Friday and Saturday: sold out, waiting lists, calls from people who couldn't get a room. From Sunday night to Thursday: silent corridors and empty rooms. It's the situation for a huge number of hotels in tourist resorts, art cities and countryside areas.
Generic "more marketing" won't fix it: weekend guests have already chosen you. You need a different audience for weekday nights. Let's look at who to target and how to reach them.
First, look at the numbers
Calculate occupancy by day of the week over the last 12 months. The picture is often clear: 90% on Saturdays, 40% on Tuesdays. Every point of occupancy gained Monday to Thursday is revenue you don't have today, on costs you're largely already paying.
Weekday guests
1. Business travellers
Sales reps, technicians, consultants, workers on assignment, construction sites, companies receiving clients and suppliers. They want: a convenient location, parking, early breakfast, reliable Wi-Fi, simple invoicing, clear prices. See corporate agreements for small hotels: how to find weekday guests.
2. Seniors and retirees
They travel when they like, prefer calm and lower weekday prices. They appreciate packages with excursions, culture, wellness, food and wine.
3. Remote workers and "workations"
People working remotely can move for a few days midweek. Offer fast Wi-Fi, a workspace, rates for 3–5-night stays.
4. Groups and associations
School trips, parish groups, cultural associations, choirs, amateur sports clubs: they often travel midweek and book ahead.
5. Events and training
Courses, conferences, exams, medical visits, company events in the area. Monitor the local calendar.
6. International tourists
Many international guests don't follow the "weekend" rhythm: they take multi-day tours that span the week. OTAs and website languages help capture them.
How to reach them
| Audience | Main channels |
|---|---|
| Business | Direct contact with companies, Google on local searches, business agency deals |
| Seniors | Newsletter, organised groups, Meta Ads by age and area, packages |
| Remote workers | Dedicated pages, Meta and Google, long-stay rates |
| Groups | Direct contact, associations, group agencies |
| Events | Event pages, Google Ads on the dates, contact with organisers |
| International | OTAs, multilingual website, Google Hotel Ads for foreign markets |
Pricing and rule levers
- midweek rates that are more attractive, clearly communicated ("Monday to Thursday");
- 3-night midweek stays on special terms;
- weekend minimum stay (2 nights) to nudge Friday arrivals to stay Sunday too, or Sunday arrivals to stay until Tuesday;
- midweek packages with a service included.
Deep dive: minimum stay: when it helps sell and when it blocks bookings.
Keep an eye on weekends
While you work on weekdays, check weekends: if they're always full well in advance, your price is probably too low. Raising it a little gives you margin to reinvest. See when to raise room rates and when to wait.
Frequently asked questions
Should weekday prices be much lower?
A difference between weekdays and weekends is normal. But beyond price, what matters is offering the right product to the right audience: a technician on assignment doesn't choose on €10 alone.
How do I find companies in my area?
Start close to home: industrial estates, companies with visiting clients and suppliers, hospitals, universities. Direct contact with whoever organises travel is worth more than lots of advertising.
Do "workations" really work for a small hotel?
For some, yes — especially in beautiful, quiet places with good connectivity. Test it with a dedicated page and an offer for stays of a few nights.
Want to fill your weekday nights?
With our free marketing audit we analyse your occupancy by day of the week and your local market and show you which guests to target and how to reach them.
