As has become customary around this time of year, it’s time to wave goodbye to summer and turn our sights on autumn. This year, though, appears to be increasingly lucrative for hotels who have all their ducks in a row. By that I mean, hotel macro-revenues continue to trend upwards year-over-year with no Brexit-sized collapse in the crosshairs and shoulder season travel is likewise increasing.

While I can’t conclusively outline a direct causal relationship between the metrics detailing heightened autumn business and leisure trips with any specific customer behavioral pattern, I can speak anecdotally about myself as well as those friends and colleagues who fit into this group. As a member of the baby boomer persuasion, the summer months will always be great for extended weekend getaways, especially those destinations that can be reached by car or to locations otherwise inhospitable outside of this time period.

However, staying at home and enjoying the backyard are increasingly becoming the norm. Whether that calls for more work on the garden or a big ol’ barbecue with a choice assortment of friends and family, I find myself not wanting to go through the hassle of absconding to a foreign destination when it’s already such a treat to chill out in the summer heat. This is doubly true for those of us living above the snowline where local travel outside of fall festivals, foliage tours, skiing or ice fishing lacks any serious motivational drive.

So we procrastinate. We put off our grand plans for some time in late September, October, November or early December. Even though the leaves may be turning yellow, red and brown around the time, the only color you should see is green!

Two immediate tactics you can start right away are midweek promotions and weekend events, either hosted by you or via an offer that packages a local attraction with rooms. I call out midweek because these are the days when you’ll need the most of a boost. To the latter, weekends will already be a major draw, so stand out from the pack by giving your guests a little extra incentive through a pre-packaged event or activity so that you are selling on the overall experience.

The key throughout is to give people a reason to visit your property beyond a simple price discount. Even if your target audience is business travelers or corporate groups, more and more people are looking for things to do either directly at your hotel or in the surrounding area. We are all looking not just to visit a location but to experience all its unique and exceptional aspects. If you haven’t done so already, the time to become ‘authentically local’ is now.

And this drive for experiential travel is not just a retiree and boomer phenomenon. Millennials are a ‘work to live’, not a ‘live to work’ generation. Even as their spending power surges, many would opt for a budget room if it means being able to afford a once-in-a-lifetime adventure or participate in an exclusive cultural practice. And while we’re touching on this young demographic, I should mention that Pokémon Go’s popularity will sharply decline once it gets too cold outside to trek around for hours on end in remote or uncovered areas, so test out your lures while you still can.

Any way you put it, this fall is prime for healthy returns, and it’s yours to lose if you don’t act accordingly. If you want to discuss your specific situation and how best to take advantage of the upcoming season, reach out and let’s chat.

(Article by Larry Mogelonsky, published by Hotels Magazine on August 30, 2016).