LowSeasonGrowth is opening a public call for 100 independent hotels, B&Bs, guesthouses and hospitality operators to contribute to a practical 2026 low-season benchmark.
The goal is simple: collect real, comparable signals about what happens when demand softens — and turn them into a useful industry resource rather than another generic marketing report.
What we want to learn
Participants can contribute anonymously or publicly. We are especially interested in four areas:
- which months or weeks are hardest to fill;
- which channels still generate bookings in weak periods;
- what offers or campaigns have actually moved occupancy;
- where properties feel they lose bookings: visibility, positioning, conversion, pricing or follow-up.
Who can participate
Independent hotels, boutique hotels, B&Bs, guesthouses, short-stay operators, revenue professionals, hospitality sales professionals and destination partners are welcome.
What participants get
- Early access to the final benchmark summary.
- The option to be credited as a contributor.
- The option to contribute a short quote or case note.
- A shareable contributor badge once the benchmark is published.
There is no fee to participate and no requirement to purchase a LowSeasonGrowth service.
How to join
Send “BENCHMARK” to @lowseasongrowth on Instagram or contact us through lowseasongrowth.com. We will ask a short set of questions designed to take only a few minutes.
Why we are doing this
Low season is often discussed in broad terms, while the commercial reality is highly specific: one property may struggle in June, another in September, another only on weekdays or outside event periods. We want to document those differences and make the resulting insights useful to operators, sales teams and hospitality marketers.
If you work in hospitality and have a point of view on low-season demand, we want it represented.
Hospitality for a brighter tomorrow.
Benchmark methodology
The goal is 100 participating properties or hospitality operators. “100” is the recruitment target, not a claim that 100 responses have already been collected. The final report will state the actual number of usable responses and will not present the target as the achieved sample.
Standard questions
- Which months or weeks are hardest to fill?
- Which channel still produces bookings in those periods? Direct, OTA, repeat guests, agencies/partners or another channel.
- Is there one offer or action that has actually worked before?
- Where do you feel the biggest booking loss happens? Visibility, positioning/offer, price, website or booking conversion, follow-up, or another point.
Who counts as a contributor
A usable response must come from a hospitality property, short-stay operator, destination partner, revenue professional or hospitality sales professional with direct knowledge of low-season demand. Duplicate responses from the same property may be consolidated.
Anonymous and credited responses
Participants may contribute anonymously. Public attribution, property names and quotes will be used only when the contributor has chosen to be credited. Aggregate findings may be reported without identifying individual properties.
How findings will be reported
Results will be descriptive rather than presented as a statistically representative sample of the entire hotel industry. The final benchmark will state the achieved sample size, participant mix, geography and any material limitations.
Research transparency
The questionnaire, methodology and final aggregate definitions will be documented publicly alongside the report. The benchmark complements — rather than replaces — Low Season Growth's Eurostat-based research notes.
LSG Research Methodology · LSG Research Hub
For associations, educators and media
Hotel associations, hospitality schools, research centres and trade publications may share this open call with their members, students or readers. Sharing the benchmark does not imply endorsement, partnership or participation by the organisation.
- Circulate the four standard questions directly to eligible hospitality operators.
- Request a concise one-page version for member, classroom or editorial distribution.
- Request methodology or data clarification before referencing the eventual findings.
Public research record
The benchmark will be documented alongside Low Season Growth's public research assets. See the research methodology, citation guidance and machine-readable research catalogue.