Agent Diary: Last minute doesn’t mean impossible, it just means we get to show off a bit

If January taught us anything this year, it’s that the ‘last-minute market’ is absolutely thriving. You would think, after years in travel, we wouldn’t be surprised any more – and yet, here we are.
Family holidays, in particular, seem to fall into two camps. There are the spreadsheet planners – booked 11 months in advance, colour-coded, airport lounge secured, destination mood board created. And then there’s the other group – the “we’ve just realised it’s half-term in three weeks” brigade. Reader, January belonged to them.

But the trend isn’t confined to winter, as we see the same pattern for the middle of the year. Easter gets a little more organised. Summer? Just when we start feeling optimistic that more clients have planned ahead this year, new clients appear, suddenly realising it’s July and calling to ask what we have left for August. 

Adaptability is key

For agents, it means adapting quickly. Availability is tighter, prices fluctuate faster and flexibility becomes the most valuable currency. We spend a lot of time explaining that four-bedroom beachfront villas in Majorca don’t typically hang around waiting for someone to “just check with Dave about his annual leave”. In those moments, we must appreciate that family life is super busy. Between work, school schedules and the general chaos of everyday life, holiday planning can slip down the priority list.

That’s where experience really matters. When families come to us at the last minute, it’s not about panic – it’s about problem-solving. We know which destinations have strong stock, which operators can move quickly and which hotels genuinely deliver for multigenerational groups. We also know when to gently guide expectations. If clients are booking in July for August, they might not get the exact hotel their neighbour raved about, but they will get something fantastic if they’re open-minded.

Interestingly, there is often a certain energy about last‑minute family bookings. There’s less overthinking, less spiralling in TripAdvisor rabbit holes and more decisive action. Sometimes that confidence leads to a brilliant choice – trying a new destination or finally saying yes to all-inclusive because, frankly, nobody wants to argue about ice creams on day three.

Big ask

Of course, there are moments. Like the call we received from a lovely family who said: “We don’t mind where we go, as long as it’s hot, near a beach, has a kids’ club, two interconnecting rooms, tight budget, flying from our local airport… oh, and leaving next Saturday.” Of course, we made it work.

In reality, the last-minute market isn’t going anywhere. Life is busy. Budgets shift. Decisions get delayed. And while we will always champion booking early for the best choice and value, we’ve learnt to respect the spontaneity of modern family travel.

So yes, this January may have felt slightly unplanned. And yes, we suspect mid-year will bring another wave of “is it too late?” enquiries.

But in travel, last minute doesn’t mean impossible. It just means we get to show off a bit. And if nothing else, it keeps things interesting.