What's Happening?
A report by SiteMinder reveals a significant shift in hotel booking patterns, with shoulder seasons gaining popularity over traditional peak periods. The report, based on over 130 million hotel bookings,
indicates that 65% of markets experienced a more even distribution of arrivals throughout the year in 2025. This trend is attributed to travelers seeking unique experiences, fewer crowds, and better value. As a result, hotels are encouraged to adopt more dynamic pricing strategies to accommodate changing demand. The report also notes that room rates increased in 70% of markets, with a global average of $194, and that direct bookings remained stable despite predictions of AI impacting the channel.
Why It's Important?
The findings from SiteMinder's report underscore a transformative period in the travel and hospitality industry. The shift towards more evenly distributed travel throughout the year presents both challenges and opportunities for hotels. By moving away from reliance on peak seasons, hotels can achieve more consistent occupancy rates and revenue streams. This trend also highlights the importance of flexibility and responsiveness in pricing strategies to capture emerging demand. The data suggests that travelers are increasingly valuing unique experiences and are willing to travel outside traditional peak times, which could lead to a more sustainable tourism model.
What's Next?
As the trend towards shoulder season travel continues, hotels may need to invest in technology and data analytics to better understand and respond to changing booking patterns. This could involve adopting more sophisticated revenue management systems and enhancing marketing strategies to attract travelers during off-peak times. Additionally, the industry may see increased collaboration between hotels and local tourism boards to promote destinations year-round. The ongoing evolution in traveler behavior will likely drive further innovation in the hospitality sector, with a focus on personalized experiences and sustainable practices.
