WINTER IS COMING, PART I: HOW TO MARKET YOUR WARM WEATHER VACATION RENTAL
This article is part of a two-piece series. Part II will have winter marketing tips for rental hosts in cold-weather climates. Stay tuned!
Is your rental property in the Southern Hemisphere, equatorial, or just comfortably chilly between November and March? There’s a whole world out there of tourists who would love nothing more than a break from their freezing-cold climates. Even if your property is wildly successful during the summer, it’s a good idea to make some changes to your marketing approach for the cold-weather months. These changes aren’t hugely time consuming or complex, and you could potentially see quite a spike in your winter occupancy rates.
Target the Right Audience for Winter
With the exception of a few days of winter break, families with school-age kids may not be thinking of traveling at this time of year. Since that is the case, you might consider targeting other vacationers, such as:
- Solo travelers
- Adult couples
- Families with children too young to be in school
How can you appeal to each group? For solo travelers and couples, you might consider offering last-minute booking deals and trip packages. For families with very young children, you might consider adding baby-friendly items to your rental such as cribs, high chairs, and baby gates. Additionally, including a voucher for a local babysitting service as part of your vacation package may help motivate young couples with kids to book with you.
Wooing with Warmth (or Relative Warmth)
It is always a great idea to play to your strengths. What can you offer that your potential renters desperately want? Warmer weather, for one thing. Make your listings sizzle like summer by evoking the mental picture of a long, lazy summer afternoon in a hammock for the solo traveler or couple. For the family with kids, conjure up the joy of year-round water attractions, amusement parks, and family-friendly warm weather activities, all minus the nuisance of heavy winter clothes and such.
Does your property’s climate fall somewhere in the middle? Rainy and cloudy, but bearably crisp? This is also easily marketable. Vacationers looking to escape the gloomy, snowy winter months will be happy for a vacation in warmer climates, even if this doesn’t mean scorching beachy weather. “Paris is gorgeous in the rain!” or, “Ditch the heavy coat for a lightweight jacket” are nice selling points as well. Rem