Is jouw vakantiepark klaar voor het laagseizoen?
5 tips om je bezetting sterk te houden
Na een druk hoogseizoen breekt voor veel vakantieparken een rustiger periode aan: het laagseizoen. Het is logisch dat we de tendens van het hoogseizoen niet vast kunnen houden – de vraag is simpelweg minder groot. Maar dat betekent niet dat je boekingen hoeft te laten teruglopen tot een minimum.
Met de juiste aanpak kun je juist in het naseizoen (en zelfs in het winterseizoen) verrassend goede resultaten behalen. We delen 5 tips die altijd scoren en waarmee je je bezetting buiten de piekmaanden op peil houdt.
1. Adopt a smart pricing strategy
In the low season, demand for accommodation is often lower and you’ll find that competitive prices are needed to attract bookings. At the same time, it’s essential to set a clear minimum nightly rate: overnight stays shouldn’t cost you revenue.
Finding the right balance can be tricky. By not just focusing on price, but also working on your visibility and unique selling points, you’ll remain attractive to guests whilst maintaining control over your profitability. The Meer Leisure pricing setup can help you get even more out of your prices – you’ll find a concrete example of this later on this page.
Tip: Use the Meer Leisure RMS to automatically align your pricing strategy with occupancy levels, market trends and booking behaviour. This allows you to respond quickly to changes and get the most out of your low season.
2. Boost your visibility and make the most of clever promotions
The low season calls for extra visibility. Don’t just focus on your own channels; also make use of promotions via tour operators such as Booking.com, Airbnb, Voordeeluitjes and Bungalowspecials. Through these portals, you can set up your own promotions (which we can help you with) or take part in large-scale campaigns initiated by the portals themselves. This can give your occupancy a significant boost in a short space of time, especially if you choose your settings wisely to avoid unnecessary loss of margin.
At the same time, it’s worth reactivating your existing guest base. Send a targeted email with an attractive discount offer or share new seasonal images via your social media channels. This way, you combine the power of OTA promotions with direct contact via your own marketing channels.
Tip: Analyse which OTAs and your own campaigns deliver the best return. By carefully coordinating your participation and discounts, you can make the most of your marketing budget without compromising on profit margins.
3. Keep working on your image – the off-season is the perfect place to start
A strong visual identity and consistent branding are important all year round, but the off-season often offers the peace and quiet to give them extra attention. Guests tend to orient themselves visually, so make sure your park is presented attractively – in every season.
Do you already have some lovely autumn photos or videos? If not, use this opportunity to take some. Videos and photos set against an autumnal backdrop work brilliantly for social media campaigns and to create atmosphere on your website. Pay close attention to your branding to ensure the images perfectly reflect your park’s identity.
Tip: Schedule regular times each season to create new visual content. That way, you’ll always have up-to-date promotional material that you can use straight away for campaigns and your booking platform.
4. Optimise your weekend rates
Many holiday parks operate on a per-night basis: it’s straightforward, but in practice often less profitable. This can cost you revenue, particularly in the low season, as many guests book from Friday to Sunday. During this period, you naturally rely more on weekends for your income, making a competitive weekend rate all the more important.
With the right pricing structure, you can, for example, charge a rate for a full weekend, even if guests leave on Sunday. This ensures your revenue remains fairly proportionate to occupancy and keeps your margins healthy, even outside the high season. And on a lighter note: you can offer those same guests a late check-out on Sunday via a smart automated email – or you could choose to offer this as a complimentary extra service. It all depends on which commercial approach suits your park best.
We’d be happy to help you set this up – even if you’re not (yet) working with us. Get in touch and we’ll provide you with quick and practical support.
Tip: By cleverly integrating weekend rates into your pricing strategy, you can prevent a loss of revenue and make the most of your guests’ booking patterns.
5. You can sleep anywhere – but why should guests choose your park?
Look ahead to the opportunities coming up this year: the autumn half-term, public holidays and any regional events. In the low season, it’s particularly important to create a warm and inviting atmosphere so that guests feel welcome straight away.
Little extras – such as a warm welcome drink, atmospheric autumn decorations or festive lighting – make all the difference to the guest experience. It is precisely during this period that these details positively surprise guests and generate word-of-mouth recommendations, ensuring you remain attractive even outside the peak months.
Tip: By prioritising atmosphere, the guest experience and online storytelling, you increase the likelihood that guests will return and encourage others to visit your park. The off-peak period is also the perfect opportunity to attract new guests who, thanks to a positive experience, will book with you during the peak season later on.
Conclusion
The low season calls for a different strategy to the busy summer months, but it also offers unique opportunities. By setting prices strategically using the Meer Leisure RMS, maintaining visibility, enhancing your brand image, optimising weekend rates and investing in the guest experience, you can achieve strong results even outside the peak season.
- Slimme prijsstrategie en bezettingsanalyse
- Ondersteuning bij OTA-beheer en commissiemanagement
- Merkpositionering en strategische profilering
- Correcte btw-instellingen in je PMS en channel manager
Is jouw vakantiepark klaar voor het laagseizoen?
Wij helpen je om ook buiten de piekmaanden sterk te presteren.
Neem vrijblijvend contact met ons op.
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