Proven Ways Professional Hospitality Businesses Stay Profitable Year-Round (Without Discounting or Relying on OTAs)

When the clocks go back and peak visitor numbers dip, many pubs, hotels, and restaurants start to feel the pressure. The temptation is to discount rooms, run constant specials, or hand huge commissions to OTAs just to stay afloat.

But the most successful hospitality businesses—the ones who thrive year-round—don’t rely on slashing prices.

They rely on strategy.

At Alexander Marketing, we work closely with pubs, inns, restaurants, boutique hotels, and holiday accommodation providers across the UK. And year after year, we see the same truth:
The low season can be your most profitable season—if you use it properly.

Here are 10 proven, high-impact ways to stay profitable through winter (and even grow), without discounting or depending on third-party platforms.

1. Turn Your Low Season Into a “Local Season”

When tourism slows, locals become your best opportunity.

Create offers, events, and messaging designed specifically for your local audience:

• Sunday roasts, midweek dining clubs, locals-only tasting menus

• Coffee loyalty cards

• Local supplier showcases

• Quiz nights, workshops, live music, themed nights

Market directly to people within a 5–10 mile radius using:
✔ Facebook Ads (low cost, hyper-targeted)
✔ Local partnerships
✔ Email lists
✔ Community groups

Local trade is the heartbeat that carries great hospitality businesses through quieter months.

2. Position Your Business as a Winter Experience

Winter isn’t dead season.
Winter is cosy season — and customers love that.

The hospitality businesses that thrive lean into:

• Fireside escapes

• Winter warmers

• Seasonal menus

• Festive atmospheres

• Post-walk pints

• Snug Sunday stayovers

If your place is cosy, warm, atmospheric, or unique in winter… shout about it.
Create content that feels like winter: fires crackling, steaming dishes, blankets, candles, snow-covered exteriors.

Make your venue a destination.

3. Build a Strong Direct Booking Strategy (and stop paying 15%+ OTA commissions)

OTAs bring volume—but they take a huge margin.

Low season is the ideal time to strengthen your direct booking strategy:

✔ Add a Best Price Guarantee
✔ Create direct-only perks (late checkout, drink voucher, room upgrade)
✔ Strengthen email funnels (abandoned basket emails alone boost revenue by 10–20%)
✔ Improve your website’s booking flow
✔ Use retargeting ads to recover browsing guests

The goal?
When someone finds you on Booking.com… they book directly with you.

4. Launch Seasonal Packages — But NOT Discounts

Packaging increases perceived value without lowering price.

Examples:

• “Winter Warmer Stay” → dinner, breakfast, mulled wine

• “Hikers’ Retreat” → packed lunch + maps + boot drying + local trails

• “Midweek Escape” → bottle of wine + early check-in

• “Foodie Break” → tasting menu stayover

Packages improve average spend while making your low season more attractive.

5. Strengthen Your Email List — Your Most Profitable Winter Tool

Email is the most powerful tool hospitality businesses have. It drives repeat visits, seasonal bookings, and local loyalty.

During low season, focus on:
✔ Collecting more emails (table bookings, Wi-Fi, competitions)
✔ Sending valuable, story-led newsletters
✔ Promoting events and packages
✔ Rewarding returning guests

The inns, pubs, and hotels with strong email lists rarely suffer in winter.

6. Host Events That Fill Slow Nights

Events transform dead nights into revenue nights.

Examples that work exceptionally well:

• Tasting menus

• Fire & Feast nights

• Wine or gin pairings

• Comedy nights

• Craft workshops

• Murder mystery dinners

• Meet-the-brewer events

• Seasonal celebrations

Promote these heavily on:
✔ Social media
✔ Email
✔ Your website
✔ Posters in-house

Events fill seats, create buzz, and give people a reason to leave home in cold weather.

7. Create Content That Makes People Want to Visit

Winter is when good content really matters.

Focus on content themes that convert:

• Comfort food shots

• Steaming hot drinks

• Fireside ambience

• Staff behind-the-scenes moments

• Short videos of winter dishes being prepared

• Menu highlights

• Midweek specials

• Walk → eat → stay content

Customers need to see the experience before choosing to book.

8. Create & Make Use of Local Partnerships

Partnerships help you tap into audiences you don’t yet reach.

Some examples:

✔ Walking groups
✔ Cycling clubs
✔ Local shops & attractions
✔ Breweries, bakeries, butchers
✔ Dog walkers & pet shops
✔ Wedding suppliers
✔ Activity providers (kayaking, climbing, tours)

Cross-promotion grows both audiences — especially useful in low season.

9. Sell Gift Vouchers (Peak Winter Revenue)

Gift vouchers often generate thousands in revenue at the quietest time of year.

Create vouchers for:

• Dining experiences

• Afternoon tea

• Weekend stayovers

• Themed menus

• Brunch & prosecco

• Chef’s table nights

Promote heavily from November to January — and make purchasing seamless online.

10. Invest in Your Website, Photos, & Brand During the Off Season

The low season is the best time to fix the things you never have time for in the summer.

Use this time to upgrade your:
✔ Website
✔ Booking engine
✔ Menus & copywriting
✔ Brand identity
✔ Photography & video
✔ SEO
✔ Social strategy

Every improvement you make in low season compounds in peak season.

Your future guests are already looking.
Make sure what they see converts.

Final Thoughts: The Low Season Isn’t the Problem — The Strategy Is.

Smart hospitality businesses don’t brace for winter…
They prepare for it.
They use it.
They leverage it.
They grow through it.

Whether you’re a pub, hotel, inn, restaurant, or food-led business, these strategies will help you:

• Increase direct bookings

• Build local loyalty

• Strengthen your brand

• Protect profitability

• Reduce dependence on discounting or OTAs

• Grow sustainably all year round

If you’d like help implementing any of these strategies — from social media to websites, email funnels, brand identity, or photography — Alexander Marketing specialises in hospitality growth.

Get in touch and let’s build your low-season success plan.