All products, services, or links mentioned on my website are for products and services that I have personally used and/or recommend. Some of the links are affiliate links. This means if you click on an affiliate link and purchase an item, I may receive an affiliate commission at no extra cost to you. All opinions remain my own.
How do you attract guests during shoulder season?
First, define shoulder season for your vacation destination. Shoulder season is the travel period between your peak season and off-peak season.
No matter where your destination is, there are ways to attract guests during the shoulder months.
Once you figure out who your shoulder season travelers are, it’s really not too difficult.
For example, October through February are most likely peak booking months in mountainous winter ski areas. October and November are probably near peak due to the fall leaf colors.
Off-peak months are probably March, April and May.
Shoulder season would likely be June through August. You’re still getting bookings with families who travel during the summer months when school is out of session. But you’re not getting as many bookings as you do during the winter months.
Consider the activities and events that are happening in your vacation rental destination during the shoulder months.
With this in mind, consider attending a local department of tourism or chamber of commerce meeting. Offer suggestions for some events and activities during the slow season.
There is always something to do anywhere you go. Sometimes you just have to do a little research.
I gave you a big hint in the previous paragraph. Think about who is more likely to be visiting your area during the shoulder months.
OR, who can you ATTRACT to your destination during the shoulder season?
You get the idea.
Look through your destination’s travel guide and the department of tourism website. What events and activities are planned? Who would be interested in coming to your area during those months when it’s not so crowded?
Now you have some ideas for what there is to do and who might be interested in visiting your area during the shoulder months.
Next it’s time to plan out your marketing strategy.
Use this Vacation Rental Marketing Schedule to brainstorm your shoulder season strategy. Likewise, use it for your ongoing social media posts, newsletters and emails.
The planner is meant for brainstorming your marketing opportunities for the months ahead.
List area events, activities, attractions, historical areas, outdoor activities, shopping, new businesses, restaurants, museums, etc. Reference this blog post and your area travel guides for inspiration.
The next step is to define the target audience for each event/activity, etc. Plan the best marketing method (Facebook, Facebook group, Pinterest, Emails, Blog, etc.).
This article has some ideas for destination marketing Pinterest Boards.
Facebook posts reach half of their maximum audience in 30 minutes. Pinterest boards are more evergreen and can be relevant in Pinterest feeds for over 3 years!
It’s best to create 3-5 social media posts per week. Share posts from local organizations to your business page to help promote area events.
Once you’ve finished the brainstorming, fill in the Monthly Calendar with your detailed marketing plan.
Easily schedule posts from the monthly calendar by pre-planning what, where and when to post.
Try the Marketing Schedule and let me know if you see some increase in your marketing traffic. I’m guessing you’ll get a few extra shoulder season bookings and make some new friends!
For more tips and tools, be sure you’re getting my weekly #trendytips!
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All products, services or links mentioned on my website are for products and services that I have personally used. Some of the links are affiliate links. This means if you click on an affiliate link and purchase an item, I may receive an affiliate commission at no extra cost to you. All opinions remain my own.
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