Low season, high profit: 7 marketing strategies to fill your property

The phrase “low season” often triggers a sense of anxiety for hospitality managers: empty rooms, declining revenue, and uncertainty about the future. But what if we told you that this “dead” period actually hides a huge business opportunity? And that with the right strategies, you could not only survive but actually thrive and increase your earnings?

The key is to stop thinking of the low season as a problem to endure and start seeing it as a blank canvas on which to paint new opportunities. It’s not about filling rooms at any cost—it’s about attracting new types of travelers, creating valuable offers, and turning your property into a desirable destination 365 days a year.

In this article, we’ll walk you through 7 concrete and effective marketing strategies to extend your season and give your bookings a decisive boost.

1. Don’t undersell: create value with irresistible experience packages

The first instinct when demand drops is to lower prices.

Mistake.

An aggressive discount policy not only eats into your profit margins but also risks devaluing your brand in the long run, attracting “bargain hunters” who are unlikely to become loyal guests.

The winning alternative? Increase the perceived value of the stay. Instead of cutting rates, enrich your offer by creating experience packages that turn a simple overnight stay into a memorable experience. The low season—with its quieter, more intimate atmosphere—is the perfect stage.

Practical examples for inspiration:

• Food & Wine Weekend: Partner with a local winery to create a package that includes accommodation, a guided tasting, and perhaps a dinner with regional specialties. Highlight the exclusivity of discovering local flavors without the summer crowds.
• Romantic & Wellness Escape: Design an offer for couples that includes a special room setup (like a good bottle of wine and chocolates), a candlelit dinner, and access to a nearby spa or wellness center. (If your property has its own spa, bonus points ⭐).
• Active & Nature Stay: If your area offers hiking trails, bike paths, or other outdoor activities, this is the time to promote them. Create a package with e-bike rentals, trail maps, a picnic lunch, and the option to book a hiking guide.

2. Change your target: identify and attract low-season travelers

The summer tourist has gone into hibernation. It’s time to shift your attention to a completely different audience, with specific needs and desires. The low season is the kingdom of niches.

Who are your new potential guests?

• Couples without kids & Empty Nesters: They have more flexibility and budget, and they’re looking for relaxation, culture, and quality experiences away from family crowds.
• Retirees: They enjoy traveling during quieter periods, interested in culture, nature, good food, and longer stays.
• Digital Nomads & Remote Workers: A rapidly growing segment seeking inspiring, peaceful places to live and work for a few weeks or months. (We’ll cover them in more detail in point #5).
• Sports groups or associations: Teams on training retreats, yoga groups, photography clubs. Reach out directly and offer tailored packages for their needs.

Once you’ve identified your target, you need to reach them. Use advanced targeting options on platforms like Facebook, Instagram, and Google Ads to create ad campaigns that speak directly to these segments, showing them exactly what they’re looking for.

3. Play at home: the power of local marketing and partnerships

Never underestimate local tourism. Often, people living just a few miles away don’t know the hidden gems their own area has to offer. The low season is the perfect time to invite them to rediscover it.

Effective strategies:

• Resident offers: Create a special rate for residents of your province or region. It’s a great way to spark word of mouth and fill rooms over the weekend.
• Build a local network: Your success is tied to your territory. Actively collaborate with restaurants, museums, artisans, tour guides, and local producers. Together you can create integrated packages (“Stay with us, dine there, and visit the museum at a discount”) and promote each other.
• Be part of local events: Are there fairs, Christmas markets, festivals, or sporting events coming up? Don’t be a passive spectator. Contact organizers, become a partner, and create special offers for event attendees.

4. Work on the future today: build guest loyalty

Acquiring a new customer costs up to five times more than convincing an existing one to return. Your list of past guests is a goldmine—especially in low season. They already trusted you once, and if their stay was positive, they’re much more likely to respond to your invitation to come back.

How to reactivate and build loyalty effectively?

• Immediate action: Use newsletters

Send targeted communication exclusively to former guests. Not a generic newsletter, but a personal, enticing invitation to return, leveraging their status as a “special guest.” A small dedicated perk can make all the difference.

Example: “Hi [Guest Name], we’d love to welcome you back! As one of our past guests, you get 15% off your next autumn stay.”

• Long-term strategy: Create a loyalty program

A loyalty program doesn’t need to be complicated. The goal is to encourage repeat stays. Instead of one-time discounts, offer benefits that add up over time. This builds a lasting bond and makes them choose you again and again.

Example: “Become a Friend of our Property! After your second stay, you’ll get free late check-out and a welcome drink for all future visits.” Or, “Every night you stay earns you points—reach a certain threshold and get a free night.”

5. Become the office with the best view: attract Remote Workers

The workation trend—working from a vacation destination—is no longer just a passing fad, but an established reality. For a digital nomad or remote worker, a seaside apartment in November can be far more appealing than an office in a gray city.

What do these professionals look for?

• Reliable high-speed Wi-Fi: The non-negotiable requirement. Invest in professional-grade internet and promote it as one of your key strengths.
• Functional workspaces: A comfortable desk, ergonomic chair, and good lighting can make all the difference.
• Flexibility and long-term rates: Offer discounted weekly or monthly stays.

Create a dedicated Remote Work or Workation package on your website and promote it actively on social media, highlighting how your property is the ideal place to combine productivity with the pleasure of travel.

6. Use events to create your own high season

Who said high season has to be in July and August? With a bit of creativity, you can create your own peaks in demand throughout the year.

How? By organizing or leveraging events:

Turn your property into an attraction. Host a cooking class with a local chef, a yoga and meditation retreat, a painting or photography workshop, or even a murder mystery weekend. These events not only fill rooms but also generate huge added value and position you as a dynamic, interesting brand.

Take advantage of local events. Keep track of your area’s event calendar (concerts, festivals, major exhibitions, sports competitions). With enough lead time, create all-inclusive stay packages (ticket + accommodation) and promote them directly to enthusiast communities.

7. Showcase the hidden beauty of the low season

Finally, all of your strategic efforts must be supported by effective communication. Your job is to change how people perceive the low season by highlighting its unique charm and hidden beauty.

Use professional photos and videos that capture the season’s atmosphere: a fireplace crackling, the warm colors of fall foliage, a snowy landscape, or a table set with seasonal dishes. Images should spark emotions: warmth, intimacy, relaxation, discovery.

Write blog posts that answer the question: “What can I do at your property during this time of year?” For example: “5 autumn hikes to discover nearby,” “The best restaurants for winter cuisine in our area,” or “Our November event program.”

Then, use this content to launch targeted paid campaigns on social media, tailored to the audiences you’ve identified. Show couples your romantic offer and digital nomads their future workspace with a view.

The low season is not a curse, it’s a unique opportunity to reinvent your business, stand out from the competition, and build a more stable, long-term revenue flow.

The strategies we’ve covered—creating value instead of discounting, targeting new niches, collaborating locally, building loyalty, attracting remote workers, leveraging events, and communicating with emotion—are the building blocks for year-round success.

And to manage diversified rates, special packages, and guest communication seamlessly, a management system like Ciaobooking is your most valuable ally. It automates many of these operations, leaving you more time for what truly matters: taking care of your guests.