Peak season can be a blessing and a burden for hotel operators. When rooms are full, pressure rises across every department, from housekeeping to front desk to management. Yet high occupancy doesn't always translate to high profitability or guest satisfaction. At StanfordG Hospitality, we’ve seen even seasoned operators stumble during high-demand periods. Here are five common mistakes hotels make during peak season and how to avoid them.

1. Understaffing or Overworking the Team

The Mistake: Relying on the same headcount or expecting staff to “just handle it” leads to burnout, missed service cues, and low morale.

Avoid It: Build a seasonal staffing plan that includes part-time help, on-call availability, and cross-training. Consider flexible scheduling to keep your best team members energized, not exhausted.

A Story from the Front Lines: I remember when I was a young man in college working at Marriott’s Seaview Resort in Absecon, NJ. We understood the value of being prepared for volume. There were times when we had 10 valets working the front drive. Our manager always ensured we had plenty of chores to do between rushes but when the rush came, it came hard: 50 couples pouring out of brunch, 25 hotel guests checking out, and 10 golfers arriving for their tee times, all at once. That’s where I learned, it’s better to be overprepared than underprepared. That lesson has stayed with me throughout my career.

2. Inefficient Check-In and Check-Out Process

The Mistake: Long lines at the front desk frustrate guests and set a poor tone for the stay.

Avoid It: Introduce express check-in options, digital keys, or mobile pre-arrival messaging to collect preferences and reduce lobby congestion. Empower front desk agents with clear scripts and tiered problem-resolution authority so they can resolve issues without delay.

 Pro Tip: Call or email guests prior to arrival to confirm or gauge their expected arrival time. This not only builds rapport but also gives your team better visibility into peak arrival waves, allowing you to staff more strategically.

3. Ignoring Service Recovery Opportunities

The Mistake: In the rush of operations, guest complaints are logged but not acted upon quickly or meaningfully.

Avoid It: Create a rapid response protocol that alerts the right manager or department in real time. Train your team to actively listen, provide reasonable options, and follow through until the guest is fully satisfied.

Did you know? Studies show that guests who experience a problem that is resolved to their satisfaction often rate their stay higher than guests who never encountered an issue at all. The magic lies in the recovery: listening, offering solutions, and ensuring the guest feels truly delighted by the resolution.

4. Not Leveraging Ancillary Revenue Streams

The Mistake: A full hotel with empty meeting rooms, unpromoted spa services, or underutilized food & beverage outlets means money is being left on the table.

Avoid It: Train front desk and reservations staff to cross-sell amenities and push timely promotions through in-room QR codes, SMS, or app notifications. Partner with local attractions for bundled experiences guests can’t get on third-party sites.

A Revenue Story from the Field: I remember managing a beach hotel some years ago, and every summer without fail, we had guests check in without sunscreen or remedies for sunburn. By simply stocking our gift shop with a variety of sun care essentials, we solved a need and drove consistent ancillary revenue. We also offered complimentary popcorn in the lobby bar area, which created a lively, family-friendly atmosphere. That simple touch turned the lobby into a casual hangout spot and increased food and beverage capture in our on-property outlets.

5. Failing to Capture Data for Future Marketing

Hotels focus solely on operations and forget to collect or use guest data to fuel long-term marketing.

 Avoid It: Use every touchpoint, Wi-Fi login marketing messages, mobile check-in, and loyalty program signup, as an opportunity to build your database. Then follow up with targeted offers to keep peak-season guests returning in shoulder months.

Pro Tip: Create a lobby-based promotional offer with a QR code, something like: “Enter to win a free weekend getaway this October!” This not only excites guests in the moment but also builds your marketing list with warm leads that are already familiar with your property.

Peak Season Should Be Your Most Profitable, Not Most Painful Time

Avoiding these five mistakes can mean the difference between a chaotic season and a record-breaking one. Whether you're running a select-service property or a full-service brand, operational discipline and guest-centric thinking are your best allies. Need help creating a custom strategy to optimize your hotel's performance year-round? Please send an email or leave your contact information and let us know how we can assist you. We will reach right back to you.