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The Tourism Seasonality Blueprint
Most destinations already have a low season strategy. It is called discounting, and it trains the market to wait. This is the alternative, set out in five instalments, drawn from thirty years inside the industry and three editions of the Summit.
The question behind all five parts
Almost every destination has capacity it has already paid for and does not use for months at a time. The rooms exist. The runway exists. The staff were trained and then let go in October. The question is not how to build more, it is what to do with what is already there.
The Blueprint works through that question in five instalments, one a day over five days, in the order you would actually need them. It is written for people who have to make the decision rather than describe it: destination leaders, hotel and resort operators, airlines and airports, and the teams who carry the season when the peak ends.
What arrives
Five parts, one a day
- 01
The five forces reshaping the calendar
The structural changes pushing demand around the year, and how each one can be turned from a threat into an advantage rather than absorbed as a cost.
- 02
Finding what you already have
A practical framework for identifying the low season assets hiding in plain sight. Most destinations are sitting on several and marketing none of them.
- 03
Positioning without discounting
How to attract visitors who value the quiet months on their own terms, rather than buying volume with price and teaching the market to wait for the sale.
- 04
Getting the chain to move together
An airline cannot fill seats into a destination whose hotels have closed. What it takes to get accommodation, aviation, operators and the destination pulling in the same direction.
- 05
Measuring the right things
Arrivals in August tell you very little. The measures that show whether a year is actually working, for the business and for the people who live there.
Who wrote it
Ged Brown has spent thirty years in global travel and tourism, from high street agencies through tour operations, aviation route development and destination marketing, with senior roles at Thomas Cook, MyTravel Group, Kuoni, TUI and Routes.
He founded Low Season Traveller, the first multimedia organisation dedicated entirely to low season travel, and created the Tourism Seasonality Summit, now in its fourth edition and convened with Routes. The Blueprint is where that experience is set down in one place, including the parts that did not work.
More about GedSign up
Free, and yours to keep
Five instalments, one a day for five days, then it stops. Your details are never passed to anyone.
And when you want the room
The Blueprint is one person's argument. The Summit is the whole chain in one place, working on it together: destinations, hotels, airlines, airports, cruise, operators, data and policy, for three days in Antalya, 21 to 23 April 2027.
All materials © Low Season Traveller.