Event-Driven Marketing to Fill Your Off-Season Calendar

Local events offer a powerful opportunity to drive bookings during slower months, but the key is thinking beyond simply promoting the event itself. Instead of sending a generic email saying there's something happening in your area, create a campaign that turns the event into an experience your past guests will want to share with their friends.

Consider building a sweepstakes or giveaway around the event, exclusively for past guests. Offer a prize package that includes accommodation, event tickets, and an added bonus like a professional photo session or a dining experience. Structure the entry form to encourage referrals by asking past guests to name who they would bring if they won. This transforms your past guests into active brand ambassadors, spreading the word to their networks.

Even guests who don't win become part of your marketing funnel. You've captured their friends' contact information, and those friends have already heard positive things about your property from someone they trust. This approach creates a compounding effect that extends far beyond a single weekend's revenue.

The investment in foregoing one weekend's bookings and covering event costs pays off in new relationships, expanded email lists, and long-term brand equity. It's the kind of marketing real businesses do, and it's how you build a sustainable direct booking engine that doesn't rely on OTA algorithms.

Topics: question=How can I use local events to fill my short-term rental during the off-season? • intent=off-season strategy