Spike in shoulder season demand provides case for review of school term times, Advantage says

Many holidaymakers are looking at alternative shoulder season travel dates to avoid higher peak summer costs, soaring heat and crowds, according to Advantage Travel Partnership.

 

New data from the consortium shows that bookings departing  between May and June were up 13% from the same period last year while bookings for September and October are up 20%.

 

The increase in consumers looking to book during the shoulder season supports the case that there should be a rethink of the traditional school holiday calendar, according to Advantage chief executive Julia Lo Bue-Said.

 

This could lead to shorter summer breaks and other holiday  such as half term being extended throughout the year to allow families to avoid extreme heat and potentially benefit from lower prices. 

 

She said: “We are seeing significant growth in shoulder season bookings and interest in travel to cooler climates, driven by rising temperatures in traditionally popular summer hotspots, prompting travellers to seek more comfortable alternatives. 

 

“It’s clear that cost and quality remain key booking drivers, fuelling demand for destinations like Croatia, Cyprus, and Egypt, where travellers can enjoy warm and dry weather during the shoulder seasons. 

 

“The overall trend indicates a move away from peak summer travel and a shift in holiday habits.” 

 

The issue families currently face is that they either pay higher prices during the peak season when the destinations they want to visit are busier with hotter temperatures or find they have no choice but to take their children out of school during term time which isn’t ideal, she believes.

 

As a result, there is a case to be made for government to review term times, including shortening the length of the main school summer break and add more holiday to the May and October half term breaks. 

 

She added: “Most schools across the country have a one-week break in May and one-week in October. However, some regions have extended the October half-term to two weeks and shortened the summer holiday break.  

 

“By giving schools longer breaks at these times, would really benefit families from having the option of taking holidays in destinations that have warm climates in these months, but not the extreme summer heat.” 

 

The traditional summer holiday period of July and August for this year continues to be still proving popular with bookings up 7% from 2024 - likely driven by those unable to be flexible with their travel dates. 

 

All-inclusive holidays continue to be in high demand making up 40% of Advantage sales with many people seeking destinations that offer luxury all-inclusive experiences. This suggests that holidaymakers are looking increasingly for value but are prepared to trade up.  

 

Destinations such as Greece, the Canaries, Turkey, mainland Spain, France and the Balearics have stayed consistent as the top booked destinations throughout 2024 and 2025 and places such as Australia, South Africa, Singapore, Bali, the Maldives and Mauritius remain firm long-haul favourites. 

 

Bookings to the US “broadly align” with 2024 data despite concern that UK consumers would reduce their interest in holidays there due to the political climate in the country.

 

The top three most popular US destinations to visit remain the same as 2024 - Orlando, New York and Las Vegas. 

 

Overall, the US has seen “robust” growth over the last year. Half of Advantage bookings made so far this year to the US are for travel in 2025.

 

While there is some trepidation around the sentiment to travel to the US, Advantage booking data suggests there is continuation of a traditional longer advance booking patterns and  persistent demand for the destination.   

 

Lo Bue-Said added: “It’s interesting to see that despite the concerns around tourism numbers to America, overall, the US market remains robust. 

 

“We’re seeing particular interest in the southern states [destinations] such as Nashville, driven by the growing popularity of country music as well as those states in North America that will be hosting the 2026 FIFA World Cup, providing tourists with the chance to watch the games in the same time zones, showing the impact sports tourism can have on a destination.”