Boosting Off-Season Bookings: January Marketing Tips for Vacation Rentals

When the holiday rush winds down, many vacation rental owners face a slower season in January. However, a slower market doesn’t have to mean lower income. With the right strategies, you can keep your rental booked and your guests happy. Here are four marketing tips to help you capture bookings during the off-season.

1. Offer Seasonal Promotions

A tempting deal can convince travelers to book during a time they might not otherwise consider traveling.

• Discounted Weekend Getaways: Provide reduced weekend rates or special packages for last-minute bookings.

• Midweek Incentives: Encourage flexible travelers—like remote workers—to book weekdays by offering “stay 3 nights, get the 4th free.”

• Social Media Specials: Share exclusive discounts on platforms like Instagram or Facebook to generate buzz and build a loyal following.

Pro Tip: Highlight how guests can enjoy a quieter, more relaxed experience in January, free from peak-season crowds.

2. Refresh Your Listing with a Winter Theme

Give your rental a welcoming, cozy vibe that resonates with winter travelers.

• Seasonal Décor: Subtle winter touches—like warm blankets, fairy lights, or a fireplace setup—evoke comfort and charm in photos.

• Updated Photos and Description: Include images of your rental’s winter amenities (like a hot tub, fireplace, or scenic snowy views). Emphasize experiences like board games by the fire or local winter festivals.

• Flexible Cancellation Policies: Consider offering friendlier cancellation terms to reassure guests who may be wary of uncertain travel conditions.

Pro Tip: If you’re in a milder climate, market your property as the perfect escape from cold weather elsewhere.

3. Highlight Local Off-Season Perks

Even in the off-season, there’s usually something unique to do in your area. Showcase it!

• Local Events and Activities: Mention winter markets, skating rinks, or seasonal restaurant specials that might attract visitors.

• Outdoor Adventures: If you’re near ski trails or hiking paths, spotlight these in your listing and social posts. Provide guests with resources or equipment options when possible.

• Wellness and Relaxation: Market your rental as a peaceful retreat for guests looking to recharge. Suggest local spas, hot springs, or indoor activities like yoga studios.

Pro Tip: Create a simple digital guide or welcome packet with local recommendations to enhance the guest experience.

4. Collaborate with Other Businesses

Strategic partnerships can extend your reach and add value for guests.

• Package Deals: Team up with local restaurants, spas, or tour operators to create appealing bundled offers (e.g., “Stay & Spa” or “Stay & Dine”).

• Cross-Promotion: Recommend each other’s services via social media, newsletters, or websites. This mutual support can bring you new audiences.

• Loyalty Discounts: Offer repeat guests or partner’s customers a special code for discounted stays, encouraging loyalty and word-of-mouth referrals.

Pro Tip: Even smaller local businesses can help amplify your marketing efforts by tapping into each other’s customer bases.

January doesn’t have to be slow for vacation rentals. By adjusting your marketing strategy—offering seasonal promotions, refreshing your listing with a winter theme, spotlighting local off-season perks, and collaborating with neighboring businesses—you can attract guests and keep your calendar booked all month long. Embrace the quieter season as a chance to provide a more relaxed, cozy experience, and watch your bookings grow.