Travel Experts recently surveyed their network of affiliates and found that while bookings are strong for the fall, they are essentially flat for the primary winter months beginning with the holiday season.
At the same time, the advisors are optimistic as they see a continued late booking trend which could lead to a stronger winter season than currently projected.
“Our advisors concentrate on the luxury market which may not be an indication of the overall travel industry,” said Sharon Fake, executive director of Travel Experts, in a statement. “We try and keep a watch on the pulse of business as it helps our advisors adjust their focus to meet the changing demands of the market,” she added.
While there is always a mix of results with some advisors having more business than others, the survey did indicate slower than normal bookings for the winter, but optimism continues to blanket the market as indicated by remarks from many of the advisors.
Teresa McCombs, TP McCombs Travel, Aiken, SC, said: “My winter business is a little slower than usual right now, but I fully expect it to pick up as we get closer to the season. Clients are booking later than they used to. What I’m seeing is a very strong last-minute trend.”
“Early winter business has been very slow this year for me, but then bookings for February are picking up again,” said Pam Walker, Walker Adventures, Palm Coast, FL.
Late Booking Trend
The late booking trend that began a few years ago continues to dominate parts of the marketplace but advisors have been warning clients about availability issues and some clients are now moving back to an earlier booking pattern to get what they want and at a price that may be more attractive.
Eileen Anderson, Journeys Afar, Raleigh, NC, said, “My Q3 & Q4 2025 and winter 2026 business for the most part was locked in earlier this year. Clients are recognizing the value of advance bookings, especially with European sailings.”
Claire Saunders, Where Next Adventures, Austin, TX, said: “At this point, my winter business is going to be down from last year. However, it does seem like clients are booking later these days so I feel sure more will come. Most of the ones that I have booked are pretty big and 2026 is looking like it is going to be a good year.”
Teresa McCombs explained: “There surely is a later booking trend. A lot of clients believe they’ll snag a deal on premium economy or business class if they hold out, but in reality, the lower fares disappear early. By the time they’re ready to commit, those seats are gone and prices have jumped. The biggest issue I’m seeing is availability. When clients wait too long to book, especially for popular itineraries or flights around the holidays, options become limited quickly.”
Walker said: “I have a very good client that is holding out on booking three rooms in a luxury resort in the Caribbean for the Festive Season as he thinks prices will drop due to the overabundance of availability at the moment.”
Spending Up
While there may be fewer clients booking winter vacations, those that continue are spending more as they want to take advantage of luxury products, private tours and upgrades where available.
“Clients are definitely spending more with stateroom upgrades and private excursions both for cruise clients and land travelers,” Eileen Anderson said, adding: “Previous cost-conscious travelers are now upgrading to deluxe verandahs and suites. They are also booking more private shore excursions than ever before.”
Shift in Priorities
Meanwhile, as bookings trend later and spending trends up, there also are shifts in client focus as to when, where and how they will vacation. Here is what the advisors are seeing:
Walker said: “The trend we are seeing are people trying to get away from the crowds with their selfie sticks. They are trying to go to the off-beat places. We’ve also seen a change in the seasons where October used to be slow, but now both September, October and even early November are hot times to travel. I honestly think that people are trying to travel when others are not. I see less people traveling during the holidays.”
Meanwhile, Anderson noted: “There’s been a shift in clients’ priorities for cold weather destinations; particularly adventurous clients are game to embrace the chill, bundle up and take advantage of Christmas markets and the Northern Lights. As I often say, there’s no bad weather, only bad clothing.”
McCombs added: “I haven’t noticed a major shift in priorities as our clients still want authentic experiences, comfort, and value, but the timing of their bookings has changed. There also is a growing trend among my clients to book more cruises. It seems clients are gravitating toward the convenience of unpacking once and having a wide range of destinations and experiences built into one trip.”
Where Clients are Going
“For the fall and Festive season, Canada and New England cruises have gained popularity in recent years,” said Anderson.
“The most popular requests I’m getting for early winter are for European Christmas markets, as well as big bucket-list trips to Antarctica,” said McCombs.
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