Ask a Host is our monthly column where we answer frequently asked questions from hoteliers and property managers with practical advice and actionable solutions. Got a challenge or a question of your own? Write to us at hello@smartness.com and you might be featured in the next edition!

Today’s question is:

Response

This question couldn’t come at a better time.
November is just around the corner and — for those who keep their property open — it’s often a tricky period.

Bookings slow down, and the temptation to offer discounts is strong. Sometimes it feels like the only way to fill your rooms.
But in reality, it’s a risky move.

Lowering your prices too much can push you below your bottom rate — the point where you no longer cover your operating costs. In practice, you might fill your rooms, but you’ll be doing it at a loss.

Lowering prices too much can also have long-term effects: guests may get used to your discounted rates, making it harder to return to your normal pricing later.

So the solution isn’t to sell for less — it’s to offer more, increasing perceived value and driving direct bookings.

And email marketing is the perfect tool to do it. Here’s how.

Communicate only with guests who are truly interested

First, look back at your data from previous seasons and identify what kind of guests stayed with you during autumn. Were they couples? Groups of friends? Families with children?

This approach helps you avoid broad, ineffective campaigns and instead focus your offers on people who have already shown interest in your property or in traveling at this time of year.

With a CRM like Smartconnect, this information is already at your fingertips.

The software automatically imports data from your PMS, segments it, and suggests which audience to target.

For example, around this time of year, Smartconnect might suggest an audience made up of families who stayed with you last autumn and booked last minute.

Create the right offer for your target and for your business

Now that you’ve identified your audience, the next step is to build an offer that’s attractive to them and sustainable for you.

In the low season, the key isn’t lowering prices — it’s increasing perceived value.

Travelers in this period usually take more time to choose and know they’ll find good deals, so the winner is the one who can offer a meaningful experience at the right price.

An experience-based offer means giving guests a concrete reason to travel: an activity for kids, a special benefit, or a small privilege that rewards loyalty.

But how do you create an offer that’s truly a win-win — for your guests and for you? 

Start with a clear goal.

For example, you might want to fill weekends, increase average stay length, or encourage weekday bookings.

Depending on your goal, the formula changes. Here are three practical examples:

1.If you want to fill weekends

Offer: Weekend stay with included activity
Formula: 2 nights with breakfast and one children’s activity included. For example, a creative workshop, a seasonal experience like a family chestnut walk, or an entry ticket to an adventure park.

2.If you want to increase the average length of stay

Offer: Three nights for the price of two

Formula: Guests who book at least three nights receive an extra benefit of their choice. For example, breakfast in the room or a tasting experience.

3.If you want to boost weekday bookings

Offer: Midweek stay with experience included

Formula: A 10% discount code for stays booked from Monday to Thursday, plus a free activity or experience available at your property.

How to include extra services and experiences in your offers

As you can see, adding extras is key when creating offers that grab attention and highlight your property’s value — even in low season. It’s what sets you apart from the competition.

Many hoteliers hesitate to promote services or experiences because they think it’s too complicated or requires a big budget.

In reality, you can start small and simple: by partnering with local providers or using dedicated software that helps you manage everything automatically.

The important thing is to build a guest-friendly system that lets you:

• Present your offers clearly, with photos, detailed descriptions, and an option to book online or contact you easily.
• Send discount codes by email that guests can apply directly on your booking engine when reserving.

A perfect example is the personalized website included in your Smartconnect subscription.

Here, you can showcase the extras already available at your property and expand your range of experiences thanks to Smartconnect’s built-in partnerships.

This means that within a few days, you’ll be able to segment your contact database, get newsletter suggestions, and include in each offer the best extra service or experience for your audience.

Plus, the site allows you to add discount codes for newsletters and useful guest info sections: how to get there, Wi-Fi password, check-in and breakfast times, and even local tips on where to eat or what to visit nearby.

This way, you won’t just tackle the low season more confidently — you’ll also enhance your guests’ stay all year round, increasing both satisfaction and loyalty.

And the potential of Smartconnect doesn’t stop there.
When integrated with the Smartpricing dynamic pricing software, Smartconnect can automatically detect periods of low occupancy and suggest targeted newsletters to attract new bookings exactly when you need them most.

Want to see how it works?