7 Ways to Overcome Low Season Struggles
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As a Tourism Growth Coach, I know firsthand how tough the low season can be for tourism businesses. The hustle and bustle of peak season feels like a distant memory as the crowds thin out, and it might feel like business slows down to a crawl.
However, the low season doesn’t have to mean a dip in success. With the right strategies, you can turn this quieter time into an opportunity for growth, making sure your business stays strong year-round.
I have developed 7 helpful and practical ways to overcome low season struggles for tourism operators with real-life examples. If you need help, please get in touch for specific options for your business.
1. Offer Off/Low Season Discounts and Packages
One of the most effective ways to attract visitors during the off-peak months is by offering special deals. Create something new with loads of value.
Travellers worldwide are always on the lookout for value, especially if they’re travelling outside the busy season.
For example, Blue Mountains Tours offered a "Winter Escape" promotion with discounted family packages for their nature tours, bundled with a cozy local accommodation offer. Not only did this help them maintain a steady stream of visitors, but it also brought in families who usually travel in peak periods.
Please note, a discount isn't always required. You can add value without discounting.
Creating packages that include guided tours, meals, or additional experiences can be an excellent way to entice off season visitors. Consider offering an exclusive “stay longer, pay less” deal or a 2 for 1 experience, which appeals to people looking for a value driven getaway.
2. Highlight Seasonal Experiences
Off-peak months offer unique experiences that can't be found during peak season, and highlighting these can help your business stand out. Many travellers would actually prefer off season as there are less people and the prices are usually more attractive.
Take the example of Sea World Cruise - Whale Watching, which thrives during winter when the southern whale migration happens.
They promote Whale Watching that not only offers tourists the chance to see migrating whales but also includes a scenic cruise along the Gold Coast coastline, a bonus ferry transfer and an education on marine conservation efforts.
Whether it’s whale watching, hiking through cooler temperatures, or enjoying Tasmania's off-season food and wine festivals, make sure your marketing emphasises these unique seasonal experiences. For many travellers, it’s the perfect time to visit, away from the crowds but still full of new adventures.
3. Tap Into the Domestic Market
When international tourists dip, domestic travellers are often the lifeline.
For example, Aussies love to explore their own country, and many take advantage of the off-peak months to visit places that are too crowded during peak season.
Great Ocean Road Tours capitalised on this by offering special deals for Melbourne locals looking to do weekend trips. They bundled their tours with boutique accommodation at a discounted rate and highlighted how perfect the off-season was for enjoying the serene beauty of the coast without the typical summer crowds.
Promote “staycations” or weekend getaways for locals, emphasising the convenience of visiting nearby attractions. Tailor campaigns specifically to Aussies, showcasing local experiences and appealing to their wanderlust.
4. Boost Your Marketing Efforts
During the quieter months, you might have more time and resources to focus on your marketing strategy.
Take The Whitsundays as an example. This destination faced slow times during the off-season but invested in a targeted social media campaign that showcased the stunning beauty of the region year-round. They posted captivating images and stories from travellers who visited during the off-season, emphasising the unique experiences they had without the winter crowds.
Use this time to update your website, ramp up social media activity, and even run low-cost Facebook and Instagram ads.
Share your off-season promotions, local highlights, and testimonials from happy customers who came during the quieter months. Make sure your business stays visible, even when things are a little slower.
5. Create or Enhance Your Loyalty Programs
If you haven’t already, the low season is a great time to introduce or improve a loyalty program.
Wildlife Sydney Zoo created a “Frequent Visitor Program” offering returning customers discounts on future tickets, behind-the-scenes passes, and priority booking for special events. This not only kept the zoo top-of-mind for past visitors but also encouraged them to come back during the quieter months.
Offer incentives like discounts on future bookings, early access to peak season experiences, or exclusive packages for loyal customers. Make your customers feel valued, and they’ll reward you with repeat business, especially when the season picks up again.
6. Collaborate with Local Businesses
The off season is the perfect time to build partnerships and cross-promote with other local businesses.
For instance, Daintree Eco Lodge in Queensland teamed up with local guides, restaurants, and tour operators to create a "Daintree Rainforest Getaway" package that combined accommodation, guided walks, and meals. This collaboration meant that each business benefitted from shared marketing and brought more visitors to the area.
Collaborate with local attractions, restaurants, or event organizers to create special offers or bundled experiences that draw more visitors to your destination. By pooling your resources and tapping into new customer bases, you can create an irresistible offering.
7. Invest in Staff Development
Low season is also an excellent opportunity to focus on internal improvements. It’s the perfect time to train your staff on new skills, from customer service to sustainability practices.
For example, Rottnest Island used the off-peak months to train their team on sustainability practices, equipping them to share conservation efforts with guests when business picked up again.
By investing in your team, you ensure your business runs more smoothly and efficiently when the busy months return. This can also help improve morale and engagement, as staff will feel more empowered and prepared to deliver exceptional experiences.
Conclusion
While the low season for tourism operators can present challenges, it’s also an opportunity for innovation and growth.
By offering off season deals, promoting unique seasonal experiences, targeting the domestic market, and collaborating with other businesses, you can navigate the quiet months with confidence. Marketing efforts, customer loyalty, and staff development are all crucial components of staying resilient during the off-season.
Remember, even during quieter times, there are countless ways to stay engaged, attract visitors, and build a strong foundation for the busy season ahead.
If you need more ideas on how to maintain sales during low season months, please get in touch today. Sarah Colgate - Tourism Growth Coach
