Shoulder season is the period between peak and off-peak travel times, typically in spring and fall, characterized by moderate weather and fewer crowds.
Offer discounts and flexible bookings to attract budget-conscious travelers during shoulder season.
Use shoulder season for maintenance and testing new strategies without sacrificing peak season revenue.
The travel industry often categorizes its calendar into peak, off-peak, and shoulder seasons. Each of these periods carries implications for demand, pricing, and marketing strategies, especially in the vacation rental market. Understanding seasonality and the shoulder season can help property owners maximize their occupancy and revenue while providing great deals to travelers.
Shoulder season is the period between the peak and off-peak seasons in the tourism industry. This season generally falls just before and after the peak travel times, typically spring and fall, when the demand for travel and accommodations decreases slightly. The exact timing of the shoulder season can vary by location, depending on local climate, tourist attractions, and regional events.
It’s called “shoulder” season because it lies on the “shoulders” of the high and low travel periods. Tourism briefly dips in these periods before spiking again, resulting in more availability and reduced costs for travelers. This calmer environment often suits those seeking a relaxed pace and lower rates.
The specific dates differ from one place to another, but in North America and Europe, late March to April and October often serve as shoulder periods. Travel hotspots commonly see a lull immediately before the summer rush (April–May) and just after it (September–November).
Destinations with distinct climate patterns follow different patterns—the Caribbean experiences shoulder season during May-June and November-December, for example, while Southeast Asia's shoulder months typically fall between July-August when brief rain showers punctuate sunny days. Mediterranean destinations see their shoulder periods in April-May and September-October when temperatures remain pleasant but tourist numbers drop significantly.
Interestingly, some destinations like Oahu, Hawaii maintain relatively consistent occupancy year-round due to their stable climate, with only subtle rate fluctuations rather than true shoulder seasons.
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Shoulder season windows can vary significantly by region, but they usually occur during spring and autumn when peak-season crowds begin to thin. In North America and Europe, this often corresponds to April–May or September–November, giving travelers milder weather and shorter lines at key attractions.
It's important to note that shoulder season doesn't necessarily mean "low season." In fact, some destinations experience their most appealing conditions during these transitional periods.Countries like Japan illustrate this with cherry blossom season in late spring, while New England's autumn leaf-peeping creates an iconic shoulder period that draws significant tourism specifically for these natural phenomena.
During these months, airfare can drop by up to 19% compared to high-season prices, while still offering comparable or even enhanced experiences. This transitional period also supports more sustainable tourism, easing congestion for local communities. Vacation rental owners who track and adapt to each destination's shoulder period can optimize both booking rates and guest satisfaction by highlighting these unique seasonal advantages rather than simply positioning them as "off-peak" alternatives.
Like off-peak and peak seasons, shoulder season has its own characteristics that can identify it.
1. Moderate Weather: Shoulder seasons are often characterized by weather that is less extreme than peak seasons. For instance, in many European destinations, May and September are considered shoulder months, offering milder temperatures compared to the hot summer months.
2. Reduced Crowds: Since it is neither the high nor the low season, tourist attractions and destinations are less crowded during the shoulder season (with some exceptions, like the cherry blossom season in Japan and fall foliage tourism in New England). Fewer crows appeals to travelers who prefer a quieter vacation experience.
3. Lower Prices: With the dip in demand, prices for flights, accommodations, and even local attractions generally decrease, which can attract budget-conscious travelers.
4. Local Experiences: The shoulder season often allows for more authentic local experiences, as fewer tourists mean more interaction with local populations without the usual hustle and bustle.
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For vacation rental owners and managers, the shoulder season holds a strategic importance in operational and financial planning:
1. Revenue Management: Shoulder season allows property managers to continue generating income beyond the peak season. With strategic pricing and marketing, properties can attract guests looking for a good deal in a less crowded environment.
2. Maintenance and Upgrades: This season can provide an opportunity for property owners to perform necessary maintenance or upgrades in preparation for the next peak season without having to sacrifice major rental income during closure.
3. Testing New Strategies: Shoulder season is an excellent time to experiment with new marketing campaigns, customer service enhancements, or amenities to see what resonates with guests, with minimal risk.
One of the top perks of traveling or hosting during shoulder season is the noticeable dip in prices. In certain destinations, flights and accommodations can be up to 57% cheaper than they are during the high season.
These lower costs open the door for travelers to enjoy a higher-end rental or extended stays that might otherwise be out of reach.
For property owners, slightly adjusting nightly rates or offering bundled deals can help maintain occupancy and preserve steady revenue. Including added benefits like local activity vouchers can also influence longer stays and positive reviews. Monitoring local market data ensures that price shifts remain competitive and beneficial for both guests and hosts.
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Vacation rental owners can adopt several targeted marketing strategies to capitalize on the potential of shoulder season:
1. Promotional Offers: Introducing discounts, package deals, or special offers can entice visitors looking for value. For example, offering a free night’s stay after a certain number of booked nights or bundling rental offers with local tour or dining experiences can be effective.
2. Targeted Advertising: Marketing efforts should focus on the unique aspects of visiting a destination during the shoulder season. Highlighting the benefits of fewer crowds, lower costs, and pleasant weather can attract guests.
3. Flexible Booking Policies: Offering more flexible cancellation policies or longer booking windows can also attract travelers who are wary of committing during uncertain weather conditions or those who prefer spontaneous travel plans.
4. Leverage Local Events: If there are local events, festivals, or activities that occur during the shoulder season, property managers should capitalize on these to draw visitors. Promoting these events and providing exclusive information or access can enhance the attractiveness of a rental during these months.
Many hosts focus heavily on peak season bookings, but shoulder season can also deliver consistent revenue with fewer operational challenges. During these quieter months, consider:
Tapping into special traveler segments like retirees, remote workers, and spontaneous explorers who appreciate lower costs and less-crowded destinations.
Offering flexible dates, local partnerships, or unique home features—like a fully equipped remote office—can keep your property appealing year-round.
Embracing how shoulder season also supports sustainable tourism by dispersing visitor impact and boosting the local economy beyond peak spikes.
Prevent gaps in occupancy and keep operations efficient in this transitional window by staying proactive with pricing and marketing.
Ultimately, embracing the shoulder season benefits both your business and your guests. As the vacation rental market continues to evolve, recognizing and capitalizing on the shoulder season can distinguish successful properties from the competition.
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Shoulder season typically refers to the transitional period between a region's peak season and off-peak season [Source] . This window often falls in spring or fall, though its exact length can vary by weeks or months depending on the destination. If peak tourism occurs in summer and the low season is winter, then spring and fall generally define the shoulder months.
In Australia, shoulder season usually spans March to May and again September to November. During these months, flight costs typically drop, and the weather is comfortable for both coastal and outback trips. Avoiding peak summer heat and mid-winter crowds can make travel more relaxing and affordable.
Airbnb rentals typically experience peak season during summer months (June-August) in most North American and European markets, with holiday periods like Christmas and New Year also seeing significant demand. Areas that get extremely hot in the summer, like Arizona, may experience peak tourism during the milder winter months. Markets known for winter recreation, like ski resort towns, will often experience peak season during the winter as well.
Yes, Airbnb is generally seasonal, though the specific high-demand periods vary by location—ski destinations peak in winter, while beach properties thrive in summer. Urban markets often maintain more consistent year-round occupancy with less dramatic seasonal fluctuations, especially in major business hubs and cities with diverse attraction types.
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