Navigate the vacation rental slow season with these expert tips. Learn strategies to attract guests, optimize your listing, and keep a thriving business year-round.
You know that time of the year when bookings slow down and the demand dips? Welcome to the vacation rental slow season, a dreaded time of the year for most hosts. If you've got seasonal woes, don't worry; we're here to help.
As a property owner, securing a steady stream of income even during low seasons for travel can be tricky. You need the right combo of marketing tactics and pricing strategies to encourage those off-season bookings. So what if we told you the slow season isn't necessarily a time to stress about?
While the peak season may dazzle you with booked calendars and back-to-back check-ins, it's usually during the slow season when property managers make the biggest improvements. In this guide, we'll explore 10 expert tips to help you navigate off-season travel to ensure a steady flow of guests. Let's dive in!
First things first. Keeping the same pricing strategy during peak and low seasons is a recipe for disaster. As you can imagine, demand during peak tourist season is at the highest level, so there's room for making extra profit. On the other hand, when the "rainy season" hits, lowering your prices is the wisest course of action.
A dynamic pricing tool like PriceLabs can help with that. You must calculate your fixed costs (e.g., mortgage, taxes, insurance) and variable costs (e.g., cleaning and maintenance) to set your minimum nightly rate. This will ensure you're not undercharging while still being competitive.
When setting your minimum stay policy, try to be flexible. You might consider lowering your minimum stay during low-demand periods to attract more guests. For longer stays, you can offer incentives such as discounts or a free extra night to entice them. Again, data analytics tools like Pricelabs can help identify local trends to make informed decisions.
Keep in mind that events and holidays, even during off-peak travel, might influence demand. For instance, if you're close to ski resorts, there will be an increased demand during winter. In any case, you must clearly communicate your minimum stay requirements in your vacation rental listing and keep your policy consistent across platforms.
Guests love a good bargain. Consider offering discounts to incentivize them to book. A great way to go about it is focusing on tiered pricing based on length of stay. For example:
This method will fill your calendar and minimize guest turnover. Alternatively, create limited-time offers, such as "Book 3 nights, get the 4th free," to encourage longer stays.
Last-minute deals are also a favorite among spontaneous travelers, as they can leverage attractive rates for last-minute bookings. At the same time, you get to fill vacant days. We also suggest creating customized packages. For instance, a romantic weekend package with a guide to nearby spots, a restaurant coupon, and a complimentary bottle of wine will incentivize couples to book.
Your vacation rental SEO strategy should be a year-long effort to boost your direct booking website's rankings. Especially during low season, identifying strategic keywords people use to search for your rentals is vital. Tools such as Google Keyword Planner and Google Trends can help you by providing related search terms and understanding trending topics.
We recommend creating a keyword list along with variations. For example:
Once you spot your target keywords, naturally incorporate them in your short-term rental listing or website so that you appear for the search queries guests use when planning their low-season travel.
Digital marketing for vacation rentals is paramount to secure bookings year-round. Make sure your social media is up-to-date with consistent posting. Communicate your deals, promote your bundle packages or last-minute offers, and post seasonal photos of your rentals. Posting on Facebook Groups with potential guests and leveraging social media advertising are also great options.
We also recommend taking advantage of email marketing. You can reach new and past guests with tempting seasonal deals through targeted campaigns. Make sure you craft compelling content with high-quality vacation rental photos highlighting your amenities and local events. Finally, offer exclusive offers to email subscribers or early-bird discounts for off-peak seasons.
Cancelation policies are usually one of the main guest objections. Although during peak season, financial strains for guests who cancel at the last minute are vital to ensure a filled calendar, during the low season, that can be off-putting. Guests need to know they can adjust plans flexibly without paying hefty fees.
During the off-season, relax all restrictions and rules to make it easy for guests to book with you. This will reduce orphan days in your calendar while ensuring higher guest satisfaction. Your goal is to instill confidence in prospective guests, making their booking process a breeze from start to finish.
Visuals play a vital role in showcasing your vacation rental property, especially during off season. Updating your property photos on your listing, social media, and direct booking website to reflect the seasonal charm is key. It's also advised to match your photos with seasonal descriptions for a visual narrative that depicts a great holiday.
For example, capture photos of your rentals during winter, when the snow-covered hills create an idyllic atmosphere. Light up a fire, add a hot cup of coffee, and have Netflix playing in the background, and you have the perfect seasonal setting for ultimate cozy vibes. You should also leverage seasonal decorations such as a Christmas tree in December or Easter decorations in spring.
Guests expect more than a roof over their heads. Especially during the slow season, incorporating local experiences can make you stand out in the vacation rental market. This can be as simple as offering a welcoming basket with local delicacies upon arrival or combining accommodation with local immersion.
For example, offering a complimentary wine tasting, a pottery class, a tour around the city, or transportation options can go a long way. At the same time, adding personal touches like a handwritten welcoming note, a list of recommendations to local eateries, or a small gift can make a positive impression on guests and reflect positive reviews.
Your previous guests are your greatest advocates. Keeping in touch with them via newsletter campaigns or social media can help keep them informed about local events, special deals, or house upgrades. Continuous engagement makes them more likely to book or promote your stay to other prospects. We also suggest establishing a guest referral program.
Encourage past guests to recommend your rental to family or friends and offer incentives for every successful referral. For instance, provide discounts for future stays, Amazon coupons, or restaurant meals. Word of mouth will increase your bookings while your guests enjoy the fruits of their labor. Win-win!
One of the fastest ways to differentiate from the competition is removing the extra person fee from your listings during low season. With this setting, your guests can bring an extra friend or family member while you continue to profit from a booked calendar. This could be beneficial if you're living in a high-season area when the low season hits hard.
In the meantime, you don't have to add much work to your schedule for the extra visitor as long as your short-term rental supports it. Naturally, one can take so many guests without extra charges, so set a limit to avoid a pack of travelers crushing in your property. Keep in mind you'll need pull-out couches or extra mattresses to accommodate the additional guests.
To sum up, a slow season can be challenging if you don't implement the right strategies to navigate it. We've all been there during a dry spell, and it sucks. With our tried and tested hacks, you'll not only survive the slow season but also thrive in it.
It's essential to prepare for next year's slow season. Don't let the sweet profits of peak season hinder your preparations. From planning your marketing calendar and updating pricing to creating seasonal offers and warming up relationships with past guests, succeeding in a slower season is all about the choices you make well in advance.
At Houfy, we're here to help you keep even more profits in your pockets in slow periods. Our direct bookings platform lets you connect with travelers without middlemen and make reservations commission-free. Regain control of your business, create your own branding without guidelines, and boost your revenue just like 15,000 Houfy hosts do. Join us today and start earning!
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