Update your ads for the off-season

The low season is often a source of concern for property managers: tourists are scarce and occupancy rates drop.


However, there are strategies that allow you to maintain a high occupancy rate during your off-season, despite a limited market.

Identify your off-peak periods and your travellers

Off-peak periods

First of all, it is essential to use your booking data to identify your exact low season. It may depend on various factors such as school holidays, travel patterns, events near your accommodations, etc. The prediction tools of your PMS and OTAs can help you to plan ahead if you are not able to define precisely the months and weeks of your low season.

Your travellers

Next, it will be necessary to understand the habits of your travelers. Start by segmenting your customers by origin. Regional travelers do not necessarily have the same travel dates as your foreign guests. Identify how much of your bookings are from each segment and when they usually travel.

Knowing your ideal traveler is the best lever to maximize your occupancy rate!

Leverage your existing customer base

Property management inevitably pushes you towards acquiring new prospects and finding new customers. However, your efforts to provide your travellers with the best possible experience during their stay is an important retention lever, so use it!

It is easier to make a delighted traveller come back than to convince a new customer to choose you.

Contact in priority the customers who already stayed during your low season because they will be more likely to do it again. It is always effective to offer them a preferential discount for their loyalty!

If you can't convert them, don't be afraid to ask them to recommend you to friends who are also likely to have the same travel habits as them. Use referral programs as an example to get them to help you.

You can then focus on those prospects who have contacted you for information but have not stayed in your accommodation. Again, an approach that presents them with a special offer can make a difference!

Update your ads

Let's get to the heart of the matter: your ads!

The photos

It may seem insignificant to you, but updating the photos of your accommodation to match the current season is essential: A villa with a swimming pool against a background of blue skies and sunshine at its zenith will not seem very suitable for a cocooning weekend in All Saints' Day...

The facilities

It is also a good idea to highlight the advantages of your accommodation that match the season: warm bedding, fireplace, floor heating, etc. You must also prepare your homes for winter !

Take advantage of the benefits of your accommodations so that they appear to be an ideal choice for the booking period you are targeting!

Your cancellation policy

The low season is the opportunity for you to ease up on your cancellation policy. Travellers are fewer, give them more room to negotiate!

Unlike summer trips, which are usually planned well in advance, off-season trips are much more likely to be spontaneous. These travellers therefore have a greater need for flexibility. The latest figures also show that flexibility is a more important decision factor than price !

So think about pushing back the free cancellation deadlines to one or two weeks from the booking date. Of course, the goal is not to put yourself in a precarious position when it comes to last-minute cancellations. To compensate for this benefit to your travelers, engage them with personalized communications such as thank you emails and text messages at each stage of their booking. You can also advise them on their stay. These little touches will make all the difference!

Take advantage of business travellers

Since the introduction of telework and its continuation in many companies, we are witnessing the emergence of new travel trends. The ones we are interested in here are flexcations or workations.

As we mentioned in our article on these new trendsYou can take advantage of this to generate high value bookings: medium length stays and weekdays!

To attract them, highlight the work-friendly features of your ad: high performance WiFi, office space, etc.

In summary

As we have seen, there are many strategies that allow you to list your accommodations as prime destinations for the off-season. Segment your clientele, identify their habits, and present your accommodations in accordance with the period you are targeting.

As you may have noticed, many of our recommendations are based on the design of your homes. That's why we've made it the subject of next week's article!

Don't forget to subscribe to our newsletter so you don't miss its publication and our next articles.

Have we piqued your curiosity?

Discover Swikly, the #1 online bonding solution for rental professionals!

Legal information

Editorial references

The swikly.com website is published by SWIKLY, a simplified joint stock company with a capital of 10,000 euros.
SWIKLY is registered in the Lyon Trade and Companies Register under number RCS 819 514 076
The head office is located in Lyon (France), 92 Cours Lafayette 69003 - Telephone: +33 4 20 88 00 48 - email: contact@swikly.com
Director of publication: Mr. Shaun WOURM, President of SWIKLY - shaun.wourm@swikly.com.
The hosting of the Site has been entrusted to Microsoft Ireland Operations Limited (Microsoft AZURE offer), whose registered office is located at DUBLIN 18 99000 BLACKTHORN ROAD, Ireland, registered in the Trade and Companies Register of "Foreign company n/immat.RCS" under the number 419 423 728, reachable by phone at +353 1850 940 940.
SWIKLY - April 2016 - All rights reserved

Personal data

The creation of a personal account and the use of the site imply the collection of personal data and the processing of data.
The purpose of this processing is the management of the Swikly smarphone Application, of the Website Services and the activity of the SWIKLY company. This processing of personal data is the subject of a declaration to the CNIL by the Company under the number 1948037.
The following personal data of the user is accessible to any other registered user:
-first name and first letter of a user's name.
The following personal data of the user is accessible to any user who has accepted a Swik of the said user concerned:
-first name, last name and reputation of the user.
Personal data is transferred by the Company to its service providers and subcontractors, in accordance with the aforementioned declaration made to the CNIL. All access to the user's personal data by these subcontractors and service providers is subject to the use of a login and password, with the data also being transmitted via an encrypted link.
No personal data is collected for purposes other than those mentioned above, nor is it passed on to third parties without your consent or used without your knowledge.
In accordance with the law n°78-17 of January 6, 1978 modified, relating to Data processing, the Files and Freedoms, you have a right of access, of modification and suppression of the personal data concerning you (art.34 of the law).
These rights can be exercised with the Data Controller:
Service CNIL, Société SWIKLY - 12 rue de la Barre 69002 LYON, France - contact@swikly.com.
You will find all the information concerning your rights, duties and the protection of personal data on the website of the Commission Nationale de l'Informatique et des Libertés: http://www.cnil.fr
When you visit the Site, a cookie is placed on your computer. The Company uses cookies to enable and facilitate electronic communication, to provide features tailored to the needs of Users. The cookie is used to identify the user at each of his connections, and thus facilitates his access to the Service. The user can refuse cookies when accessing the smarphone Application or by changing the configuration of his browser. This may however alter the functionality of the smarphone Application, which the User accepts.


To report any errors or anomalies on the site:
Webmaster: contact@swikly.com

Cookie policy

What is a cookie?

A cookie is a small text file and covers all types of tracers "deposited and read, for example, when a website is consulted, when an e-mail is read, or when software or a mobile application is installed or used, regardless of the type of terminal used". 

It may be placed by the server of the site visited or by a third-party server (advertising agency, web analytics service, etc.). Cookies do not compromise site security.

Cookies deposited by Swikly

When you connect to our Site, we may install various cookies on your terminal. The cookies we issue allow us to :

- Maintain the proper functioning of the Site

- Memorize the selected language version of the Site

- To record and adapt the functionalities of the Site according to your browsing preferences (identification, adapting to the types of devices used)

- manage the acceptance and retention period of cookies

In accordance with regulations, cookies have a maximum lifetime of 13 months.

Cookies issued by third parties

- Analytics cookies:

They enable us to track the number of visitors to our site and your browsing habits (Google Analytics cookies), and to generate statistical data on site usage. This enables us to improve the Site's performance.


- Cookies placed by our advertising partners : 

These cookies enable us to identify your centers of interest, and thus offer you relevant advertising content when you browse other sites. 

If you do not authorize these cookies, you will be subject to less targeted advertising.


- Social network cookies :

While browsing our Site, you may click on the "social networks" buttons to view our Facebook and Youtube profiles. These third-party applications may use cookies to offer you targeted advertising. By clicking on the social network icon, the latter may identify you. If you are connected to the social network while browsing our Site, the sharing buttons allow you to link the content you consult to your user account.


We cannot control the process used by social networks to collect information relating to your browsing on our Site. We therefore invite you to consult their personal data protection policies to find out how they are used and what browsing information they may collect.


- Cookies set by Hotjar


We use Hotjar to better understand our users' needs and optimize the www.swikly.com website.. Hotjar is a technological service that helps us to better understand our users' experience (for example, time spent on a page, links clicked, and more generally browsing habits, etc.). This enables us to improve our service. The data collected by Hotjar through cookies relates to the behavior of users and their devices (in particular the device's IP address captured and stored only in anonymous form), device screen size, device type (unique identifiers), browser information, geographical location (country only), preferred language used to display the website). Hotjar stores this information in a pseudonymous user profile. Neither Hotjar nor Swikly will ever use this information to identify individual users or associate it with other data. For more details, please consult Hotjar's privacy policy

Cookie management

When you visit our site for the first time, a cookie banner will appear, asking you to consent to or refuse the use of cookies.

Your rights

In accordance with the French Data Protection Act of January 6, 1978, as amended, and the RGPD, you have the right to access, rectify, oppose, delete and limit information from cookies and other tracers. To do so, please contact contact@swikly.com.

Free guide:

The 2023 vacation rental PMS