As the summer school holiday period approaches, Spring Hotels is rolling out a targeted campaign to capture demand from travelers who are not bound by academic calendars. The Spanish hotel group, which operates properties across the Canary Islands, is promoting what it calls 'The Last Quiet Fortnight' — a window of typically lower occupancy before the peak season begins in earnest.
Jo Robinson, Chief Sales Officer at Spring Hotels, framed the initiative as a strategic play for a specific traveler segment. 'For many people, summer holidays are naturally associated with the school holidays, but if you have the flexibility to travel outside those dates, it can be a very different experience,' Robinson said. The period, she noted, offers the same sunny weather but with fewer crowds, making it easier to enjoy dining and exploring.
Portfolio and Pricing
Spring Hotels is backing the campaign with discounts of up to 40% on stays booked directly through its website. The offer applies across its portfolio, which includes the Arona Gran — a seafront property with wellness facilities catering to both relaxation and activity — and the more intimate Sir Anthony, which features boutique suites with private plunge pools. For families with young children, the Mediterranean Palace provides childcare services, allowing parents to unwind while children are supervised.
The group is positioning these properties as suited to different holiday styles, from couples seeking privacy to families looking for convenience. The direct-booking incentive is designed to drive margin-friendly reservations and reduce reliance on third-party online travel agencies.
This push comes amid broader industry trends toward value-focused travel. As Thomas Cook Reports Surge in Value-First Bookings and Package Holiday Demand, operators are increasingly tailoring offers to price-conscious yet experience-driven consumers. Spring Hotels' strategy aligns with that shift, emphasizing quality of experience over peak-season volume.
For travel agents and tour operators, the campaign presents an opportunity to recommend Spring Hotels to clients with flexible schedules — such as retirees, remote workers, or couples without children — who may be seeking a quieter alternative to the summer rush. The group's direct booking portal also allows agents to manage reservations and access exclusive rates.
Spring Hotels' approach mirrors similar off-peak strategies seen elsewhere in the industry. For instance, Murray River Paddlesteamers Offers $400 Spring Discount on PS Emmylou Cruises, demonstrating that targeted discounts can effectively stimulate demand during shoulder seasons.
The 'Last Quiet Fortnight' campaign runs through the weeks immediately preceding the main school holiday period in key European source markets, including the UK, Germany, and Spain. Spring Hotels expects the initiative to boost occupancy rates while maintaining average daily rates above off-season levels.
Robinson emphasized that the quieter period does not compromise on service or amenities. 'Guests can expect the same high standards, but with more space and less queuing,' she said. 'It's a chance to truly relax before the summer energy builds.'
For more details, visit www.springhoteles.com.
