Seasonality

Definition

The recurring pattern of demand over time. It works on three layers at once: annual (high / shoulder / low season), weekly (weekday vs. weekend), and event-driven peaks (a concert, conference, or public holiday). Every property has its own seasonality fingerprint.

What it tells you

Whether a given occupancy or RevPAR number is good or bad — but only relative to that property’s own pattern. A 35% January in a city hotel can be perfectly healthy, while a 70% on a sold-out festival weekend can be underperformance.

How to track it

Map 2–3 years of daily history by month and by day-of-week, then overlay an event calendar for the next 12 months. Note which weeks are structurally strongest and weakest, and tag each known event with an expected uplift (×1.5 / ×2 / ×3+).

Where it fits

Seasonality is the backbone of forecasting, budgeting, and pricing. Decisions are made date-by-date, never on a flat monthly average — “December” alone hides a quiet first half and a record-priced New Year’s Eve.