Events to look out for are conferences, major sports events, long weekends, concerts, cultural events, etc. Utilize the city website to get a sense of major events or simply google events in your town. In addition to major holidays such as New Years and Christmas it is extremely important to be aware of local events. Heightened demand during these key dates allows you to increase your rates. You will also want to be aware of all major holidays and events. In order to be among the first to book these dates and ensure I keep a strong occupancy rate. During these periods my strategy is to keep my prices very competitive. The off-season in Whistler happens to be Fall and Spring. As such I can maximize my ADR by being patient. As these peak dates approach supply in the town drops and demand increases. In order to maximize my ADR during these dates I keep prices high and allow the occupancy of the town to increase. When is it peak season? When is the low season? Whistler for example has peaks during both the Winter and Summer seasons, although Winter remains stronger. Analyzing your market requires you to understand seasonality.
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