
5 Ways to Boost Occupancy at Your RV Resort or Campground During Shoulder Seasons
Shoulder season can feel like a gut punch. The kids are back in school, the summer road trip crowd has thinned, and those long waitlists for your premium sites suddenly vanish. You’re left with empty pads, quiet cabins, and questions about how to keep revenue flowing until the next rush.
Too often, owners fall back on discounts: slash nightly rates, offer “stay three nights, pay for two,” or cut margins just to see a bump in bookings. The problem? Discounting doesn’t create loyal guests. It trains them to expect cheap rates — and it leaves money on the table.
The good news: you don’t need to drop prices to fill sites in off-peak months. You need strategy. Here are five proven ways luxury RV resorts, campgrounds, and glamping destinations can turn shoulder season into their secret revenue weapon.
1. Target Local + Regional Travelers
Guests aren’t hopping on a plane for a quick weekend getaway in October. But families, couples, and retirees within a few hours’ drive? They’re exactly who you should be speaking to.
Take a mid-sized RV park outside Asheville, NC. They noticed a pattern: bookings dropped by half in the fall — even though the Blue Ridge Parkway’s foliage season was in full swing. After running a small geo-targeted Facebook ad campaign focused on “Fall Camping Near Asheville” and “Best RV Park in the Smokies,” occupancy jumped by 23% in just six weeks.
📌 Tactics to try:
- Geo-target ads within a 150–250 mile radius.
- Promote “weekend staycation” packages for couples and families.
- Highlight local draws: fall foliage, harvest festivals, fewer crowds, or starry skies.
Pro Tip: Mobile-first marketing matters here. Local and regional guests often book last-minute on their phones. If your booking page isn’t frictionless, you’ll lose them.
2. Partner With Local Businesses + Attractions
Guests aren’t just buying a site — they’re buying an experience. Partnerships are one of the fastest ways to elevate your property beyond “just another RV park.”
Consider a resort in Texas Hill Country. By collaborating with two wineries, they launched “Sip & Stay Weekends” — a campsite or cabin plus two tasting passes. The campaign not only boosted bookings but also gave the resort fresh marketing content (“Uncork your getaway this fall”).
📌 Partnership ideas:
- “Stay & Sip” packages with local wineries or breweries.
- Guided fishing, kayaking, or hiking tours with local outfitters.
- Bundled tickets for fall festivals, concerts, or holiday events.
When you align your brand with local experiences, you’re not competing on amenities — you’re positioning your property as the basecamp for adventure.
3. Lean Into Events & Themed Weekends
Here’s the truth: shoulder season only feels empty if you don’t give guests a reason to book. Owners who thrive in slower months program events into their calendar.
A campground in Wisconsin turned October into their highest-rated month with a simple idea: “Fall Harvest Weekends.” They offered pumpkin carving contests, chili cook-offs, and hayrides. Families who came once now return every year — bringing friends.
📌 Event & theme ideas:
- Stargazing nights with local astronomy clubs.
- Halloween-themed campouts with site decorating contests.
- Cozy winter kickoff weekends with hot chocolate bars and firepit socials.
- Outdoor skills workshops — from fly fishing to photography.
When you turn your property into the place for seasonal traditions, shoulder season becomes something guests anticipate.
4. Run Smart Paid Ads With Geo-Targeting
A small ad budget can stretch far in off-peak months if you’re smart about targeting. The key: don’t waste money on national campaigns when regional intent is what matters most.
- Google Search Ads: Capture intent with keywords like “best RV resort near Denver in fall” or “family glamping cabins North Georgia.”
- Meta Ads (Facebook/Instagram): Use seasonal visuals — think Airstreams under autumn leaves, yurts glowing at dusk, or cabins with steaming mugs on the porch.
- Track ROI relentlessly. If $300 in ad spend brings in $2,000 in bookings, you’ve struck gold.
Case in point: A luxury RV resort in Arizona ran a targeted Google campaign for “Winter RVing in Sedona.” Their $500 budget filled 18 premium sites that would have otherwise sat empty.
📌 Pro Tip: Always drive ads to a dedicated landing page with an irresistible booking CTA, not just your homepage.
5. Highlight Seasonal Amenities or Unique Stays
Your Airstreams, yurts, or cabins may look great year-round — but in shoulder season, you need to spotlight what’s most appealing right now.
- Heated cabins? Market them as the perfect cozy retreat.
- Hot tubs? Position them as “the best way to end a chilly fall day.”
- Quieter atmosphere? Sell it as a perk for remote workers or retirees.
Even standard sites can shine with the right positioning: “Fall camping under the stars with fewer crowds.”
Remember: you’re not selling the site — you’re selling the story of what guests will feel when they stay.
Bonus: Build a Seasonal Content Calendar
Consistency is key. Instead of scrambling each shoulder season, build a seasonal marketing playbook:
- Plan events 6–12 months ahead.
- Pre-build social campaigns with seasonal visuals.
- Coordinate with partners early.
The most successful resorts treat shoulder season not as downtime, but as their chance to build brand loyalty while competitors go dark.
Final Thought
Shoulder season doesn’t have to mean empty sites. With the right mix of local targeting, partnerships, events, smart ads, and seasonal storytelling, you can transform off-peak months into some of your most profitable.
Discounting lowers value. Branding and strategy raise it.
👉 Want a custom plan to increase occupancy during shoulder season at your RV Resort, Campground, or Glamping Destination? Get your free Digital Presence Audit with Meet at Basecamp.
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