January and February can feel brutally quiet for hotels. After the buzz of Christmas parties, New Year celebrations and festive family breaks, things can drop off fast. But here’s the good news: the early months of the year are a prime opportunity for smart content marketing, especially for hotels willing to think beyond the usual “winter deals” posts.
At Aro Digital Strategy, we work with hotels across Ireland, Europe and The Caribbean to capture off-season demand with content that drives business. Here’s how you can use seasonal storytelling, SEO and strategic publishing to turn the early-year lull into a genuine booking opportunity.
1. Build Content Around Experiences — Not Dates
People don’t book trips because it’s January. They book because they’re craving an experience. So instead of simply pushing “Winter Sale” content, shift your storytelling to suitable themes such as:
- cosy coastal escapes
- wellness and spa recovery breaks
- foodie weekends (hello Galway and Dingle!)
- storm-watching retreats along the Wild Atlantic Way
- romantic breaks ahead of Valentine’s Day
Experience-led content performs better in search, on social, and in email because it actually matches how travellers dream.
Action
Create pages or blog posts built around experiences that naturally occur in Q1.
2. Refresh and Re-Optimise Existing Blog Posts
You don’t always need new content - sometimes you just need to revive what already works.
Look for blogs published in previous years that fit seasonal themes like:
- Best Walks Near [Your Hotel]
- Winter Activities in [Your Region]
- Romantic Things to Do in [Local Area]
Then for each blog update:
Google rewards freshness and a re-optimised post can climb SERPs faster than a brand-new page.
3. Build Content Around Local Winter Events
Travellers increasingly search for event-led stays. Think:
- TradFest Dublin
- Highlands Food Festival (spring build-up)
- Winter heritage tours
- Local markets and workshops
By creating content around these events, your hotel becomes part of the conversation — and part of the planning process.
Action
Publish an “Upcoming Events Near Us in Early 2026” guide and plug it into social and email.
4. Use Social SEO to Drive Discovery
2025 saw huge growth in TikTok and Instagram “destination discovery” behaviour — and this isn’t going to slow down in 2026.
Here are five short, punchy content ideas which hotels can use for Social SEO:
- room or spa transformations
- behind-the-scenes winter prep
- chef-inspired winter dishes
- staff recommendations for local things to do
- cosy moments by the fire (a guaranteed winner!)
These posts aren’t just cute, they show personality, build trust and appear in social search results.
5. Match Every Piece of Content With a Clear CTA
Content without a clear next step doesn’t convert. Every blog, guide, and social post should push toward:
- winter escape packages
- midweek rates
- Valentine’s stays
- gift vouchers
- spa treatments
Tell the reader exactly how to act and why now is the perfect time.
January and February don’t have to be synonymous with empty rooms. With the right seasonal content strategy, hotels can inspire early-year travel, boost visibility and capture demand long before peak season hits.
If you want help building a content engine that drives bookings year-round, Aró Digital Strategy is ready to help you turn seasonal stories into real revenue. We'd love to hear from you - get in touch with us!