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Seasonal Analysis

Understand seasonal patterns to plan and optimise your tourism business

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

Seasonal Analysis

Tourism is inherently seasonal. Understanding your seasonal patterns helps you plan resources, set prices, and market effectively throughout the year.

Why seasonal analysis matters

Seasonal insights help you:

  • Plan staffing — right people at the right time

  • Manage inventory — stock up before peaks, wind down after

  • Set pricing — match prices to demand

  • Time marketing — reach customers when they're planning

  • Develop products — fill seasonal gaps

Accessing seasonal data

  • Go to Insights Hub from the main menu

  • Click Visitor Analytics

  • Use the Quarter filter to explore seasonal patterns

  • Select a sub-region to see quarterly trend charts

Understanding Australian tourism seasons

Calendar quarters

Quarter

Months

Typical patterns

Q1

Jan-Mar

Summer peak, school holidays

Q2

Apr-Jun

Autumn shoulder, Easter

Q3

Jul-Sep

Winter, ski season, dry season north

Q4

Oct-Dec

Spring recovery, Christmas lead-up

Seasonal variations by region

Different regions peak at different times:

  • Tropical North — dry season (May-Oct) is peak

  • Ski regions — winter (Jun-Aug) dominates

  • Beach destinations — summer (Dec-Feb) peaks

  • Wine regions — autumn harvest and spring pleasant

  • Capital cities — events and business drive patterns

Reading seasonal charts

When you select a sub-region, the main chart shows quarterly data:

What the bars show

  • Height indicates visitor numbers

  • Compare across quarters to see seasonal variation

  • Hover for exact figures

Adding spending data

The chart can show both:
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  • Visitor numbers (left axis)

  • Economic impact (right axis)

  • Trend line connecting data points


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Interpreting patterns

Pattern

What it suggests

One dominant peak

Strong seasonality

Two peaks

Shoulder season success

Flat line

Year-round appeal

Declining trend

Need for action

Calculating seasonality

Seasonal index

Compare each quarter to your annual average:

Seasonal Index = (Quarter figure / Annual average) x 100

Index

Meaning

Over 120

Strong peak

100-120

Above average

80-100

Below average

Under 80

Off-peak

Peak to trough ratio

Divide your busiest quarter by your quietest:

Ratio = Peak quarter / Lowest quarter

Ratio

Seasonality level

Under 1.5

Low seasonality

1.5-2.5

Moderate

Over 2.5

High seasonality

Seasonal strategies

Managing peaks

During your busiest periods:

  • Maximise capacity — consider extended hours

  • Premium pricing — demand supports higher rates

  • Staff up — ensure service quality

  • Manage expectations — longer wait times, busier venues

  • Prepare inventory — stock up in advance

Building shoulders

Strengthen the seasons either side of peak:

  • Events and packages — create reasons to visit

  • Targeted marketing — reach flexible travellers

  • Value pricing — incentivise shoulder visits

  • New products — experiences suited to the season

  • Business travel — conferences, meetings

Surviving off-peak

Keep the business viable during quiet times:

  • Maintenance — major works without disrupting guests

  • Training — upskill your team

  • Planning — strategic work for next season

  • Loyal customers — special offers for regulars

  • Local market — attract residents and day-trippers

Year-round strategies

Developing off-peak products

Create reasons for people to visit in quiet times:

  • Winter festivals for summer destinations

  • Wet season specials for tropical areas

  • Wellness retreats that suit any weather

  • Indoor experiences for poor weather days

Targeting different markets

Different visitors have different seasonal patterns:

Market

Seasonal flexibility

Grey nomads

Very flexible, avoid school holidays

Couples without kids

Prefer shoulder seasons

International visitors

Different holiday patterns

Business travellers

Follow business calendar

Event attendees

Tied to event dates

Balancing capacity

Options for managing seasonal swings:

  • Seasonal staff — casuals for peaks

  • Cross-training — flexibility in roles

  • Partial closures — close sections in off-peak

  • Alternative uses — venue hire, private events

Using comparison features

Compare seasonal patterns:

  • Select your sub-region

  • Enable Comparison Mode

  • Compare with:

- State overall - Another sub-region

  • See if your seasonality matches or differs

This helps identify if you're following regional patterns or have unique characteristics.

Filtering for deeper insights

Combine seasonal analysis with other filters:

By visitor type

  • Holiday — strongest seasonal patterns

  • Business — more consistent, slight dips in December

  • VFR — peaks at holidays and special occasions

By transport

  • Drive — flexible, weather-dependent decisions

  • Air — more committed, longer planning

  • Coach — fixed seasonal tour schedules

By demographic

  • Families — tied to school holidays

  • Retirees — actively avoid school holidays

  • Young adults — more spontaneous

Tips for seasonal analysis

  • Look at multiple years — one year may be unusual

  • Consider external factors — events, weather, economic conditions

  • Note shifting patterns — seasons can change over time

  • Compare similar regions — benchmark your seasonality

  • Plan ahead — seasons are predictable; prepare early

Common seasonal questions

Is my seasonality typical?

Compare your patterns with:
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  • Similar regions

  • State averages

  • Industry benchmarks


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Can I change my seasonality?

Yes, through:
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  • New product development

  • Targeting different markets

  • Events and festivals

  • Pricing strategies


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How far ahead should I plan?

For seasonal businesses:
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  • 6-12 months for major decisions

  • 3-6 months for marketing

  • 1-3 months for operations


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Understanding your seasons is the foundation for smart business planning.

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