<h1>The Vanishing Off-Season: Travel Trends in a Post-Pandemic World</h1>
<p>As an avid traveler who appreciates affordable prices and less crowded destinations, I always avoid flying in July and August, especially in the Northern Hemisphere. Instead, I wait for the fall when flight and hotel rates typically drop, and the crowds disperse.</p>
<p>But this year, something changed. When I tried to book accommodations in Florence, Italy, for September, I was shocked to find that prices were almost as high as they were in the summer. And even in historically slow months like November, I couldn’t find an affordable option in Key West, Florida. Even the usually bargain time to travel in early December was incredibly expensive at the eco-friendly resort Playa Viva near Zihuatanejo, Mexico. What happened to the off-season?</p>
<p>”September is the new August,” said Jack Ezon, founder of Embark Beyond, a luxury travel agency based in New York City. He explained that the demand for European travel has extended the peak season. Many of his clients who typically travel to the Mediterranean in July and August have rescheduled their trips to June, September, or October to avoid the crowds and the heat.</p>
<p>Virgi Schiffino Kennedy, founder of Lux Voyage, a travel agency based in Philadelphia, confirmed this trend. She said that summer rates are now creeping into the shoulder season, making it difficult to book popular destinations like Santorini and Mykonos in Greece during September.</p>
<p>According to Henry Harteveldt, a travel industry analyst from Atmosphere Research Group, flexible work schedules are contributing to this shift. While summer will always be the peak season, he expects to see more off-peak travel in the fall, winter, and spring.</p>
<h2>The Surge of Shoulder Season Travel</h2>
<p>Travel is making a strong comeback after the pandemic. The World Travel & Tourism Council predicts that the industry will recover 95% of its 2019 activity this year. However, travel patterns are not exactly the same as before.</p>
<p>Compared to 2019, global leisure stays at Sofitel and MGallery hotels in spring 2023 have increased by 12%. Fall 2022 bookings for leisure guests are up 7% compared to the same period before the pandemic.</p>
<p>Intrepid Travel, a global tour company, has seen a significant increase in fall and spring bookings this year. Compared to before the pandemic, fall bookings have grown by 56% and spring bookings by 70%. The company has responded to this demand by increasing the number of departures.</p>
<p>AmaWaterways, a river cruise line, has also added new itineraries for November and February to cater to the demand for off-peak travel.</p>
<p>G Adventures, a small-group trip provider, reported a 40% increase in bookings by Americans this year compared to 2019. When summer trips in Italy are fully booked, travelers are now looking at other times of the year to explore the country.</p>
<p>Katie Parla, a cookbook author and food tour guide based in Rome, has noticed the change in seasons. She mentioned that the high season used to be from Easter to October, but this year, Rome has been busy a month earlier than usual. Her calendar is already filled until the end of December, which is highly unusual.</p>
<p>This shift is not limited to Europe. Apple Leisure Group, which offers value-priced vacation packages in Mexico and the Caribbean, has seen bookings spread out more evenly throughout the year in the past three years. As a result, prices have become more consistent year-round.</p>
<p>According to a report by Kampgrounds of America, 67% of campers have changed their travel plans this year due to weather conditions. Nearly 64% of campers who delayed their trips plan to take them after Labor Day. RVShare, an RV rental platform, has seen a twice as fast growth in shoulder season reservations compared to the core summer season, thanks to flexible work policies and a desire to avoid extreme heat.</p>
<p>One traveler, Claire Ramsdell, decided to switch her plans after experiencing the heat in Bozeman, Montana. She found it too hot to work from her vehicle and ended up renting expensive accommodations. Now, she plans to return to off-season travel and explore less crowded places in the fall.</p>
<h2>The Role of School Calendars</h2>
<p>For families with school-age children, avoiding the high prices and heavy traffic of the summer season can be challenging. However, some parents are considering workarounds.</p>
<p>Jennifer Glaisek Ferguson, a mother of two in Weston, Connecticut, used to take a midsummer trip to France with her family, enduring the sweltering heat. But after realizing the importance of school attendance and keeping up with the curriculum, they decided to avoid such trips. However, they are open to missing a few days of school for educational travel experiences.</p>
<p>Riana Ang-Canning, a social media professional from Vancouver, Canada, also prefers to travel off-season with her husband. They appreciate the flexibility to find cheaper flights and hotels and avoid the summer crowds.</p>
<p>Lux Voyage’s Virgi Schiffino Kennedy mentioned that family clients often add a day or two to long weekends. They look for ways to maximize their travel opportunities without disrupting their children’s school schedule. She does the same and plans to take her daughter out of school for a few extra days during Indigenous Peoples’ Day to explore Sedona, Arizona, and the Grand Canyon.</p>
<p>Misty Belles from Virtuoso, a travel agency consortium, predicts that the return of the rule of school will drive bookings in late spring, right after classes end. Travelers may be eager to get a head start before the summer heat kicks in.</p>
<h2>Promoting the “Secret” Season</h2>
<p>From a business perspective, travel marketers are deliberately trying to minimize the booking troughs in the calendar. They have long promoted the “green season” in Costa Rica from May through November, when there’s more rain but also lush landscapes. Similarly, Napa Valley has its “cabernet season” from November to April when things slow down, and it’s easier to secure restaurant reservations at popular places like the French Laundry.</p>
<p>To encourage off-season visits on Cape Cod, Pelham Hospitality has introduced indoor roller skating activities. Chatham Bars Inn has dubbed September and October as “secret summer” and offers special programming, including dinner at their nearby eight-acre farm.</p>
<p>Bill Lewis, the general manager of the Magnolia Hotel & Spa in Victoria, British Columbia, and chair of the Victoria Hotel Association, emphasized the importance of minimizing occupancy lows to support tourism businesses and provide a high-quality experience for travelers.</p>
<p>Andrew Lloyd, the director of Lloyd & Townsend Rose, a luxury rental agency in Britain and Ireland, believes that there is no longer an off-season. He has witnessed busy periods throughout the so-called off-season months, particularly in Scotland where photographers are drawn to the unique winter light.</p>
<p>In conclusion, the off-season as we once knew it may be disappearing. Travel patterns are shifting, and shoulder seasons are becoming increasingly popular. Whether it’s due to flexible work schedules, desire to avoid crowds, or the appeal of better prices and weather, off-peak travel is on the rise. As a traveler, it’s now essential to plan ahead and book early to secure the best deals and avoid disappointment.</p>
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