Shoulder seasons—the periods just before and just after a destination’s peak season— have long been one of the best-kept secrets in the tourism industry. However, they’ve come out of the shadows in force during the post-pandemic years, driven by a few key factors:
- Finances: Shoulder-season travel has always been a great way for visitors to get most of the benefits of high-season travel at a lower price tag. Between recession fears and the increasing cost of living, American travelers are on the lookout for a deal.
- Climbing temperatures: While the summer continues to be the most popular time for many destinations (particularly the ones that offer sun and sand), record-breaking heat waves have driven many travelers to seek milder temperatures during the shoulder seasons.
- Flexible work and school arrangements: One of the biggest travel challenges for families has always been lining up work and school vacations. Since the COVID pandemic, however, many families have benefited from hybrid or remote school and work opportunities. This flexibility gives families the chance to plan vacations around their interests and budget, not their PTO and school breaks.
These factors represent long-term shifts in traveler priorities, which means the boom in shoulder-season travel isn’t going anywhere soon.
Shoulder-Season Benefits for DMOs
While any change to the existing seasonal model can be unsettling, proactively embracing shoulder-season travel can benefit destinations immensely. First of all, it’s an opportunity to reach travelers you may not have appealed to otherwise. Many travelers are simply more attracted to the slower pace and greater privacy of the shoulder season, while others are drawn to the lower cost of this travel option.
Moreover, shoulder-season travel can be a game-changing trend from a sustainability standpoint. A wider dispersal of travelers throughout the year places less strain on natural resources and local businesses. This is particularly true for destinations whose infrastructures can’t comfortably accommodate huge numbers of visitors at a single time. For DMOs seeking to become a year-round destination, moving into the shoulder season is a strategic first step. You can lengthen your season and begin dispersing your visitors without changing your entire visitor economy at once.
How to Create a Winning Shoulder-Season Strategy
Here are some ways DMOs can strategically anticipate and promote shoulder-season travel:
Create specialized content for shoulder-season travelers
Rather than seeing shoulder-season travel as a pale substitute for the height of the tourist season, position it as its own unique experience. What are some sights or activities that visitors can only experience after the crowds disperse? How does your destination’s scenery, food or nightlife change during those months? Answering these questions can help destinations develop targeted messaging that speaks directly to shoulder-season travelers.
Tap into the “live like a local” trend
Many travelers want to experience life in your destination like a local would. They want authentic options for activities, dining and nightlife. Shoulder-season travel, with its smaller crowds and quieter atmosphere, is a perfect fit for these travelers. Promoting local experiences, like farm-to-table dining, lesser-known shopping experiences and tours of “hidden gems,” can help your destination appeal to visitors looking for the local touch. One way to do this is to partner with travel influencers, who can take their social media followers on a journey through your destination’s local lifestyle.
Incorporate or start signature local events
Local events can transform a shoulder season. For example, Miami’s shoulder seasons have boomed thanks to Formula 1 races and soccer games. Not every destination has a built-in crowd magnet like major sports events, but they can all benefit from signature local events that showcase their culture, food, art or music.
According to the 2024 Destinations Decisions Report, Powered by the State of the American Traveler, a whopping 64% of travelers are interested in taking part in a signature local event while traveling. Building a signature local event that tells an authentic story and offers unique experiences can draw in visitors and build bonds between local community partners.
Work with your local partners to expand retail and hospitality options
Traditionally, shoulder-season offerings are reduced, compared to the height of the tourist season. Many small businesses in tourist destinations are strictly seasonal, and walking down a street of closed shops and restaurants isn’t exactly appealing to shoulder-season travelers. Local business partners might boost their revenue stream by extending their season for a few weeks at either end to catch the additional travelers coming to your destination.
They can also sweeten your destination’s shoulder-season appeal with promotions tailored to these visitors. Shoulder-season travelers are often budget-conscious, so deals on accommodation, vehicle rentals and activities might entice them to choose your destination over another.
Building a strategic plan to promote your destination as a shoulder-season getaway can help you capitalize on shifting traveler priorities and preserve your destination’s resources all at once. What could be bolder?
