The low season has always been a challenge for hotels, but it also represents a concrete opportunity to work strategically on profitability, positioning and demand quality. Today more than ever, the goal is not simply to fill rooms, but to do so in the most efficient way possible, protecting margins and creating value in the medium to long term.
Encouraging direct bookings is one of the most effective ways to increase profitability, especially in the low season, when margins are thinner. To do this in a structured way, however, it is essential to start with an in-depth analysis of performance over the past year.
Indicators such as occupancy, ADR, RevPAR, pick-up and market benchmarks provide a clear view of demand behaviour and competitive dynamics, helping to identify the most price-sensitive periods, the best-performing channels and those that are less profitable. This data-driven insight makes it possible to define more informed pricing strategies and ensure maximum competitiveness of the direct channel.
Promoting direct bookings does not simply mean offering a lower rate than OTAs, but rather building stronger perceived value: exclusive benefits, upgrades subject to availability, more flexible conditions, late check-out or included services such as breakfast or parking. A data-driven direct channel strategy helps increase conversion and improve the property’s overall profitability.
In the low season, price alone is not enough. Expanding and diversifying the offer becomes essential to capture new travel motivations. Themed packages linked to wellness, food and wine, culture or romantic weekends enrich the experience and increase perceived value for guests.
Creating targeted proposals allows hotels to address different segments, reducing reliance on traditional leisure demand and supporting ADR even during periods of lower occupancy.
Flexibility is one of the main decision drivers for travellers, especially in the low season, when the decision-making process tends to be longer. Flexible rates, clear cancellation policies and the option to change dates reduce barriers to purchase and increase booking intent.
Communicating sales conditions in a simple and transparent way strengthens trust in the brand and helps improve direct channel performance, without losing control of the pricing strategy.
Expanding into new market segments is a key lever for stabilising revenues. Leisure groups, corporate travel and business meetings represent a tangible opportunity in the low season, when availability is higher and hotels can offer more competitive solutions.
Dedicated rates, tailored benefits and simplified booking processes support the acquisition of these segments, helping to increase volume and occupancy in a targeted way and to build a more recurring business base over time.
To steer demand towards less performing periods, a structured and coherent digital marketing plan is essential. SEO, paid campaigns, social media, email marketing and organic content must work together across the entire funnel, from inspiration through to booking.
An integrated approach ensures consistent visibility for the property, guides the user’s decision-making process and maximises low-season performance, turning it into a strategic moment for business growth.