With summer tourism in the rear-view mirror, vacation rental owners often face the challenge of maintaining visibility and bookings during the winter months. The good news is that this winter, 57% of American plan to travel and 96% of those intend to travel “as much or even more” than they did last year.
A solid social media strategy can lift what is typically a slower season into a profitable period by focusing on those things that make winter a special time of year.
Create Appropriate Content Themes
You can start by developing content themes on your listings that engage winter travelers:
- Holiday decorations and seasonal décor
- Feature warm drinks and comfortable spaces
- Local winter comfort food and restaurant recommendations
- If you can swing it, a short time-lapse video of snowfall on your property
Winter’s Unique Charm
Instead of viewing the winter season as a challenge, think about highlighting its qualities. As mentioned above, if you’ve got videos or photos of your property after a nice snowfall, post those on your listing and on socials. Quality images significantly impact bookings. Think about what features of your interiors are really delightful. Use warm lighting and zoom in on scenes where you can feature your fireplace, reading nook, or a set of comfy couches. Create content that emphasizes the comfort of a cozy winter stay.
Focus on Seasonal Activities
You can build content around winter-specific experiences near your property:
- Highlight winter hiking trails
- Feature local winter festivals and holiday events
- Share images of sledding hills or ice-skating rinks
- Document seasonal wildlife viewing opportunities
Leverage Platform-Specific Features
Each social media platform offers unique opportunities to showcase your property:
- Instagram: Use Stories to share updates and property images
- Pinterest: Create boards featuring winter activities and seasonal decor
- Facebook: Post stunning photos
- TikTok: Create winter content
Implement Strategic Timing
Plan your posting schedule around key winter booking windows:
- Holiday season promotions (Thanksgiving through New Year)
- Long weekend getaway opportunities
- Last-minute winter escape deals
Engage with Winter-Specific Promotions
Develop promotional content that addresses winter travelers’ needs:
- Highlight winter amenities (heated floors, hot tubs, fireplaces)
- Offer “snow day” specials during weather events
- Create packages combining accommodation with winter activities
- Promote extended-stay discounts for remote workers
Maintain Consistent Communication
Keep your audience engaged with regular updates:
- Respond promptly to winter-specific inquiries
- Post real-time weather conditions and road access information
- Feature guest winter experience stories and photos
Look Ahead to Spring
While maintaining winter content, another strategy is to start teasing spring opportunities:
- Share early-bird booking specials
- Post countdown to spring content
- Highlight transitional season activities
- Feature spring cleaning and property updates
By implementing these strategies consistently across your social media channels, you can maintain engagement during winter months and potentially create a peak season for your vacation rental.
The key to winter social media success lies in viewing the season as an opportunity rather than a challenge. By highlighting your property’s winter appeal and creating engaging, seasonal content, you can attract guests who might not have otherwise considered a winter stay.
If you need professional photography services for your vacation rental, please get in touch with us today.