HF Holidays is adapting to changing travel patterns, introducing more off-peak options.
- Their shoulder-season bookings have increased from 42% to 44% of total business.
- New itineraries across Europe are being added to meet demand.
- The company targets travellers who prefer non-peak times due to fewer crowds.
- Innovative travel experiences are being developed to provide enriching journeys.
HF Holidays is responding to evolving travel trends by expanding its range of off-peak travel options, effectively adapting to the changing demands of its clientele. By focusing on shoulder seasons, specifically the months of April, May, September, and October, the company has seen an increase in bookings, rising to 44% of its total business—from just 42% in 2019. This strategic move demonstrates its ability to be ahead of industry trends, providing tourists with more flexible and enticing travel alternatives.
To capitalise on this momentum, HF Holidays is enhancing its “Discover More” range with additional itineraries that cater to destinations such as Montenegro, Elba, Tuscany, Albania, and Austria. These additions reflect the company’s commitment to offering travellers a diverse selection of unique experiences, away from traditional tourist seasons. This approach not only broadens horizons for tourists but also promotes destinations that are often overlooked, encouraging off-the-beaten-path explorations.
Rob Carroll, the product general manager, remarks on the luxury of choice that HF Holidays offers its customers. According to him, many travellers opt for trips outside the peak summer months, a decision largely driven by the desire to avoid the hustle and bustle associated with traditional vacation periods. Carroll notes, “Many of our customers are not restricted to school holiday seasons for travel.” This flexibility allows for a wider range of travel opportunities that HF Holidays is keen to develop further, focusing on providing enriching experiences.
The trends pushing this shift include recent heatwaves, increased costs, and a push towards more serene travel environments. With global travel dynamics continuously evolving, HF Holidays’ emphasis on shoulder season travel is gaining traction, as evidenced by their growing bookings and interest in non-peak travel times. This strategy aligns with a broader industry movement towards more sustainable and personalised travel experiences, appealing to a discerning audience keen on exploring the world in a more relaxed manner.
HF Holidays is successfully aligning its offerings with current travel trends by prioritising off-peak, enriching experiences.
