How to Successfully Market Your STR During Peak Season
Peak season is the most lucrative time for short-term rental (STR) owners, offering high demand and premium pricing opportunities. However, strong competition means you need a well-crafted marketing strategy to stand out and maximize your bookings. This guide explores how to effectively market your STR during peak seasons, ensuring full occupancy and optimal revenue.
Why Peak Season Marketing Matters
1. Maximizes Revenue
Peak season bookings often account for a significant portion of annual earnings.
2. Increases Visibility
Effective marketing helps your listing stand out in a crowded market.
3. Builds Repeat Guests
Exceptional stays during peak season can lead to long-term loyalty and referrals.
4. Optimizes Property Utilization
Filling your calendar during high-demand periods ensures you capitalize on the season’s potential.
Steps to Market Your STR During Peak Season
1. Update Your Listing
Ensure your listing is optimized for peak season demand.
What to Include:
Seasonal photos showcasing your property’s appeal (e.g., decorated for holidays or summer activities).
Updated descriptions highlighting peak season attractions and amenities.
Special features like outdoor spaces, fireplaces, or proximity to events.
Example Update:
“Experience the magic of winter in our cozy mountain cabin, complete with a private hot tub and stunning views of the snow-covered peaks.”
Pro Tip:
Add keywords like “summer retreat” or “holiday getaway” to attract seasonal travelers.
2. Leverage Seasonal Promotions
Encourage early bookings and maximize occupancy with limited-time offers.
Promotion Ideas:
“Book before [date] and save 10% on your holiday stay.”
Discounts for extended stays (e.g., “Stay 7 nights, pay for 6”).
Bundle offers, such as free activity passes or dining vouchers.
Pro Tip:
Promote these deals on your listing and social media channels to increase visibility.
3. Use Social Media Marketing
Social media is a powerful tool for reaching peak season travelers.
What to Post:
Photos and videos of your property during peak season.
Local event updates and recommendations.
Guest testimonials highlighting memorable stays.
Pro Tip:
Run paid ads targeting audiences planning trips to your area during the season.
4. Highlight Local Attractions
Promote nearby events and activities that align with peak season demand.
Examples:
Festivals, concerts, or sporting events.
Seasonal attractions like ski resorts, beaches, or holiday markets.
Unique local experiences, such as wine tastings or guided hikes.
Pro Tip:
Include a calendar of events in your listing description or welcome guide.
5. Optimize Pricing Strategies
Dynamic pricing ensures you capture maximum revenue during peak demand.
How to Optimize Pricing:
Increase rates for high-demand dates like holidays or weekends.
Set minimum stay requirements to maximize booking efficiency.
Use pricing tools like PriceLabs or Beyond Pricing for real-time adjustments.
Pro Tip:
Monitor competitor pricing to ensure your rates remain competitive yet profitable.
Reaching Your Target Audience
1. Tailor Your Messaging
Craft marketing messages that resonate with your ideal guests.
Examples:
Families: “Enjoy a fun-filled summer vacation with plenty of space for the whole family!”
Couples: “Escape for a romantic getaway this holiday season in a cozy retreat.”
Adventurers: “Book your basecamp for the ultimate hiking and skiing experience.”
Pro Tip:
Use email marketing to target past guests with tailored promotions.
2. Expand to Multiple Platforms
List your property on several booking platforms to reach a broader audience.
Platforms to Consider:
Airbnb and VRBO for general bookings.
Booking.com for international travelers.
Niche platforms like Plum Guide for luxury properties.
Pro Tip:
Sync calendars across platforms to avoid double bookings.
3. Collaborate with Local Businesses
Partner with nearby attractions or vendors to create added value.
Partnership Ideas:
Offer discounts at local restaurants or cafes.
Create packages with guided tours, rentals, or spa services.
Collaborate with event organizers to promote your property as the ideal accommodation.
Pro Tip:
Highlight these partnerships in your marketing materials to attract experience-focused travelers.
4. Encourage Early Bookings
Create a sense of urgency to secure reservations ahead of time.
How to Drive Early Bookings:
Use phrases like “Limited availability—book now!”
Offer discounts or perks for early reservations.
Highlight how quickly similar properties fill up during peak season.
Pro Tip:
Send countdown emails or reminders to guests who’ve shown interest but haven’t booked yet.
Enhancing the Guest Experience During Peak Season
1. Offer Seasonal Welcome Packages
Delight guests with thoughtful, seasonal touches upon arrival.
Ideas for Welcome Packages:
Winter: Hot cocoa kits, hand warmers, and local holiday treats.
Summer: Sunscreen, beach towels, and a guide to outdoor activities.
Pro Tip:
Mention these packages in your listing to attract guests looking for added value.
2. Provide Local Recommendations
Help guests plan their stay with insider tips on the best local experiences.
What to Include:
Dining options, from casual to fine dining.
Must-see attractions and hidden gems.
Seasonal activities and events.
Pro Tip:
Update your recommendations regularly to keep them relevant.
3. Ensure Seamless Check-Ins and Check-Outs
Streamline the process to enhance guest convenience.
Tips for Seamless Check-Ins:
Use smart locks or keyless entry for flexibility.
Provide clear instructions and contact information in case of issues.
Pro Tip:
Offer late check-outs or early check-ins during less busy transition days to accommodate guest needs.
Case Studies: Successful Peak Season Marketing
1. Lakefront Cabin in Tahoe
Challenge: Standing out during the busy winter ski season.
Solution: Updated listing with seasonal photos, promoted discounts for week-long stays, and partnered with a local ski rental shop.
Result: Achieved 95% occupancy and increased average daily rates by 20%.
2. Beach House in Florida
Challenge: Attracting family travelers during summer.
Solution: Offered a “Stay 5 Nights, Get 1 Free” promotion and highlighted kid-friendly amenities like a game room and pool.
Result: Booked solid for two months straight, with 30% of bookings coming from returning guests.
Common Mistakes to Avoid
Overpricing Without Added Value
Raising rates without enhancing the guest experience can deter bookings.
Neglecting Marketing Updates
Using outdated photos or descriptions reduces the appeal of your listing.
Ignoring Last-Minute Bookers
Failing to adjust strategies for last-minute travelers can lead to missed opportunities.
Conclusion
Effective peak season marketing is essential for maximizing revenue and securing full occupancy. By optimizing your listing, leveraging promotions, and enhancing guest experiences, you can stand out in a competitive market and attract more bookings. With thoughtful planning and targeted outreach, your STR can thrive during peak demand periods and beyond.
