What is Shoulder Season in Short-Term Rentals?

Most hosts obsess over peak season, but the real hidden treasure for vacation rentals is shoulder season. While it might seem quieter with fewer crowds, but there are plenty of ways to keep your rental busy and your occupancy high. This is your chance to stand out and fill up your calendar when others are winding down.

With the right tweaks, shoulder season can go from being your slowest time to your most lucrative.

What is Shoulder Season?

The vacation rental market typically revolves around three main seasons — high season, shoulder season and off-season.

Shoulder season gets its name because it falls between the "peak" season and the "off" season, like the shoulders on either side of the head. It's not the main attraction, but it’s still valuable in its own right, offering decent demand, good weather and fewer crowds. It's like the perfect in-between period where you can enjoy many of the benefits without the downsides of peak or off-season travel.

When is Shoulder Season in the USA and Europe?

In the U.S., shoulder season typically sneaks in during spring (April to June) and fall (September to November), but it’s not the same everywhere. For beach towns, it’s often late spring and early fall. Then you’ve got ski resorts which flip the script completely, seeing their shoulder season in early spring and late summer.

Across Europe, shoulder season runs from late spring (April to June) to early fall (September to October). It varies from country to country, but this is the golden window to explore without battling the usual tourist crowds — a perfect time for those who love discovering hidden gems.

Why Does Shoulder Season Matter to Hosts?

Shoulder season weather is often mild and destinations are less crowded. So while demand may not be at its peak, many visitors still opt to travel and some even prefer it.

While the rates you can demand are not at their highest, property managers have plenty of opportunities to maintain high occupancy and earn good profits.

6 Tips to Maximize Occupancy During Shoulder Season

Here are some easy ways to keep your vacation rental in demand even when things are slower:

1. Adjust your rates

With demand dipping compared to high season, it’s smart to lower your rates to stay competitive and attract more bookings.

A good rule of thumb is to set your prices at around 60-75% of your peak season rates.

Using a dynamic pricing tool like Hostaway’s dynamic pricing however is the best way to adjust your rates as it updates daily based on a variety of factors including demand, competition and more. So, you can keep your prices spot-on without having to constantly check in.

2. Cater to different travelers

In peak season, you might be getting families or groups. During shoulder season, you’re more likely to see couples, solo travelers or remote workers. Adjust your marketing and amenities accordingly.

Promote your space as a quiet, peaceful retreat, perfect for unwinding or getting some work done without the hustle and bustle.

3. Offer perks & freebies

People love feeling like they’re getting something extra. During shoulder season, consider offering a complimentary bottle of wine, late check-out or even free use of bikes or kayaks.

Small gestures like these can set you apart from other listings and make guests feel special.

4. Update your listing

Keeping your Airbnb listing fresh isn’t just good for your search rankings — it’s a smart way to attract more guests, especially during shoulder season.

Add in some relevant keywords, update your photos and share what fun things there are to do in your area.

The more you showcase what makes your destination special during this time, the more likely potential guests are to hit that “book now” button and boost your vacation rental occupancy.

5. Highlight local events and attractions

Shoulder season is often when you’ll find smaller, more local events that don’t get the tourist buzz. Think food festivals, art fairs or seasonal markets.

Take some time to dig into what’s going on in your area during this period and promote it through your listings and social media.

Make sure you highlight these local gems in your listing, whether it’s through a local guide or some fun suggestions in your description. Guests love feeling like they’ve stumbled onto insider info about the best spots to check out.

6. Offer cancellation flexibility

Offering flexible cancellation policies can give potential guests peace of mind when booking, especially during shoulder season when plans may be more uncertain.

It shows that you’re accommodating and understanding, which can tip the scales in your favor when they’re deciding where to stay.

Make the Most of Reviews

If you get guests during shoulder season, encourage them to leave reviews. With fewer bookings coming in, you have more time to connect with your guests and make their stay extra special.

Positive feedback can build your credibility and attract more bookings for future seasons. Plus, happy guests often become repeat visitors.

Should You Invest in Shoulder Season Marketing?

Definitely. While the traffic may be slower, you still need to put your property in front of potential guests.

Focus on promoting off-season perks like fewer crowds, cheaper rates and peaceful getaways. Use social media, email newsletters and even targeted ads to remind travelers why they should book during the shoulder season.

Seize the Season

Shoulder season is a great opportunity to boost your vacation rental occupancy during those quieter months.

By adjusting your rates and focusing on the types of travelers that are looking to escape the crowds, you can keep your place booked up. Don’t forget to highlight local events and offer some perks to make your listing stand out.

Plus, getting reviews from your guests can really help you attract future bookings. With a little creativity and strategic marketing, you can turn shoulder season into a profitable time for your vacation rental.