As the colder months roll in, it’s no secret that UK holiday travel sees a significant dip. According to recent data, domestic tourism typically declines by 20-30% during the autumn and winter seasons as people seek warmer climates or prefer to stay home for the holidays.
For hospitality businesses, this seasonal slump can pose a challenge. However, with the right strategies, you can keep your occupancy rates strong through the winter months and turn this quiet season into an opportunity.
Here are some effective ways to keep your venue busy even as the temperature drops.
1. Create Irresistible Seasonal Packages
Autumn and winter bring a unique charm to the UK—cozy nights by the fire, crisp walks through scenic landscapes, and festive holiday celebrations. You can tap into this by creating tailored seasonal packages that offer guests a special experience during these colder months.
Whether it’s a ‘winter wellness retreat’, or a ‘cozy couple’s getaway’, crafting bundled deals that include accommodations, dining, and activities will give guests a compelling reason to book a stay. Highlight the specific elements that make your venue shine in winter, from warm, inviting interiors to local seasonal experiences.
2. Target Off-Peak Travelers
While families may reduce travel during the school year, there’s still a substantial market of off-peak travellers to cater to. Empty nesters, couples, and business travellers are often more flexible with their schedules and eager for peaceful getaways during the quieter months.
Market your venue as an ideal destination for a ‘midweek escape’ or a ‘business retreat’, offering special deals for off-peak bookings. Business travellers can be attracted by offering meeting spaces or high-speed Wi-Fi, while couples might love the idea of a serene weekend away without the summer crowds.
3. Host Seasonal Events and Celebrations
Autumn and winter are packed with events that can draw people out of their homes and into your venue. Whether it’s Halloween, Bonfire Night, Christmas, or New Year’s Eve, people are still looking for ways to celebrate—even if they’re staying closer to home.
By hosting themed events and offering packages that include accommodation, you can give potential guests a reason to visit. Take, for example, Hotel Wrexham’s Bonfire Night event—a perfect way to attract local guests as well as out-of-towners. Combine these events with stay-and-celebrate offers, and you can create an experience that fills rooms even on slower nights.
4. Embrace the Staycation Trend
Staycations have been booming in the UK in recent years, especially as international travel becomes more expensive and unpredictable. For many, the idea of a short, local escape without the hassle of flights or travel restrictions is an appealing alternative.
Position your venue as the perfect local retreat. Market it as a quick getaway that offers a change of scenery, relaxation, and all the charm of a winter escape—without the need to leave the country. Highlight any unique amenities, such as spa services, nature walks, or in-house dining experiences, to make your venue stand out as a prime staycation spot.
While autumn and winter often bring a decline in travel, they also present a unique opportunity for hospitality venues to get creative. By crafting seasonal packages, targeting off-peak travellers, and hosting special events, you can maintain high occupancy rates and even grow your business during the colder months.
With the right strategies, your venue can remain a sought-after destination all year round.
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We are also hosting our third Art of Hospitality conference on October 3rd in Manchester, with headline speakers, Sacha Lord and Sally Abe! To get your tickets click here; https://www.tickettailor.com/events/thehospitalityheroltd/1247471?
