5 Innovative Ways to Boost Off-Season Bookings for Hotels In 2024

As hotel owners, we all know the struggle of keeping our rooms filled during the off-season. Here at Ammonite Hospitality, we've seen firsthand how challenging it can be to maintain a steady flow of guests when peak tourist season ends. But don't worry - we've got your back! We've put together five innovative strategies that can help you boost those off-season bookings and keep your hotel thriving all year round.

Create Unique Seasonal Experiences

Let's face it - guests are looking for more than just a place to sleep. They want memorable experiences, and that's where you can really shine during the off-season. Think about what makes your location special during the quieter months and use that to your advantage.

For example, if you're in a area with beautiful autumn foliage, why not create a "Autumn Colours" package? Include a guided nature walk, a picnic with local seasonal treats, and maybe even a photography workshop to help guests capture those Instagram-worthy shots. The key is to offer something they can't get during the busy season.

Here are some simple actions you can take:

• Brainstorm with your team about unique local experiences you can offer

• Partner with local businesses or attractions to create exclusive packages

• Train your staff to be knowledgeable about these experiences so they can engage guests

Remember, the goal is to make your hotel a destination in itself, not just a place to stay.

Implement Dynamic Pricing Strategies

Now, we know the word "dynamic pricing" might sound a bit intimidating, but it's really just a fancy way of saying "adjust your prices based on demand." And trust us, it can make a big difference to your bottom line.

During the off-season, you might need to lower your rates to attract guests. But that doesn't mean you should slash prices across the board. Instead, use data to make smart decisions about when and how to adjust your rates.

Here's how you can get started:

• Invest in a good revenue management system (RMS) if you haven't already

• Analyse your booking data from previous years to identify patterns

• Set up different rate plans for different types of travellers (business, leisure, groups)

• Offer early bird discounts for advance bookings during the off-season

• Create a loyalty program with special off-season perks for repeat guests

Remember, the goal isn't just to fill rooms - it's to maximise your revenue. Sometimes, it's better to have fewer rooms booked at a higher rate than to fill every room at rock-bottom prices. Talk to us at Ammonite Hospitality about how we can help you implement Dynamic Pricing Strategies.

Target Non-Traditional Markets

When tourist numbers drop, it's time to think outside the box about who your guests could be. One market that's often overlooked is the growing number of remote workers and digital nomads. These folks aren't tied to a specific location and often travel during off-peak times to save money.

Another great market to target is locals looking for a staycation. Just because people live nearby doesn't mean they won't appreciate a change of scenery!

Here are some ways to appeal to these markets:

• Create "workation" packages with high-speed internet, dedicated workspaces, and maybe even access to meeting rooms

• Offer day-use rates for locals who want to use your facilities without staying overnight

• Partner with local businesses to offer special rates for their employees or visiting clients

• Market your hotel as a venue for small conferences or team retreats

The key is to think about who might need a hotel room when traditional tourists aren't around, and then tailor your offerings to meet their needs. There is an endless amount of people in this market, it is just finiding the right ones that work for your hotel. For example, if you are a B&B in the Lake District, try and get some companies in London to private hire your hotel for a couple of nights mid week for "team building". Offer to provide all the essentials for them and even organise some events.

Leverage Digital Marketing and Social Media

In today's digital age, your online presence is often the first impression potential guests get of your hotel. During the off-season, it's more important than ever to make that impression count.

Social media is a powerful tool for showcasing what makes your hotel special, even when it's not peak season. Maybe it's the cozy fireplace in your lobby, perfect for chilly autumn evenings, or the stunning view of snow-capped mountains from your rooms in winter.

Here's how you can step up your digital game:

• Run targeted social media campaigns showcasing off-season beauty and activities

• Use email marketing to reach out to past guests with personalised off-season offers

• Collaborate with influencers or travel bloggers to showcase unique off-season experiences

• Optimise your website for off-season keywords (e.g., "winter getaway in [your location]")

• Use retargeting ads to reach people who have visited your website but haven't booked

Remember, consistency is key in digital marketing. Don't just post once and forget about it - keep your content fresh and engaging throughout the off-season.

Renovate and Innovate

The off-season can be the perfect time to make improvements to your property. Not only does this minimise disruption to guests, but it also gives you something exciting to promote.

But renovation doesn't just mean a fresh coat of paint (although that never hurts!). Think about new services or amenities you could introduce that would make your hotel stand out. There's a phrase from a brilliant entrepreneur called James Sinclair "Innovate Or You Will Evaporate''. This couldn't be more true than for hotels. Guests are generally quite fickle so you need to stay on top of your game.

Here are some ideas to get you started:

• Use the off-season for property improvements and new feature installations

• Create buzz by offering "sneak peek" stays at discounted rates

• Introduce new services or amenities exclusive to the off-season (e.g., in-room spa treatments for cozy winter nights)

• Redesign your public spaces to be more appealing during off-season weather, like adding a covered outdoor seating area with heaters or a log burning fire.

• Invest in energy-efficient upgrades that can save you money in the long run

The key is to think about what would add value for your guests and make your hotel more appealing year-round.

Putting It All Together

Now, we know we've thrown a couple of ideas at you, and you might be wondering where to start. The good news is, you don't have to do everything at once. Start by picking one or two strategies that resonate with you and your hotel's unique situation.

Maybe you'll start by creating a special off-season experience package and promoting it on social media. Or perhaps you'll focus on upgrading your Wi-Fi and creating a workation package to attract remote workers.

Whatever you choose, the important thing is to be proactive. Don't just accept that the off-season has to be slow. With a bit of creativity and strategic thinking, you can turn those quiet months into a bustling and profitable time for your hotel.

Remember, the off-season is also a great time for you and your team to try new things. If an idea doesn't work out, you haven't lost much. But if it does work, you've found a new way to boost your business year-round.

Here at Ammonite Hospitality, we're passionate about helping hotels thrive in all seasons. We want to help you try some new interesting strategies to make the off-season busy and profitable for you.

But we also know that every hotel is unique, with its own challenges and opportunities. That's why we're always here to help you tailor these strategies to your specific situation. Whether you need help analysing your data to implement dynamic pricing, or you want to brainstorm unique experience packages, we're just a phone call away.

So why not give some of these ideas a try? Start small, measure your results, and adjust as you go. You might be surprised at how much you can boost your off-season bookings with a few innovative strategies.

And remember, the off-season doesn't have to be the slow season. With the right approach, it can be an exciting time of new opportunities and growth for your hotel. So let's turn those quiet months into your secret weapon for year-round success!

Please send us a message at hello@ammonitehospitality.com to see how how can help you implement any of the above. We have so many more ideas under our hats!