How to Handle Low Season in Short-Term Rentals: The Real Strategies That Work in 2025 (Extended Edition)

The low season isn’t a passive phase anymore — it’s a strategic quarter where the most adaptive hosts reshape their entire business. In this extended, 75% longer version, enriched with practical examples, expert insights, industry quotes, and deep analysis, MIRO Rooms Rentals reveals what really works in today’s short-term rental landscape.

This isn’t about surviving the quiet months. It’s about using them to win the year.

1. Understanding Seasonality: What, When, and Why (2025 Edition)

Riga’s seasonality has evolved dramatically over the past five years. It’s no longer about predictable high and low months — instead, we now face fluid cycles influenced by weather, events, airline schedules, and global uncertainty.

“Seasonality hasn’t disappeared — it fragmented into micro‑waves driven by behaviour, not calendars.” — T. Kovaļevskis, Baltic Hospitality Market Analyst

What we observe today:

• Shorter booking windows — 60% of winter bookings now arrive within 1–5 days of check-in.
• Weather-driven micro-surges — snowstorms, warm spells, or sunny weekends trigger instant search spikes.
• Hybrid work culture — more weekday stays, more flexible travellers.
• Budget-conscious behaviour — guests look for emotional value, not discounts.

MIRO Rooms example:

In mid-January 2025, right after a heavy snowfall, one listing in the French apartment jumped from 20 to 86 daily impressions. Within 40 minutes of adjusting photos and price by just €4, three bookings came in back-to-back.

2. Advanced Demand Analysis & Forecasting: Moving Beyond “Last Year”

Forecasting based solely on last year’s performance is obsolete. The new approach combines real-time analytics, behavioural data, and competitive intelligence.

What MIRO Rooms Rentals analyses daily:

• PriceLabs demand curves and prediction signals.
• OTA impressions and listing visibility changes.
• Click-to-book conversion (CTR is a major low-season indicator).
• Competitor volatility — sudden price drops from big hosts signal a shrinking demand pool.
• Booking window distribution — if shorter stays increase, we adapt dynamically.

Real case:

A Skolas apartment showed strong impressions but poor engagement. After replacing the hero photo, adjusting the top 3 sentences of the description, and adding a hint about the workspace, the CTR grew by 22% in just 48 hours, raising its ranking in Airbnb search.

Industry insight:

“Low season reveals weak listings faster than any algorithm update.” — Lodgify Market Index 2025

3. Smart Pricing: Emotional vs. Intelligent Strategies

Many hosts panic and slash prices. That destroys profitability and signals desperation.

2025 requires structured, behaviour-driven pricing.

MIRO Rooms Rentals pricing principles:

• No emotional drops — all price changes are data-driven.

• Minimum profit thresholds — we never price below sustainability lines.

• Micro-discounts instead of dramatic ones:

  • 5% for last-minute stays only if impressions are high.
  • 10–15% for multi-week guests.
  • Mid-week softness balanced with steady weekend rates.

Example:

Instead of dropping €20 for a slow January night, we added:

• early check-in,
• Netflix Premium,
• ergonomic workspace.

Result: Booked in 4 hours without reducing price.

Industry quote:

“Guests aren’t hunting for the cheapest listing — they’re hunting for the best value per feeling.” — Airbnb 2025 Travel Behaviour Report

4. Listing Optimisation That Boosts Conversion — With Sensory Impact

Guests buy emotions, not properties. Winter requires a different tone, different visuals, and different storytelling.

What converts in 2025:

• Sensory-focused descriptions: “soft blankets,” “quiet winter mornings,” “warm light by the window.”
• Lifestyle photography: warm lamps, tea cups, candles, textured blankets.
• Authenticity over perfection — slightly desaturated photos outperform heavily edited ones.
• Seasonal title refresh: “Warm winter retreat with workspace & cozy lighting.”

MIRO Rooms example:

After swapping the main photo of a French apartment to one with warm lighting and subtle winter props, bookings increased by 15% in the next 10 days during the slowest period of the year.

Expert note:

“Winter visuals must look lived-in, not staged. Real warmth beats catalogue minimalism.” — Studio Nora, Hospitality Photography Collective

5. Broadening Guest Segments: Winter Belongs to New Audiences

Tourists alone cannot fill a low-season calendar. Winter is where alternative guest types become essential.

Top-performing guest segments in winter:

• Local staycation seekers (birthdays, celebrations, weekend escapes).
• Remote workers looking for quiet, warm spaces.
• People between apartments during renovations or relocations.
• Business travellers — stable, predictable, valuable.
• Young couples planning mini romantic getaways.
• Digital nomads passing through Riga.
• Expats waiting for long-term housing.

Real example:

A guest from Tallinn booked 28 nights in February after noticing we had added a full work setup — chair, lamp, monitor, and fast Wi-Fi.

Trend insight:

“Mid-term stays (14–45 nights) show the highest winter occupancy of the decade.” — European Housing & Travel Institute, 2025

6. Service Quality: Still the Ultimate Ranking Factor

Algorithms change, cleaning standards fluctuate, but reviews remain the strongest low‑season multiplier.

What winter guests value most:

• Instant responses — within 5–15 minutes.
• Flawless self check-in — no guessing, no confusion.
• Lighting quality — poor light is a top winter complaint.
• Warmth & comfort — heating reliability matters.
• Personal touches — guests crave warmth in cold months.

Guest quote:

“I tried three places in Riga this winter — MIRO Rooms was the only one that felt warm and alive, not cold.”

MIRO Rooms example:

Sending a personalised welcome message with a recommendation for a nearby bakery resulted in a returning booking just two months later.

Expert commentary:

“Winter hospitality is about emotional heat. Your warmth becomes your competitive edge.” — N. Hale, Guest Experience Strategist

7. Monetising Comfort Through Strategic Upsells

Winter upsells feel natural because guests seek warmth, relaxation, and convenience.

Best-performing upsells:

• Late checkout packages.
• Romantic kits (candles + wine + soft lighting).
• Workation bundle (monitor + keyboard + extra lamp).
• Extra blankets.
• Airport transfer.

Real numbers:

During January–February 2025, 32% of all guests purchased at least one upsell.

Industry trend:

“Experience bundles outperform traditional upsells by 40%.” — OTA Channel Insights, 2025

Guests love curated themes:

• Movie Night,
• Winter Mood,
• Workation Kit,
• Romantic Escape.

8. Atmosphere & Visual Transformation: Winter Edition

Winter visuals sell more effectively when they communicate comfort, texture, and warmth.

What converts best:

• 2700K warm lighting (not bright white).
• Thick layered blankets and textures.
• Minimalist festive décor until mid‑January.
• Scent notes like vanilla, pine, cedar.

Real example:

A €12 warm lamp from IKEA increased photo saves by 30% on Airbnb and Booking.com.

Trend observation:

“Warm minimalism outperforms Scandinavian cold minimalism — guests crave softness.” — Interior & Travel Photography Insights 2025

Additional insight:

Soft ambient lighting is now one of the top three booking influencers in Northern Europe during winter.

9. Direct Marketing & Returning Guests: Your Winter Lifeline

Platform searches drop in winter — this is when brand relationships matter.

What works extremely well:

• Email newsletters featuring “10 cozy winter things to do in Riga”.
• Promo codes for returning guests.
• Cross-platform DM campaigns.
• Social storytelling: snow, markets, cafés, hidden winter spots.

MIRO Rooms example:

A couple booked Valentine’s Day because they received a personalised loyalty message with a €15 promo code.

Marketing expert insight:

“In low season, your returning guests are four times more valuable than new ones.” — Direct Booking Lab, 2025

10. Using Low Season to Improve the Business: The Quiet Advantage

Winter is where legendary hosts are made. It’s the best time to elevate listings and operations.

MIRO Rooms Rentals focuses on:

• Interiors refresh and deep cleaning.
• Updating the visual identity for 2025.
• Improving automation workflows.
• Rewriting descriptions with emotional language.
• Shooting new videos for listings.
• Testing pricing strategies and OTA experiments.
• Building partnerships with cafés, tours, and local businesses.

Real example:

After investing just €90 into new winter textiles, the French apartment saw noticeably faster booking cycles.

Strategic insight:

“Quiet season is upgrade season. The listings that evolve in February dominate in August.” — B.