How Tour Operators Can Turn the Off-Season On

The low season often feels like a tough time in the travel world.

With fewer tourists and less money coming in, it’s tempting to simply wait for the peak season to return. What if you could use this time strategically to increase travel bookings not just in the off-season but throughout the year?

The low season is an excellent chance for your travel business to grow and get creative. It’s a period free from the usual hustle and bustle, allowing you to focus on strategies that can bring long-term benefits.

Thus, in this article, I’m focusing on turning the low-season challenges into opportunities. 

In addition, we’ll discover how the right strategies can transform the quiet months into a period of progress and innovation for your travel business.

8 Strategies for Travel Businesses to Beat the Low Season

1. Understanding and Managing the Low Season

Understanding and Managing the Low Season

Embracing the low season means recognizing its mix of opportunities and challenges.

This quieter time is perfect for you to focus on staff development, launch new services, and carry out maintenance. At the same time, it’s crucial to address the challenges of reduced income while keeping customers and staff engaged.

Begin by getting a clear picture of what the low season means for your travel business. Then, closely examine how you’ve done in the past. 

You can adjust and personalize your approach for better results by understanding what worked well and what didn’t.

This thoughtful approach sets your travel business on a path to stability and success in future seasons.

For instance, Captain Zodiac Whale Cruises in Cheticamp, Canada, makes the most of the low season by offering exciting “Seal Safari” tours. Expert guides lead you to hidden spots for an educational and fun seal-watching experience.

2. Offer Discounts and Special Offers

Offer discounts and special offers

As a travel business owner, offering discounts and special offers means providing deals to travelers. This approach is essential for attracting guests when regular bookings slow down.

Moreover, you can make your deals irresistible by offering off-season discounts and extra benefits, like a free local tour or a meal. 

In addition, this strategy attracts guests seeking a good deal and enriches their experience. It can turn them into repeat customers, boosting your business even during quieter times.

For example, Ker & Downey Africa offers complimentary spa treatments and private game drives during the rainy season. They also provide ‘Green Season Savings’ on luxury safaris in Botswana and Zambia, showcasing discounts and special offers.

3. Build Your Low-season Marketing Strategy

Build your low-season marketing strategy

During the low season, take the chance to engage and grow your travel audience.

Additionally, updating your website to be SEO-friendly increases visibility. At the same time, sharing exciting travel stories helps connect with your visitors.

Furthermore, offering special discounts encourages bookings, while personal communication helps maintain customer loyalty and keeps interest high. Hosting local events and having flexible policies attract guests and build their trust and loyalty to your brand.

These smart moves turn the quieter months into a time for growth and preparation for a busy peak season.

G Adventures uses targeted social media campaigns and personalized email marketing during its “Off-Peak Season Deals.” They create off-season travel guides through content marketing to attract and book new audiences.

4. Form a Partnership with Other Operators

Form a partnership with other operators

You can partner with other operators, collaborating with local businesses to create unique travel experiences.

As a travel business owner, teaming up is crucial. It allows you to offer joint packages that give guests a more complete experience, making their stay memorable.

This benefits your reputation by offering added value to your customers and supporting the local economy. In addition, such collaborations help everyone, improving your services and drawing in more guests.

Thus, this approach can boost your business significantly, especially when it’s most needed.

For example, Intrepid Travel and G Adventures have partnered to offer thrilling adventure tours. This collaboration expands their tour options, attracts customers, and streamlines their operations.

5. Financial Planning

Financial Planning

In the off-peak season, you should focus on strategic financial planning to ensure yearly stability. 

It’s crucial to know how your money comes in and goes out. Make sure to save some profit from busy times to help cover costs when it’s slower. 

In addition, develop a budget that adjusts seasonal fluctuations and establishes an emergency fund for unexpected costs. Diversify your services to maintain a steady income and manage debt carefully.

Moreover, engage in smart tax planning and adjust inventory and staffing to match demand. 

This approach is essential to preparing for a successful peak season while securing your travel business’s long-term sustainability.

Check out this video for insightful financial planning tips. Though not specifically about tourism’s low season, this video offers essential tips for handling your business in slower times. 

6. Focus on Your Online Presence and Community Engagement

Focus on your online efforts

Firstly, understand that focusing on your online efforts is more than having a digital presence.

Then, aim to boost your online visibility, not just for exposure but to build a solid and engaging community around your brand.

Next, you can share stories and tips on social media, blogs, and personalized emails, creating a deeper connection with your audience.

Additionally, consider enhancing your engagement strategy. It’s not just about marking your digital footprint. It’s about growing a community actively involved with your travel content.

Finally, this thoughtful approach does more than keep your business active during quieter times. It also ensures a smooth and successful shift into the peak season.

Example: Contiki Tours attracts young explorers on Instagram and TikTok by sharing real travel stories and building a friendly, active community.

7. Maintenance and Upgrades

Maintenance and Upgrades

Whether you run a physical or online travel business, the low season is the perfect time to address maintenance and upgrades. 

Focus on improving your business by revamping your travel website, implementing tech upgrades, and ensuring security. It includes refining the design, safeguarding data, and monitoring functionality to keep your site reliable and engaging for visitors. 

Also, enhance customer service, booking systems, destination information, and marketing materials. These improvements boost your efficiency while preparing your travel business for a successful high season. 

In addition, maintenance and upgrades in your travel business make it more appealing to customers when they return.

Check out ‘How to Maintain a Website: A Complete Guide’ for insightful tips on refining your travel website, an essential step in upgrading your travel business.

8. Gather Feedback and Testimonials

Gather Feedback and Testimonials

Gathering feedback and testimonials involves actively seeking out the opinions and experiences of your past guests. 

This approach is vital, particularly in the low season, to attract and encourage bookings from new visitors for the high season. 

Feedback and testimonials also offer crucial insights into guest preferences and areas for service improvement. This knowledge is vital for enhancing your offerings and guest satisfaction.

Moreover, encouraging guests to leave reviews is a strong marketing tool. Positive testimonials boost your reputation, draw new guests, and make your travel business shine. 

For a deeper dive into gathering feedback, check out our guide, How to Ask and Get Customer Reviews for Your Travel Business. It’s your key to unlocking invaluable insights!

Bonus Content: Success Stories

Now, let’s explore some inspiring stories from the travel business world. 

These stories highlight how creativity and flexibility can lead to success, even during tough times like the pandemic and low seasons.

As a travel business owner, these stories offer you valuable insights and motivation. They show that you can turn obstacles into opportunities for growth and success with determination and innovative thinking.

1. LuxRally Travel

LuxRally Travel

LuxRally Travel, guided by David Eisen, is showcased in the article “Meet The Travel Agent Who Made More Than $250K During The Travel Industry’s Pandemic Lull.”

While his success during the pandemic may differ from traditional low-season strategies, Eisen’s story illustrates adaptability and innovation.

It is a compelling example that demonstrates the power of deep market understanding. Even in the most challenging times, unconventional approaches can lead to remarkable outcomes.

2. Intrepid Travel

Intrepid Travel

Intrepid Travel is a small-group adventure tour operator that focuses on off-the-beaten-path destinations. 

They have found success in the off-season by offering unique experiences. These include exclusive activities like trekking in the Himalayas, white-water rafting in the Grand Canyon, and special attractions outside the peak season.

3. Igloo Glamping in Finland 

Igloo Glamping in Finland

Kakslauttanen Arctic Resort in Finland is a popular tourist destination, but it’s especially well-known for its igloo glamping experience. 

The resort offers guests the chance to stay in glass igloos, which provide stunning views of the Northern Lights. 

During the off-season, the resort offers discounted rates and packages with activities like reindeer sledding and snowmobiling to attract visitors. These offerings have transformed the resort into a popular destination throughout the year.

4. Viking Cruises

Viking Cruises

Viking specializes in luxury cruises to destinations such as the Caribbean and Central America, the Mediterranean, and the Arctic.

They have succeeded in the off-season by offering unique itineraries focusing on cultural immersion and historical exploration. 

For example, their “Christmas Markets of the Rhine” cruise takes passengers to charming European cities adorned with festive decorations and holiday cheer.


In conclusion, dealing with the low season in the travel industry can be manageable if you follow the right strategies.

This period offers a valuable opportunity to pause, reflect, and infuse your business with fresh energy and a creative approach. By embracing the low season, you’re adapting and actively preparing for your travel business’s future growth and success. 

Remember, hidden in every challenge is a chance for your travel business to thrive and shine despite the season. 

Let’s welcome the low season with hope, viewing it as a chance for growth. Embrace each challenge as a step towards success in your travel business journey.

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