For many mountain hotels the year splits in two: the ski winter, when everyone works flat out, and the rest, when you hope for summer and get through the shoulder seasons. But with ever less predictable winters and growing demand for nature, wellness and outdoor activities, the mountains off-season are a real opportunity.
Let's look at how to attract guests to the mountains outside the ski season, with audiences, products and communication designed for spring, summer and autumn.
Audiences for snow-free mountains
- hikers and walkers, from beginners to experts;
- cyclists and mountain bike and e-bike fans;
- families looking for cool air, nature and kids' activities;
- couples for romantic and wellness weekends;
- active seniors, with free time outside peak periods;
- food and wine lovers (alpine dairies, cheeses, mountain wines);
- groups and associations (hiking clubs, choirs, schools, sports teams on training camps);
- people escaping the heat of ever hotter summers;
- remote workers wanting quiet and connectivity.
The product: experiences, not just rooms
Off-season, guests don't come "to ski": they come to experience the mountains. Your hotel can become the ideal base:
- guided hikes with local guides, including easy ones;
- e-bike hire and route maps, bike storage, a small workshop;
- wellness packages (sauna, massages, relaxation);
- food experiences: dinner at an alpine hut, tastings, cooking classes;
- kids' activities: educational farms, forest games, workshops;
- autumn colours: chestnuts, mushrooms, foliage, local festivals;
- early breakfasts for athletes, packed lunches.
Communicate what makes your season special
Many mountain hotel websites show only snow and slopes. If you want guests in summer and autumn, you need:
- photos and videos of meadows, trails, lakes, autumn colours;
- dedicated pages for "summer in [town]", "autumn in [town]", "hikes from [town]", "bike hotel";
- practical information: routes, elevation, lifts open in summer, events;
- Google profile and OTAs updated with seasonal photos.
See how to create pages for trade fairs, events and attractions near your hotel.
Local partnerships
The off-season mountains work best as a destination. Work with:
- tourist offices and consortia;
- mountain guides and leaders;
- bike hire shops, mountain huts, dairies, wineries;
- event organisers (trail races, cycling events, festivals).
Joint packages and shared promotion cost less and reach further.
Pricing and rules
- prices different from winter, but consistent with the experience's value;
- half board is often appreciated by hikers and families;
- 3–7-night stays on favourable terms;
- a flexible minimum stay in shoulder periods.
Communication and channels
- newsletter to winter guests to bring them back in summer;
- Google on searches like "hotel for hikers in…", "bike hotel…";
- Meta Ads to audiences in nearby cities (escaping the heat, nature weekends);
- niche portals for cycling, trekking, families;
- OTAs with content updated for the season.
Frequently asked questions
Is it worth opening in spring and autumn?
It depends on your costs and local demand. It often pays to open for events, foliage or long weekends, focusing on weekends and groups.
Do I need to become a "bike hotel" to attract cyclists?
Not necessarily certified, but you need concrete services: secure storage, tools, bike washing, a suitable breakfast, route information.
How do I persuade winter guests to come in summer?
With photos and stories of summer, a reserved offer and a message sent at the right time, before they plan their summer holidays.
Want to fill your mountain hotel all year round?
With our free marketing audit we analyse your hotel's occupancy, audiences and communication and suggest how to attract guests outside the ski season too.
