A new perspective on shoulder season
For many hotels, shoulder season has traditionally been treated as the quiet pause between high-demand months. But for properties with a sophisticated commercial strategy, these weeks are anything but quiet. Shoulder season offers one of the most powerful opportunities to balance occupancy, deepen guest relationships, and drive incremental revenue – if hotels approach it with the same discipline as peak season.
Shoulder season typically falls in the spring (April–May) and autumn (September–October) months in Europe and North America, as well as the weeks surrounding major holidays in other regions. While demand is softer, these windows present enormous potential for hotels to capture high-value travelers who intentionally avoid peak crowds.
The key is to recognize that guest motivations in shoulder season are different. Rather than chasing volume with discounts, hotels that leverage personalization, segmentation, and technology can unlock new demand streams and create high-value stays that strengthen loyalty. With the right approach, shoulder season can become just as profitable – and just as strategically important – as summer or holiday peaks.
Understanding the shoulder season traveler
Travelers who choose shoulder season often do so for reasons that set them apart from peak-season tourists. Some of the main motivators include:
- Fewer crowds, richer experiences. With fewer tourists competing for the same attractions, shoulder season allows for more authentic connections with destinations, without the overwhelming lines and congestion that come with peak months (Lonely Planet).
- Lower costs without trade-offs. Airfares and hotel rates are typically lower, while weather conditions remain favorable and availability of services is higher (NerdWallet).
A golden window for value. Guests can enjoy a premium, less hurried experience that combines affordability with exclusivity (Travel Noire).
These motivators often attract specific traveler personas who are especially valuable for hotels:
- DINKs (dual income, no kids) — flexible professionals with disposable income who value quieter, premium experiences.
- Retired couples — with flexible schedules, they avoid peak crowds while still seeking comfort and cultural immersion.
- Solo travelers — motivated by affordability and authenticity, they find shoulder season more conducive to meaningful connections.
Empty nesters — parents whose children have grown up, now traveling outside of school holiday constraints.
Together, these profiles paint a picture of a guest who is more deliberate, more intentional, and more experience-driven than the average peak-season visitor. Unlike peak-season visitors, who often travel around school holidays or large events, shoulder season guests are more intentional and experience-driven — and often willing to spend more per stay if the offer matches their motivations.
For hotels, this distinction underscores the need to adjust strategy: a guest arriving in October may be fewer in number, but they represent a high-value opportunity if engaged with the right communication, experiences, and on-property touchpoints.
Shoulder season strategies for hotels
1. Dynamic pricing meets strategic upselling
Lower demand doesn’t mean rates should collapse. Instead of discounting heavily, hotels can maintain rate integrity by combining revenue management with targeted upselling. Duve’s upsell marketplace allows properties to capture incremental spend through room upgrades, spa packages, dining offers, or flexible check-in options. This balances ADR while giving guests the sense of added value.
2. Personalize the pre-arrival journey
Shoulder season guests are often motivated by seasonal activities or local experiences — from harvest festivals to wellness retreats. Duve’s pre-arrival messaging makes it simple to send personalized recommendations and offers that align with these motivations. A guest booking a quiet mid-week stay could be prompted with a wine tour add-on, while a leisure traveler could be offered a late checkout to maximize a long weekend.
3. Segment and target new traveler profiles
Shoulder season is the ideal moment to expand into untapped markets:
- Remote workers looking for weekday packages with workspace amenities.
- Bleisure travelers extending business trips with weekend experiences.
- Local staycation guests seeking a nearby escape with special perks.
With Duve’s guest profiles and segmentation, hotels can tailor packages to these audiences and communicate them directly — turning a traditionally slower period into a new revenue stream.
4. Operational efficiency equals elevated guest service
Shoulder season typically comes with leaner staffing, but guest expectations remain high. Technology that reduces repetitive admin ensures teams have more time to focus on personalized service. Duve’s online check-in, digital guest directory, and automated service requests streamline operations so staff can redirect energy toward higher-value interactions.
5. Maximize on-property behavior spend
Guests traveling in shoulder season often spend more time engaging with on-property services. With easier access to facilities and staff, they are more likely to book spa treatments, dine on-site, or enjoy in-room services. By promoting these options through Duve’s mobile ordering and upsell features, hotels can align with this behavior and drive meaningful ancillary revenue.
6. Build an agile feedback loop
With lower guest volumes, shoulder season is the perfect time to test new offers and quickly adjust. Duve’s in-stay surveys enable hotels to gather real-time feedback and fine-tune packages while guests are still on-site. This agile approach ensures hotels not only optimize revenue but also continuously improve the guest experience.
7. Strengthen loyalty through exclusive experiences
Shoulder season offers a unique opportunity to deliver intimate, high-touch experiences that aren’t feasible during peak months. Loyalty members or repeat guests can be invited to exclusive events — like private tastings, behind-the-scenes tours, or seasonal wellness activities. By using Duve to segment and invite guests, hotels can create a sense of exclusivity that strengthens long-term relationships.
Shoulder season as a growth engine
The greatest mistake hotels can make is to view shoulder season as “downtime.” The traveler who books in this period is not the same as a peak-season guest — their motivations, expectations, and spending habits are different. They are more intentional, more experience-driven, and more receptive to curated offers.
With the right mix of strategic pricing, personalized communication, operational efficiency, and curated on-property experiences, hotels can capture this mindset and transform shoulder season into one of the most profitable times of the year.
By leveraging platforms like Duve to connect every touchpoint — from pre-arrival personalization to on-property upsells and in-stay feedback — hotels can ensure that shoulder season is not just about filling rooms, but about creating long-term loyalty and sustainable revenue growth.
Ready to take advantage of shoulder season, learn how Duve can support all your hospitality goals.
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About the author
The Duve team comprises hospitality experts specializing in guest experience personalization, operational optimization, and innovative hotel technologies. With deep industry knowledge, they help hospitality providers elevate service, enhance satisfaction, and drive growth.