How to Maximize Revenue in the Low Season at Your Midwestern Resort

Knowing that the off-season is coming can spread dread through resort owners. However, the low season doesn’t have to mean empty rooms and lost revenue.

With the right approach, those slower months can be turned into a profitable success. Industry leaders are proving that winter doesn't have to mean financial hibernation. You just need the right strategies.

Here are five ways to keep guests coming back — even when peak season has passed.

1. Tapping the Local Market

Special perks for the local crowd can go a long way.

Local Membership Programs

Offer a membership program for locals where, for a monthly or annual fee, they can use the resort’s spas, pools, and fitness facilities either year-round, or only in the shoulder season(s).

Not only is offering local memberships a great way to earn more consistent revenue, it creates a positive relationship between the resort and local residents.

Staycation Discounts

Additionally, staycations in the form of driveable resorts have remained popular destinations for many travelers. Sweeten the deal for locals with special staycation discounts for residents only, such as a free night or complimentary services.

With lower costs for both travel and lodging, enjoying a resort closer to home is a great steal that’s hard to pass up. 

2. Package Experiences

Creating themed-packaged experiences for guests only offered during the off-season is a great way to attract guests and make your resort a destination in of itself.

For example, you can bundle a “Winter Warmup” getaway with a dog-sledding or snowshoe excursion, followed by fireside dining and hot beverage service.

Resorts can offer cooking classes by their chef or special wellness retreats where guests participate in a winter “polar plunge” before dipping in the hot tub or relaxing at the spa or sauna.

Partner With Local Businesses

Resorts can also go one step further and partner with local businesses to create unique off-season guest experiences.

Invite local artists, gift stores, and shops to a pop-up winter holiday market hosted at the resort. Or, set up a guided holiday-themed bar crawl or local foodie tour, where guests enjoy the area’s favorite local haunts.

With local businesses and restaurants facing similar challenges during the shoulder season, this is a win-win situation for everyone. 

Seasonal Experiences

By creating seasonal experiences that celebrate rather than apologize for winter, resorts create new revenue streams that wouldn't exist during peak seasons.

For example, Destination Kohler created "Frozen Fairways," converting their championship golf course into a winter attraction with cross-country skiing, ice skating, sledding hills, and curling lanes. The response was tremendous, with families and couples purchasing seasonal passes ($125 for individuals, $350 for families) for unlimited access.

Destination Kohler also hosts annual Holiday Markets and Gingerbread Festivals, attracting shoppers and creating a festive atmosphere that drives overnight stays.

3. Dynamic Pricing

Offer lower rates during the off-season. For instance, you can lower weekday rates and raise prices for weekends or holidays. You’ll attract not only bargain travelers but also vacationers who can’t pass up a good deal and, with lower rates, feel they can afford a second, more economical trip for the year. 

The trick is to make sure your guests know about these great off-season rates! Use targeted email campaigns to past guests, showcasing seasonal offerings.

Get your guests’ attention on social media, featuring the off-season special rates alongside beautiful photos of the unique experiences they’d miss out on if they didn’t visit your resort in winter.

Loyalty Programs

Creating loyalty programs with off-season incentives and point multipliers is also another great way to get guests booking in the slow season. 

4. Adding the Right Amenities

Hot tubs, saunas, heated pools, fitness centers, movie and game rooms, indoor playgrounds, and water parks make your resort far more appealing to guests during those cold winter or rainy months.

Investing in these indoor activities and amenities can pay off during the off-season, encouraging guests to stay and play.

Consider amenities that can be enjoyed by young kids, teenagers, and adults, creating a family-friendly getaway where parents know their kids will stay entertained.

5. Draw in Different Guests

Off-season is the perfect time to focus on corporate guests. Market your resort for corporate retreats, team building, business conferences, and business learning.

Corporate Guests

Corporate guests typically find the shoulder season ideal for these types of events. Because there are fewer guests at the resort, large corporate teams can essentially take over the resort for a weekend.

Wellness Seekers

With fewer crowds, wellness seekers craving peaceful retreats find the off-season particularly appealing. They have their pick of spa services and times, more availability with lodging options, and prime spots next to the fire and in lounge areas.

Romance Packages

Additionally, those winter months are the perfect time for promoting romance packages. Nothing quite sets the stage for romance more than curling up with cozy accommodations, spa packages, and the tranquility of fewer crowds.

Partner with Influences

Finally, influencers. Off-season is a great time to focus on your marketing efforts and partner with social media influencers. They can enjoy off-season discounts, and you can enjoy a boost in marketing and visibility during your slower months.

You don’t have to let the winter off-season leave you in the cold.

By embracing what each season offers and packaging those experiences strategically, Midwestern resorts can ensure profitability and deliver delightful guest experiences year-round, while enjoying more consistent employment, improved cash flow, enhanced community relationships, and new traditions that guests love.

With a few of these creative approaches, you’ll find that you can keep guests coming back all year long.