This year, approximately 62 million people will stay in vacation rentals in the US. So how do you attract those millions of people during your low or what most call shoulder season?  With fluctuating demand and reduced occupancy rates, maintaining a steady flow of guests becomes crucial to sustaining profitability throughout the year. However, it's possible to fill your calendar even during quieter periods by adopting strategic marketing approaches and leveraging promotional tactics. 

Here are four effective strategies that can help you maximize occupancy and capitalize on opportunities during the off-peak seasons.

Targeted Marketing Campaigns:

• Develop targeted marketing campaigns aimed at specific customer segments that are less affected by seasonal fluctuations. For example, focus on business travelers, local residents looking for staycations, or niche interest groups (such as eco-tourists or adventure travelers).

• Use digital marketing tools like social media advertising, email campaigns, and pay-per-click advertising to reach these target audiences effectively.

• Offer promotions and packages tailored to these segments, such as weekend getaway deals or corporate rates for business travelers.

Enhance Direct Booking Incentives:

• Encourage direct bookings through your website by offering exclusive incentives such as discounted rates, complimentary upgrades, or special packages not available through third-party booking platforms.

• Highlight the benefits of booking directly, such as more flexible cancellation policies or loyalty rewards programs that can incentivize guests to return.

Collaborate with Local Businesses and Events:

• Partner with local businesses, event organizers, or tourist attractions to create mutually beneficial packages or promotions. This could involve offering discounted accommodation for attendees of local events or collaborating on themed packages that combine accommodation with local experiences.

• Stay informed about upcoming events or festivals in your area and adjust your pricing and marketing efforts accordingly to attract attendees looking for accommodation options.
  
  
  
  

Enhancing Guest Experiences:

• Focus on enhancing the guest experience to encourage repeat visits and positive reviews, which can boost your visibility and appeal during the low season.

• Offer unique amenities or experiences that differentiate your property from others in the area. This could include guided tours, cooking classes, or partnerships with local tour operators.

• Leverage positive reviews and guest testimonials in your marketing materials to build trust and attract more bookings.

One of our properties, the Palmetto Place, a charming beach cottage located on Bald Head Island, exemplifies this approach, achieving remarkable shoulder season success with an impressive occupancy rate of ~80%, keeping the cottage fully booked until November. This achievement is a reflection of the effectiveness of omni-channel marketing efforts and partnership marketing outreach.

Don't miss out on missed revenue this shoulder season. The Sawgrass team will provide personalized strategies, from comprehensive market research and competitor analysis to develop and implement effective marketing plans for you.

Let's discuss your marketing approach