Excerpt from Travel Market Report
The times they are a-changin. Seasonal high peak destinations are no longer getting the cold shoulder during shoulder season - thanks, in part, to people working remotely.
Travelers have traditionally sought out the shoulder and off-peak seasons to snag the best deals, says Ginger Taggart, Vice President, Brand Management, Global Crowne Plaza Hotels & Resorts. “My view, informed by the trends revealed in Crowne Plaza’s new ‘The Future of Blended Travel’ whitepaper suggests that is all about to change.”
Blended travel—business and leisure travel together—provides greater flexibility and has empowered the traveler of today, says Taggart.
“We are now witnessing a profile of traveler who is more adaptable and flexible, likely more opportunistic to itineraries and destinations as well, thus travel is not bound to peak/off-peak restrictions like before. It’s an exciting time for travel and we’re keenly following the ‘blended travel’ evolution.”
Viator’s “2022 Travel Trends Report” also shows shifted consumer travel choices following the pandemic, including a craving for the outdoors that is stronger than ever before. And that’s another reason the shoulder travel season has become more popular in many destinations—experiences can still be enjoyed outdoors while the weather is still agreeable.
According to the report, the ten fastest-growing experiences categories (and 18 of the top 20) were all related to outdoor activities. And almost half (48%) of the experiences booked this year were predcanceled outdoors.
“Many people cancelled their trips in 2020 and 2021 and have more vacation time than ever,” said Travis Vaughan, CEO of Tourbase, an online tour agency with a focus on tours and activities throughout the Caribbean, Alaska, and select National Parks in the U.S.
“Paired with their new ability to work remotely, we are seeing more vacations stretch further into the shoulder seasons. While people used to fit their summer travel in before Labor Day, we are now seeing much busier Septembers and even Octobers than we did before the pandemic. This is particularly true in U.S. destinations and national parks.”
“Labor Day once marked the end of our peak season,” says Jake Hatch, Director of Sales and Marketing at Sanderling Resort in Duck, North Carolina. “With more travelers being able to work from anywhere, over the last two years the Outer Banks has seen an increase in visitors choosing to visit after the dog days of summer, taking advantage of slightly lower room rates and occupancy.” And beautiful weather.
Cape Cod and the Islands is also riding the shoulder season wave. "Shoulder season bookings are increasing substantially year over year,” says Garison Beale, general manager of Greydon Hotel Group on Nantucket. “People in the know are realizing that Nantucket's shoulder season is more appealing with fewer crowds, mild weather, and a more accessible restaurant scene."
Thanks to travel restrictions, demand for the past couple of years was redirected to driving destinations with a focus on the outdoors, says Philip Cham, Bridgeton Holdings, Hospitality Director, the group that operates Marram Montauk. “We were the perfect location and property for travelers from New York and the Northeast.”
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