April and May are traditionally unpredictable months for hotel occupancy. With Easter behind us and summer holidays still on the horizon, many properties experience a dip in bookings, particularly during midweek.
But with the right digital strategy in place, it’s entirely possible to keep rooms full, drive direct bookings, and maximise revenue as you transition into the busier season.
Here are five proven strategies to help your hotel maintain strong occupancy through the shoulder season.
1. Promote Midweek Breaks with Value-Added Packages
Midweek breaks are becoming increasingly attractive to couples, solo travellers, retirees and remote workers. Rather than slashing rates, focus on value-added incentives that enhance the guest experience while protecting your margins.
Consider offering:
- Late check-out or early check-in
- Complimentary spa access or a welcome drink
- Dining credits or a free upgrade
The key is to present these packages as relaxed, flexible escapes, not just budget-friendly stays.
2. Appeal to Shoulder Season Travellers with Themed Breaks
Themed packages allow you to speak directly to specific guest interests. Think beyond generic offers and tie your promotions to seasonal experiences, such as:
- Spring wellness retreats
- Pre-summer romantic getaways
- Locally inspired food and wine breaks
Leverage your CRM data to personalise these offers based on past guest behaviour or location. A well-timed, tailored package is far more likely to convert than a one-size-fits-all promotion.
3. Run Paid Campaigns with Smart Targeting
Paid digital advertising is one of the fastest ways to stimulate demand during quieter periods. Use platforms like Google Ads and Meta (Facebook/Instagram) to run short, focused campaigns.
Target:
- Visitors who browsed your website but didn’t book
- Users within a driveable radius looking for a quick getaway
- People interested in specific local events or attractions
Use compelling visuals and time-sensitive copy such as “Limited Availability - Book Now” to prompt action.
4. Optimise Your Website’s Offers Section
Your website is your most powerful sales tool so make sure it is working hard for you
Audit your special offers page and homepage placement to ensure:
- Key offers are prominently featured above the fold
- Package details are clear and easy to skim
- Price points, strong visuals and bold CTAs are included
- Each offer links to a dedicated landing page or blog post for better engagement and SEO
A well-structured offers section can make a significant difference in conversion rates - especially when paired with seasonal content.
5. Leverage Local Events with Occasion-Based Offers
Your destination is part of your value proposition - so use it.
Look ahead at what's happening in your area and create tailored packages around:
- Cultural festivals or art exhibitions
- Concerts or theatre events
- Sporting fixtures or local markets
Use phrases like “Stay Near the Action” or “Your Boutique Base for the [Event Name]” across your landing pages, ads and social posts. This type of localised, timely content often performs well in both organic search and paid campaigns.
Final Thought
April and May present a unique opportunity to connect with audiences looking for meaningful, off-peak travel experiences. With the right mix of themed offers, smart targeting, and on-site optimisation, you can keep occupancy high - even during the shoulder season.
At Aró Digital Strategy, we specialise in helping luxury and independent hotels maximise their online potential with tailored campaigns, data-led insights, and performance-driven design.
📩 Need a spring strategy that delivers?
Get in touch with our team - we’d love to help.
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