Guests arriving in January are often seeking a change of scene or a gentle reset after the festive rush. Grey skies, short days and cold temperatures mean that comfort matters more than ever.
For hotels, B&Bs and self-catering accommodation, small, thoughtful touches can make a January stay feel restorative rather than bleak and can turn an off-season booking into a glowing review.
Bring Warmth to Every Room
January guests aren't distracted by summer activities or festive sparkle so ensure that rooms feel warm on arrival, duvets and bedding are winter-appropriate, and guests can easily find extra blankets or throws.
In self-catering properties, clear guidance on heating controls prevents guests from feeling uncomfortable or hesitant to adjust the temperature. A warm room instantly counters travel fatigue and sets a positive tone.
Elevate the Hot Drink Selection
Hot drinks are one of the most effective January mood-boosters so consider how you'll provide a generous supply of tea and coffee. Curate a selection of traditional staples like breakfast teas and instant coffee. Decaffeinated and herbal options are perfect for evenings and hot chocolate, is both comforting and indulgent.
For B&Bs and hotels, ensure refreshment trays are topped up each day, and in self-catering accommodation, well-stocked cupboards prevent guests from needing to venture out in cold or wet weather.
Create a Sense of Calm and Escape
January guests are often escaping hustle and bustle, not seeking it. You can support this by keeping lighting warm and soft and reducing unnecessary background noise with blackout curtains.
Providing quiet corners will give guests a place to get comfortable. Simple touches like lamps instead of overhead lights, or a comfortable armchair near a window, help create a sense of retreat. To really step it up, providing a bathrobe and pair of slippers will elevate their experience and let them tap into a moment of self-care.
Help Guests Embrace Staying In
In January, staying in isn’t a failure; it’s often the goal. Support this by providing books, magazines or board games and don't forget to leave Wi-Fi details and TV instructions. Supplying blankets or throws allows guests to get cosy and for the ultimate night-in, why not also leave your guests a selection of snacks like popcorn, brownies or crisps to enjoy?
For self-catering properties, a well-equipped kitchen allows guests to enjoy slow, comforting meals without needing to go out.
Support Wellbeing Without Preaching It
Many guests use January to reset, but may not want to be told how. Quietly support wellbeing by providing herbal teas or mineral water, sharing gentle local walking routes and offering information about spas, swimming pools or nature spots.
This feels supportive rather than prescriptive and will leave a great lasting impression on your guests.
Communicate Value, Not Discounts
January guests want to feel their stay is worth it. Value is communicated through warmth, comfort, and thoughtful generosity.
A well-prepared room with everything they need often feels more valuable than a discounted rate. For accommodation providers willing to lean into comfort, calm and care, it can become a season known for better guest relationships and stronger reviews.
By helping guests shake off the January blues, you position your accommodation as a place they’ll want to return to, whatever the season.
