How to Boost Winter Bookings for Your Holiday Cottage: Cozy Stays & Clever Strategies
From November through February, holiday cottages across the UK often settle into a quiet rhythm. With fewer school holidays, chilly weather, and the natural ebb of the travel calendar, the off-season can leave your booking calendar looking a little… bare. But here’s the good news: with some smart thinking and a cozy touch, winter can become your secret season for success.
1. Know Your “Low Season” Like the Back of Your Hand
Start by defining exactly when your slow period falls. Look at your booking history over the last couple of years—are there patterns? If you’re just getting started, check similar listings nearby or ask a local holiday letting agent. Pinpoint why bookings dip: is it school term time, grey skies, or just seasonal travel habits? Once you know your “why,” you can flip the narrative.
2. Build a Winter Guest Profile
Who actually books your place in the colder months? While summer might draw families with kids, winter guests could be completely different—think retirees avoiding the crowds, remote workers looking for a peaceful escape, or couples craving a romantic weekend.
Dive into past booking data or scan your reviews from the off-season. What did guests enjoy? Was it the roaring fireplace, crisp winter walks, or a soak in the hot tub after a pub lunch? Use this insight to build a clear guest profile and tailor your marketing to speak directly to them.
3. Widen Your Appeal
Want to fill your winter calendar? Cast a wider net. Here’s how:
- Go pet-friendly. Allowing dogs can boost bookings by up to 31%, according to Sykes. Highlight your secure garden, nearby dog-friendly pubs, or beach walks perfect for pups.
- Appeal to remote workers. Offer strong Wi-Fi, a comfy workspace, and peace and quiet—your cottage could become a winter work retreat.
- Win over families. Emphasise family-friendly features like high chairs, toys, and nearby attractions for kids.
- Attract outdoorsy types. Promote nearby hiking or cycling routes and suggest great food stops along the way.
- Market to couples. Is there a hot tub? A log-burning stove? Turn your place into the ultimate romantic hideaway.
- Target group getaways. If your property has multiple bedrooms, suggest it as a base for friends or extended family to reconnect over a winter weekend.
4. Price Smartly
Winter guests expect value—but not necessarily rock-bottom prices. Position your pricing to reflect both value and quality:
- Use dynamic pricing tools that adjust rates based on demand.
- Offer lower rates during quiet weeks, but don’t discount high-demand days like Christmas, New Year, or Valentine’s Day.
- Compare your prices to competitors who perform well in the low season.
- Emphasise added value—like included amenities—rather than simply slashing rates.
5. Entice with Special Offers
Deals grab attention. Rather than cutting your rates across the board, think creatively:
- Offer midweek deals: “4 nights for the price of 3” can work wonders.
- Run themed packages: A spa voucher for couples, tickets to a local event, or a discount at a nearby restaurant adds value.
- Highlight early bird or last-minute deals for spontaneous travelers.
- Collaborate with local businesses to bundle experiences—think discounted wine tastings, market tours, or cozy pub lunches.
- Ditch the damage deposit: Many owners don’t use them anyway, and removing it can make pricing feel more transparent.
6. Make Your Cottage Winter-Ready
Small touches can make a big impact:
- Add underfloor heating or a log burner for cozy vibes.
- Include a boot dryer or dehumidifier for soggy walking gear.
- Install a hot tub for winter luxury.
- Stock up on board games, books, or even create a mini games room.
- Upgrade your welcome pack with seasonal treats like mince pies, hot chocolate sachets, warm throws, and fuzzy slippers.
7. Be Flexible
Relaxing your rules during winter can open the door to more bookings:
- Allow shorter stays—2 or 3 nights is often ideal for weekenders.
- Be flexible on arrival and check-out days.
- Offer late check-outs when possible to encourage midweek breaks.
8. Update Your Photography
Show guests how magical your cottage is in winter:
- Use photos of golden autumn leaves, snowy landscapes, or a cozy fire with steaming mugs nearby.
- Include interior shots showing warm, inviting spaces.
- Highlight your hot tub, games area, or scenic views.
- Consider hiring a professional photographer for a seasonal refresh.
9. Refresh Your Listings & Website
Your descriptions should reflect the season:
- Talk about crisp walks, crackling fires, and frosty views—not summer BBQs.
- Share blog posts about festive activities, top tearooms, or local winter events.
- Include practical info: family-friendly features, quiet workspaces, romantic escapes.
- Highlight nearby Christmas markets, pantos, fireworks nights, or cosy pub Sunday roasts.
If you’re stuck, bring in a travel copywriter to help tell your property’s winter story with flair.
10. Make It Easy to Book
Winter travelers often book last-minute. Make sure:
- Your calendar is up to date and shows availability well in advance.
- Guests can book and pay online easily.
- You’re ready for quick turnarounds and spontaneous getaways.
11. Reconnect with Past Guests
Email your mailing list or past visitors with winter-exclusive offers:
- Tempt them with loyalty discounts or limited-time specials.
- Share what’s new—upgraded hot tub? New fireplace?
- Mention local events and cozy activities.
- Send a Black Friday or birthday promo—it might just inspire a winter break.
12. Let Reviews Do the Talking
Winter reviews are golden. Showcase those that mention festive charm, snowy scenes, or peaceful retreats. Address common questions—like snow access or winter amenities—through glowing guest feedback.
13. Market Christmas & New Year Smartly
If your holiday season is already booked out, don’t stop there:
- Promote early and post-Christmas dates for guests who want to extend the magic or avoid the rush.
- Highlight festive activities nearby—tree lightings, concerts, mulled wine markets.
14. And Finally… Don’t Stress
Winter won’t be peak season—and that’s okay. If bookings are naturally lower in your area, use the time wisely:
- Tackle maintenance projects.
- Plan next year’s marketing.
- Take a well-deserved break.
Winter might be quieter—but it doesn’t have to be empty. With creativity, flexibility, and warmth, your holiday cottage can be the perfect cold-weather escape.