Plan for the quiet season before it arrives
Why a useful annual calendar starts with demand, not dates.
Map the moments that influence demand
Start with your booking history, sales patterns and customer questions. Identify when people research, when they commit and which quieter periods have a realistic opportunity for growth.
Give each period a clear role
Peak months may call for conversion-focused activity, while quieter months can support awareness and future bookings. Allocate budgets around those roles and review performance against an agreed objective.