Why Shoulder Season Is the Most Underrated Time to Maximize Revenue

The term “Shoulder Season” might not ring bells like the peak holiday periods or the quiet off-peak times, yet it holds a treasure trove of untapped potential for property owners in the hospitality industry. This period—snugly positioned between the high-demand “head” and the slower “body” of tourist seasons—offers a unique blend of pleasant weather, fewer guests, and lower operational pressures. 

For owners and managers of accommodations like RV parks, resorts, or hotels, unlocking the mysteries of shoulder season could be the key to maximizing revenue, optimizing guest experiences, and testing new business strategies with less risk and more flexibility.

What is Shoulder Season?

Think of shoulder season as the hospitality world’s version of spring and fall, where the weather is still pleasant enough to attract travelers, but not so overwhelmingly perfect that you’re turning guests away due to overbooking. It’s a time when prices might dip a bit, enticing the more budget-conscious or flexible travelers. Operations during this time can be less hectic, giving property managers a bit more breathing room before the next rush.

For owners and managers of accommodations, such as RV parks, resorts, or hotels, understanding and taking advantage of the potential of shoulder season can be a game-changer for bookings.

It’s like finding that sweet spot in a board game where you’re not too overwhelmed to strategize your next move, but are also not bored and feeling like you’re waiting for the game to end. Utilizing shoulder season time effectively can also help in smoothing out revenue streams and maintaining a steady flow of guests, while also offering a chance to test new promotions or improvements to your business before the high stakes and busyness of peak season rolls back around.

When Is Shoulder Season? (And What Are Shoulder Months?)

Shoulder season varies by region and type of destination, reflecting changes in weather, local events, and tourist patterns. Here’s a breakdown of the most common shoulder months for different areas and attractions in the United States:

1. National Parks: Typically, shoulder seasons in U.S. national parks occur in spring (April to May) and fall (September to October). These times avoid the summer crowds and harsh winter conditions while still offering enjoyable weather for outdoor activities.
2. Coastal Towns: For beach destinations, the shoulder months often fall just before and after the peak summer beach season, typically in late spring (May to early June) and early fall (September to October), when the weather is still warm enough for beach activities but the summer crowds have dissipated.
3. Ski Resorts: In ski areas, late fall (November) and late spring (March to April) are considered shoulder seasons. These months skirt the crowded winter holidays and the peak ski conditions, offering quieter slopes and sometimes discounted rates.

Here’s a table that outlines these shoulder seasons more visually:

Destination Type	Region	Shoulder Months	Typical Characteristics
National Parks	Nationwide	April – May, September – October	Fewer tourists, mild weather
Coastal Towns	Nationwide	May – Early June, September – October	Warm weather, less crowded
Ski Resorts	Nationwide	November, March – April	End of fall or late spring skiing, fewer crowds

Why Shoulder Season Travel Is the Smart Traveler’s Dream

Shoulder season travel is like stumbling upon a secret menu at your favorite restaurant; it offers the savvy traveler a host of benefits that can transform an ordinary trip into an extraordinary experience.

Here’s a breakdown of why savvy travelers love shoulder season:

1. Lower Prices

During shoulder season, you’re not just saving pennies; you’re cutting costs significantly. Hotels, flights, and activities often drop their prices to attract more visitors in these quieter months. For instance, that seafront villa or a cozy cabin near the national parks comes with a smaller price tag, offering value that would be unthinkable during peak times.

2. Smaller Crowds

Many travelers love taking their vacation during shoulder season to avoid bustling crowds and still have good enough weather to fully enjoy their experience. If you’ve ever wanted to enjoy famous sights without the hassle of elbowing through a crowd, shoulder season is your time to shine. With fewer tourists around, you can take leisurely strolls through museums, linger at popular landmarks, and snap those perfect, people-free photos that become the envy of your social media circles.

3. Better Service

With fewer guests to attend to, staff at hotels and resorts can provide more personalized service. This could mean more attentive waitstaff, quicker hotel check-ins, and more enthusiastic tour guides. It’s like upgrading to VIP status without the extra cost, allowing for a deeper and more immersive travel experience.

4. The Rise of Digital Nomads and Younger Travelers

Digital nomads and younger generations like Millennials and Gen Z are increasingly fueling the trend of shoulder season travel. With their flexible lifestyles and prioritization of experiences over material goods, these groups are often more open to traveling during off-peak times. Digital nomads, in particular, are location-independent, allowing them to enjoy destinations when they’re less crowded and more affordable.

Moreover, these younger travelers are often looking for authentic experiences and interactions, which are more feasible when destinations are not overwhelmed by tourists. They also value the sustainability aspect of shoulder season travel, as it helps distribute tourist footfall throughout the year, reducing strain on local resources and communities.

In essence, shoulder season unlocks a world of possibilities where the smart traveler can indulge in the luxury of affordability, exclusivity, and enhanced personal service. It’s a travel hack that not only saves money but also elevates the travel experience, making it a win-win for the modern, experience-hungry traveler.

Why Shoulder Season Matters for Property Owners

Shoulder season presents a golden opportunity for property owners in the hospitality industry, from RV parks to luxury resorts. It’s that sweet spot in the calendar where the benefits of both peak and off-peak seasons converge, offering unique advantages:

More Opportunities for Mid-Week Bookings

During peak seasons, weekends are the heavy hitters for bookings. But in the shoulder season, travelers, especially digital nomads, remote workers, and retirees, are more flexible with their travel dates. This flexibility opens up mid-week opportunities for property owners, allowing for a steadier flow of guests and potentially more consistent revenue than the feast-or-famine weekend-centric booking patterns of the high season.

Upselling and Seasonal Packages

With fewer guests to manage, property owners can focus more on upselling and tailored experiences. Whether it’s a spa package, a romantic getaway, or a cultural tour, guests may be more inclined to indulge when they’re saving money on the basics like lodging and flights. Shoulder season is the perfect time to promote special packages that combine accommodations with unique experiences, tapping into the growing demand for experiential travel.

Less Operational Strain, Meaningful Revenue

The operational frenzy typical of peak seasons can lead to burnout among staff and wear and tear on facilities. Shoulder season eases this strain, allowing for better property maintenance and higher quality of service, which can lead to more positive reviews and repeat customers. Moreover, the revenue generated during these months can be substantial, helping to smooth out financial fluctuations and contribute to a healthier annual financial performance.

For property owners, the shoulder season is not just a time to breathe easier but also a strategic period to enhance guest experiences, maintain their properties, and build a loyal customer base. It’s about making the most of every season and turning the quieter times into periods of growth and opportunity. With the right strategies, shoulder season can be just as lucrative, if not more so, than the peak times, providing a balanced approach to the yearly business cycle.

Maximizing Your Property During Shoulder Season

Maximizing your property during shoulder season requires a blend of creativity, flexibility, and strategic marketing to appeal to both new and returning guests. 

Here’s how you can transform these quieter months into a bustling period of engagement and revenue generation:

Strategy	Details
Promote Seasonal Add-Ons	Enhance the guest experience by offering unique seasonal add-ons, such as guided tours, wine-tasting sessions, or cozy campfire kits.
Offer Flexible Booking Policies	Attract more bookings with flexible policies such as penalty-free cancellations until just before the stay and options for early check-in or late check-out.
Create Limited-Time Deals	Boost attendance by launching special pricing for midweek stays and organizing “locals-only” events such as trivia nights, live music, or guest chef series.
Engage with Previous Guests	Utilize targeted email campaigns and introduce a loyalty program offering discounts for repeat visits to encourage previous guests to return.

1. Promote Seasonal Add-Ons

Promoting seasonal add-ons taps into the unique aspects of each season to enhance the guest experience. For instance, organize guided tours or provide self-guided hike maps that showcase the best local spots for autumn colors, offer wine-tasting sessions in partnership with local vineyards, or provide guests with everything they need for a perfect evening by the fire, including blankets, s’mores supplies, and local craft brews or hot cocoa. These seasonal add-ons not only enhance the guest experience but also increase the perceived value of staying at your property during these less crowded months.

2. Offer Flexible Booking Policies

To attract more bookings during shoulder season, consider offering more flexible policies such as allowing cancellations without penalty up until a few days before the stay to reassure hesitant travelers, or offering early check-in or late check-out options, which can be a significant draw for guests looking to make the most of their travel time. Flexibility can be a major incentive for travelers who are still on the fence about booking during shoulder seasons, making your property stand out from competitors with stricter policies.

3. Create Limited-Time Deals or “Locals-Only” Events

Engaging both out-of-town guests and locals with special promotions and events can also boost attendance. Launch special pricing for midweek stays to attract guests who have flexible schedules, such as remote workers or retirees. Organize events or special evenings like trivia nights, live music, or a local guest chef series to draw in the community and create buzz around your property. These strategies not only help fill your booking calendar but also build a community around your property, potentially turning local visitors into advocates for your business.

4. Engage with Previous Guests

Don’t forget the power of your existing customer base. Send targeted emails to past guests with exclusive offers to return during the shoulder season. Introduce a loyalty program that offers points or discounts for repeat visits, encouraging guests to come back during these quieter months. By engaging past guests and encouraging new ones with innovative offerings, you can maximize the potential of shoulder season at your property.

Shoulder Season Campaign Ideas for Your Property

Capitalizing on shoulder season requires creative marketing campaigns that highlight the unique appeal of your property during these transitional times. Here are some inventive package ideas, promotional tips, and collaboration strategies to draw guests to your property during shoulder seasons:

Sample Packages and Naming Inspiration

Creating themed packages with catchy names can spark interest and differentiate your offerings:

• Sweater Weather Stays: A package could include cozy accommodations, complimentary hot drinks each morning, and a guide to local indoor attractions like museums or theaters.
• Spring Into Savings: Offer a discount on extended stays to encourage longer visits during the first bloom of spring, paired with free tickets to a nearby botanical garden.
• Autumn Adventure Escape: Bundle accommodation with a map of the best local hiking trails for fall foliage and a packed picnic lunch.
• Harvest Moon Retreats: Perfect for vineyard regions, this package could include wine tastings and a tour of local vineyards during the harvest season.
• Breezy Beach Breaks: For coastal properties, offer off-season beach gear rentals (like windbreakers and binoculars for bird watching) and a seafood dining experience.

Using Reviews and Testimonials

Leverage positive feedback from peak seasons to boost your shoulder season appeal:

• Highlight Seasonal Flexibility: Share reviews that praise the relaxed atmosphere or exceptional service during less crowded times.
• Showcase Specific Experiences: Use testimonials that talk about the joys of off-peak travel, like seeing local wildlife or enjoying unhurried visits to attractions.
• Social Proof for Seasonal Offers: If you’ve run similar promotions in the past, post reviews from guests who took advantage of those deals to demonstrate the added value.

Collaborate with Local Businesses

Forming partnerships with local businesses can create compelling, bundled experiences that are hard for travelers to resist:

• Wineries: Work with local vineyards to offer tasting tours or create a “Wine Lovers’ Weekend” package that includes a selection of local wines upon arrival and a winery tour.
• Adventure Guides: Collaborate with tour operators to provide adventure packages, such as guided mountain biking or kayaking tours.
• Art and Culture: Partner with local museums and theaters to offer cultural packages that include tickets and transportation to and from the venue.
• Dining Delights: Bundle stays with a culinary experience, like a tour of local eateries or a cooking class focusing on regional specialties.

Marketing Strategies

Implement effective marketing tactics to get the word out about your special offers:

• Email Campaigns: Send targeted emails to your past guests with exclusive early booking offers for shoulder season packages.
• Social Media Teasers: Use eye-catching photos and guest testimonials in your social media posts to highlight the unique aspects of your shoulder season offerings.
• Blog Posts: Write blog posts that detail the benefits of visiting during the shoulder season, such as the top 10 reasons to visit in the fall or spring.

Turn Your Off-Season Into Opportunity With Tech

Turning the off-season into a flourishing period of opportunity is all about leveraging technology to streamline operations and enhance guest experiences. Here’s how you can use tech, specifically tools from Newbook, to transform these quieter months into productive and profitable times:

Automate Marketing with Newbook Tools

Utilizing Newbook’s powerful automation tools can significantly boost your marketing efforts without increasing your workload:

• SMS and Email Campaigns: Set up automated SMS and email campaigns to reconnect with past guests. For instance, you can send personalized messages or emails reminding them of their previous stay and offering a special discount for a return visit during shoulder season.
• Targeted Promotions: Use the data gathered from Newbook to segment your audience and send tailored promotions based on their preferences and previous booking patterns. For example, guests who booked spa services in the past might be tempted back with a “Relax and Recharge” package that includes spa discounts.

Enable Self-Service Check-Ins

Implementing self-service check-ins can reduce labor costs and streamline the arrival process, making it more appealing for guests and more efficient for your property:

• Self-Service Kiosks: Install Newbook’s self-service kiosks to allow guests to check in and check out without needing to interact with staff. This not only cuts down on your staffing needs during slower times but also caters to the growing preference for contactless services.
• Mobile Check-In: Encourage the use of Newbook’s mobile check-in features, allowing guests to handle everything from their smartphones. This convenience can be a significant draw, especially for tech-savvy travelers and those seeking a quick, hassle-free start to their stay.

List on OTAs and Use a Channel Manager

Maximizing visibility during shoulder seasons is crucial, and online travel agents (OTAs) can help expose your property to a broader audience:

• OTA Listings: Make sure your property is listed on major OTAs like Booking.com, Expedia, and Airbnb, but don’t forget about the smaller, niche ones that could also land you bookings. During the shoulder season, highlight the unique attributes of your property, such as special events or the beauty of the locale during off-peak months.
• Channel Manager: Use Newbook’s channel manager to maintain real-time updates across all OTA platforms. This ensures that your availability and rates are always current, preventing overbookings and pricing errors and boosting your chances of catching last-minute bookers.

Leverage Analytics for Strategic Decisions

Use Newbook’s analytics tools to gain insights into which strategies are working and where there’s room for improvement:

• Performance Metrics: Monitor the performance of different marketing campaigns and promotional offers. Analyze what’s drawing guests during the shoulder season and adjust your strategies accordingly.
• Guest Feedback: Collect and review feedback from guests who stay during these months. Understanding their needs and preferences can help tailor your offerings to better suit the shoulder season clientele.

By embracing these technological solutions, you can turn the off-season into a vibrant opportunity to enhance operational efficiency, improve guest satisfaction, and ultimately drive revenue. This approach not only positions your property as a forward-thinking leader in the hospitality industry but also maximizes the potential of every season.

Conclusion

As we’ve explored, shoulder season is not just a gap between busier times but a significant opportunity to drive revenue and enhance guest satisfaction with less strain on resources. By strategically utilizing this period through targeted marketing campaigns, flexible booking options, and collaborations with local businesses, property owners can not only fill their calendars but also create memorable experiences that resonate with guests and encourage repeat visits.

Embracing shoulder season effectively means transforming what could be seen as an off-peak time into a period brimming with potential, making it as lucrative, if not more so, than the busiest times of the year. This approach not only steadies the revenue stream but also solidifies the property’s reputation as a year-round destination for both new adventures and tranquil retreats.

To take full advantage of shoulder season, you’ll need software that supports the flexible booking options, targeted promotions, and more that you want. Reach out to Newbook today for a free demo!