Jamie Biesiada
Last year, a trend of close-in bookings emerged, and it appears to be hanging around. For travel advisors, it's a blessing and a curse.
On the one hand, a commission is a commission, whenever the trip was booked. Also, last-minute requests can fill in gaps from trips that used to be planned further in advance.
On the other hand, close-in bookings can mean a lot more work -- and at a more frenzied pace. Based on recent data from Expedia Group, buckle up for more of that.
Analyzing customer search data from January to March, Expedia found that close-in bookings are increasing. Searches in the seven- to 13-day window grew 25% year over year globally and in North America.
Expedia found that event-driven travel -- specifically, the World Cup -- is behind at least some of that demand.
For advisors, it means they need to be more flexible with clients, and they need to move fast when the client is ready to book.
"Travel planning is becoming more flexible with many clients waiting longer to book and responding more directly to events, pricing and changing circumstances," said Robin Lawther, vice president of business development and the Expedia TAAP travel agency platform.
Data from a Travel Weekly reader survey fielded in March backs up the shorter-window trend.
Twenty-five percent of respondents said the most common booking window was one to three months, compared to 10% in 2024.
The most common booking window was four to six months (38%), followed by seven to 12 months (26%), with advisors reporting a trend of booking windows shortening in 2025 and this year.
Now summer is upon us, and families previously hampered by school schedules may be ready to go on vacation. Based on the stats, it stands to reason that many haven't yet booked their trips.
Advisors looking to drum up business this summer should consider messaging about last-minute availability -- the odds suggest some clients will take them up on it.