By: Sentry Marketing Group

July 28, 2015

Businesses that rely on leisure-time visitors have to think about how to drum up customers when tables or beds would normally be empty. We offer some ideas to get you through the dry (or wet) spell.

As school supplies reappear in stores across the country and summer vacations draw to a close, those in the travel and tourism business—from restaurant owners to hoteliers­—are once again starting to think about how to boost business during the off season.  And in fact, with weather patterns becoming more and more unpredictable (months of rain in normally sunny regions, snow-less winters in top ski destinations), any business that relies on leisure-time visitors should be putting thought into how to keep customers coming in when weather or timing would normally have seats or beds empty.

Sunday Slump

For hotels and restaurants alike, Sunday nights are often some of the most barren for business.  People who have to be back at work on Monday fly home Sunday afternoon to be home in time for a good night’s sleep.  Folks who live in the area stay home for family night and to make sure everyone is in bed at a decent hour.  To drum up business during these low flow times, consider hosting a family-oriented activity during late afternoon or early evening.  This could be anything from a family cooking lesson in the hotel restaurant to a kids’ show or cultural event.  Such activities may encourage guests to stay just a little longer (and perhaps have an extra meal or pay a small fee for a later checkout time) and draw in local residents.

Down-Time Discounts

Making something is always better than making nothing.  If competition for a reduced flow of guests is stiff, take a look at how much you can afford to reduce rates.  If things are really tight, consider creating promotions that would allow you to keep less staff on-hand.  Many hotels already offer discounts to patrons who, for example, choose to forgo housekeeping services.  Current trends make these sorts of “self-sufficient efficiency” offers appealing to folks who are looking for a clean, pleasant place to stay but may not be after the kind of pampering provided by higher-cost hotels.  Conversely, if there are certain extra services that you know patrons enjoy but that do not require a great outlay of resources on your end, consider offering these services or items for free during off-times, whether planned or on the fly.  Social media outlets like Facebook and Twitter can be a great way to promote last-minute offers based on weather or just slow business days to draw in customers, even those who may not otherwise have ventured out.

Rainy Day Rescue

When the weather turns foul, guests, especially those on vacation, still want something fun to do. Prepare your venue to accommodate that need.  Create rainy day (or at a ski resort, dry day) plans that can be quickly and easily implemented by staff in some public area of the hotel or large room in your restaurant.  Activities that give visitors a taste of the fun they are missing are great for this.  Offer indoor beginner surf, ski, or even scuba basics so guests can take advantage of the bad weather to get ready for activities that will be available when things brighten up.  Bring in a local chef or ranger to give folks a briefing on foods or wildlife (or a combination of the two) that can be found in the area.

When unfavorable weather is predicted, send out a few members of your staff to let folks in the area know that they can come to your venue if their primary activities have to be cancelled.  Advertise the alternative activities on your website and in brochures and posters to encourage those visitors who might otherwise go elsewhere to patronize your establishment instead, knowing that they will be able to enjoy themselves no matter what.

Get in when the Getting’s Good

During times you know are going to be a little slow, shift focus to selling packages and gift certificates for the busy season.  Make a special effort to promote, perhaps at a slightly reduced price, weekend getaways, gift card sales, and spa packages that people can use when timing or weather become more favorable.  You can also take advantage of the busy season to show guests a great time and introduce them to opportunities to enjoy what your operation has to offer in the off season.  Present coupons or immediate booking or reservation discounts for guests currently in your establishment.  They will be more likely to consider returning at a time they may not have thought to visit if you present the idea while they are already enjoying your services.  Also take the opportunity to invite guests to sign up for email promotions and newsletters.  Then take advantage of those media to remind them how nice it would be to come back throughout the year.

Create a Conference

Nothing safeguards against downtime slumps better than a full conference or event docket.  This is because these events do not rely on pleasant weather or vacation times to draw a crowd.  Make your venue as appealing as possible to companies and other organizations that may want to hold a conference or meeting at your venue.  Create packages that include, perhaps, a certain number of guest rooms, a conference room, and even a couple of VIP suites for guest speakers and higher-ups. Take a look at previous years and see which rooms tend to be empty during these times.  Including these rooms in a conference package at a deeply discounted rate will attract conference planners and can end up costing you less than an empty room would.

You can also plan your own events drawing on local celebrities, community interests, and area resources.  Perhaps your business is in a region known for its natural beauty.  Work with local organizations to put together some one- or two-day events that will draw interested parties in the region who would drive in and stay for a night or two to participate in a workshop on bird identification or wildlife preservation.  Create annual activities for certain relevant niches that people could come to enjoy for the weekend, without disrupting their school or work routine.  A quilting expo or antiques fair that becomes a gathering place for people who share similar hobbies and interests can be a great way to generate consistent, predictable business throughout the year.

Read Your Reality

It is important to understand the truth of your circumstances.   If you own a hotel or restaurant in a small town that is snowed in for three months out of the year, you will probably want to limit your focus to other residents or the town by making your establishment an appealing local gathering place.  If you know that people primarily travel to your locale to take advantage of beaches or ski slopes, consider whether your venue might be a good one for businesses to utilize in the off-season.  If your clientele tends mostly to consist of business people, take a look at up- and down-swings in patronage and identify the patterns that will tell you what might be missing during those off-times, then fill in the gaps.