Originally Published: February 4, 2026
At the peak of the summer, it likely felt like things couldn’t be better for your hotel business. Your rooms were fully booked, your corridors were bustling, and your pockets were brimming from it all. Now, in the height of the winter, those heady days feel a long way off. But did you know that it’s within your power to keep your business bustling, even during the off-season?
After all, people are looking for places to stay all-year-round, and there are multiple ways to attract continual business that lasts long past the first frosts. Keep reading to find out what they are.
# 1 – Provide a Progressive Pricing Strategy
Failing to lower off-season pricing is one of the quickest ways to reduce room occupancy in the winter. At this time of year, people simply won’t want to pay the same prices that they would in the summer, and you shouldn’t try to make them.
We understand that this is a tough pill to swallow, as right now it can feel like every cent counts, but remember that you also need fewer employees off-season. Lower prices also won’t necessarily mean losses if your bookings increase.
The best approach is to simply introduce a progressive pricing strategy, which considers ‘off-peak pricing’ and ‘peak pricing’. Within that, consider offering additional benefits like early booking and free cancellations for off-peak guests, which can go a long way towards attracting a larger winter crowd.
# 2 – Incorporate Events into Your Winter Schedule
If guests aren’t booking organically during winter, why not give them a reason to show up? Hotels that host events which might include industry networking meetups, music concerts, and even cinema or crafting nights all tend to receive more winter bookings. Weddings are another great year-round draw, and have the benefit of providing a winter income in themselves, as well as meaning that many guests will probably book a room.
Bear in mind that simply throwing a lackluster event isn’t enough. Ensure interest and enjoyment by making bookings with great entertainers and taking time over setup steps like procuring comfortable seating and perfecting the sound of your hotel Bluetooth speakers. Making these events fully shareable via additions like Instagram opportunities or an event hashtag can also get bookings rolling.
# 3 – Target Your Markets Seasonally
Knowing your target market in the hotel business isn’t easy, as you ultimately want to appeal to everyone. However, it might help to split your target groups seasonally and reflect that in your marketing at any given moment.
For instance, summer is a peak time for families, so your marketing at this time will be all about fun family entertainment, wholesome meals, and plenty of shots of the swimming pool. By comparison, off-season might see you appealing more to business professionals by highlighting conference rooms, convenient room service and onsite amenities like free wifi and access to fitness amenities. Simply get smart, get seasonal, and make sure that the right people want to make bookings at your hotel all winter long.
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