How to Use Seasonal Promotions to Increase Short-Term Rental Bookings

Seasonal promotions are a powerful way to boost bookings during high-demand periods and fill gaps during slower seasons. By tailoring your short-term rental (STR) marketing efforts to align with seasonal trends, you can attract more guests, maximize revenue, and build a consistent booking pipeline. This article explores strategies for creating effective seasonal promotions.

Why Seasonal Promotions Matter

1. Increases Occupancy

Promotions attract guests during low-demand periods, keeping your property occupied year-round.

2. Maximizes Revenue

Higher rates during peak seasons and tailored offers during slower months ensure steady income.

3. Attracts New Audiences

Seasonal campaigns reach travelers planning trips around holidays, events, or weather.

4. Builds Guest Loyalty

Exclusive deals encourage repeat stays and referrals.

Step 1: Identify Seasonal Trends

1. Analyze Historical Data

Review past occupancy rates, revenue, and booking patterns to identify high- and low-demand periods.

2. Research Local Events

Capitalize on festivals, concerts, or sporting events that drive tourism.

3. Consider Weather and Holidays

Tailor promotions to align with:

• Winter holidays for ski destinations.

• Summer vacations for beach properties.

• Spring and fall getaways for countryside rentals.

Step 2: Design Attractive Promotions

1. Offer Discounts

Provide limited-time discounts for early bookings, last-minute stays, or extended durations.

Examples:

• “Book early and save 20% on your holiday getaway!”

• “Stay 3 nights and get the 4th night free.”

2. Create Seasonal Packages

Bundle accommodations with local experiences or amenities, such as:

• Spa treatments.

• Adventure activities like hiking or kayaking.

• Holiday-themed welcome kits.

3. Include Complimentary Upgrades

Entice guests with perks like:

• Early check-in or late check-out.

• Free parking or breakfast.

Step 3: Market Your Promotions

1. Update Your Listings

Highlight seasonal offers in the title and description of your STR listing.

Example:
“Summer Special: Beachfront Villa With 15% Off Weekly Stays!”

2. Use Social Media

Share visually appealing posts and stories promoting your deals.

3. Send Email Campaigns

Reach out to past guests and subscribers with tailored promotions.

Example Email Subject:
“Your Winter Escape Awaits: Book Now and Save!”

4. Leverage Paid Ads

Run targeted ads on Google, Facebook, and Instagram to reach potential guests.

Step 4: Partner With Local Businesses

1. Offer Joint Packages

Collaborate with local restaurants, tour companies, or attractions to create exclusive deals.

2. Promote Cross-Referrals

Feature each other’s promotions in marketing materials to expand reach.

3. Include Local Perks

Offer discounts for nearby services, such as bike rentals or guided tours.

Step 5: Track and Optimize Promotions

1. Monitor Performance

Use analytics tools to measure:

• Booking increases during promotional periods.

• Conversion rates for ads and campaigns.

• Guest feedback on promotional value.

2. Adjust Based on Results

Refine your strategy by testing different offers, channels, and target audiences.

3. Evaluate ROI

Ensure that the increased bookings and revenue outweigh the costs of the promotion.

Case Study: Using Seasonal Promotions to Boost Winter Bookings

Scenario:
An STR owner in Colorado faced low occupancy during the early winter season.

Actions Taken:

1. Offered a “Stay 4 Nights, Pay for 3” deal for December bookings.

2. Partnered with a local ski rental shop to provide guests with discounted gear.

3. Promoted the offer through email campaigns and social media ads targeting ski enthusiasts.

Results:

• Bookings increased by 35% during the promotion period.

• Guest reviews frequently praised the value-added ski rental discount.

• Revenue during December grew by 20% compared to the previous year.

Common Mistakes to Avoid

1. Overcomplicating Offers: Ensure promotions are simple and easy for guests to understand.

2. Neglecting Timing: Launch seasonal campaigns well in advance to capture early planners.

3. Ignoring Local Trends: Tailor promotions to match local events and guest preferences.

4. Failing to Track Performance: Regularly review metrics to assess the success of your promotions.

Tools for Seasonal Promotions

1. Mailchimp: Designs and sends promotional email campaigns.

2. Canva: Creates eye-catching social media graphics.

3. Google Ads: Runs targeted advertising campaigns to reach travelers.

Cross-Link Opportunities

Explore related articles to enhance your STR business:

• How to Use Dynamic Pricing to Maximize STR Revenue

• How to Build Guest Loyalty for Your STR

• How to Market Your STR on Social Media

Additional Resources

1. Hostfully Blog: Tips for creating effective STR promotions.

2. Airbnb Host Blog: Insights on seasonal marketing strategies.

3. BiggerPockets STR Forum: Discussions on successful seasonal campaigns.

Conclusion

Seasonal promotions are a versatile and effective way to attract more guests, maximize revenue, and keep your short-term rental fully booked throughout the year. By tailoring your offers, leveraging local partnerships, and using data to optimize results, you can create a successful seasonal strategy that drives consistent growth. Start planning your next seasonal promotion today!