Accommodation marketing · Broome, Western AustraliaBroome books itself in July. February is harder.
The dry season sells out, then the wet season goes quiet. We help Broome stays win more of the peak directly, and give guests real reasons to come in the green months.
The Broome market
Who comes to Broome, and why
Broome sits on Yawuru Country at the western edge of the Kimberley. Guests come for Cable Beach, its long white sand and sunset camel rides, and for Staircase to the Moon, when the full moon rises over the tidal flats of Roebuck Bay two or three nights a month between March and October. They also come for the town's pearling history and Chinatown, the dinosaur footprints at Gantheaume Point, and as the starting point for the Dampier Peninsula and the Gibb River Road.
Many visitors are West Australians escaping Perth's winter, arriving by plane or on long road trips up the coast. Qantas flies direct from Perth, and seasonal flights link Broome with Melbourne and Sydney in the dry season. Grey nomads and families with caravans and 4WDs come through on their way to or from the Gibb River Road. Couples, wedding groups and international visitors from the UK, Europe and Asia add to the mix, especially around Shinju Matsuri, the festival of the pearl, in late August and early September.
Stays include resort-style apartments near Cable Beach, holiday homes in the suburbs, B&Bs, caravan parks and glamping on the Dampier Peninsula. Many owners rely on Airbnb, Stayz and Booking.com. Rules matter here. Since 1 January 2025, every short-term rental in WA, hosted or unhosted, must be on the state's register and show its registration number in ads, and the Shire of Broome requires development approval for unhosted holiday houses in residential areas.
Who books
Who stays in Broome
West Australians escaping winter
Perth couples and families who fly up for a week of warmth between May and September. They book early around WA school holidays and look for a pool and a short trip to Cable Beach.
Caravan and 4WD travellers
Grey nomads and families on the big lap or heading for the Gibb River Road. They stay several nights to restock and rest, and want space, shade and practical advice.
Interstate and international visitors
Guests from Melbourne, Sydney and overseas who plan around Staircase to the Moon or Shinju Matsuri. They book months ahead and want the dates spelt out clearly.
Couples and wedding groups
They come for Cable Beach sunsets, good food and a romantic stay. Wedding groups book several rooms at once and need clear communication.
The year
When guests come to Broome
Dry season peak
May to October
Warm days, cool nights and almost no rain. Staircase to the Moon, the markets and Shinju Matsuri draw crowds. Rooms fill early, so take bookings well ahead and hold rates.
Build-up
November and December
Heat and humidity rise, crowds thin and the Gibb River Road usually closes from December. Good value for couples who don't mind the heat. Market pools, sunsets and quiet beaches.
Wet season
January to April
Monsoon rain, storms and possible cyclones, with short heavy downpours rather than constant rain. Market lightning storms, green landscapes, low rates and honest cancellation terms.
Getting here
Broome International Airport is close to town, with direct Qantas flights from Perth, seasonal Virgin Australia flights, seasonal direct flights from Melbourne and Sydney in the dry season, and Airnorth services to Darwin. Driving from Perth is more than 2,000 km, usually spread over several days. The Gibb River Road starts at Derby, north-east of Broome, and runs about 647 km to Kununurra, but it is typically closed from December to April.
The hard part
What makes marketing in Broome hard
Broome has a short, intense peak season and a long quiet one.
- Demand drops sharply in the wet season, and many guests assume the whole town shuts down.
- Cyclones and flooding are possible from January to March, and guests want to know what happens to their booking.
- Every WA short-term rental must be registered and show its number in ads, and unhosted holiday houses need Shire development approval, which adds cost and paperwork.
- Flights are expensive and limited outside the dry season, which puts off interstate guests.
- Many stays rely on booking sites, so guests compare you on price against dozens of similar listings.
We can't change the seasons, but we can help you win more direct bookings in the dry and more of the guests who'd enjoy the wet.
What we'd do
What we'd do for your Broome stay
Here's how we'd approach a holiday home, B&B, glamping site or small resort in Broome.
Staircase to the Moon dates on your site
A page with the year's Staircase dates and times, where to watch it from your stay, and a package around those nights. Guests plan whole trips around it.
Google listing for Broome searches
A complete Google Business Profile for searches like "accommodation near Cable Beach" or "Broome B&B", with free booking links through your booking engine, current photos and your STRA registration number where needed.
A wet season offer for Perth locals
A green season rate aimed at Perth couples, sent to past guests and promoted on Instagram, with honest notes on heat, storms and cyclone cancellations.
A Gibb River Road page
For caravan and 4WD guests, a page on resting and restocking before or after the Gibb, with links to Main Roads WA for current road status.
Shinju Matsuri and event packages
Early offers for Shinju Matsuri and the Staircase markets, sent to your email list months ahead, when interstate guests are booking flights.
An email list of past guests
Many West Australians return to Broome year after year. Collect emails with consent under the Spam Act and send a short note before bookings open for next dry season.
Useful on its own
What guests search, and what to post.
The first list is the kind of thing guests type when looking for a stay in Broome. Your website and Google listing should answer them. The second is a start on your next month of Instagram.
Searches to show up for
- “broome accommodation near cable beach”
- “broome holiday house”
- “b&b broome”
- “broome glamping”
- “staircase to the moon accommodation”
- “broome family accommodation with pool”
- “dampier peninsula accommodation”
- “broome wet season deals”
Post ideas for Broome
- Sunset camel rides on Cable Beach, filmed from the sand, with tips on the best time to go.
- Staircase to the Moon over Roebuck Bay, the year's dates and the Town Beach night markets.
- Low tide at Gantheaume Point and where to look for dinosaur footprints.
- Shinju Matsuri, the festival of the pearl, and Broome's pearling history in Chinatown.
- A wet season lightning storm over the bay, and why some guests prefer this time of year.
- Getting ready for the Gibb River Road: a checklist for guests stopping in Broome first.
Questions
Marketing a stay in Broome
Something else on your mind? Email us.
Do I need to register my Broome holiday rental?
Yes. Since 1 January 2025, every short-term rental in WA, including hosted B&Bs, must be on the state STRA register before it's advertised, and the number must appear on every ad. The Shire of Broome also requires development approval for unhosted holiday houses in residential areas. Check with the Shire and the register. We help with marketing, not planning advice.
How do I market Broome in the wet season?
Be honest and sell what's special. The wet brings heat, humidity and storms, but also lightning over the bay, green landscapes, quieter beaches and lower rates. Aim offers at Perth locals and past guests, give flexible cancellation for cyclones, and keep a clear page on what's open. Guests who know what to expect review you better.
Should I depend on booking sites in the dry season?
They help fill rooms, but they take a commission and own the guest relationship. In peak season you'll often fill anyway, so it's the best time to build direct bookings: a good website, a Google listing with booking links, and an email list. Those direct guests are the ones who come back in the quiet months.
How does it work with you being in India?
We're in Ahmedabad, only 2.5 hours behind WA all year, since WA has no daylight saving. That gives us most of your working day in common. We work by email, video call and WhatsApp, send a short plan each month and report on what we did. You approve anything that goes out under your name.
Free check-up
A free check-up for your place in Broome.
Fill this in and send it by email or WhatsApp, with your details already typed in. We'll look at how your place shows up online and tell you plainly what's missing. Free, and usually within a working day.
What we look at
- Your Google listing: photos, details, reviews and replies
- What comes up when guests search your name
- Your website on a phone
- Your Instagram and Facebook
- Which bookings could come to you directly instead of through the apps
Nearby
Other places we cover
- Margaret RiverWine, surf, caves and whales in WA's South West, about three hours' drive from Perth, where summer and school holidays fill fast and winter midweek takes real work.
- KakaduMarketing for lodges, cabins, campgrounds, station stays and B&Bs in and around Kakadu National Park, built around park passes, the dry season rush, wet season closures and respect for Bininj/Mungguy culture.
- Great SouthernAlbany, Denmark, the Porongurups and the Stirling Range on WA's south coast, about four and a half hours from Perth, with whales in winter and a busy summer.
- All destinationsEvery place we've written a page for, by region.
Sources
Local facts on this page were checked on against the sources below. Rules and timings change, so please confirm with local authorities before relying on them.