{"id":42317,"date":"2026-09-11T07:55:32","date_gmt":"2026-09-11T04:55:32","guid":{"rendered":"https:\/\/bnbnews.gr\/?p=42317"},"modified":"2026-09-10T19:25:06","modified_gmt":"2026-09-10T16:25:06","slug":"shoulder-season-cutting-prices","status":"publish","type":"post","link":"https:\/\/bnbnews.gr\/en\/property-management\/42317\/shoulder-season-cutting-prices\/","title":{"rendered":"Shoulder season: Why cutting prices may be the wrong move"},"content":{"rendered":"

Shoulder season<\/strong> often leads short-term rental managers to make an almost instinctive move: to cut<\/strong> prices as bookings slow down after the summer. However, this may be exactly the wrong<\/strong> place to start.<\/p>\n

This is one of the key takeaways from the masterclass \u201cShoulder Season Is Coming: Getting Your Teams Aligned Before It Costs You More,\u201d<\/strong> hosted on August 20 by RSU by PriceLabs and RevLabs by PriceLabs, featuring Jay Whiteley, VP Revenue and Commercial at VueStay Vacations by Casago, and Uvika Wahi, editor and short-term rental market analyst at Rental Scale-Up.<\/p>\n

Whiteley\u2019s main argument is that price<\/strong> is not the starting point, but the outcome of a series of factors. A property\u2019s visibility across distribution channels, listing quality, photos, reviews, fees and minimum-stay restrictions all affect demand<\/strong> before price even enters the equation.<\/p>\n

Therefore, when bookings slow down, the first question should not be \u201chow much should I lower the price?\u201d but rather, \u201cwhy<\/strong> isn\u2019t the property booking?<\/strong>\u201d<\/p>\n

Shoulder season: Who is now travelling outside peak season?<\/h2>\n

There is a second reason why blanket discounts<\/strong> can cost revenue: the audience travelling in September and October has changed.<\/p>\n

Traditionally, the periods between high and low season were seen as a prime opportunity for travellers looking for lower prices<\/strong>. That remains true, but they now represent only part of the demand.<\/p>\n

Couples<\/strong> with two incomes and no children are travelling more outside the traditional summer season, as they are not tied to the school calendar. Remote workers<\/strong> can turn a four-day break from Thursday to Monday into a short getaway, while another group of travellers deliberately chooses autumn to avoid the crowds<\/strong> of peak season.<\/p>\n

In a poll among masterclass participants, 40%<\/strong> estimated that deal-seeking travellers still make up the main audience during shoulder season. However, another 23%<\/strong> identified couples without children, while 11%<\/strong> pointed to families taking advantage of autumn school breaks.<\/p>\n

This shift has a direct impact<\/strong> on pricing. If a property manager treats as a \u201cdeal seeker\u201d a guest who deliberately chose to travel in October and was willing to pay a rate close to summer levels, the lost revenue<\/strong> cannot be recovered.<\/p>\n

\n

Read also: Shoulder seasons on Airbnb: How to increase bookings<\/a><\/strong><\/p>\n<\/blockquote>\n

1. Before changing prices, take a \u201cX-ray\u201d of the previous season<\/h3>\n

The first step<\/strong> Whiteley recommends is a retrospective analysis of the previous period. This should not be limited to occupancy and average daily rate.<\/p>\n

Managers should examine guest reviews, support requests, the condition and photos of listings, fees, minimum-stay restrictions and the property\u2019s presence across different sales<\/strong> channels.<\/p>\n

A drop in a property\u2019s rating, for example, from 4.8 to 4.6, may indicate a cleaning or maintenance issue. In such a case, lowering the price does not solve the cause<\/strong> of weaker demand \u2013 it simply makes a cheaper product out of one that still has the same problem.<\/p>\n

This analysis is now becoming easier even for smaller managers. PriceLabs<\/strong> points out that data from PMSs and pricing tools can be analysed with the help of AI without requiring a dedicated data team. Through the company\u2019s MCP connector, users can, for example, ask questions in natural language through Claude, ChatGPT or n8n.<\/p>\n

Another interesting observation from Whiteley concerns the timing<\/strong> of new strategy tests. Rather than experimenting during the low season, when there is less data and the picture may be misleading<\/strong>, he recommends testing new strategies during peak season, which can generate 70%-80% of a portfolio\u2019s annual revenue.<\/p>\n

2. The critical metric is not just occupancy, but how many nights can actually be sold<\/h3>\n

The second step focuses on a metric that is often overlooked: the nights that are actually available<\/strong>.<\/p>\n

The revenue equation is essentially simple: how many nights<\/strong> are available for sale, what percentage<\/strong> of them is sold and at what average rate.<\/strong> The latter two variables \u2013 occupancy and ADR \u2013 usually receive most of the attention. The first, however, can change without being immediately noticed.<\/p>\n

An owner may block<\/strong> three weeks for personal use. A property may accidentally remain unavailable for sale after a technical issue. A new listing may be added to the portfolio with limited availability without this being properly reflected<\/strong> in forecasts.<\/p>\n

All of these factors reduce the actual \u201cinventory<\/strong>\u201d a manager has available to sell. And unlike a price that can be changed tomorrow, a night that was never available for booking is lost permanently.<\/p>\n

The same approach also changes how the loss of a property from a portfolio should be assessed<\/strong>. The departure of a unit with a large portion of its calendar permanently blocked may have a much smaller financial impact<\/strong> than the number of properties alone would suggest.<\/p>\n

\"Shoulder
\u00a9canva<\/figcaption><\/figure>\n

3. During weaker months, owners need more \u2013 not less \u2013 communication<\/h3>\n

Shoulder season does not only test revenue. It also tests the relationship<\/strong> between the property manager and the owner.<\/p>\n

When bookings decline and the owner has no clear picture of what is happening in the market, it is easy for them to assume that their property is underperforming<\/strong> or that another manager could deliver better results.<\/p>\n

That is why, according to Whiteley, weaker months may be the best time for a property manager to demonstrate the value<\/strong> of their work.<\/p>\n

There is an important difference here between a simple monthly report and genuine owner communication. The latter should answer four questions: how did the property perform compared with the market, how did it perform compared with the same month last year, what actions did the management team take, and what is the plan<\/strong> for the next quarter?<\/p>\n

In other words, it is not enough to have strong performance. The owner also needs to understand why<\/strong> it happened.<\/p>\n

PriceLabs also presented its Owner Analytics tool at the masterclass, through which such updates can be generated and sent on a scheduled basis.<\/p>\n

4. Pricing, marketing and operations need to solve the same problem<\/h3>\n

The final step<\/strong> concerns how the different teams within a management company work together.<\/p>\n

A weak month may be interpreted by revenue management as a pricing problem, by marketing as a visibility problem and by operations as an operational issue. If each department moves independently, the business risks implementing different \u2013and potentially conflicting\u2013 solutions<\/strong> at the same time.<\/p>\n

Uvika Wahi\u2019s proposal is to organise a short internal \u201chackathon,\u201d<\/strong> bringing together people from different functions to solve one specific problem.<\/p>\n

Instead of a broad objective such as \u201cimprove the guest experience,\u201d<\/strong> the problem should be measurable: for example, \u201cthe review score has dropped by 0.2 points since June\u201d or \u201cthe number of nights blocked by owners has increased by X%.\u201d<\/p>\n

The process should be short \u201324 to 48 hours\u2013 and the outcome should not be another presentation, but something that can be implemented<\/strong> immediately: a new checklist, a message template for guests or owners, or a change to an operational process.<\/p>\n

The goal is for pricing, marketing and operations to stop treating the same problem<\/strong> as three separate issues.<\/p>\n

The order makes the difference<\/h2>\n

The four steps are interconnected. Analysing the previous season shows what actually affected performance. Reviewing available nights reveals how much \u201cinventory\u201d is genuinely available for sale. Systematic communication with owners helps keep properties \u2013and their calendars\u2013 in the portfolio<\/strong>. And collaboration between different teams allows the company to implement a common solution.<\/p>\n

The most important message, however, concerns pricing<\/strong> itself. The 2026 shoulder season<\/strong> is not necessarily a cheaper version of summer, nor is everyone travelling outside peak season looking for a discount.<\/p>\n

For a property manager, therefore, automatically cutting<\/strong> prices as soon as the booking pace slows can prove to be a double mistake: it may fail to address the real problem holding bookings back while, at the same time, leaving money on the table from guests who were willing to pay more from the outset.<\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

Shoulder season often leads short-term rental managers to make an almost instinctive move: to cut prices as bookings slow down after the summer. However, this may be exactly the wrong place to start. This is one of the key takeaways from the masterclass \u201cShoulder Season Is Coming: Getting Your Teams Aligned Before It Costs You<\/p>\n","protected":false},"author":4,"featured_media":42315,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[517],"tags":[599,643],"class_list":["post-42317","post","type-post","status-publish","format-standard","has-post-thumbnail","category-property-management","tag-pricing","tag-pricing-strategy"],"_bunyad_layout_template":null,"_bunyad_layout_spacious":null,"_bunyad_sponsor_name":null,"_bunyad_sponsor_logo":null,"_bunyad_sponsor_url":null,"_bunyad_sub_title":"Why cutting short-term rental prices during shoulder season can be a mistake, and what property managers should check before changing rates.","_yoast_wpseo_metadesc":"Why cutting short-term rental prices during shoulder season can be a 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