If you have hotel furniture in need of replacing, you might want to consider making the most of the captive audience offered to you by the school holidays - particularly in light of the price hikes put in place by some of the biggest holiday operators.
Whether or not you agree with the ethics of increasing prices in response to the greater demand during the school holidays, many of your competitors will be doing just that, and figures from the building society Nationwide show the extent to which some of the biggest operators do so.
At Center Parcs, for instance, the term-time cost of a week in Wiltshire for a family of four is around £1,038, rising to £1,928 during the school holidays - an increase of a massive £890, or 86% of the original cost, that makes a mockery of the £50 fine some parents are expected to pay for taking term-time holidays.
Travel to Disneyland Paris, and the cost rises from £2,262 during the term, to £2,631 during the holidays, a £369 (16%) hike.
And a typical family break to Spain costs £2,558 in the holidays - over £1,000 (70%) more than the term-time average of £1,501.
With the knowledge that other operators are adding anything up to six sevenths on to the term-time price in order to cope with the heightened demand of the summer holidays, you might want to follow suit; a modest price hike could still leave you appearing highly competitive compared with some other operators, while boosting your earnings compared with term time.
Any extra income can be put towards hotel furniture upgrades, allowing you to raise the standard of your rooms for the off-season, and potentially raise your tenancy rates accordingly.
Meanwhile, better hotel furniture can also provide a visible demonstration to families that you are not simply pocketing their payments during the busy summer holiday period, but are investing their - and your - funds into serving their needs better during their next break.
This in turn helps you to justify any price increases - which you can then potentially retain even once the school holidays are over.