Hotel Guide: Off-Season Content With Creators

For many hotels and resorts, the off-season is a challenge: fewer guests, empty spaces and pressure to fill rooms. It is also one of the best times to work with creators. Quieter properties make filming easier, flexible dates make hosting simpler, and content created now can promote both off-season stays and the busy months ahead. This guide explains how hotels can use the off-season strategically for creator content.

Why the off-season is ideal for creator collaborations

Availability: rooms that would otherwise sit empty can host creators without displacing paying guests.
Quiet spaces: pools, restaurants, spas and lobbies are easier to film without other guests in frame.
Staff time: teams often have more capacity to host creators properly.
Better access: creators can film areas that are hard to capture during busy periods.
Content lead time: footage filmed now can be ready for peak-season marketing.

Goal 1: Fill off-season dates

Creators can help show why the off-season is worth booking:

cozy or peaceful experiences that suit quieter months,
lower crowds at nearby attractions,
seasonal menus, spa offers or packages,
events, festivals or local traditions,
weather that suits certain travelers, such as milder temperatures for hiking.

Content framed around "why visit now" can encourage travelers who prefer calm, flexible trips.

Goal 2: Build content for peak season

Off-season shoots can produce evergreen content for the year ahead:

room tours,
amenity walkthroughs,
dining and bar content,
property overviews and detail shots.

Be mindful of seasonal cues, such as bare trees or empty loungers, if content will be used in other seasons. Brief creators on whether you need seasonal or season-neutral footage.

Goal 3: Showcase changes

The off-season is often when hotels renovate, launch new menus or add amenities. Creators can document:

before-and-after renovations,
behind-the-scenes preparation,
first looks at new rooms or restaurants.

This builds anticipation for reopening or the next busy period.

Working with the team on site

Off-season shoots go best when staff know what is happening. Brief the front desk, restaurant and housekeeping teams on the creator's dates and plans, name one staff contact, and agree which areas will be open and when. A chef who can plate a seasonal dish for the camera or a spa therapist who can walk through a treatment adds life to content that might otherwise feel quiet. Thank staff who help; their enthusiasm often shows on screen.

Choose the right creators

Local creators can visit at short notice and appeal to staycation and weekend travelers.
Wellness and slow-travel creators suit quieter, restful content.
Remote workers and digital nomads may highlight longer off-season stays and workspaces.
Family creators for school-holiday periods within the off-season.
Content-focused UGC creators for building your evergreen library.

Our guide on finding the right travel creators covers vetting.

Off-season content ideas

"A quiet weekend at [Hotel]": slow, calming storytelling.
"Why I travel in the off-season": practical benefits.
Seasonal food and drink features.
Spa days and indoor amenities.
Local guides to off-season activities.
Remote work stays: desks, internet, coffee and views.
Behind the scenes with staff preparing for the next season.

Make the stay great, even when quiet

A quiet property can feel empty on camera if not handled well. Help creators capture warmth:

light fireplaces or set up cozy corners,
have the restaurant or bar open for filming, even if briefly,
style rooms and common areas thoughtfully,
arrange a staff member to host an experience, such as a cooking demo or tasting.

Agreements still matter

Off-season stays should still have clear agreements: dates, inclusions, deliverables, usage and disclosure. Our guide on hotel creator stay agreements covers what to include. Flexible dates can be part of the terms, which benefits both sides.

Timing your content release

Plan when content will go live:

off-season promotional content should be posted early enough to influence bookings,
peak-season content can be saved and released ahead of the peak booking window,
usage rights should cover the periods you plan to use content.

Measuring off-season collaborations

Track:

bookings for off-season dates through creator links or codes,
enquiries mentioning creators,
content usage across the year,
social performance of off-season posts.

Common mistakes

Footage that looks empty and lifeless.
Seasonal content used out of season without care.
Hosting without clear deliverables because "it's quiet anyway."
Leaving content creation until peak season, when filming is harder.

In practice

A coastal resort might host two local creators and one UGC creator during a quiet month. The local creators share a "slow weekend by the sea" story with a midweek package link, while the UGC creator films room tours and amenity clips in empty, well-lit spaces for the resort's summer campaign. One quiet month produces both near-term bookings content and an evergreen library for the busy season.

A quick off-season planning checklist

Which dates can we host without affecting paying guests?
Do we need seasonal, season-neutral or both types of footage?
Which spaces will we style and open for filming?
When should each piece go live to influence bookings?
Do usage rights cover the whole period we plan to use the content?

Frequently asked questions

Is off-season content less valuable? Not at all. It can drive off-season bookings and supply content for peak marketing.

Should off-season stays be shorter? They can be any length. Flexible dates often make longer stays easier to host.

Unresourced helps hotels and hospitality brands connect with creators year-round. Post an off-season hotel campaign and fill quiet dates with great content.