Winter can sometimes feel like the quiet season for holiday accommodation owners. The bookings slow down, the evenings draw in, and everything seems to move at a gentler pace. But with a thoughtful marketing strategy, winter can actually be one of your most powerful seasons. It is the perfect time to attract guests seeking a slower, cosier kind of break and to set yourself up for success when spring and summer roll around.

Here’s how to make the most of the colder months and keep your accommodation top of mind all year round.

Lean into the Cosy Aesthetic

Winter is all about warmth and atmosphere, so let your marketing reflect that. Think roaring fires, candlelight, wool blankets, and steaming mugs of hot chocolate. This is the kind of content that stops the scroll and makes people imagine themselves there.

If your accommodation has special touches such as a wood burner, underfloor heating, a deep bath, or fairy lights along the garden, show them off. Share these details through your social media posts, Stories, and even email newsletters. Paint the picture of a perfect winter retreat, a place to rest and recharge away from the noise of the season.

And don’t forget to get out your camera. The winter light can be stunning with crisp mornings, low golden sunsets, and, if you are lucky, a dusting of snow. Now is the time to capture those images and videos so you have a beautiful bank of content ready for next year’s marketing campaigns.

Create Winter-Specific Packages

Encourage bookings with offers that feel thoughtful and seasonal. A “Winter Escape for Two” might include a breakfast hamper and late checkout, while a “Festive Family Weekend” could feature hot chocolate kits or tickets to a local event.

Small touches make a big difference. Think about what people need in winter: comfort, calm, and a change of scene. Build your packages around those ideas. You can also use local tourism trends to guide your timing. If there is a winter market, a walking trail, or a nearby heritage site with festive events, tie your promotions to those experiences.

Tailor Your Marketing to Different Audiences

Not every guest is looking for the same kind of break, and your content should reflect that. Couples might want quiet, fire-lit weekends away, while families are more likely to be searching for half-term adventures or festive escapes.

Segment your social media content and email newsletters so you are speaking directly to each group. Show couples that your cottage is the perfect romantic hideaway, then highlight local activities that will keep children entertained when you are talking to families. The more tailored your messaging, the more relevant it feels, and the more likely it is to convert.

Optimise for Winter Search Trends

Searches for “cosy winter breaks”, “romantic cottages”, and “UK Christmas getaways” start climbing earlier than you might think. Make sure your website and listings are SEO-optimised for these phrases, along with your local area and property type.

Update your web copy, meta descriptions, and blog content to reflect seasonal keywords. Even small tweaks, such as adding a section on “Winter at [Your Cottage Name]” or “Winter in [Your County/Area]”, can make a difference in how you appear in search results.

And remember, winter searches often lead to spring and summer bookings. Someone browsing for a quiet January stay might return later in the year with family or friends.

Encourage Rest and Reflection

One of the strongest messages you can share in winter is the reminder that it is okay to slow down. Your guests are not just booking a place; they are booking a feeling. Speak to that in your captions and marketing materials.

Encourage people to take time for themselves, to escape the hustle and bustle of Christmas, to get outdoors for frosty walks and return to a warm, welcoming space. These emotional connections are what turn interest into bookings and guests into loyal visitors.

Look Ahead to Spring and Summer

Once Christmas passes, your audience’s mindset shifts. People start planning ahead and thinking about longer days, fresh air, and future getaways. Use this time to share early-bird offers or gentle reminders that your summer calendar is open for bookings.

You can also share behind-the-scenes updates as you prepare for the next season. Show new décor, garden projects, or plans for upcoming events. It keeps your audience engaged and shows that you are always evolving.

Use Winter as Your Strategy Season

Winter is not just about marketing what is happening now. It is also the perfect time to refine your overall marketing approach. Review your content, plan new photoshoots, update your social bios and website, and get strategic about next year’s goals.

If you would like help creating a clear, seasonal marketing plan that connects your social media, website, and email strategy, let’s talk.

Book a Strategy Session with I Do Social and let’s build a content plan that helps your accommodation shine through every season.

How to Promote Your Holiday Accommodation in the Winter Months