As the leaves turn and summer’s bustle gives way to cooler days, October can feel like a lull for many hotel operators. But for properties that know how to mine the gold in data, this shoulder season can become one of the most profitable windows of the year. By harnessing property-management system insights, hoteliers can maximize off-peak revenues by analyzing past trends, understanding cancellation behavior, and deploying targeted tactics against a softer demand environment.

The hotel PMS holds a treasure trove of historical data—if you know where and how to look. The first step is to dig into past Octobers and uncover patterns that can guide your strategy. Start by comparing key metrics across multiple years: occupancy, average daily rate (ADR), length of stay (LOS), booking lead time, channel mix, and cancellation rates for October. Which days or weeks consistently underperform? Are midweek nights weaker than weekends? Did you see a late-month pick-up in prior years tied to local events?

A Case in Point

Maestro Analytics business intelligence, for example, collects property performance metrics and guest data that enables hotel managers to understand and leverage demand trends and market to its guests more effectively. These analytical comparisons can be visualized and sliced across room types, segments, and channels. Such segmentation helps operators identify opportunities in, say, underutilized premium rooms or packages that failed to gain traction. Revenue management platforms with PMS integration further simplify these analyses by combining real-time market data with your internal trends.

Myrtle Beach Seaside Resorts is just one hotel company leveraging centralized data within this PMS to fine-tune pricing and occupancy strategies across its portfolio. Maestro collects performance metrics and guest data, enabling managers to understand and leverage demand trends and market to its guests more effectively.

“Maestro Analytics business intelligence is an awesome platform I use every day. Analytics let me create custom reports that track current forecast accuracy and performance compared to the same day last year. This allows us to continuously optimize rates and occupancy based on real-time data. We also use Analytics data for guest stay and date preferences. Analytics creates reports that show which guests like fishing, or golf, or a stay with us at Thanksgiving. We use this information to create highly effective, targeted marketing campaigns for individual guests based on their specific preferences.”— Helen Staton, Director of Reservations and Revenue Management for Myrtle Beach Seaside Resorts

Cancellation and Booking Volatility

Shoulder season bookings often come with more uncertainty. In October, cancellations and shifts in arrival patterns can be more volatile than in summer. To manage this risk, hoteliers should leverage the PMS to trace:

• Cancellation lead times (how far in advance guests cancel)
• Booking modification rates (changes in room type, length of stay)
• No-show and last-minute cancellation spikes

Analyzing patterns across past years can reveal if cancellations cluster in certain windows (e.g. 7–14 days out) or if certain segments (e.g. leisure vs. corporate) carry more risk. With that knowledge, operators can calibrate their terms, perhaps limiting free cancellation to shorter windows or offering incentives for non-refundable bookings.

Keep a close eye on real-time performance vs. the hotel’s historical benchmarks. Use PMS dashboards and analytics to:

• Compare today’s pick-up vs. same date in prior Octobers
• Watch cancellation trends in real time
• Track pace vs. forecast and reprice dynamically
• Evaluate channels daily (are some channels cancelling more often than others?)

Pivot quickly—if you see underperformance on certain dates, ramp targeted promotions or flash deals. If a full house is looming, tighten your cancellation windows.

October doesn’t have to be a “soft month.” With disciplined analysis of past October data, careful modeling of cancellation risks, and flexible pricing / packaging strategies, hotel operators can turn the shoulder season into a revenue driver rather than a drain. The PMS—and especially an all-in-one solution like Maestro—gives you the tools needed to capture those incremental gains through intelligence, agility, and smarter segmentation.

As hotels increasingly recognize shoulder season as a strategic opportunity rather than a gap to endure, the properties that squeeze value from October are the ones that outlast seasonality. Start now: run your October-over-October analysis in Maestro, map out cancellation trends, and test your first targeted package or pricing move before the calendar turns. The results may surprise you.

About the Author

Lisa Jane Wheaton is the Senior Product Strategist of Maestro, the preferred Web Browser based cloud and on-premises all-in-one PMS solution for independent hotels, luxury resorts, conference centers, vacation rentals, and multi-property groups. Maestro’s enterprise system offers embedded payments and 20+ integrated modules on a single database, including mobile and contact free apps to increase profitability, drive direct bookings, centralize operations, and enable operators to engage guests with a personalized and safe experience. Maestro’s Support Service provides unparalleled 24/7 North American based live support and education services.

About Maestro PMS

Maestro is the preferred Web Browser based cloud and on-premises PMS solution for independent hotels, luxury resorts, conference centers, vacation rentals, and multi-property groups. Maestro’s PCI certified and EMV ready enterprise system offers a Web browser version (or Windows) complete with 20+ integrated modules on a single database, including mobile and contactless apps to support a digitalized guest journey as well as staff operations. Maestro’s sophisticated solutions empower operators to increase profitability, drive direct bookings, centralize operations, and engage guests with a personalized experience from booking to check out and everything in between. For over 40 years Maestro’s Diamond Plus Service has provided unparalleled 24/7 North American based support and education services to keep hospitality groups productive and competitive. Click here for more information on Maestro. Click here to get your free PMS Buying guide.

Barb Worcester
Maestro