SEASONALITY in Hospitality

Let's take a look at SEASONALITY.

Investopedia defines seasonality as "periodic fluctuations in certain business areas and cycles that occur regularly based on a particular season".

Seasons are a big deal because they have a significant impact on people and businesses, in several ways. Seasonality can also be viewed in ecological, sociocultural and economical perspectives. In Nigeria, we have two major seasons; Dry and Wet while in other climes, they have the spring, summer, autumn and winter. The seasonality challenge is real and must be taken very seriously. Every hospitality organization must know and understand peak, off-peak periods, and the seasonality of the regions they operate in. Your income revenues as a fun-park, a hotel, or an events centre have a direct connection with seasons.

For example, in the dry season when there is a lot of sunshine, hospitality outfits attract families, gamers, tourists, and beach lovers; and it is a high peak period for them (revenue-wise). On the contrary, the wet/cold season doesn't always offer the same benefits but that depends on the guest type. A hotel that operates at peak periods during winter, and regularly accommodates sportsmen/women who are either Ice-??players, ?? (ski) stars, will rake in as much revenue as it expectedly should. Imagine hospitality outfits that are permanent resorts on the ?? or the sea-side during adverse weather periods? How well do you think the customers will fare???

While hotel business is an everyday activity regardless of the income it generates, it differs slightly with events centres. What I have also seen in over 13? years of planning and directing events is that August & the ‘ember’ months (Sept-Dec) are choice celebration periods for many Nigerian customers. The manner in which they jostle for timeslots and available good service vendors can be at times exhausting and interesting. They love the rush, pressure, end-of-year chase and enjoy the stress.??. Still....it is what it is.

Finally, this is my parting shot:>>

???Seasonality ∝ Consumer behaviour.

???For peak seasons, you have more guests and travellers visiting especially during the months of festivities.

???For off-peak seasons, your challenge as a hospitality outfit remains keeping the cash flowing. You need to put in the extra work during these periods to increase your occupancy rate and overall patronage. This can be made a reality through adequate strategic planning and business development.