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Holiday homes can be an excellent investment; however, certain periods such as between November and February can be pretty low. During this period, fewer people are going on a holiday, and the availability calendar on your holiday cottage can be quite depressing. As a business owner, you want to keep the cash flow continuously coming throughout the year. Fortunately, there are some things you can do to maximize winter season bookings and make the most of your investment.
Why are you not getting enough bookings?
Aside from the fact that it is the low-season, there are other factors that could contribute to low booking rates. Some of the reasons include:
- Poorly written listings
- Too many competition in the area
- Bad ratings and reviews from previous guests
- Poor photo quality that does not highlight the property’s best angles
- Circumstances in the area beyond your control (flooding, bad press, etc.)
Winter season may still be the perfect time for a holiday for those who never had the chance to take advantage of the summer holiday, those who want to avoid the crowd and relax in quieter months, or those who want to get cheaper accommodation.
Scheduling a holiday during the quieter months of winter not only offers holiday goers with financial savings but also a wide array of holiday cottages to choose from. This is your opportunity to take a look at your existing advert and make it applicable for the low-season period.
1. Offer Incentives
Most holidaymakers will be looking out for deals and promotions, especially during off-peak season. The best way for you to entice them is to offer discounts or incentives, such as four nights for the price of three, or 20 per cent off for a week-long stay. A discount of even as small as 5 per cent matters and studies show that hotels or Airbnb’s who offered discounts to their clients increased their conversion rate by as high as 10 per cent. You can also remove damaged or security deposit from the actual rent. This method lessens the perception of the total cost.
Whatever incentive you can think of will always have the potential to increase your bookings. It tells prospects that your rental property is a great value for money and a better deal than the rest of your competitors.
2. Make photographs and property description appealing for winter breaks
As the owner, you have the freedom to change the photos and descriptions of your advert. As winter approaches, you can upload some winter-related photos that appeal to your target audiences, such as a snow scene, hot tub bubbling on a chilly night, the sun rising across a foggy field, or a crisp frosty morning. Be as creative as you want. Let your potential clients feel how magical the winter season could be.
Include complete details about the property to eliminate the need for your prospects to send an email asking for information. In addition, it might be worth highlighting some special and unique features about the property to make yours stand out.
3. Be flexible
During quieter winter months, it is wise to be flexible with your rules. Being flexible regarding departure/arrival dates actually helps to generate more bookings than having fixed days. You may have a policy of three nights for a minimum stay—adjust it and let guests stay for shorter periods. Also, allow late check-outs or early check-ins, if applicable.
There are other tips you can incorporate into your marketing strategy to ensure higher bookings during low-season periods. Keep in mind that even with fewer bookings, the winter season is also a great opportunity to catch up on some maintenance. Use the quieter months to redecorate, spring clean, fancy-up, and fix. This is also a good time for you to strategize for the next year or simply relax and enjoy the time off.
If you are looking for a luxury lodge for sale in the Lake District, get in touch with us today to see how we can help.
