{"id":3994,"date":"2024-12-18T07:16:21","date_gmt":"2024-12-18T07:16:21","guid":{"rendered":"http:\/\/www.schofields.ltd.uk\/blog\/?p=3994"},"modified":"2024-12-18T15:27:18","modified_gmt":"2024-12-18T15:27:18","slug":"boost-low-season-bookings","status":"publish","type":"post","link":"https:\/\/www.schofields.ltd.uk\/blog\/3994\/boost-low-season-bookings\/","title":{"rendered":"How to Let a Holiday Cottage in Winter & Increase Bookings"},"content":{"rendered":"Reading Time: <\/span> 9<\/span> minutes<\/span><\/span>

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November to February is typically a quiet period for UK holiday cottages, and at this time of the year, the occupancy calendar can look empty. Although the weather, fewer school holidays, and the inherent seasonality of the travel sector means there are fewer people looking to go on holiday during this period – with a little creativity there are plenty of ways to increase bookings during the low season.<\/p>\n

Define your low season<\/strong><\/span><\/h3>\n

Look at your occupancy rate over the last couple of years to determine when your low season is. If you\u2019re a new owner and don\u2019t have this information, look at the availability of other holiday lets in your area or pick the brains of a local letting agency. Ask yourself why bookings are low. Is it school term time or is it because of cold, wet weather? Once you\u2019ve identified when and why \u2013 it\u2019s time to turn this around.<\/p>\n

Build a profile of your typical\u00a0low season guest<\/strong><\/span><\/h3>\n

You probably have in mind the typical guest who stays at your holiday cottage. For example, a family of 4 who wants to explore the local tourist attractions, restaurants and beaches.\u00a0 This may fit the profile of your typical guest for the high season, but are you sure they fit the profile of your low season guests?<\/p>\n

Analyse your previous booking data for shoulder season bookings and build a profile of your typical low season guests. You might find it\u2019s retirees who want to avoid the high-season crowds or couples looking for a romantic weekend away.<\/p>\n

Where did most of those low season bookings come from, Airbnb, Vrbo, your website or previous guests?<\/p>\n

Also, look through both yours and your competitors\u2019 reviews from guests who visited in the quiet season. Who were they and what did they like and do? Winter walks, pub lunches, lounging by the fire or a soak in the hot tub after a day exploring?<\/p>\n

Once you understand who your winter guests were, it will help you define who your ideal low season guest is. You can now tailor your marketing to capture more of these bookings.<\/p>\n

Widen your appeal<\/span><\/strong><\/h3>\n

One of the simplest ways to secure more bookings in the winter months is by widening your target audience<\/a>. Why would anyone visit the area in which your holiday home is situated in the winter?<\/p>\n

For those who don\u2019t\u00a0allow pets<\/a>, you might want to consider allowing pets to stay as recent Sykes data revealed that pet-friendly properties earn 31% more. Tell guests why your holiday let is the perfect dog-friendly destination for them. Do you have an enclosed garden? A dog washing station? Walks, dog-friendly pubs and beaches they can explore in the local area with their furry friend?<\/p>\n

Is there a market for people who are looking for a long-term stay during the shoulder season in a property they can work from remotely?<\/p>\n

Is your holiday home suited for families<\/a>\u00a0with toddlers who can take advantage of the less hectic shoulder months when prices are lower? Highlight the amenities you have in your cottage for children, so parents don\u2019t have to unnecessarily load up the car. Highlight the best activities and places to go with their children.<\/p>\n

If you have good cycling or walking routes near your holiday cottage, target walkers and cyclists. Provide information on routes and the best places to stop for food and drink. Could you attract those training for a triathlon?<\/p>\n

Your holiday home could be the ideal place for a couple\u2019s romantic break \u2013 especially if it has a wood-burning stove and hot tub. If you have several ensuite double bedrooms, you could advertise your holiday let as a couple\u2019s retreat where groups can meet up for a long winter weekend.<\/p>\n

There\u2019s also a growing demand for large, family-friendly holiday homes that can accommodate groups looking for a space to gather.<\/p>\n

All of these ideas might not be applicable to your holiday home, but there are likely to be several ideas where you can widen your appeal.<\/p>\n

Adjust your prices<\/strong><\/span><\/h3>\n

Make your low-season\u00a0prices<\/a>\u00a0attractive and highlight the added value, such as amenities and extras to justify your rates. Your prices should be low enough to not deter people from booking but high enough to cover your costs and make a profit. Look at your direct competitors rates who are doing well with bookings in the quiet season.<\/p>\n

Avoid under-pricing dates that are in high demand e.g. valentines, Christmas and New Year. You only need to lower your prices when the demand drops.<\/p>\n

Use a dynamic pricing tool that constantly monitors market demand to adjust your prices and maximise the income that your property generates.<\/p>\n

Offer special promotions and discounts<\/strong><\/span><\/h3>\n

In off-peak seasons most holidaymakers will be seeking a deal. The best way to entice people to book your holiday cottage is to\u00a0offer an incentive<\/a>.<\/p>\n

Rather than discounting your rental rates, an alternative strategy is to offer more value at the same price to boost the appeal of your holiday cottage.<\/p>\n