If you were to think that off-season hotel marketing isn’t necessary for your business, you’d be sorely mistaken.

Here’s why:

Travelers book 54 days ahead of their stay on average

Every day, 365 days a year, there are people searching for hotels. Searching, and also booking. And while last-minute bookings are indeed on the rise, they’re not necessarily replacing long-term hotel bookings.

In fact, according to trivago data*, the average traveler books accommodation 54 days in advance of their stay. That’s nearly two months in advance; so for example, the average traveler is searching in April for a hotel stay June, and in October a December trip.

Consider that this high average includes all those last-minute, day-of bookings, and you start to realize just how many travelers must be making plans and reserving rooms far outside the peak-seasons.

You start to realize just how crucial off-season hotel marketing really is for your own business.

Overtourism is pushing more travelers to book low-season trips

We’ve seen just how big the overtourism issue is starting to become in the hospitality industry. The silver lining may be that, in an attempt to avoid peak-season crowds, travelers are traveling more in off-seasons.

In other words, there’s greater potential for hotel business growth outside of the high-seasons. Off-season hotel marketing is your ticket to tapping into that growth potential.

You’re closed in the off-season? Market your property then anyway.

Just because you’re not open for business doesn’t mean you can’t be open to attract business. Actually, you definitely want to be confirming future bookings during this period.

Filling up your occupancy for your high-season before you even open business sounds good, right? And when your guests send you their booking request during the off-season, you’re available to respond to them quickly and personably. You have time to invest in their guest experience right off the bat.

Plus, think about how nice it’ll be to start the busy season with a full book of confirmed guests who are already pleased with the hospitality you’ve shown them.

After all, you don’t really have much time to market in the high-season

This is especially true if you run a small, independent hotel. Balancing multiple responsibilities and executing infinite day-to-day-tasks means you have to prioritize. And your priority is always going to be your present guest. Especially because you want to turn them into repeat customers.

So give these guest your full attention while you have them, and make attracting new business one of your highest priorities to accomplish in your low-season.

Bottom line: Your guests are searching for your hotel in the low-season. Don’t miss out on winning their business simply because you neglected to do a little off-season marketing.

Did you know?

You can do your off-season marketing right on trivago

trivago can be a powerful marketing channel for your hotel business — high-season, low-season, every season.

You can even use it to promote special off-season offers and drive direct bookings for your business. Click the button below to find out how:

Have questions? Concerns? Article requests? Feel free to leave them in the comments section below.


*Data is based on click-outs for the 12 months from August 2017 to July 2018 to the following countries: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, France, Germany, Greece, Ireland, Italy, Mexico, Netherlands, New Zealand, Spain, Switzerland, United Kingdom, USA

Featured image: Joao Branco

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trivago Business Blog

A dedicated group of industry researchers and journalists make up the team behind trivago’s blog for hoteliers. Covering key topics in the hospitality industry, they publish articles on hotel technology and marketing, trends, events, and expert insights to help keep hoteliers up to speed and equipped with the knowledge they need to compete online.

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