How do you fill your campsite better in the off-season?
Give the off-season its own theme, make an offer to one clear guest group and reach out first to regular guests who agreed.
The short answer
You fill your campsite better in the off-season when you give it its own reason: a theme, an offer for one clear guest group and a direct line to guests who've already stayed with you. Start with regular guests, because they know your site and don't need convincing. A short message at the right time is an affordable way to fill empty pitches.
Which guests come to the campsite in the off-season?
In the off-season, it's mainly guests who aren't tied to school holidays: couples, retirees, weekend guests, motorhome travelers, hikers and cyclists. In our experience, each group is looking for something different. The table shows how to reach each group. All details are recommendations and examples, not measured figures.
| Guest group | What they're looking for | Your offer (example) |
|---|---|---|
| Couples | Peace and quiet, space, a beautiful location | Two nights plus a breakfast basket |
| Retirees | Time, predictability, service | Longer stay at a fixed price |
| Motorhome travelers | Pitch, electricity, waste disposal | Short stop with water and waste services |
| Hikers and cyclists | Routes, drying room, breakfast | Tour tips and a place to dry things |
| Weekend guests | A short break from everyday life | Friday to Sunday with afternoon arrival |
| Regular guests | Their usual pitch | Early access to their favorite pitch |
How do you give the off-season at your campsite a reason?
You give the off-season a reason by choosing a theme that doesn't work in peak season: autumn colors, quiet by the lake, mushroom picking, starry skies, winter camping or a spring kickoff. A theme is easier to remember than a discount and tells guests why they should come right now. Pick one or two themes that suit your location and write them the same way everywhere: website, notice board, booking page and message to guests. Only you know what your site really offers in autumn or spring.
Which offers fill empty pitches in the off-season?
In our experience, a clear package works best, rather than lowering prices on everything. A discount on every pitch trains guests to only book cheap. A package with added value protects your price: for example one free night with three nights or more, a breakfast basket, late checkout, a sauna visit or a day-trip tip. Keep the conditions short: who, when, how long, bookable until when. Limit the offer to a period, so there's a reason to decide.
How do you bring regular guests back in the off-season?
You bring regular guests back by reaching out to them yourself and personally, before you look for new guests. Anyone who's stayed with you before knows the location, facilities and atmosphere. When guests leave, ask if you may send them news about the off-season, and keep a record of their permission. Then send a short message at a set time, for example six to eight weeks before a slow period. Say exactly what's available and what's included. Without permission, you send nothing.
How does SmartChat help you with this?
With SmartChat, you send your off-season message via WhatsApp as a newsletter to confirmed contacts, and sending costs no credits. Anyone who doesn't want to hear from you anymore writes STOP. Collect contacts, for example, with a QR code at reception and in the washroom building, or with a landing page. More on using it at your site is on the page for campsites. SmartChat is one way among several, and the ideas above also work without it.
All details are examples.
Frequently asked questions about the off-season.
When does the off-season start at a campsite?
That depends on the region and location. Look at your own bookings from the last few years, where you'll see your slow weeks.
Should I lower prices in the off-season?
Our advice: a package with added value rather than a discount on everything.
When do I send regular guests an offer?
Early, for example a few weeks before the slow period, so guests can plan.
Can I send an offer to all guests from recent years?
No. You only send to contacts who agreed.
How do I get guests' consent?
For example with a QR code at reception or the washroom building that leads to the sign-up.
Does the off-season message in SmartChat use credits?
No. Sending costs no credits.
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Last updated: By SmartChat Team