terms can encourage guests to book in advance, even when weather conditions are uncertain.

When designing your loyalty program, think about rewards that are unique to your site and appealing to your target audience. This could include exclusive access to new facilities, priority booking for popular events, or even partnerships with local attractions to offer discounted entry.

Consider implementing a referral program as part of your loyalty scheme. Encourage your satisfied guests to refer friends and family by offering rewards for successful referrals. This can be an effective way to attract new guests during the off-season.

It's also worth exploring partnerships with other local businesses. For example, you could team up with local restaurants, spas, or activity providers to offer package deals or reciprocal discounts. This not only enhances the appeal of your site but also helps to support the local economy.

Implementing Your Strategy

While we've covered numerous ideas, it's important to approach implementation strategically. Begin by selecting one or two initiatives that align well with your site and guest preferences, then build upon these initial efforts.

You might start by enhancing your weatherproof facilities and promoting autumn activity weekends. Alternatively, you could invest in a few glamping units and develop a loyalty scheme to encourage repeat visits.

The key is to be proactive. The off-season need not equate to empty pitches and quiet days. With creativity and strategic planning, you can transform traditionally slow months into a thriving and exciting period for your site.

As you implement these strategies, it's crucial to gather feedback from your guests. What do they enjoy most about their off-season stays? What additional amenities or activities would they like to see? This information can help you refine your offerings and ensure you're meeting the needs and expectations of your guests.

Don't forget to train your staff on these new initiatives. They are the face of your business and play a crucial role in delivering the experiences you're creating. Ensure they understand the unique selling points of your off-season offerings and can enthusiastically communicate these to guests.

At Ammonite Hospitality, we're committed to helping caravan and touring sites flourish year-round. We've seen these strategies work on caravan sites of all sizes.

We recognise that each site has its unique challenges and opportunities. That's why we offer personalised assistance in tailoring these strategies to your specific situation. Whether you need guidance in planning an event calendar, establishing a loyalty program, or exploring unique glamping options, we're here to help.

We encourage you to experiment with these ideas. Start small, evaluate the results, and adjust your approach as needed. You may be pleasantly surprised by how much you can increase your off-season bookings with a few innovative strategies.

Remember, the off-season can be a time of new opportunities and growth for your caravan or touring site. With the right approach, you can transform these traditionally quiet months into a key component of your year-round success strategy. By offering unique experiences, targeting the right audience, embracing new trends, hosting engaging events, and implementing smart booking policies, you can create a thriving business that welcomes guests all year round. Transform these traditionally quiet months into a key component of your year-round success strategy.

Please send us a message at hello@ammonitehospitality.com to discuss how we can help you increase your off season bookings. We'll be more than happy to jump on a call to discuss your sites future.