Low season in Australia often means slower bookings, but this doesn’t have to mean lost income. Strategic hosts can fill those gaps by adjusting prices, targeting the right guests, and refreshing listings. This guide breaks down proven tactics to help you thrive when demand dips.
Firstly, understand the low season and why it happens
In most parts of Australia, June to August marks the low season. Cooler weather limits leisure travel, especially to coastal and outdoor destinations. In New South Wales, bookings typically drop between public holidays or outside major winter events like Vivid Sydney.
School terms also play a role – fewer family trips mean fewer consistent stays. Combined with weather shifts and changing guest habits, demand naturally dips. Understanding these patterns helps you plan ahead and boost occupancy while others fall behind.
Tip 1: Use dynamic pricing to optimise strategy
In the low season, guest demand changes daily, and your pricing should too. Sticking with fixed rates risks deterring budget-conscious travellers or losing revenue. Dynamic pricing helps you adjust nightly rates in real time based on market trends.
For Australian hosts, tools like PriceLabs are especially popular for implementing dynamic pricing for short-term rental properties. They analyse local events, competitor pricing, and seasonal demand to automate your pricing strategy, saving time and keeping your property competitive.
It also helps you stay competitive when bookings are slow and win over guests by comparing multiple options.
To stay ahead:
- Lower nightly rates on off-peak days, especially weekdays, to catch last-minute travellers or mid-week city guests.
- Offer mid-stay or long-stay discounts to secure consistent occupancy (e.g., 10–20% off for 14+ nights).
- Enable flexible cancellation policies to reduce booking hesitation; this is especially useful in colder months.
- Sync your pricing across platforms using a channel manager to avoid double bookings and pricing inconsistencies.
- Monitor your Average Daily Rate (ADR) and Revenue per Available Room (RevPAR) weekly to spot patterns and optimise accordingly.
If you are looking for more tips, check out this guide: How to price your Airbnb for Sydney’s winter season. It provides localised pricing tactics for navigating winter dips.
Tip 2: Refresh your listing to match the season
As winter sets in, your listing should reflect the comforts guests are seeking. Swap out sun-soaked summer photos with cosy shots of your property’s winter features; think heated interiors, plush throws, warm lighting, or a steaming hot tub. If your property is near a winter festival or local attraction, include imagery or references that capture the seasonal mood.
You should also update your title and description to include cold-weather-friendly language. Phrases like “cosy winter retreat”, “perfect for a remote work escape”, or “your warm home away from home this winter” can help set the tone. Small copy changes can significantly impact how guests perceive your space when browsing during colder months.
This level of holiday rental listing optimisation ensures your property stays relevant year-round. By aligning your listing visuals and language with what travellers are looking for in the off-peak season.
Tip 3: Research the right guests and tailor your strategy
During the off-season, your audience shifts. Instead of families on school holidays, focus on travellers with specific purposes:
- Remote workers seeking quiet, Wi-Fi-ready spaces with flexible check-in.
- Older couples booking peaceful, mid-week retreats.
- Corporate guests attending winter seminars or trade shows.
- Experience-seekers drawn to wine tours, food festivals, or events like Vivid Sydney.
Tailor your listing to attract these groups.
Offer weekday discounts, reduce your minimum night stay to attract shorter bookings, and add amenities like work desks or blackout curtains. Even simple touches like listing proximity to conference venues or vineyards can drive conversions.
For more practical ideas, check out our guide: Tips for getting your Airbnb guest-ready. Remember, your off-peak occupancy solutions in Australia start with understanding the types of guests you want to attract.
Tip 4: Use smart marketing to re-engage and attract new guests
Seasonal marketing is key to boost occupancy rates during the low season in Australia. Here are a few suggestions on how to make this happen:
Begin with email marketing. Segment guests by stay type or travel season, and send tailored offers, like a “Winter Retreat Package” or “Repeat Guest Deal: Hot Stay, Cool Price.” You want to highlight local events or off-peak perks to reignite interest and re-engage past guests.
Next, leverage social media and focus on mood and experience. Share cosy photos: your space lit by a soft lamp glow, board games ready by the fire, or a mug of mulled wine on the porch. The goal is to show, not to tell, what winter stays feels like.
Another strategy is to use local collaborations. Partner with wineries, spas, or tour operators to bundle stays with experiences. Consider themed partnerships like “Soak & Stay” or “Midweek Wine Escape” to encourage longer bookings.
Finally, consider rewarding direct bookings with a complimentary bottle of wine, extended checkout, or a small discount. Guests often appreciate added value, and you retain more revenue by sidestepping third-party fees.
Tip 5: Apply technology to automate the management process
Running a holiday rental during the low season does not mean you need to be hands-on 24/7. With the right property management automation tools, you can streamline operations. A good property management system lets you schedule guest messages, adjust rates and sync calendars across all platforms. This prevents double bookings and pricing mismatches.
If you manage multiple short term rentals or are short on time, consider hiring a local short-stay management service. This is a smart way to scale without sacrificing guest experience.
Read more: Tips for finding an Airbnb manager
Tip 6: Build loyalty and guest retention
The low season also offers an opportunity to build lasting relationships. You should implement guest retention strategies by offering perks like discounts on their next stay, welcome hampers, or flexible check-in times.
After checkout, send a thoughtful message thanking them and inviting them back. Referral incentives, where both the referrer and referee get a discount, also go a long way in securing return bookings and organically growing your guest base. You can also request reviews and reward those who respond to the social sharing request.
Unlock your property’s full potential this low season
With smart pricing, guest targeting, automation, and retention strategies in place, you can keep your calendar full and income steady during the low season. Maximising occupancy rates during the low season in Australia all comes down to your effort and proper planning. If you want to implement all the above low-season strategies for holiday rentals without lifting a finger, explore our property solutions to boost bookings and streamline management.