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Shoulder Season

Attracting more bookings for your short-term rental during the shoulder season (the period between peak and off-peak seasons) requires strategic marketing and targeted promotions.


Here are some tips to help you boost bookings during the shoulder season:


Offer special deals and discounts


Create enticing promotions, such as discounted rates, special packages, or extended stay discounts, to attract budget-conscious travellers during the shoulder season.


Promote local events and activities


Highlight local events, festivals, or activities that take place during the shoulder season. Position your rental as an ideal accommodation for attendees or visitors looking to explore the area.


Update your listing and photos


Refresh your property listing with updated and high-quality photos that showcase the unique features of your rental. Ensure that your listing description emphasises the benefits of staying during the shoulder season, such as quieter surroundings and potentially lower prices.


Highlight off-peak advantages


Emphasise the advantages of visiting during the shoulder season, such as milder weather, fewer crowds, and the opportunity for a more relaxed and authentic experience. Tailor your marketing message to appeal to travellers seeking a quieter getaway.


Leverage social media


Use social media platforms to promote your short-term rental and engage with potential guests. Share posts about local attractions, upcoming events, and any special offers during the shoulder season.


Email marketing campaigns


Build an email list of previous guests and interested parties. Send targeted email campaigns promoting exclusive deals or early booking discounts for the shoulder season.


Collaborate with local businesses


Establish partnerships with local businesses, such as restaurants, tour operators, or attractions. Offer joint promotions that encourage guests to book your rental in combination with local experiences.


Create seasonal packages


Develop seasonal packages that include additional amenities, services, or experiences. For example, you could offer a package that includes tickets to local attractions or a guided tour.


Implement dynamic pricing


Use dynamic pricing tools to adjust your rates based on demand, local events, and market trends. This can help you stay competitive and attract guests with attractive pricing.


Guest reviews and testimonials


Encourage satisfied guests to leave positive reviews highlighting their experiences during the shoulder season. Positive reviews can inspire confidence in potential guests considering a stay during this time.


Invest in online advertising


Allocate a budget for online advertising, targeting platforms such as Google Ads, social media ads, or travel-related websites. Tailor your ads to showcase the benefits of staying at your rental during the shoulder season.


Create a loyalty programme


Implement a loyalty programme to incentivise repeat bookings. Offer discounts or exclusive perks to guests who choose to stay with you during the shoulder season for the second or third time.


Optimise for search engines


Ensure that your online listing is optimised for search engines. Use relevant keywords related to your location and highlight the benefits of staying during the shoulder season in your listing.


Engage in local community events


Participate in local events or sponsor community activities. This involvement can enhance your visibility and position your rental as an integral part of the community.


Stay responsive and engage with guests


Respond promptly to guest inquiries and engage with potential guests on your listing platform. Providing excellent customer service can increase the likelihood of securing bookings.

Further reading:

Tips to attract more bookings during the shoulder season

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