All-Season Sailing: Scenic Group Says the Shoulder Season Is Disappearing

It’s happening in all areas of the travel industry: the traditional idea of “shoulder season” is fading away as travellers increasingly look beyond the conventional summer vacation calendar.

According to a recent TRAVELSAVERS survey, 29% of travel advisors reported an increase in shoulder-season bookings in 2026, while another 10% said shoulder season has nearly disappeared altogether as demand increasingly stretches across the year. 

Upscale ocean and river cruise operator Scenic Group says this shift aligns with the continued expansion of both Scenic Luxury Cruises & Tours and Emerald Cruises & Tours, giving travellers more opportunities to sail throughout the year across rivers, oceans and destinations around the world. 

Rather than concentrating travel into a few peak months, Scenic Group says its increasingly diverse deployment allows guests to experience destinations at different times of year, from Europe’s rivers and Mediterranean coastlines to the Caribbean, Antarctica, the Seychelles and beyond. 

“Travellers are becoming much more intentional about when and how they explore the world. They want fewer crowds, more meaningful experiences and the freedom to travel outside of the traditional peak periods,” said Robert Castro, Vice President of Marketing, Scenic Group USA & LATAM

“For Scenic Group, that shift is incredibly exciting because our portfolio is built around exploration throughout the year. Whether it’s Europe in the spring and fall, the Caribbean and Seychelles during the winter, or Antarctica during its expedition season, there is no longer one ‘right’ time of year to travel. The traditional cruise calendar is evolving, and our guests are evolving with it.”

Travel outside the traditional peak season can mean a different side of a destination: cooler temperatures, seasonal cuisine, changing landscapes and a different atmosphere in ports and cities. For travellers seeking more intimate and immersive experiences, the ability to explore throughout the year also creates greater flexibility in how they plan their vacations. 

“What we’re hearing from travel advisors is that clients are increasingly open to travelling throughout the year rather than planning around the same traditional peak periods,” said Marilyn Cairo, Vice President of Sales & Trade Relations, Scenic Group USA & LATAM.

“That creates an enormous opportunity for advisors because they can have a very different conversation with their clients. Instead of simply asking where they want to go, they can ask what kind of experience they want to have and then identify the destination, season and product that best delivers it. With Scenic and Emerald sailing across such a diverse global portfolio, advisors have more opportunities to match clients with extraordinary experiences throughout the year.”

All-season sailing with Scenic Group includes a longer Europe river season, cruising the Med outside the summer crush, and other evolving seasonality around the world.