How to Increase Hotel Occupancy in Low Season: 12 Proven Strategies

Seasonal fluctuations are one of the most consistent challenges faced by hoteliers. But, just because you can’t rely on the tourist crowds of peak season doesn’t mean slower periods have to be unproductive.

In fact, the off-season can be a great time to experiment with your marketing efforts, refine your offerings, and drive additional revenue when it’s needed most. This guide breaks down a range of off-season strategies and sales techniques designed to help increase hotel occupancy in the low season.

12 Strategies to Boost Hotel Occupancy in Low Season

1. Use Revenue Management and Dynamic Pricing

The first step in increasing your off-season occupancy rates is adjusting your pricing. This one should be a little obvious. There’s less demand for hotel services, so prices should naturally come down. That’s part of what makes off-season travel appealing to the kinds of hotel guests who book during slower periods.

That said, how you price your off-season rooms still needs to be strategic. This is where your revenue management sales strategy comes into play. Using hotel KPIs and booking analytics to guide your decisions helps you maximize the number of rooms booked and significantly boost the hotel’s revenue throughout the year, not just during the busy months.

Most properties lower their rates in the low season to encourage bookings, then raise them again during peak periods to take advantage of reliable tourist traffic. Once you’ve mapped out your seasonal trends, it gets easier to implement dynamic pricing.

Dynamic pricing automatically adjusts your room rates based on demand, lead time, and seasonality. It’s a simple way to stay competitive without constant manual updates, and it ensures you’re getting the most out of each booking.

2. Launch Seasonal Promotions

Seasonal promotions are another effective way to fill rooms when travel slows down. They give people a reason to book during a time they usually wouldn’t, while also letting you shape the narrative of their stay. This puts you in a strong position to deliver standout service that leads to online reviews, user-generated content, and a reputation that can influence future bookings year-round.

The best part is, you don’t need to overcomplicate it. A simple “three nights for the price of two” midweek special or discounted package with breakfast or parking included can go a long way. The goal is to offer both value and a memorable stay — something worth sharing and talking about.

One of the easiest ways to get started is by tying your promotions to what’s already happening locally. If there’s a festival, holiday event, or seasonal attraction on the calendar, build an offer around it. Promotions that line up with local events are more likely to catch attention, drive bookings, and attract hotel guests who are eager to share their experiences online.

Done right, seasonal promos keep your property visible, competitive, and relevant during off-peak times, all while helping generate demand for future stays.

3. Attract Profitable Group Bookings

During periods when you experience fewer hotel sales, one of the most efficient ways to increase occupancy is by getting more rooms filled per reservation. You do this by catering your off-season services to group travellers.

Group bookings — whether for weddings, retreats, sports teams, or conferences — tend to be more profitable and consistent than individual stays. These hotel guests often book multiple rooms at once, stay longer, and spend more across your property.

The key is to make the process easy. If it feels complicated to get a quote, coordinate details, or lock in a block of rooms, planners are likely to move on. Streamlining your group booking experience with a clear inquiry process, fast response times, or even a dedicated group coordinator can go a long way in winning their business.

Offering perks like complimentary meeting space, flexible check-in, or discounts on future stays can help seal the deal. And while group stays help fill rooms, they also bring in additional revenue through food and beverage, event space rentals, and other on-site services.

If you’re looking for a reliable way to drive revenue during the off-season, having a group hotel sales strategy should be high on your list.

4. Drive Upsells and Cross-Sells

When room rates are lower and bookings are slower, one of the easiest ways to keep revenue steady is by increasing the value of each stay. Upselling and cross-selling let you do exactly that and are a key component of your hotel sales strategy.

During the off-season, there tend to be two types of travellers. The first are those looking for a quieter, more personalized experience. The second is budget travellers trying to take advantage of off-season discounts. Both give you a chance to offer extras in slightly different ways.

For the leisure traveller, you might offer a discounted room upgrade, spa access, or other add-ons that make their stay feel more special. These guests are usually open to spending more if it adds value to their trip.

Budget travellers are a little different. They’re often more interested in affordable experiences than upgrades. That’s where things like discounted tours, attraction tickets, or bundled activity passes come in. Some of these will require local partnerships, but most travel-based businesses are more than happy to collaborate during the off-season.

Upsells and cross-sells don’t need to feel pushy. When done right, they improve the guest experience and bring in extra revenue at a time when you need it most.

5. Build Loyalty Through Guest Rewards

If you’re struggling to fill rooms in the off-season, one of the best ways to generate demand is by tapping into your network of past guests. A solid loyalty program gives people a reason to come back, book directly, and spend a little more each time.

Loyalty programs work because they create a sense of value. Whether it’s exclusive discounts, complimentary meals, or early check-in, these perks make guests feel like they’re getting more out of their stay and more out of booking with you directly. That’s especially important during slower periods when repeat visits can help fill the gaps.

It’s also worth noting how impactful loyalty members can be. They contribute up to 60% of room revenue in many hotels and tend to pay higher average daily rates than one-time guests. On top of that, many travellers — especially millennials — prefer brands that reward their loyalty.

You don’t need to launch anything overly complicated. A few well-placed perks and a reminder on your website or confirmation emails can go a long way. Even something as simple as a room upgrade or dining credit can help bring familiar faces back through your doors. Loyalty programs not only encourage repeat visits but also significantly enhance guest satisfaction.

6. Boost Direct Bookings with Tech and Incentives

Every hotelier loves seeing a new reservation come through. But it’s a little less exciting when a chunk of it disappears into OTA commissions. That’s why getting more guests to book directly is such a game-changer, especially during the off-season when every dollar counts.

The good news? Most guests don’t need much convincing. They just want the process to be easy and the value to be clear. That means having a user-friendly hotel website, fast loading times, and a booking system that syncs with your availability so there’s no confusion or delays.

From there, it’s all about offering the right incentives. A small discount, complimentary breakfast, or even early check-in can be enough to tip the scale. These perks don’t cost much to offer, but they make a big difference in how your direct booking channel performs.

Direct bookings keep the experience under your control and generate the most revenue for hotel operators since there are no commission fees eating into the total. If the booking process is smooth and the offer feels like a better deal, guests will almost always choose the direct route — and you get to keep more of the revenue where it belongs.

7. Increase Visibility via Channel Managers

If your rooms aren’t showing up where people are looking, you’re missing out on bookings. That’s especially true during the off-season when there are fewer travellers and competition is tighter.

A channel manager makes it easy to get your listings in front of more eyes without doubling your workload. Instead of updating availability, pricing, and content across multiple sites by hand, everything syncs automatically. It saves time and reduces the risk of overbookings or inconsistencies.

More importantly, it gets your property in front of a wider audience — whether they’re browsing OTAs, metasearch engines, or smaller niche travel platforms. And when things are slow, being seen in more places can give you the edge to fill a few extra rooms.

8. Strengthen Online Presence with Visuals & Reviews

When someone finds your hotel online, your photos and reviews are doing most of the talking. That’s their first impression, and it can be the difference between a booking and a scroll-past.

Good visuals help your property stand out. If your photos are outdated, dark, or low quality, you’re probably losing clicks. Simple updates — like clear shots of your rooms, lobby, or view — can make your listing feel more inviting and boost your chances of getting noticed.

But even the best photos won’t matter much if your reviews aren’t holding up. People trust other travellers. A few recent five-star reviews can go a long way, especially if they mention things like cleanliness, service, or comfort.

Encouraging guests to leave a review doesn’t need to be complicated. A quick follow-up email after checkout is often all it takes. If you’ve delivered a great stay, most people are happy to share that.

Between solid visuals and a steady stream of reviews, your online presence will do a better job of converting interest into actual hotel sales.

9. Create Strategic Local Partnerships

If bookings are slow, your best opportunities might not be in your building. They might be across the street.

Partnering with local businesses gives you a way to offer more to your guests while creating extra value for everyone involved. Whether it’s a café, tour operator, gallery, or brewery, chances are they’re also looking for ways to bring in more people during slower months.

You don’t need anything complicated. A simple discount at a local restaurant or a package that includes tickets to a nearby attraction can help both sides. It gives potential guests more reasons to book and makes their stay feel more connected to the area.

Strong community partnerships don’t just help fill rooms. They can also boost revenue and improve the overall guest experience. Over time, those relationships lead to better word of mouth, more repeat visitors, and a more substantial presence in your local market.

If you haven’t already, this is a good time to reach out to a few nearby spots and see what kind of win-win offers you can put together.

10. Enhance On-Site Guest Experience

Sometimes it’s not about adding new offers. It’s about making the stay itself more memorable. When guests genuinely enjoy being at your property, they’re more likely to return, leave a review, or tell a friend.

That doesn’t mean you need to overhaul your amenities. Often, it’s the smaller touches that leave the biggest impression. A cozy common area with good music and local art, a friendly front desk team that remembers names, or a pop-up wine tasting in the lobby can all help give your hotel more personality.

Creating a lively, welcoming atmosphere helps guests feel more at home and more connected to the space. And when your property has character, it naturally sets you apart from other options in the area.

Guests remember how a place made them feel. When you focus on building experiences worth sharing, you’re not just improving their stay — you’re building long-term buzz that can help drive future bookings.

11. Expand Reach with Influencer Campaigns

If your usual marketing channels aren’t getting the traction they used to, it might be time to let someone else do the talking. Influencer partnerships can help put your hotel in front of new audiences, especially during the off-season when visibility tends to drop.

This doesn’t mean you need to bring in a celebrity with a million followers. In fact, smaller, niche influencers often have more engaged audiences and are easier to work with. Travel bloggers, local creators, or lifestyle content creators who align with your brand can do a lot with just a weekend stay and a few well-placed posts.

A single well-crafted campaign can build awareness, drive bookings, and give you a batch of content you can reuse across your own channels. More importantly, it offers social proof in a format guests trust.

If your hotel offers something unique — a great view, standout design, or even just exceptional hospitality — an influencer campaign can help more people hear about it.

12. Re-Engage Visitors with Remarketing

Just because someone didn’t book the first time doesn’t mean they’re not interested. Sometimes, they get distracted, and sometimes, they’re comparing options — but in a lot of cases, they just need a little reminder.

That’s where remarketing comes in. By targeting people who’ve already visited your website, you can stay top of mind and bring them back when they’re ready to book. Whether through Google Display ads, Facebook, or Instagram, a well-timed offer or a reminder of your seasonal deal can make all the difference.

Remarketing is especially useful during the off-season when you’re trying to make the most of every site visitor. These guests already showed interest, so your chances of converting them are much higher than starting from scratch.

If you’re running any promotions or have a specific booking window you want to fill, this is a simple and cost-effective way to reach people who are already familiar with your property.

Action Plan: How to Boost Off-Season Bookings in 4 Steps

Not every strategy needs to be a full campaign or long-term play. Sometimes, the right mix of simple improvements and thoughtful planning is all it takes to start seeing results. Here’s a practical breakdown to help you prioritize what to tackle first — starting with the low-hanging fruit and building toward bigger opportunities.

Step 1: Quick Wins (Low Effort, High Reward)

If you’re trying to drive more bookings fast, these are some of the easiest ways to get started. They don’t take much time or budget, but they can make a noticeable difference.

• Offer a direct booking perk, like loyalty points, complimentary breakfast, or flexible check-in. Something small that gives people a reason to book with you instead of an OTA.
• Create and promote special packages through email, your website, or third-party listings. Doesn’t need to be fancy — just something timely that feels like a deal and incentivizes guests to explore nearby attractions.
• Refresh your photos on your website and OTAs. Better visuals make you more clickable, especially when guests are comparing options.
• Send a follow-up email to recent guests asking for a review. One or two extra reviews each month can help build trust and improve visibility over time.

Step 2: Optimize Booking Infrastructure

Once the quick wins are in motion, look at the tech behind your hotel sales strategy. A smoother process makes it easier for potential guests to book — and harder for them to bounce halfway through.

• Make sure your booking engine is synced with your property management system and website so prices and availability stay accurate everywhere.
• Check that your site works well on mobile and loads quickly. If it’s slow or awkward on a phone, you’re losing bookings.
• Add upgrade or add-on options at checkout. Something simple like late checkout or a welcome bottle of wine can bring in extra revenue and enhance the stay.

Step 3: Activate Strategic Revenue Drivers

This is where you start layering in the tactics that take a bit more setup but offer a stronger return — especially during slower seasons.

• Update your revenue management systems to reflect low-season demand.
• Integrate AI and predictive analytics to optimize pricing and marketing strategies based on travel trends, pacing, and booking windows, thereby driving overall revenue and improving guest experiences.
• Launch or improve a loyalty program. Even a simple setup with small perks can help turn one-time guests into repeat stays.
• Promote group bookings with seasonal perks. Whether it’s wedding blocks or team retreats, one group can help fill several rooms at once.

Step 4: Build Long-Term Visibility

While short-term wins help fill rooms now, visibility is what brings consistent bookings over time. These strategies help you stay on guests’ radar — even when they’re not actively planning a trip.

• Connect with local businesses and build small bundled offers or cross-promotions. It gives guests more reasons to choose your hotel and supports the local community at the same time.
• Set up remarketing ads to target people who already visited your site. Sometimes, they only need a reminder or a small offer to return and book.
• Partner with influencers or local creators who align with your brand and leverage social media platforms like Facebook and Instagram. Even one well-executed campaign during the off-season can boost awareness and bring fresh interest.

Turn Slow Season into Your Strongest Strategy

The main goal of a hotel should be to fill more rooms and boost hotel revenue, especially during low seasons. And as this post showed, it’s not just possible — it’s practical. You can turn off-peak periods into fundamental business drivers with the right mix of revenue strategy, on-site experience, local partnerships, and marketing know-how.

At Kurt’sCopy, we help hotels implement these ideas through tailored hotel digital marketing and hotel content marketing strategies designed to grow visibility, increase direct bookings, and drive more revenue year-round.

Here’s how we can help:

• SEO and content strategy to rank for the keywords your guests are actually searching
• Website copy and UX consultation to improve conversions and booking flow
• Seasonal campaign planning that ties into events, promotions, and local experiences
• Email and remarketing content that re-engages past guests and keeps you top of mind
• Influencer and partnership outreach support to boost reach and credibility

Whether you’re looking to optimize your booking funnel, refresh your marketing, or plan a long-term content strategy, we’re here to help you fill more rooms — even when the crowds slow down.

Let’s talk about how we can help increase hotel sales through the off-season. Contact us today for a free strategy consultation.