New Survey Shows Changes in Traveler Behavior During Shoulder Season

Over the past few years, the travel industry has seen a shift in regards to the typical shoulder season. Travelers interested in avoiding higher pricing and the usual summer crowds are booking vacations during what are usually the slower travel periods.

A recent survey of TRAVELSAVERS and NEST advisors in the U.S. and Canada between April 22 and May 9, 2025, has revealed a shift in booking trends among clients.

Shoulder Season Trends

Of those surveyed, 12% of advisors said shoulder season bookings are up 10% or more from last year; 20% said they are up between 1% and 9% compared to last year; 35% said bookings remained the same year over year. Twenty-seven percent stated their shoulder season business is down, and 6% of advisors surveyed chose “There’s no shoulder season anymore – every season is the same now!”

“Our sales have grown by double digits as travelers are eager to roam the globe,” said Kathryn Mazza-Burney, TRAVELSAVERS Chief Sales Officer and NEST President. “Their most prized ally is a professional advisor who can help them secure the best possible value and experience no matter when they choose to travel. Advisors can design a trip that meets their preferences and brings their travel dreams to life.”

Traveling year-round and not based on the high season opens up more availability for travelers, which means they can be spontaneous and book trips closer to the time of vacation. Twenty percent of the advisors surveyed said they have a higher-than-normal amount of last-minute bookings.

Boosting Business

Having travelers willing to take vacations during the shoulder season and also book last-minute opens up the door for additional business. Marketing these opportunities to current and prospective clients is key.

“We are setting up more trips for clients to travel with us and even created a Facebook page to promote these vacations,” said Leigh Johnston, owner of NEST affiliate Diana’s Destinations. “Our new custom group tour is 75 percent full, just from contacting past clients.”

Connecting with past clients, about these current trends or in general, is always important. It keeps advisors top of mind, whether they go to book a trip soon or in the future.

Christine Hardenberger, owner of NEST affiliate Modern Travel Professionals, said, “I check in with past clients - no sales, just to reconnect. I surprise them with small gifts and recommend curated vacations based on past trips.”