As a short-term rental property owner, you are familiar with seasonal fluctuations: The high season brings full occupancy and high prices, while the low season is marked by reduced bookings. Between the two lies the “shoulder season”, the transitional periods of spring and autumn – often underestimated, yet offering great opportunities. With milder weather, fewer crowds, authentic experiences and more affordable prices, they can attract a new audience and keep your property full.
Understanding the shoulder season audience
To effectively attract shoulder season travelers, you must first understand who they are and what they are looking for. Usually, they include:
Couples and adults without children: Since schools are in session, they have more flexibility to travel outside the main holiday periods.
Senior travelers: They avoid the summer crowds and heat, preferring milder temperatures and tranquility.
Digital nomads and remote workers: They look for quiet locations with good internet connection to combine work and leisure.
Cultural or sports travelers: Interested in local festivals, events, or activities taking place outside peak tourist season.
Budget-conscious travelers: Seeking the best deals, taking advantage of lower prices in the shoulder season.
Read also: Shoulder season: Why cutting prices may be the wrong move
Strategies to boost your bookings
Set competitive prices
During the shoulder season demand is lower, an opportunity for flexible, strategic pricing. Don’t be afraid to lower your prices compared to the high season; it is recommended to reduce them by 10–30%, but never below a sustainable level. You can also use dynamic pricing, which automatically adjusts based on demand and market data.
Reduce minimum night stays
Travelers in transitional periods look for more flexible options: Short trips, weekend getaways, and last-minute bookings. By reducing your minimum stay (to one or two nights instead of seven), you broaden your audience.
Offer discounts & packages
Discounts and packages can make a real difference. Examples include early booking discounts, a free extra night on longer stays, or combined services such as breakfast, guided tours, or spa sessions. For luxury rentals, instead of lowering prices consider adding value, for instance free wine tasting or a welcome dinner.
Strengthen marketing & refresh your listing
Strengthen marketing & refresh your listingImprove your listing content and description. Upload new, season-specific photos and emphasize the “perks of the season” while highlighting the unique advantages of your property during the shoulder season. Instead of simply “close to the beach,” write “ideal for peaceful spring beach walks” or “with views of autumn colors.” Also, update your SEO with shoulder season keywords (e.g., “fall getaway,” “spring vacation,” “quiet holidays”).
Expand marketing channels & direct bookings
Beyond the major platforms (Airbnb, Vrbo, Booking.com), think of additional ways to promote your property. Send newsletters to previous guests or potential visitors, highlighting your shoulder season offers. Use social media to showcase your area’s beauty outside peak months and promote your deals. Write a blog post about the benefits of visiting your region during shoulder season and share it. At the same time, invest in direct bookings to reduce commission costs and build guest loyalty.
Why shoulder season is worth it
In recent years, Europe has seen increased demand in shoulder seasons, with bookings up +61% in Western Europe and +29% in Southern Europe. More and more travelers choose spring (March–May) or autumn (September–October) to avoid heat, crowds, and high prices. Growth is also observed in “coolcations” (a new travel trend for vacations in mild-climate destinations), with travelers from Australia increasingly visiting Greece, Italy, and more.
Leverage the shoulder season to increase bookings
As travel demand spreads beyond the classic “high season” patterns, the shoulder season has evolved into a strategic field of action. With the right pricing, flexible policies, themed packages, refreshed listings, and creative promotion, this transitional period can deliver significant bookings, reduce vacancies and strengthen profitability while also building guest loyalty and enhancing your Airbnb reputation. In this way, you don’t just get through the season successfully; you turn it into an advantage.
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