Different seasons, different markets

High and low season customers are different. They seek leisure and travel experiences for different purposes; they seek different benefits, search suppliers differently and will be satisfied with different types and levels of service. So why do we often treat them the same?  

The time you invest in learning about different markets will be directly proportional to your ability to reduce your seasonality and your understanding of how to be more inclusive of different groups that may have been inadvertently side lined. 

Use the new knowledge you gain to adapt your offer to different types of customer and to balance changes in demand.