How to Let a Holiday Cottage in Winter & Increase Bookings

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November to February is typically a quiet period for UK holiday cottages, and at this time of the year, the occupancy calendar can look empty. Although the weather, fewer school holidays, and the inherent seasonality of the travel sector means there are fewer people looking to go on holiday during this period – with a little creativity there are plenty of ways to increase bookings during the low season.

Define your low season

Look at your occupancy rate over the last couple of years to determine when your low season is. If you’re a new owner and don’t have this information, look at the availability of other holiday lets in your area or pick the brains of a local letting agency. Ask yourself why bookings are low. Is it school term time or is it because of cold, wet weather? Once you’ve identified when and why – it’s time to turn this around.

Build a profile of your typical low season guest

You probably have in mind the typical guest who stays at your holiday cottage. For example, a family of 4 who wants to explore the local tourist attractions, restaurants and beaches.  This may fit the profile of your typical guest for the high season, but are you sure they fit the profile of your low season guests?

Analyse your previous booking data for shoulder season bookings and build a profile of your typical low season guests. You might find it’s retirees who want to avoid the high-season crowds or couples looking for a romantic weekend away.

Where did most of those low season bookings come from, Airbnb, Vrbo, your website or previous guests?

Also, look through both yours and your competitors’ reviews from guests who visited in the quiet season. Who were they and what did they like and do? Winter walks, pub lunches, lounging by the fire or a soak in the hot tub after a day exploring?

Once you understand who your winter guests were, it will help you define who your ideal low season guest is. You can now tailor your marketing to capture more of these bookings.

Widen your appeal

One of the simplest ways to secure more bookings in the winter months is by widening your target audience. Why would anyone visit the area in which your holiday home is situated in the winter?

For those who don’t allow pets, you might want to consider allowing pets to stay as recent Sykes data revealed that pet-friendly properties earn 31% more. Tell guests why your holiday let is the perfect dog-friendly destination for them. Do you have an enclosed garden? A dog washing station? Walks, dog-friendly pubs and beaches they can explore in the local area with their furry friend?

Is there a market for people who are looking for a long-term stay during the shoulder season in a property they can work from remotely?

Is your holiday home suited for families with toddlers who can take advantage of the less hectic shoulder months when prices are lower? Highlight the amenities you have in your cottage for children, so parents don’t have to unnecessarily load up the car. Highlight the best activities and places to go with their children.

If you have good cycling or walking routes near your holiday cottage, target walkers and cyclists. Provide information on routes and the best places to stop for food and drink. Could you attract those training for a triathlon?

Your holiday home could be the ideal place for a couple’s romantic break – especially if it has a wood-burning stove and hot tub. If you have several ensuite double bedrooms, you could advertise your holiday let as a couple’s retreat where groups can meet up for a long winter weekend.

There’s also a growing demand for large, family-friendly holiday homes that can accommodate groups looking for a space to gather.

All of these ideas might not be applicable to your holiday home, but there are likely to be several ideas where you can widen your appeal.

Adjust your prices

Make your low-season prices attractive and highlight the added value, such as amenities and extras to justify your rates. Your prices should be low enough to not deter people from booking but high enough to cover your costs and make a profit. Look at your direct competitors rates who are doing well with bookings in the quiet season.

Avoid under-pricing dates that are in high demand e.g. valentines, Christmas and New Year. You only need to lower your prices when the demand drops.

Use a dynamic pricing tool that constantly monitors market demand to adjust your prices and maximise the income that your property generates.

Offer special promotions and discounts

In off-peak seasons most holidaymakers will be seeking a deal. The best way to entice people to book your holiday cottage is to offer an incentive.

Rather than discounting your rental rates, an alternative strategy is to offer more value at the same price to boost the appeal of your holiday cottage.

• Think about the market you’re trying to attract and what appeals to them. For instance, you may attract couples looking for a relaxing holiday and spa visit. How about offering them a special discount for a nice spa near to your holiday let. Or what about offering them a discount voucher for a meal at your favourite restaurant?
• Weekends may still be in high demand, but it can become harder to find guests looking to stay during weekdays. How about running special offers for weekdays, for instance by offering 4 nights for the price of 3?
• You can also include a percentage discount such as “save 30%” so travellers know they are getting a deal. Research found that hotels that offered a 5% or 10% discount rather than no discount, increased their conversion rate by over 10%.
• Consider running early bird specials or last-minute deals to attract spontaneous travellers.
• If there are some local events taking place in the low season, you could also create a package including 2 free (or discounted) tickets to the event.
• Establish partnerships with local businesses to create special offers and discounts for your guests. By offering your guests added-value deals you might find you’re able to fill much more of your calendar. After all, everybody loves a bargain.
• Don’t ask for a damage deposit– this reduces the perception of the overall cost. Most cottage owners don’t deduct from damage deposits anyway.

Upgrade your amenities to make your rental more appealing

How can you improve your holiday cottage features to make it more appealing to winter guests?

• There is nothing better during the winter months than escaping from the cold and snuggling next to a log burner.
• Underfloor heating and a large dryer for wet walking clothes are nice additions.
• Add a hot tub, especially if you are targeting families and couples. Few things are more enticing than a hot tub under the stars.
• Ensure there are lots of games or convert a spare room into a games room to keep everybody occupied on cold and rainy days.
• Winterising your welcome pack too with seasonal treats. It could be a nice touch to include some hot chocolate sachets, chocolate bombs, mince pies, cosy blankets, fleecy throws and snuggly dressing gowns.

Make it a real treat to stay at your holiday cottage in the low season. These little things could be game-changers and give you the competitive advantage you need.

Be flexible

In the quieter winter months, you may find that being flexible with your arrival/departure days, check-in/out times and lowering your minimum stay generates more bookings.

Offering short stays for two or three nighs can help you earn more low season bookings and maximise your holiday let occupancy. During the low season mid-week and weekend breaks are popular.

Update your photos

Images are one of your key marketing tools so update the images on your website and listing site ads, so they are in-keeping with the seasons. Images should set the scene for out-of-season guests and ignite their imagination.

Photos that show golden autumn leaves on a crisp winter morning or a view from your lounge of the mountains capped with a light dusting of snow. Your garden in bloom with spring flowers or leaping lambs in a neighbouring field.

Have a hot tub? Then show how it can be a soothing retreat after a busy day with a glass of something special under the stars.

Miserable weather may keep guests from exploring the great outdoors, so show them what they can appreciate if holed-up indoors. Photos showing a selection of board games and books, a delicious winter warming stew on the stove, mugs of hot chocolate and homemade cookies that guests can indulge in whilst relaxing by a cosy log fire.

Include photos of nearby attractions that are especially appealing during the shoulder season.

If you aren’t confident in your photography skills, consider hiring a professional photographer to take amazing photos.

Once you have a selection of photos, update your website, listing site ads and social media accounts, showing how nice your property is during the low season Conveying your holiday home as a homely, warm and cosy place to retreat to will be a huge incentive.

Enhance your listing descriptions and website

To attract guests looking for a break in the low season, whether it’s a post-Christmas break or a Valentine’s day treat, you need to make sure your accommodation stands out from the competition.

What do guests want from a holiday? What problems can you solve for them?

Update your listing ad descriptions to highlight why the off-season is a good time to get away. Writing “take a snooze in the glorious sunshine” in your description won’t be relevant to those looking for a winter break in the Lake District.

Create a series of blog posts, such as: how to spend the perfect day in January, the top places for afternoon tea or a Sunday lunch, the best local spas or list 10 things visitors must do during December. There are a surprising number of events that occur in winter to keep guests entertained. Christmas markets, theatrical events, panto, pumpkin picking, Oktoberfest celebrations, fireworks displays, sporting events, concerts and food festivals, to name a few.

If people find out about these events from your blog, they’re more likely to remember you and maybe book your rental.

Emphasize how your rental can keep the kids entertained, for example, board games for the whole family, a games console, a heated hot tub, cooking books and baking utensils.

Some guests simply want to get away without having to queue, cram, or plan (as in the summer). It’s about getting some much-needed rest and relaxation. Set the scene so potential guests can picture themselves lounging by your log burner or unwinding in the local cosy pub. Include phrases like “escape the hectic peak season ques” or “perfect for a quiet autumnal retreat.”

Your social media accounts are also the perfect platform for sharing content and images that appeal to potential guests. Feature photos of special winter menus at the local pub, scenic views or a dog snoozing by the fire.

If you struggle with creative writing, then hiring a travel copywriter to write enticing copy could be a wise investment.

Make booking easy

A spontaneous getaway in winter is a growing trend, so you need to be capable of pulling off a quick turnaround. Make it easy for travellers to book at the last minute. Your property should be bookable online with an option to pay via credit card – 24/7.

Also, make sure your availability calendar shows 12+ months ahead to encourage early bookers to get the best deal.

Reach out to previous guests

When the low season is on the horizon, send out emails to your previous guests and newsletter list. Let them know about your winter special offers and remind them of their loyalty discount. Add an incentive by offering an extra discount to the first 5 guests who re-book, telling them that this offer is exclusive to them as a valued past guest.

A ‘Black Friday’ offer sent before Christmas could help those of us who struggle with present ideas – a winter weekend away in a cosy cottage sounds perfect.

Also, let them know about any improvements you have made at your cottage and focus on the various local events taking place, such as Halloween, Bonfire Night, Christmas markets etc.

Offering past guests a discount, incentive and rewards is an easy way to encourage repeat bookings. These guests already know what to expect when staying with you, an exclusive, tailored offer can be enough to get the booking. This could be a discount when they stay in the low season or something free such as a luxury welcome pack. Another idea is to send a discount voucher on their birthday or on the anniversary of their booking. Your loyalty scheme and discounts are not only for your past guests but their friends and family also.

You could also contact people who enquired about your holiday home in the low season, did not book because your rental was full, but mentioned that they would maybe book in the future. A reminder about your great holiday rental and a special offer might be enough to entice them to book. Special deals are a great excuse to contact past guests or follow-up inquiries that did not turn into bookings.

Show off your reviews

Endorsements from past guests who stayed in the low season help get bookings. They show why your property is a desirable destination in the winter and what made their stay special. Did they enjoy the local markets, your cosy log burner, the welcome pack on arrival, crisp morning walks from your doorstep or the winter menu at your local pub?

If you find that some travellers ask the same questions before booking e.g., what’s the weather like? Can you still get there if it snows? Make sure any reviews that address these queries are promoted on your website. For example: “The sunny terrace is the perfect spot to gaze at the mountains in the distance” or “We arrived during heavy snow but all the paths had been cleared for us, the kids enjoyed a day of sledging and building a snowman”.

Feature winter testimonials on your website, emails and social media so guests can visualise what to expect.

Promote Christmas and New Year

Although your Christmas and New Year dates are likely to be booked up, there are still lots of people looking to get away both before and after Christmas. Your rental rates in December and early January are probably a fraction of the cost compared to the festive holidays, but guests can still experience the festive activities.

Here are some tips on how to create a Christmas cottage guests will love.

Finally, don’t fret about the low season

Holiday letting is competitive and you need to stand out amongst the competition, even more so when targeting low-season travellers. Hopefully, these tips will help.

However, don’t obsess over filling winter months if it doesn’t make sense financially or if there simply isn’t enough demand. Some of the UK’s most popular holiday destinations close their shops, restaurants and attractions in the winter. Consequently, there are fewer tourists to target.

Use this quieter period to undertake essential maintenance, create next year’s marketing strategy or simply enjoy the time off.

If you have any tips to boost winter bookings, please share them in the comments so other holiday cottage owners can benefit.