Hotel Revenue Glossary · Demand
Shoulder Season
The transition period between a hotel's peak season and low season, characterized by moderate demand that is neither at its highest nor lowest. For a beach resort, shoulder season might be May-June and September-October.
Why it matters: Shoulder seasons present both risk and opportunity. Pricing too aggressively can kill demand; pricing too low leaves money on the table. Shoulder periods often reward creative packaging, targeted promotions, and group business cultivation.