[Sponsored Content] Dynamic pricing and revenue management solution provider, Pricelabs, shares how to capture hidden demand and ‘win’ shoulder season.
The highs of summer are fading. Bookings aren’t rolling in quite as fast, and calendars suddenly look emptier. For many hosts and small property managers, this transition into the shoulder season can feel like a slowdown…but it doesn’t have to mean lost revenue.
In fact, with the right approach, shoulder season is full of opportunity. Guests haven’t disappeared. They’re just booking differently, traveling for new reasons, and concentrating demand into shorter bursts. The challenge is knowing where to look and how to adjust.
At PriceLabs, we study millions of listings each month. The data shows a clear pattern: success in the second half of the year comes down to spotting demand pockets early, being flexible, and leaning into traveler behaviour. Let’s break down what that means for smaller operators.
1. Adapt to a changing market
Across top STR markets, supply has plateaued, while occupancy rates have stabilised from post-COVID highs. Demand (booked nights) is not shrinking, but not growing fast enough to absorb supply. Average daily rates (ADRs) are rising year over year, which means operators are holding rates or raising prices.
What does this mean for you as a host or manager? It means blanket high-season strategies aren’t enough. Growth now depends on precision: knowing when to raise rates, when to relax restrictions, and when to lean on local demand signals.
Tip: Start by comparing how your local market is pacing against national averages. PriceLabs’ free STR Index is an easy way to see occupancy, ADR, and supply trends at a country or state level, no account required.
2. Traveller behaviour has changed
One of the biggest shifts we’ve seen this year is how far in advance guests book. In many US markets, booking windows have shortened slightly compared to last year. That means more guests are waiting until the last minute to lock in a stay.
But local context matters. Taking the example of the US market:
- Chicago (urban/business travel): Booking windows stretch much longer in summer — over 40 days on average.
- Miami (vacation travel): Stays are still booked much closer in, except for key peaks like July.
Why does this matter? Because the type of guest has changed. Families taking long vacations have slowed down. Instead, it’s couples, remote workers, and event-goers filling gaps with shorter stays.
Tip: Don’t assume your summer rules still work. Keep an eye on booking lead times in your market, and adjust cancellation policies and communication timing to match.
3. Demand Isn’t Gone – It’s Concentrated in Pockets
If your calendar looks soft in September, you’re not alone. But zoom in and you’ll see spikes. Events, long weekends, and holidays are still pulling strong demand. For instance, Labour Day weekend saw many US markets outperform last year, even though overall August pacing was down.
This tells us something important: travellers are still spending but they’re picky. They’re choosing short, meaningful trips tied to a reason: a concert, a sports game, a school break, or even a three-day weekend escape.
Tip: Build your calendar around these micro-spikes. Relax minimum-stay rules for long weekends, nudge prices higher when events are announced, and highlight your property’s proximity to local happenings.
4. Small Adjustments Make a Big Difference
You don’t need an overhaul to win the shoulder season. Often, small changes are what set high-performing hosts apart:
- Match stay rules to reality: If your minimum stay is too high (e.g., 7 nights), you’ll miss weekend bookings. Dynamic minimum stay rules, like those available in PriceLabs, automatically flex your requirements to align with real guest behavior.
- Watch length-of-stay trends: In some markets, stays are shortening, while in others they’re holding steady. Check your local data even adjusting by one night can open you up to new demand.
Tip: The more responsive you are to demand signals, the fewer empty nights you’ll have.
5. Shoulder Season Is Still an Opportunity
The big picture is simple: the STR market is maturing, not shrinking. Travellers are waiting to book, but they’re also willing to pay higher nightly rates. By leaning into data and making sharper adjustments, you can still grow your revenue in the months ahead.
Ready to ace your shoulder season? Log in, explore your calendar, and see your market-driven pricing at work. And if you’re not yet using true dynamic pricing, maybe it’s time to let the algorithm do the heavy lifting.
