January 23rd, 2024

Life as a Tourism Business Owner in Canada: A Journey of Discovery






For many tourism businesses, the peak season is a time of bustling activity and high demand. However, as the peak season fades, the shoulder seasons present a unique set of opportunities. The shoulder seasons, also known as the periods between peak and off-peak times, are a goldmine for savvy tourism operators. With a strategic approach, you can maximize your business potential during these quieter times and bridge the gap between the high and low seasons. In this blog, we'll explore some effective strategies to make the most of the shoulder seasons and keep your tourism business thriving year-round.

Offer Attractive Deals and Packages:
One of the most effective ways to attract visitors during shoulder seasons is by offering attractive deals and packages. Create enticing promotions, such as discounted rates, free upgrades, or bundled packages that include additional perks.
Promote these deals through your website, social media channels, and email newsletters. Make sure the value proposition is clear and compelling, encouraging potential visitors to take advantage of the special offers.

Target Specific Segments:
During the shoulder seasons, targeting specific customer segments can yield fruitful results. Identify groups of travellers who may find the shoulder seasons particularly appealing.
For example, retirees, empty nesters, and remote workers may have greater flexibility to travel outside of peak times. Create marketing campaigns tailored to these segments, highlighting the benefits of visiting during quieter periods, such as less crowded attractions and accommodations.

Tap into Local Events and Festivals:
The shoulder seasons are often peppered with local events and festivals that can attract visitors. Collaborate with event organizers and promote your business in conjunction with these events.
Offer event-specific packages or discounts for attendees. Engage with local communities and sponsor events to increase your visibility and attract potential customers.

Leverage the Beauty of the Seasons:
Each season has its unique charm, and the shoulder seasons are no exception. Emphasize the beauty and attractions of your destination during these times, showcasing how it transforms throughout the year.
For example, highlight the vibrant fall foliage, blooming spring gardens, or the peaceful winter landscapes. Utilize captivating visuals and storytelling to entice travellers to experience the destination's seasonal allure.

Focus on Customer Engagement:
During quieter times, prioritize customer engagement to create lasting relationships. Personalize interactions with guests and make them feel valued.
Send personalized emails, follow-up surveys, or thank-you notes to guests after their visit. Encourage them to share their experiences and provide feedback. Engaged and satisfied customers are more likely to become brand advocates and return for future visits.

Diversify Your Offerings:
Diversifying your offerings can attract a broader range of visitors during shoulder seasons. Consider introducing new experiences, activities, or tours that cater specifically to off-peak visitors.
For example, if your destination experiences milder weather during the shoulder season, introduce outdoor activities like hiking, biking, or wildlife excursions. Tailor your offerings to suit the preferences and needs of visitors during different times of the year.

Collaborate with Other Businesses:
Collaboration is a powerful way to maximize business potential during the shoulder seasons. Partner with other tourism businesses or local attractions to create joint packages or cross-promotional deals.
For instance, collaborate with nearby restaurants to offer dining discounts to guests who book accommodations with you. By joining forces, you can enhance the overall visitor experience and attract a larger customer base.

Invest in Off-Season Marketing:
Even during quieter periods, marketing should remain a priority. Use social media, content marketing, and online advertising to maintain a strong online presence and reach potential visitors.
Stay active on social media platforms, sharing captivating visuals, behind-the-scenes stories, and updates about your business. Content marketing, such as blogs and videos, can showcase the destination's off-season allure and unique experiences.

The shoulder seasons are an untapped opportunity for tourism businesses to maximize their potential and keep revenue flowing year-round. By offering attractive deals, targeting specific segments, and leveraging local events, you can attract visitors during quieter times. Emphasize the beauty of the seasons and focus on customer engagement to create memorable experiences. Diversify your offerings and collaborate with other businesses to create a compelling destination package. With strategic marketing efforts and a customer-centric approach, your tourism business can thrive throughout the year and make the most of the hidden opportunities in the shoulder seasons.

Dream, Plan, Explore…your next adventure begins on Pathfinder

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