Let's Talk
WHY HOTELS COME TO ME
These are the situations hotels usually come to me with
  • THE QUIET MONTHS COST THE SAME AS THE FULL ONES
    Staff are there, the building is heated, the kitchen runs. The revenue is not.

    Every year the same months arrive and every year they are handled the same way.
  • THE DISCOUNT WORKS ONCE
    The rate comes down and the rooms fill. Then guests learn to wait for it, and some move a trip they would have paid full price for.

    The season fills at a price that no longer covers what it used to.
  • THERE IS NOTHING TO OFFER EXCEPT THE HOTEL
    In summer the location sells itself.

    Out of season a guest needs a reason to come, and nobody has built one.
  • IT GETS DECIDED TOO LATE
    The month approaches, the calendar looks empty, and a campaign goes up two weeks after the guests were making their plans.
WHAT I DO
I build reasons to come, then bring the guests who want them

Out of season a guest is not asking what it costs. They are asking what they would do there.

  • FINDING WHO ALREADY COMES

    Your past seasons hold the answer. Who arrived out of season, where they came from, how long they stayed, what they bought.

    There is usually a pattern in there that nobody has noticed, because the numbers were small.
    1

  • BUILDING TWO OR THREE REASONS TO TRAVEL

    Not an autumn offer. Specific reasons people go somewhere in the quiet months: recovering after a hard stretch, time together with nobody around, a week of work in silence, a group taking the whole place.

    You decide what goes into each one and what it costs. I define who it is for and how it is explained.
    2

  • GIVING EACH ONE ITS OWN PAGE

    What is included, how long, the total price, who it suits.

    Plus the questions that only come up out of season: what happens in bad weather, is the pool open, what is there for a child.
    3

  • BRINGING GUESTS TO THOSE DATES

    Google Ads and Meta campaigns aimed at the occasion rather than the hotel. Search and AI visibility for the way people describe an off-season trip.

    A separate campaign per reason, so it is clear which one guests want.
    4

  • WRITING TO PEOPLE WHO ALREADY KNOW YOU

    Guests who have stayed before, guests who came out of season already, people who enquired and never arrived.

    The cheapest bookings available in a quiet month, because nobody has to be convinced where they are going.
    5

  • STARTING BEFORE THE WINDOW OPENS

    Six to eight weeks ahead of the dates, plus the time to build the pages and the offers.

    Most of the loss in a low season happens because the work started when the month was already there.
    6

Which months are the quiet ones for you?

Thirty minutes to work out what your hotel could realistically sell out of season, and when the work would need to start.
Book a call Message me on Whatsapp
How it works
WE LOOK AT YOUR PAST SEASONS
Who came out of season, from where, for how many nights, what they bought beyond the room.

Plus your guest list, your website data and what other properties in the region offer on the same dates.
WE AGREE TWO OR THREE REASONS TO BUILD AROUND
Chosen from what your data already shows and what your property can honestly deliver in those months.
You decide the content and the price of each one.
THE PAGES AND CAMPAIGNS GO LIVE
A page per reason, campaigns aimed at each, and emails to the parts of your guest list most likely to respond. Live six to eight weeks before the dates.
WE FOLLOW WHICH REASON GUESTS WANT
Enquiries and bookings counted separately for each. Budget moves to whichever one is working, and the weaker one is rewritten or dropped before the season ends.
What you get

  • QUIET MONTHS THAT SELL AT A NORMAL RATE

    Part of the season fills because there is a reason to come, not because the price came down.
    1

  • GUESTS WHO CHOSE THE DATES ON PURPOSE

    People travelling for a specific reason are not comparing you on price per night with whoever else is cheap that week.
    2

  • IDEAS TO REUSE NEXT YEAR

    The pages and campaigns stay. Next season they go live earlier, cost less to run, and you already know which reasons your guests respond to.
    3

  • AN HONEST PICTURE OF WHAT THOSE MONTHS CAN DO

    By the end of the season you know what your property can realistically sell out of season, and what it cannot.
    4
Turning a low season into a sellable experience
A remote mountain retreat centre had strong nature and infrastructure, but winter was seen as commercially unattractive. We repositioned the season as a distinctive setting for retreat and yoga groups, addressed the main objections through content, and created tools to help organisers enquire and plan.

Result: winter became a standalone business direction instead of a dead season.
View case example

Three ways hotels lose money in the low season

and what those months are actually worth

Read the article →

Every property has something to sell out of season

Sometimes it is already in the past bookings and nobody has looked. A call to go through what your quiet months could realistically do, and what it would take to be ready in time.
Book a call Message me on Whatsapp

Armen Kaladzhyan

MARKETING FOR BOUTIQUE
AND WELLNESS HOTELS
I have worked in digital marketing since 2002. Paid media, search, website conversion and commercial strategy.

I have worked with hotels since 2015. Today they are my main focus: independent boutique and wellness properties, retreats, countryside hotels and small luxury stays. Places with an idea behind them.

Before hotels I spent years with medical clinics in several countries. That is where I learned how people buy something expensive that they think about for weeks. A wellness or medical programme is chosen the same way.

My work starts with what a hotel already has: its data, its reviews, its existing demand. Then I build campaigns, pages and content around one commercial goal at a time, and measure that goal on its own.

I take on a small number of projects, so each one gets proper attention.

Selected hospitality projects

Hotels, resorts and retreats, tour operators, cruise and travel companies, and hospitality technology.
Let's talk about your hotel
Tell me what you are working on.

A programme that is not selling, a quiet season, campaigns that need running, or something else. If I am not the right person for it, I will say so.
Book a call Or message me on WhatsApp
Based in Madrid, working with hotels internationally
Armen Kaladzhyan
Marketing for boutique and wellness hotels
Whatsapp: +34 660 577 212
Email: armen@akmarketing.digital