New Survey Finds Shoulder Season Bookings on the Rise

The latest survey from TRAVELSAVERS and NEST advisors shows a shift in booking behavior, with more advisors seeing interest in travel during shoulder season.

Approximately one-third of respondents reported an increase in shoulder season bookings year-over-year, while 35% stated the sales were steady. Notably, 12% said that shoulder season bookings were up by at least 10%.

The survey also indicates a shift in when travelers are booking vacations. More than half of respondents reported last-minute booking, with 40% reporting a normal amount and 20% a higher-than-normal amount. The remaining 40% reported no last-minute bookings.

The survey also highlights winning strategies advisors are using to grow their business, such as initiatives to reach out to past clients.

“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 Diana’s Destinations. “Our new custom group tour is 75 percent full, just from contacting past clients.”

Molly Friend, owner of Friendly Travel, reported a similar strategy. “We are starting a program to go through our database and make contact with anyone that has not traveled in the last two years, then work our way forward,” she said.

The survey was conducted with TRAVELSAVERS and NEST agency affiliates in the U.S. and Canada between April 22 and May 9, 2025.

“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.”