Shoulder Nights

  
Shoulder Nights

Just like the name implies, these are the nights before and after the peak arrival dates. If you imagine the arrival pattern on a calendar the less busy days are to the left and to the right, forming so-called "shoulders."
Why shoulder nights are important and why should revenue manager pay attention? Well, there few ways in which shoulder arrival dates are fifferent from others
  • typically significantly lower occupancy
  • much more prone to cancellations
  • much more prone to no-shows
To manage shoulder nights successfully revenue manager should recognize these patterns as early as possible and reflect it in the more aggressive pricing. These days shoud also be communicated to marketing team so the appropriate promotion strategy is deployed. against those dates.