The Importance of Shoulder Season Marketing in Tourism

For many destinations and attractions, the tourism industry is highly seasonal, with peak periods that often lead to overcrowding and off-peak periods that leave destinations underutilized. The “shoulder season,” the time between peak and off-peak seasons, presents an opportunity for tourism businesses to boost revenue, optimize resources, and enhance visitor experiences. Effective tourism marketing promoting the shoulder season can be a game-changer, especially when targeted toward older adults and focusing on drive markets. Understanding what makes this particular audience choose to travel to a destination during its off-season is important in creating an effective marketing strategy.

Targeting Older Adults: A Growing Market
Older adults, particularly those in the 55+ age bracket, have several key advantages, including flexibility in travel scheduling, increased discretionary spending when compared to other demographic groups, and interests which align well with shoulder season activities, such as attending festivals, the arts, and “light outdoors” activities.

To effectively market to older adults during the shoulder season, tourism businesses should focus on promoting tranquil activities, while leveraging testimonials and reviews, which older adults often rely on when planning travel.

An older man fly fishes in the mountains

Shifting Geographies: The Power of Drive Markets
In addition to targeting older adults, shifting the focus to drive markets—regions within a reasonable driving distance—can be a highly effective strategy for shoulder season marketing.

Drive markets are crucial, as they offer ease of access for consumers looking for the convenience and value of car-travel, shorter planning windows to take advantage of good weather and shoulder season deals, and more loyal, repeat visitors who visit multiple times per year, which allow destinations a steady stream of visitors. This can be particularly relevant for families with young children who often prefer convenience, affordability, and aren’t restricted by school schedules.

The Synergy of Targeting Older Adults and Drive Markets
Travelers in drive markets are particularly well-positioned to take advantage of shoulder season opportunities, given their flexibility and proximity to the destination.

Tourism businesses can maximize this synergy by:

  • Creating Tailored Campaigns: Develop travel marketing campaigns that speak directly to the interests and needs of older adults within drive markets. Use personalized messaging that resonates with this audience and showcases the unique benefits of traveling during the shoulder season.
  • Building Relationships with Regional Partners: Collaborate with local businesses, such as hotels, restaurants, and attractions, to create comprehensive travel packages. This not only adds value for the traveler but also strengthens the regional tourism ecosystem.
  • Encouraging Extended Stays: Offer incentives for longer stays during the shoulder season, such as discounts on extended accommodations or complimentary experiences for stays beyond a certain number of nights. This can be particularly appealing to older adults who have the time to enjoy a more leisurely pace.


Conclusion
Shoulder season marketing can be an essential strategy for tourism businesses looking to optimize their operations and increase revenue during traditionally slower periods. By shifting the target audience to older adults and focusing on drive markets, destinations can unlock new opportunities and create sustainable growth. The key lies in understanding the unique needs and preferences of these demographics and crafting tailored marketing campaigns that speak directly to them. With the right approach, the shoulder season can become a thriving period for the tourism industry, offering visitors enriching experiences and businesses a steady stream of revenue.