Shoulder season: 10 easy ways to boost your STR bookings and maximize profits

The shoulder season can be a bit of a mystery for some vacation rental hosts, but it’s also packed with potential. Understanding how to make the most of these off-peak months can help you fill up your calendar and even your revenue.

What is shoulder season?

Let’s start with the basics. What is shoulder season? Simply put, shoulder season is the period between peak and off-peak travel times. In other words, it’s the in-between phase when demand for accommodation isn’t quite as high as in the summer or winter rush but isn’t at rock-bottom like the slowest months, either.

For short-term rental hosts, shoulder season presents a golden opportunity. During these months, you might find fewer guests actively booking, but that doesn’t mean people aren’t interested in travelling. They’re often just waiting for the right reason—and the right deal—to book their stay. Since hotels tend to lower their rates during shoulder season to attract guests, this is a prime time for short-term rentals to get creative with their offerings, stand out from the competition, and fill those gaps on the calendar.

When is shoulder season around the world?

While shoulder season can vary depending on your location, certain trends apply worldwide. Let’s take a quick look at how it typically plays out across different regions.

Europe: Shoulder season in Europe usually falls in the spring (April to June) and autumn (September to November). These are the months when major tourist crowds have thinned, yet the weather remains pleasant.

North America: In the U.S. and Canada, shoulder season varies by region. For destinations with summer peaks, like beach towns, shoulder season could be early fall or late spring. For ski destinations, it often falls in the spring (March to April) and autumn.

Asia: In parts of Southeast Asia, shoulder season often means fewer tourists but still favorable weather conditions. For example, Thailand’s shoulder season falls in May and September, while Japan’s shoulder seasons are often in late spring and early autumn, between cherry blossom season and the winter ski crowds.

Australia and New Zealand: For these Southern Hemisphere destinations, shoulder seasons generally fall in March to May and September to November.

Understanding these periods is crucial as it helps STR hosts align their marketing strategies and pricing adjustments with travelers’ expectations.

What are shoulder months?

The term “shoulder months” specifically refers to the individual months within shoulder season. Depending on where your STR is located, these shoulder months will differ, but they generally fall right before or after peak seasons.

For instance:

Spring shoulder months: March, April, May
Fall shoulder months: September, October, November

By pinpointing these months, you can start adjusting your rates, offers, and marketing strategies to draw in more guests. Knowing which shoulder months apply to your location is like having an insider’s guide to better profitability.

10 tips to boost bookings during shoulder season

1. Offer Discounted Rates for Extended Stays

During shoulder season, some travellers are looking to stay longer without the high costs of peak season. Offering discounts on week-long or month-long stays can be a great incentive for them. Adjust your pricing strategy to offer attractive deals for guests who stay for multiple weeks. These extended bookings not only reduce the hassle of constantly flipping properties but also provide a more consistent income during slower months.

2. Highlight the “Shoulder Season” Perks

One of the best parts about traveling during shoulder season is the quieter atmosphere and lower prices. Highlight the unique advantages of visiting your location during these months. Whether it’s less crowded attractions, cheaper tours, or seasonal events, make it clear in your listings and on your website. This can appeal to budget-conscious travelers and those seeking a more laid-back experience.

3. Partner with Local Businesses for Discounts

Partnering with local businesses can be a win-win for both you and your guests. Collaborate with local restaurants, tour operators, or spa services to offer exclusive discounts to your guests. For example, a local café might offer a “10% off” for breakfast or a tour company could give a special rate on a local adventure. Adding these perks not only makes your listing more appealing but also supports the local economy, creating a positive community impact.

4. Create a Shoulder Season-Specific Package

Building on the previous tip, consider creating a shoulder season package that bundles a few local perks or amenities. You could offer a “Fall Foliage Package” that includes a guide to the best scenic spots in your area, a welcome basket with local treats, and discounted bike rentals. Tailoring packages to the season’s unique appeal can make your listing stand out and give potential guests a reason to book now.

5. Update Your Listing’s Photos to Reflect the Season

Consider updating your property’s photos to reflect the shoulder season vibe. For example, if it’s fall, highlight the cosy indoor spaces or scenic autumn foliage nearby. If it’s spring, showcase any fresh blooms or outdoor areas for picnicking. Guests often book with their eyes, so keeping your photos seasonally relevant can help make your listing more inviting and current.

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6. Lower Your Minimum Night Stay

Shorter stays are often more appealing during shoulder season, as travellers may not want to commit to a week-long vacation. By lowering your minimum night stay, you can attract those guests looking for a quick getaway. Shorter stays can also lead to a faster turnover rate, giving you more flexibility to adjust for any upcoming bookings.

7. Boost Your Visibility with Targeted Ads

With fewer travellers actively searching during shoulder season, it can be helpful to run some paid ads to boost visibility. Platforms like Google Ads, Facebook, or even Instagram allow you to target specific demographics and interests, like “fall travel deals” or “spring getaways.” By reaching travellers who might not have otherwise considered your location, you can drive more traffic to your listing.

8. Emphasize Flexible Cancellation Policies

Offering flexible cancellation policies can be a strong selling point, especially during shoulder season when travellers may be less committed to set plans. Consider implementing a more lenient cancellation policy to reassure guests. A flexible policy could be the deciding factor for travellers who are on the fence, giving them peace of mind to book with you.

9. Highlight Work-from-Anywhere Features

The rise of remote work has created more flexible travel opportunities for many people. If your property is equipped with strong Wi-Fi, a dedicated workspace, or even a cosy nook for working, make sure to emphasize these features. Consider promoting your property as a “workcation” destination during shoulder season, especially if it’s quiet and conducive to productivity. Many remote workers are eager for a change of scenery, even for just a few weeks.

10. Keep Your Cleaning and Safety Standards High

Travellers are still conscious of cleanliness and safety, especially in shoulder season when they may be choosing your rental over hotels. Highlight your commitment to cleanliness in your listing, particularly any extra steps you take to sanitize and prepare the property. Showcasing your dedication to high standards can give travellers confidence in booking with you, knowing they’ll have a safe and comfortable stay.

Conclusion

Shoulder season doesn’t have to mean a slump in bookings. With a few targeted strategies, you can fill your calendar, attract longer stays, and stand out from other vacation rentals in your area. Whether it’s highlighting the unique perks of off-peak travel, adjusting your pricing, or promoting flexible cancellation policies, these steps can help you make shoulder season one of your busiest—and most profitable—times of the year.