12 Ways To Boost Profits During Peak Season

‘2022 inbound forecast for UK: For the full calendar year, inbound visits are forecast to increase to 21.1 million, and spending to £16.9 billion. These are 52% and 59% respectively of the visits and spend levels seen in 2019’. According to visitbritain.com

The UK hospitality industry thrives during the summer holidays, with peak season bringing in more customers, tourists, and opportunities than any other time of year. But more footfall doesn’t always equal more revenue – unless you apply the right strategies.

Whether you run a hotel, restaurant, pub or café, careful planning, data analytics, and customer experience improvements can turn seasonal surges into long-term success. This guide covers 12 proven ways to increase hospitality profits during tourism season, improve cash flow, and unlock new revenue streams.

1. Use Dynamic Pricing to Maximise Occupancy

Dynamic pricing allows hotels and accommodation providers to raise prices when demand is high and lower them to encourage bookings during off-peak times. This real-time pricing approach helps increase both occupancy and revenue.

To implement it well:

Use revenue management software to analyse market conditions, competitor pricing, and historical data.
Monitor booking pace, local events, and even weather to forecast demand.
Segment customers and price differently based on channel (e.g. direct vs OTA), booking window, or room type.

Many industry leaders use this model to maintain ideal occupancy levels year-round. It’s especially effective during events, school holidays, or festival weekends.

2. Upsell and Cross-Sell to Increase Revenue Per Booking

Maximising revenue from existing customers is more cost-effective than acquiring new ones. Upselling and cross-selling strategies should be built into your booking and check-in experience.

Examples:

Offer room upgrades at a small premium, particularly after the initial booking.
Introduce early check-in or late check-out options with a nominal fee.
Recommend extras like spa treatments, welcome hampers, or premium drinks during the booking process.
At restaurants, train staff to upsell side dishes, drinks, or desserts in a natural, non-pushy way.

Bundles or packages that group extras at a discount tend to convert better and can significantly increase average order value.

3. Create Themed Packages and Experiences

Themed experiences offer more value to guests and stand out in a crowded market. They also make your venue more shareable on social media.

Tactics include:

Develop a summer tasting menu featuring local produce and regional recipes.
Create a romantic weekend package with dinner, spa treatments, and Prosecco.
Offer seasonal themed experiences like Wimbledon Afternoon Tea or beach picnic baskets.

These packages not only boost average spend but also attract new customers looking for something unique.

4. Host Events to Attract More Customers

Events are a powerful way to generate buzz, attract footfall, and increase spend per customer.

Consider:

Weekly live music nights featuring local musicians.
Pub quizzes or tasting evenings for ales, ciders, or gins.
Seasonal festivals or local food markets hosted in your event space or garden.

Make sure to promote these through your social media platforms, local tourism websites, and community groups. Hosting events regularly can also drive repeat bookings and build long-term customer loyalty.

5. Improve Your Kitchen for Efficiency and Profit

Your commercial kitchen is the engine of your hospitality business. If it’s inefficient or outdated, it restricts output and increases costs.

Key improvements include:

Redesigning the layout to minimise movement and reduce prep time.
Investing in energy-efficient equipment to cut electricity bills.
Installing separate prep areas for allergens or specific dishes to speed up service.

Even small changes can improve staff workflow, reduce stress during peak hours, and increase the number of covers you can serve per day.

Need help with kitchen design? Speak to our team.

6. Use Data Analytics to Guide Strategy

Data should inform nearly every decision in your business. From adjusting pricing to designing menus, insights from your systems can directly boost profits.

Use data to:

Understand peak booking windows and adjust staffing or offers accordingly.
Identify best-selling dishes or rooms and promote them more.
Spot gaps in customer experience through feedback and reviews.

Modern CRMs and POS systems can help collect this data automatically and feed it into your overall revenue management strategy.

7. Focus on Customer Loyalty and Repeat Bookings

Increasing customer loyalty turns one-time guests into repeat customers, creating predictable revenue even during the low season.

Ways to improve loyalty:

Offer exclusive discounts or room upgrades for returning guests.
Create a tiered loyalty programme that rewards spend and frequency.
Send personalised offers via email based on previous behaviour.

Loyal customers are also more likely to leave positive reviews, recommend you, and share their experiences on social media.

8. Increase Direct Bookings

Reducing reliance on OTAs (Online Travel Agencies) saves on commission fees and gives you more control over guest data and experience.

To drive direct bookings:

Offer exclusive deals only available on your website.
Use retargeting ads to reach visitors who didn’t convert.
Promote direct booking benefits through social media and email campaigns.

Ensure your booking engine is mobile-friendly, fast, and easy to use. A clunky booking experience is one of the biggest killers of direct revenue.

9. Build Visibility Through Social Media and UGC

Many tourists discover venues through Instagram, TikTok, and Google Maps. Make sure your presence is both active and engaging.

Practical ideas:

Share daily or weekly content showing your food, rooms, events, and staff.
Repost guest content and encourage hashtags at your venue.
Run small competitions (e.g. best photo wins a free dessert).

User-generated content builds trust and authenticity while expanding your reach with no extra ad spend.

10. Communicate Year-Round to Stay Top of Mind

It’s a mistake to only market during high season. Your competitors are talking to your customers in the off-season too.

Year-round marketing strategies:

Share behind-the-scenes prep during quieter months.
Promote gift vouchers or early booking discounts for peak season.
Send newsletters with local updates, menu previews or staff features.

This builds familiarity and encourages repeat bookings well ahead of time.

11. Streamline Operations by Automating Repetitive Tasks

Operational inefficiencies cost time and money. Automating routine processes lets your team focus on what really matters – guest experience.

You could:

Use property management systems (PMS) to manage bookings and check-ins.
Automate post-stay review requests.
Set up stock control systems that reorder automatically when inventory drops.

These tools reduce human error and allow smaller teams to handle higher volumes.

12. Plan Ahead During the Off-Season

The off-season is your chance to build a better business. Use this time to:

Review performance data and set KPIs for the next peak.
Refresh your website, menus, and promotional materials.
Train staff on upselling, conflict resolution, and product knowledge.

Many businesses that fail to grow during summer simply didn’t plan early enough. Treat the off-season as your foundation for success.

More Customers, More Profit, Long-Term Growth

Tourism will always bring opportunity – but it’s the businesses with the right strategies that see real growth. Whether it’s refining your pricing, redesigning your kitchen, or boosting direct bookings, every part of your operation can contribute to increased sales and sustainable profits.

If you’re looking to increase revenue, improve the guest experience, and future proof your hospitality business, get in touch to explore how we can support you.

Related articles to explore:

Need a kitchen upgrade before the rush? Let’s talk about how a new layout or energy-efficient setup can save money and increase capacity during your busiest months.