Regardless of what part of the travel industry you’re in, or what part of the world, chances are you’ve got a high season and a low season. We all love the high season due to the high volumes of tour and activity customers, whereas low season is always a challenge. While the low season can be a time of rest and recoup for you and your team, there are things you can do to still keep your businesses not only running but thriving.
Create An Off-Season Special Offer Or Package
When bookings slow down, something that can be very welcome is a huge spike of bookings in a short space of time. One way to achieve this is by running a flash sale. Some ideas include adding a fourth night for free during off-season bookings or offering a flat discount such as 10% off. To create a sense of urgency, make it a “flash sale” or a limited time offer.
Hold A Giveaway Or Contest
Contests and giveaways are an excellent lead generation tool at all times of the year, but especially during the low season. Offer prospective customers a chance to win a prize (such as a free nights stay or a complimentary dinner for two at the restaurant), in exchange for subscribing to their email list. You can also use a social media contest to generate brand awareness while rewarding loyal customers. For example, Instagram followers who post a picture at your destination while tagging your company and two other people will be entered into the giveaway.
Appeal To Local Customers
Don’t forget the power of a “staycation.” Locals deserve a lot of love for showing their hometown love and support during the off-season. The off-season is the perfect time to say thanks to locals, and make some money while you’re at it! Consider offering discounts for local residents, or altering your marketing strategy to promote staycations or otherwise appeal to the local community. Sometimes people just need a reminder of all the fun things they can do in their own city! Also, don’t forget that locals are the primary source for visiting friends and relatives, which can contribute heavily to your customer base, especially during the off-season.
Ramp up your social media activity
If you’re not at full capacity during the off-season, use the time to grow other aspects of your business such as your social media presence. Engage in travel Twitter chats, increase your activity on Instagram and build a social media strategy that will drive sales.
Grow Your Database all Year Round
Building your database is a marketing strategy that can be used in all seasons. During high season encourage your customers to follow your social media pages, subscribe to your email newsletter. This means you will a good and plenty of time to interact with your customers who have an experience with your businesses. If you have a blog or website, you can convert new leads to customers before the next season arrives. Publish content that relates to your tourism firm that is applicable all seasons to attract traffic to your website. Be consistent and unique in your content to improve your SEO rating. Include CTAs buttons (Call To Action) on your website for people to take action like subscribing to an email list, booking reservations, more information.
Seasonality will always be a challenge for businesses in the seasonal tourism industry—after all, it’s right there in the name! However, with these marketing strategies, you can combat the low profits of the low season and improve your business year-round.
As always, we are here to assist and help you and your business! Thank you for allowing us to have space in your inbox.
Until next month ~ Angie