Empty Room: How To Avoid Them During Low Season

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Roger Howroyd is a Senior SEO Specialist at Amenitiz, specializing in digital marketing and growth strategies for independent hoteliers. With expertise in hospitality technology and SEO, he helps accommodation providers increase direct bookings and optimize their online presence across European markets.

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As every hotelier knows, room bookings aren't steady throughout the year.

‍Occupancy rates fluctuate dramatically during specific periods that vary according to seasonality, local events, and other influential factors, making low season one of the most challenging obstacles independent hoteliers must navigate.

According to the European Commission, July and August alone accounted for 31% of all annual nights spent in EU tourist accommodation during 2024.

Chart from the European Commission showing the monthly arrivals and nights spent in tourist accomodation, in the EU, during 2024.

Source: Eurostat

At Amenitiz, we understand the significance of this challenge. We've prepared a comprehensive WhitePaper to inspire hotel owners like you with actionable strategies to execute during low season and maximise your hotel's occupancy rate.

This article summarises Chapter 6 of our new WhitePaper: “The Independent Hotel Success Guide”.

During the article, we will cover the following topics:

Who Travels During Low Season (And Why)
Pricing Strategies That Work
Strategic Partnerships for Low Season
Marketing Low Season Differently

Let's dive in.

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Who Travels During Low Season (And Why)

The number of travellers seeking hotels during low season remains substantial. The key lies in identifying who they are and understanding what motivates them to travel during these quieter months.

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Types of low season travelers to be aware of:

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1. Remote Workers

Remote workers represent an attractive demographic that typically books longer stays. Following Covid-19 and the rise of technology companies offering flexible work arrangements, this traveller type has become increasingly common.

These professionals have the freedom to work from anywhere, so it's no surprise to find them travelling during off-season periods across Europe and worldwide.

Image of a girl working remotely from a rural hotel during low season.

To attract them, prioritise high-speed Wi-Fi, proximity to co-working spaces, dedicated work areas within your hotel facilities, and discounts for weekly or fortnightly bookings.

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2. Senior Travelers

This demographic offers excellent potential. Senior travellers enjoy flexible schedules throughout the year and are far more likely to travel off-season than other age groups.

Their more relaxed pace makes them valuable guests who appreciate longer stays, guided tours, included meals such as breakfast or lunch, and they often represent better value compared to younger, budget-conscious tourists.

Image of senior travelers in the terrace of a rural hotel, enjoying the view.

Consider offering age-based discounts (60+) and emphasise comfort, accessibility, and convenient amenities to attract this market.

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3. Small Groups

Small groups present another compelling opportunity for your property.

They might be seeking yoga retreats, writing workshops, photography expeditions, or even corporate team-building activities near your hotel.

Image of a small group of travellers that are enjoying hikes during low season.

Attract their attention by highlighting multiple available rooms for group bookings on your website, emphasising your quiet location, and showcasing communal spaces suitable for group activities.

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4. Couples Without Children

This traveller type deliberately avoids school holidays.

They typically seek peaceful, quiet destinations, off-season pricing, and less crowded tourist attractions and restaurants.

Image of a couple without children staying in a rural hotel during low season and enjoying each other's company.

Generate interest amongst these guests by offering romantic escape packages, combined museum and accommodation packages, dinner and room packages, and similar curated experiences.

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Pricing Strategies That Work

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Strategy 1: Weekly Rates

Offer transparent discounts that reward off-season travellers (for example: €80/night high season, €64/night low season).

Strategy 2: Packages That Can’t Be Compared

Instead of generic "20% off in November", try: "November Escape: 3 nights + breakfast + bottle of local wine + late checkout - €240".

Strategy 3: Early Booking Incentives

For example: "Book your low season stay 3 months in advance and save 15%".

Strategy 4: Minimum Stay Requirements

‍High Season Requirements: 1-night minimum ‍
Low Season Requirements: 2-3 nights minimum

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Strategic Partnerships For Low Season

Another effective approach to incentivise low season bookings involves forming strategic partnerships with nearby businesses facing similar seasonality challenges - or better still, with businesses operating successfully year-round where you can create mutually beneficial arrangements:

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1. Restaurants

Create a "Stay + Dine" package. Partner with a local restaurant to offer a fixed-price dinner and split the promotional costs.

2. Wineries / Breweries

Develop a "Stay 2 nights + winery tour" package. The winery gains customers whilst you secure bookings.

3. Activity Providers

Collaborate with hiking guides, bike rental services, boat tour operators, or cooking class instructors. Bundle your accommodation with their services to create irresistible packages.

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Marketing Low Season Differently

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1. High season messaging

"Perfect location for beach lovers"
"Explore the bustling town centre"
"Ideal for families"

2. Low season messaging

"Escape the crowds: experience [your location] in peace"
"Work remotely from somewhere beautiful"
"The best time to truly discover [your location]"

3. Show different photos

Feature cosy interiors, fireplaces, hot drinks, autumn colours, peaceful streets—whatever genuinely represents your location during low season.

4. Update your social media

Don't share summer beach photographs in November. Show what your area actually looks like right now. Authenticity sells—make it appealing by celebrating what makes the off-season special.

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Final Thoughts about Avoiding Empty Rooms During Low Season

Low season doesn't have to mean low revenue. When understanding who travels during quieter months and what motivates them, you can transform traditionally slow periods into profitable opportunities.

The strategies outlined in this chapter, from targeted traveller profiles and strategic pricing to local partnerships and seasonal marketing shifts, provide a practical framework for filling your rooms year-round.

‍The key is preparation: implement these tactics before low season arrives, not during it.

Remember, whilst your competitors are simply dropping prices and hoping for the best, you can position your property as the perfect choice for remote workers seeking productivity, seniors wanting comfort, couples craving peace, and groups needing space.

‍Ready to implement a complete low season strategy?

‍Download the full "Independent Hotel Success Guide" WhitePaper to access all seven chapters, including detailed action plans, actionable strategies, templates, tips and more!

Don't let another low season catch you unprepared. Start planning your strategy today.

FAQs about Avoiding Empty Rooms During Low Season

1. What is considered low season for hotels, and when should I start preparing?

Low season varies by location but typically refers to periods outside peak tourist months.

In Europe, this often means November through March (excluding Christmas/New Year), though coastal properties may experience low season as early as September.

When to start preparing: Begin your low season strategy at least 3-4 months in advance. If your low season starts in November, launch your marketing campaigns, partnerships, and special rates by July or August.

Early preparation allows you to capture early bookers and build momentum before occupancy naturally drops.

2. Should I lower my prices during low season, or are there better strategies?

Whilst modest price reductions can help, simply slashing rates often devalues your property and trains guests to expect discounts. Instead, focus on creating value-added packages that guests can't directly compare to your high season rates.

Better strategies include:

Bundled packages ("3 nights + breakfast + local experience" for a fixed price)
Weekly rates that reward longer stays
Early booking discounts (15% off for bookings 3 months ahead)
Minimum stay requirements (2-3 nights) that increase overall revenue even at lower nightly rates

The goal is to maintain perceived value whilst making low season stays irresistible through added benefits rather than just cheaper rates.

3. Which types of travellers should I target during low season?

Focus on four key segments who actively travel during off-peak periods:

Remote workers: Offer high-speed Wi-Fi, work-friendly spaces, and weekly/monthly discounts. They book longer stays and appreciate quiet environments.
Senior travellers (60+): Market comfort, accessibility, included meals, and guided activities. They have flexible schedules and avoid peak season crowds.
Couples without children: They deliberately avoid school holidays. Promote romantic packages, peaceful surroundings, and cultural experiences.
Small groups:Target yoga retreats, workshops, team-buildings, and special interest groups. Highlight multiple available rooms and communal spaces.

Each segment has different motivations and booking patterns, so tailor your messaging accordingly.

4. How do I change my marketing message for low season without making my hotel seem less appealing?

The secret is reframing low season as a feature, not a drawback. Don't apologise for fewer crowds—celebrate the unique advantages.

Instead of: "We're open in winter too" Say: "Experience [your location] without the crowds—discover the authentic side of [destination]"

Practical changes:

Update website photos to show cosy interiors, autumn colours, peaceful streets
Shift social media content from "beach paradise" to "remote work haven" or "peaceful retreat"
Emphasise benefits like availability, personalised service, lower prices at local attractions
Show what's actually beautiful about your area during low season

Be authentic. If November means rain and empty streets, position it as "the perfect escape for book lovers and remote workers" rather than pretending it's still summer.

5. What partnerships can help fill rooms during low season?

Strategic local partnerships create win-win situations and package deals guests can't find elsewhere:

Restaurants: "Stay + Dine" packages with fixed-price dinners. Split promotional costs and cross-promote to each other's audiences.

Wineries/Breweries: "2 nights + tasting tour" bundles. They gain off-season customers; you secure multi-night bookings.

Activity providers: Partner with hiking guides, bike rentals, cooking schools, photography workshops, or wellness instructors. Bundle accommodation with experiences.

Co-working spaces: Offer combined deals for remote workers: "Monthly room rate + co-working membership."

Local businesses: Collaborate with museums, spas, theatres, or adventure companies to create unique packages that give guests compelling reasons to visit during low season.

Pro tip: Approach businesses that also struggle with low season first—they'll be most motivated to collaborate. Then target year-round businesses where you can offer them new customers during their slower weekdays.

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