季节性：淡季策略
系列： 酒店 — 收益与需求管理 难度： 实战 受众： 酒店总经理、销售总监、业主
你需要同时看到三种季节
Section titled “你需要同时看到三种季节”酒店行业运行在三种模式中：旺季（高需求、溢价）、平季（过渡期、中等需求）和淡季（低入住率）。多数酒店人会规划旺季，在淡季勉强维持。聪明的经营者则在平季积累收入，将淡季转化为增长机会。
Keep in mind: “low season” is property-specific. For a ski resort it’s summer; for a beach hotel it’s winter; for an urban business hotel it’s weekends and the August lull.
The #1 Mistake: Slashing Rates First
Section titled “The #1 Mistake: Slashing Rates First”Dropping to rock-bottom pricing in the off-season is a trap. You train guests to wait for discounts, dilute your brand, and destroy RevPAR. Competing on price alone in low season is a losing game.
Instead of “cheaper,” think “more valuable.”
1. Re-Segmenting Demand
Section titled “1. Re-Segmenting Demand”Your typical guests may not travel in the off-season. Find the ones who will.
Corporate Segment
Section titled “Corporate Segment”Business travel is largely season-agnostic. Lock in corporate agreements with local companies before the slow period begins. Corporate guests deliver stable traffic year-round.
Locals and Staycations
Section titled “Locals and Staycations”Promote the “city escape” to regional residents: complimentary breakfast, dining credits, bundled spa access. Short drive times and flexible schedules make local guests ideal for off-peak periods.
Wellness and Retreats
Section titled “Wellness and Retreats”A “room + spa program + fitness access” bundle attracts health-conscious travelers. A resort in Phuket that cut rates 20% during the rainy season and added a wellness package filled 15% more rooms while protecting margins.
Extended Stay
Section titled “Extended Stay”Low season is an opportunity to attract digital nomads, remote workers, and project-based travelers. Offer weekly and monthly rates with a kitchenette or coworking access.
2. Packaging: Add Value, Don’t Drop Price
Section titled “2. Packaging: Add Value, Don’t Drop Price”A package obscures the bare room rate and creates a perception of deal — even at the same or higher net rate. Guests see “all-inclusive” rather than “cheap room.”
Packages that consistently work:
| Package | What to Include | Target Guest |
|---|---|---|
| Romantic Weekend | Room + champagne + breakfast | Couples |
| Work Week | 5 nights + parking + premium WiFi | Road warriors |
| Sports Weekend | Room + event transfer + early breakfast | Sports fans |
| Explorer Season | Room + local tour + dinner | Leisure travelers |
| Family Stay | 2 connecting rooms + kids eat free | Families |
Key principle: Include things that feel premium to the guest but cost you little — breakfast, early check-in, late checkout, a welcome amenity. These drive perceived value.
3. Channel Strategy in the Off-Season
Section titled “3. Channel Strategy in the Off-Season”OTA: Your Ally in the Trough
Section titled “OTA: Your Ally in the Trough”When direct demand is low, OTAs become an important acquisition channel. Leverage their promotional tools:
- Last-minute deals: 24–72 hours before arrival
- Flash sales: 48-hour windows
- “Book early, save more”: 60+ days out
Email and CRM: Work Your Database
Section titled “Email and CRM: Work Your Database”Pull guests who stayed during the same period last year. A segmented email with a personalized offer converts 3–5× better than a mass blast.
Local Partnerships
Section titled “Local Partnerships”Cross-promote with restaurants, museums, tour operators, and spas. A joint package is more compelling to the guest and lowers marketing costs for everyone involved.
4. Dynamic Pricing Without Automation
Section titled “4. Dynamic Pricing Without Automation”A full Revenue Management System costs money. But you can do dynamic pricing manually.
A simple manual revenue management cadence:
- Every Monday morning — review occupancy for the next three weeks
- Red zone (under 50% with 14 days out) → lower BAR by 10–15%, launch an OTA promo
- Yellow zone (50–70% with 7 days out) → hold BAR, push packages
- Green zone (over 70% with 3 days out) → raise BAR by 5–10%, pull discounts
Minimum Length of Stay (MinLOS): If a strong weekend follows a soft midweek, apply a 2-night minimum. This fills the shoulder nights attached to the peak.
5. What to Do in a True Dead Season
Section titled “5. What to Do in a True Dead Season”If occupancy is under 30%, operational tactics won’t move the needle. Use the time as an investment window:
- Renovation: Close a floor or wing for refurbishment. Relaunch with a proper photo shoot
- Staff training: Certifications, audits, SOP updates, cross-training
- Content production: Property photography, updated OTA profiles, video tours
- Contract review: Renegotiate supplier terms, OTA agreements, and tour operator deals
Low-Season Pre-Season Checklist
Section titled “Low-Season Pre-Season Checklist”- Last year’s same period analyzed: which dates were softest?
- Two to three target segments identified for the off-peak
- Two to three packages built with firm pricing
- Email campaign deployed to past guest database
- OTA profiles updated with off-season photos and promotions
- Local business partnerships confirmed
- MinLOS rules set for any peak dates within the period
Sources
Section titled “Sources”- Mediaboom — How to Increase Hotel Occupancy in Low Season (2025). https://mediaboom.com/news/how-to-increase-hotel-occupancy-in-low-season/
- Tripleseat — Hotel Shoulder Season: Tips to Maximize Performance (2024). https://tripleseat.com/blog/hotel-shoulder-season-tips-to-maximize-hotel-performance-during-non-peak-periods/
- Hotelogix — What Are the Best Strategies for Shoulder Season Bookings? (2025). https://blog.hotelogix.com/shoulder-season/
- HotelFriend — 10 Best Strategies to Sell Your Hotel Rooms During High and Low Seasons (2024). https://hotelfriend.com/blogpost/strategic-shifts
- Little Hotelier — Thriving in Shoulder Season (2025). https://www.littlehotelier.com/blog/get-more-bookings/shoulder-season/