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OYSTER BAY, NY (July 16, 2025): Travelers aiming to avoid high prices and summer crowds are opting to vacation during the shoulder season, as indicated by a survey from TRAVELSAVERS and NEST. The survey of advisors affiliated with the two networks sheds light on current consumer booking trends.
“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.”
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Shoulder Season Trending
About one-third of advisors affiliated with the networks say their shoulder season bookings are up from last year. That’s compared to 27 percent who state their shoulder season business is down.
Just over one-third (35 percent) report their shoulder season is the same as last year. Six percent reveal that they don’t experience a shoulder season, with sales constant year-round.
Growth in Last-Minute Bookings
Booking shoulder-season trips allows travelers to be more spontaneous and reserve closer to the time of their vacation, as inventory is more readily available compared to peak season. Travelers can enjoy the flexibility to adapt their destinations with changing circumstances such as weather or pricing.
One in five advisors is reporting a higher-than-normal number of last-minute bookings. Forty percent of advisors are reporting a normal amount of last-minute bookings. The same percentage say they are not seeing last-minute bookings this year.
New Opportunities to Boost Business
TRAVELSAVERS- and NEST-affiliated advisors are creating strategies to take advantage of these shifting behaviors. Chief among those is marketing the appeal of travel to clients and prospects.
“We are setting up more trips for clients to travel with us and even created a Facebook page to promote these vacations,” comments Leigh Johnston, owner of NEST affiliate Diana’s Destinations. “Our new custom group tour is 75 percent full, just from contacting past clients.”
Designing trips where clients can anticipate their budget is top of mind for Malori Asman, Founder and Chief Amazement Officer at NEST affiliate Amazing Journeys. “Sell shorter, rather than longer, trips,” she advises. “Sell cruises, where local currency fluctuations have little effect on the destinations you visit, as it would with a land trip. Sell domestic rather than international destinations if clients have concerns about exchange rates or situations in other countries.”
Another strategy agencies are employing is connecting with clients to help them rediscover the joy of travel. “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,” says Molly Friend, owner of TRAVELSAVERS affiliate Friendly Travel.
Providing a personal touch helps Christine Hardenberger, owner of NEST affiliate Modern Travel Professionals, earn client trust: “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.”
Survey Results
Shoulder Season Bookings
- 12% up 10% or more from last year
- 20% up between 1% and 9% from last year
- 35% the same as last year
- 16% down between 1% and 9% from last year
- 11% down 10% or more from last year
- 6% “There’s no shoulder season anymore – every season is the same now!”
Last-Minute Bookings
- 20% yes, a higher-than-normal amount
- 40% yes, a normal amount
- 40% no
Consultants with TRAVELSAVERS and NEST agency affiliates in the U.S. and Canada completed the survey between April 22 and May 9, 2025.
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About TRAVELSAVERS
Founded in 1970, TRAVELSAVERS is an international marketing leader of more than 2,000 independent agencies in over 35 countries. Through the buying power of $20 billion in annual sales, its more than 25,000 advisors are able to offer clients inspirational travel experiences at the best value. With a global reputation for excellence, TRAVELSAVERS equips its community of leisure and corporate agencies to maximize sales and profits with cutting-edge products and services. Through a protected territory system, strong partnerships, award-winning marketing, innovative technology, continuous learning, networking events, and personalized coaching, TRAVELSAVERS champions travel professionals and empowers advisors to succeed. For more information, visit www.travelsavers.com.
About NEST
The Network of Entrepreneurs Selling Travel is the industry’s first and only marketing group exclusively for independent home-based travel agencies. The company empowers home-based advisors to achieve greater success financially, professionally and personally by championing best practices, solutions and opportunities. NEST helps home-based travel entrepreneurs build their business, keep their identity and maintain control. The network delivers what home-based advisors need to increase their competitive edge and profitability, including a high level of personalized support, award-winning marketing, preferred partner portfolio, education, exclusive networking and events, and innovative technology. NEST also helps suppliers reach the rapidly growing home-based distribution channel with training, motivation, offers and compensation. For more information, visit www.jointhenest.com.
Tags:Kathryn Mazza-Burney, TRAVELSAVERS, survey
