Peak season guests who never come back in the shoulder season
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a desert golf resort with 320 rooms. It matches three years of stays from the PMS to each guest, along with golf and spa spend.
- Includes guests with one or more stays from January to April.
- Excludes guests with any stay from May to September or October to December.
- Includes only guests with an email opt-in.
What the data shows
6,900 peak-only guests qualify. 2,300 played golf on every stay, and 1,500 booked spa treatments.
What it means
Golfers come for the course, which stays open in the fall, when rates are a third lower. Most have simply never been invited back for it.
What to do
Send golfers a fall stay-and-play package, and spa guests a fall wellness weekend, eight weeks before October.
Want me to push both groups to Klaviyo?
Why it matters
Shoulder months have rooms to fill and lower rates to protect. Guests who already love your property in peak season are the easiest to bring back at a quieter time, since they know what to expect and only need a reason to visit when it is calmer.
Frequently asked questions
How do hotels fill rooms in the shoulder season?
Start with guests who already know you. Peak-season guests who enjoy a specific activity, such as golf or spa, can be invited back when it is quieter with a package built around that activity. Lead with the benefits of the quieter season, such as space and availability.
Should hotels discount the shoulder season?
Lower rates help, but packages that add value often work better than a straight discount. A stay-and-play or wellness package protects the room rate while giving guests a reason to come, and suits guests who visited before for those activities.
Which peak-season guests are most likely to return off-peak?
Guests with flexible travel, such as retirees and couples without school-age children, and those who come for activities that run year round. Matching stay history to activity spend and party type shows which guests to invite first.