During the colder months, many independent lodging properties experience a slowdown, while others close for the winter. However, for those remaining open, this transitional period offers unique opportunities to attract guests, diversify revenue streams, and build long-term business. Here’s how you can make the most of it (and maybe even have a little fun along the way):

1. Target Off-Peak Travelers

Not everyone follows traditional travel patterns. Retirees, remote workers, and couples without school-aged children often prefer to travel during quieter times. Tailor marketing efforts to these groups by emphasizing a more relaxed, crowd-free experience. Bonus points if you market it as "an exclusive, VIP getaway—without the VIP price tag!"

2. Offer Seasonal Packages & Experiences

Curate special packages that highlight seasonal attractions and local events. Whether it’s a fall foliage getaway, a wine tasting weekend, or a winter wellness retreat, packaging experiences can make your property a destination rather than just a place to stay. And let’s be honest—who doesn’t love a good excuse to bundle up with hot cocoa and pretend they’re in a Hallmark movie?

3. Leverage Local Events & Partnerships

Tap into local festivals, concerts, and seasonal activities. Partner with nearby businesses—restaurants, tour operators, or spas—to create bundled offerings that enhance the guest experience and encourage longer stays. It’s a win-win—your guests get unique experiences, and your local business buddies will love you for sending customers their way.

4. Optimize Pricing & Promotions

A flexible pricing strategy is key. Use dynamic pricing tools to adjust rates based on demand, and consider limited-time discounts for direct bookings. A “stay three nights, get the fourth free” deal can entice guests to extend their visits. And let’s be real—who can resist a good deal, especially when it comes with the promise of extra vacation time?

5. Cater to Remote Workers & Extended Stays

With the rise of remote work, many travelers seek comfortable, quiet places to work from. Offer discounts for extended stays and highlight amenities like high-speed Wi-Fi, work-friendly spaces, and in-room coffee stations. Market it as "Work-from-Paradise"—because let’s face it, answering emails is a lot easier with a scenic view and a cup of locally roasted coffee.

6. Refresh Your Marketing & Content Strategy

Update your website and social media with fresh, seasonal imagery and blog content. A well-crafted blog about “The Best Fall Hikes Near [Your Property]” or “Winter Activities for a Cozy Getaway” can drive organic traffic and inspire bookings. Plus, nothing says "book now" like an Instagram-worthy picture of your property draped in autumn leaves or twinkling holiday lights.

7. Encourage Repeat & Referral Business

Reach out to past guests with personalized emails offering exclusive returning-guest discounts. Implement a referral program that rewards guests for bringing in new customers. Because let’s be honest—people love feeling like insiders, and who doesn’t enjoy a discount just for sending a friend your way?

8. Enhance Guest Experience with Personal Touches

Surprise and delight guests with small but meaningful touches—welcome drinks, locally made treats, or handwritten notes. These efforts foster loyalty and positive reviews, which are invaluable for long-term success. Plus, a little extra hospitality never hurt anyone—except maybe your guests, who might never want to leave.

For those closing in the winter, now is also a great time to plan ahead—refresh marketing materials, evaluate pricing strategies, and explore new offerings for the next season. Whether your property is slowing down or temporarily shutting its doors, strategic planning (with a dash of creativity) can help you make the most of the shoulder season.