Is revenue management worth it in the off-season?

A PM client of mine who has $1M+ so far this year in gross booking revenue makes about 85% of his money between June-September. It's a beach town in New Jersey, and summer is extremely lucrative. People in NYC will pay big bucks to rent a beach house in the summer...but not so much in the winter.

He wondered if he should pause my services for revenue management until next Summer, because bookings tend to be slow in the winter.

Here's the thing, revenue management isn't just for the busy season—it’s a year-round strategy. Here's why skipping it in the off-season isn't a smart move:

- Peak season planning starts now. Guests book their dream vacations months in advance. If you're not regularly fine-tuning your peak season rates, you could be missing the chance to capture high-value, early planners.

- Off-season is a battle for bookings. When demand dips, competition heats up. Being ultra-competitive with your pricing strategy ensures you're the one snagging those scarce bookings—not the listing down the street.

So yes, I might even argue that revenue management is just as important in the off-season as it is in peak-season.

The question boils down to this: "What time of year would you choose to NOT make the most money possible?"
The answer to this question (for most people at least 😅 ) is a resounding "Never!"