Data-Driven Insights: Leveraging Analytics to Drive Shoulder Season Bookings

Nick Papa
April 24, 2024

Analyzing data to develop insights is paramount to driving shoulder season bookings and optimizing revenue during these periods of lessened demand. Using Curacity, hoteliers gain access to proprietary data that help capitalize on the untapped revenue potential. Read on to delve into the data types that will empower you to optimize shoulder season bookings effectively.

Booking lead times

Analyzing booking lead times is crucial for anticipating demand and adjusting promotional strategies accordingly. While the average number of days between the reservation and the check-in is easy to find, Curacity's proprietary attribution technology also provides you with the number of days between the initial content exposure and the reservation, illuminating the entire travel planning journey. 

Accessing this complete data set is crucial to understanding when to launch your shoulder season promotion, often well in advance, to capture bookings and maximize revenue opportunities. 

Click rate

Comparing the click rate on Curacity-facilitated newsletters sent during periods of high demand with newsletters sent in the months leading up to your shoulder season can indicate demand for your destination. If the click rate is the same or higher, you might keep rates steady, anticipating healthy demand; if the click rate is lower, you might consider marginally reducing rates to make stays more appealing during a period of lower demand.

Average daily rate (ADR)

Average daily rate (ADR) figures are a cornerstone of hotel revenue management, providing valuable insights into pricing strategies and performance. During shoulder seasons, leveraging 

ADR figures effectively can significantly impact revenue optimization.

By analyzing ADR on Curacity bookings, you can identify pricing thresholds and develop packages that appeal to guests seeking added value during shoulder seasons, driving bookings and incremental revenue. Analyzing ADR across different media outlet segments (travel, food, golf) allows you to also tailor promotional offers and messaging to resonate with specific audiences who tend to spend more and stay longer.

Length of stay (LOS)

During shoulder seasons, you can offer pricing incentives to encourage guests to extend their length of stay (LOS). By analyzing the LOS for media brand subscribers, you can develop tiered pricing incentives or special packages encouraging guests to extend their stay. Additionally, you can leverage lower shoulder season room rates and minimum LOS requirements to implement longer stay requirements that ensure maximum revenue generation from each booking. Offering unique offers and packages is a great way to highlight the benefits of staying longer.

Get ready to implement a data-driven approach to driving shoulder season bookings.

Curacity equips hoteliers with comprehensive data, analytics, and insights to optimize shoulder season bookings effectively. By analyzing booking lead times, forecasting demand, and measuring ADR and LOS, hoteliers can make informed decisions and implement targeted strategies to maximize revenue during shoulder seasons. With Curacity, you can be sure you'll unlock the full potential of shoulder season bookings and untapped revenue potential. To make the most of the data available, contact your customer success associate or schedule a demo with us today.