Seasonality Survival Guide: How Tour Operators Can Smooth Out Revenue

Jarod LaFalce

Co-Founder / COO of BookingTerminal

Published on: September 8, 2025 | Estimated Read Time: 6 minutes

Introduction

As summer winds down, many tour and activity operators start to face the quieter months—or even shut down entirely until next season. On the flip side, winter operators are gearing up for their busiest stretch. Seasonality is just part of the business, but it comes with a challenge: keeping cash flow steady when your bookings aren’t.

Instead of riding the highs and lows of a 4-month revenue cycle, what if you could smooth things out and make income more predictable year-round? That’s exactly what this guide is about—practical strategies you can use to reduce the seasonal swings and keep your business moving forward.

Embrace Gift Cards

One of the easiest ways to boost off-season revenue is with gift cards. Holidays, birthdays, anniversaries, and special occasions happen all year long—so giving customers the option to gift your experiences keeps sales coming in, even when your tours aren’t running. It’s also a great way to re-engage past guests and turn them into ambassadors for your business.

With BookingTerminal, you can offer fully customizable gift cards that are automatically delivered to the recipient. It’s a simple way to bring in year-round cash flow while keeping your brand top-of-mind. Book a demo to see how it works.

Offer Promotions

As demand slows during your off-season, well-timed promotions can help keep sales moving. The key is to make your offer appealing enough that customers see it as a “can’t miss” deal. A few ideas to try:

• Holiday or seasonal specials
• Weekday discounts
• Bundle deals (two-for-one, family passes, or “bring a friend” offers)
• Limited-time packages tied to local events
• Early bird discounts for next season

Promotions are also a great excuse to reconnect with past guests. A quick email or social post can remind them why they loved your experience the first time—and encourage them to come back (or bring someone new along). Pair that with a little targeted marketing for fresh audiences, and you’ve got a simple way to generate off-season bookings.

Diversify Your Offerings

Providing offerings that work in the opposite season of your main business is a smart way to keep revenue coming in. If you’re a summer-focused operator, could you incorporate indoor landmarks or unique indoor spaces into your tours? If you’re a winter business that relies on snow, is there a way to repurpose the same terrain for warm-weather activities like hiking, biking, or other outdoor experiences?

A little creativity—and some quick market research—goes a long way here. The goal isn’t to reinvent your business, but to find add-on experiences that align with your expertise and existing setup. That way, you can stay busy year-round without starting from scratch.

Target Local Customers

One customer segment operators often overlook is local residents. Of course, attracting tourists is a big part of your business—but locals can be a steady source of bookings year-round. They might even be more likely to participate during the off-season, when it’s less crowded and hectic.

Creating events or experiences specifically for locals can be a powerful way to boost off-season revenue. Consider offering a “locals-only” promotion or special package to test the interest—it’s a simple way to engage your community and fill your calendar during slower months.

Get Ahead on Marketing

During the busy season, it’s hard to find any extra time—but the off-season is the perfect opportunity to focus on marketing. Improving your website, updating photos, refreshing your content, and planning campaigns now can pay off later. Better marketing increases visibility for your offerings, which can lead to more bookings—both during the off-season and for the upcoming peak season.

Partner with Other Local Businesses

Partnering with other local businesses is a smart way to boost bookings during slower months. Whether it’s another tour operator, a museum, a restaurant, or even a retail shop, customers love experiences that offer extra value. Pairing up with a business that’s busy or open year-round can be especially effective, as they already have steady foot traffic that can drive new customers to you. Collaborative packages or bundled experiences can help both businesses attract more bookings and keep revenue flowing.

Conclusion

Seasonality doesn’t have to mean unpredictable revenue or empty calendars. By taking intentional steps to engage customers and maintain visibility during slower months, you can keep bookings—and cash flow—steady throughout the year. The key is to start small, experiment with what works best for your business, and build from there. With a little planning and creativity, the off-season can become another opportunity for growth rather than a pause in your operations.