๐๐๐ ๐๐ฟ๐ ๐ฟ๐ฒ๐๐ผ๐ฟ๐๐ ๐ฑ๐ผ๐ปโ๐ ๐น๐ผ๐๐ฒ ๐ด๐๐ฒ๐๐๐ ๐ถ๐ป ๐น๐ผ๐ ๐๐ฒ๐ฎ๐๐ผ๐ป. They lose reasons to travel.
๐ฆ๐ต๐ผ๐๐น๐ฑ๐ฒ๐ฟ ๐๐ฒ๐ฎ๐๐ผ๐ป ๐ต๐ถ๐๐, the pace report thins, and the reflex is discounting. But rate cuts train your best guests to wait. The goal isnโt fill anything at any price. The goal is smoother demand, all year, at brand-safe ADR.
How top luxury properties ๐๐บ๐ผ๐ผ๐๐ต ๐๐ต๐ฒ ๐ฐ๐๐ฟ๐๐ฒ:
โข ๐ ๐ฎ๐ธ๐ฒ ๐บ๐ถ๐ฑ๐๐ฒ๐ฒ๐ธ ๐บ๐ฒ๐ฎ๐ป๐ถ๐ป๐ด๐ณ๐๐น. Give Tue to Thu its own identity: chef residencies, winemaker tables, wellness immersions, art ateliers. Not โoff-peak,โ but curated midweek.
โข ๐๐ป๐ด๐ถ๐ป๐ฒ๐ฒ๐ฟ ๐๐ต๐ฒ ๐ฐ๐ฎ๐น๐ฒ๐ป๐ฑ๐ฎ๐ฟ. Publish a 6 to 9 month โreasons-to-travelโ program (micro-events, limited menus, invite-only trunk shows). Guests book moments, not months.
โข ๐ง๐๐ฟ๐ป ๐น๐ผ๐ฐ๐ฎ๐น๐ ๐ถ๐ป๐๐ผ ๐บ๐ฒ๐บ๐ฏ๐ฒ๐ฟ๐. Spa/thermal access, day suites, rooftop clubs, culture nights. Locals become your shoulder demand engine and referral base.
โข ๐ฃ๐ฟ๐ผ๐๐ฒ๐ฐ๐ ๐๐๐ฅ ๐๐ถ๐๐ต ๐๐ฎ๐น๐๐ฒ, ๐ป๐ผ๐ ๐ฝ๐ฟ๐ถ๐ฐ๐ฒ. Add breakfast, transfers, spa credit, late checkout. Keep your rate architecture intact; fence offers to midweek and minimum stays.
โข ๐๐ฒ๐๐ถ๐ด๐ป ๐ณ๐ผ๐ฟ ๐น๐ผ๐ป๐ด๐ฒ๐ฟ ๐๐๐ฎ๐๐. Residences/lofts, work-with-a-view setups, midweek โquiet luxuryโ itineraries. The longer they stay, the less seasonality matters.
โข ๐ฆ๐ฒ๐น๐น ๐๐ต๐ฒ ๐๐ฒ๐ป๐๐ฒ ๐ผ๐ณ ๐ฝ๐น๐ฎ๐ฐ๐ฒ. Autumn harvest, empty beaches, stargazing, calm trails. The luxury of quiet is a feature, not a flaw.
โข ๐ ๐ฎ๐ธ๐ฒ ๐ฑ๐ถ๐ฟ๐ฒ๐ฐ๐ ๐ฎ ๐ต๐ฎ๐ฏ๐ถ๐. Private offers for past guests/consortia partners; early access to event drops. Direct is your most controllable lever in shoulder.
The last 10%: use AI as an accelerator (not a crutch):
โข If you have an industry platform (like chatlyn) tied to your PMS/BE, let it time midweek value-adds to real availability, target extension offers for Wed/Thu departures, and answer pre-stay questions instantly in chat.
โข No platform yet? Use ChatGPT to segment last yearโs guests (Couples / Locals / Empty-Nesters) and draft 3 midweek WhatsApp messages that add value without discounting.
If you want my 10-page โShoulder Season Balancerโ (calendar ideas, midweek packages, and a few copy-paste messages, plus optional AI prompts), ๐ฐ๐ผ๐บ๐บ๐ฒ๐ป๐ ๐ฆ๐๐ข๐จ๐๐๐๐ฅ ๐ฎ๐ป๐ฑ ๐โ๐น๐น ๐๐ต๐ฎ๐ฟ๐ฒ ๐ถ๐.