September 11, 2023
75% of respondents to a recent Tripadvisor survey told us they plan to travel this September, October, and November prior to the holiday season. While the hospitality industry typically thinks of this time as “shoulder season,” we predict 2023 will continue to surprise businesses with high demand. Here’s how to prepare:
In the Northern Hemisphere, fall is the season of pumpkin spice, cozy sweaters, and back-to-school. With cooler temperatures and more obligations at home keeping travelers grounded, the hospitality industry typically calls September, October, and November part of “shoulder season” before the rush of holiday travel.
But the 2023 season may surprise you. When we asked 2,438 travelers from Australia, Italy, Japan, Singapore, the United States, and the United Kingdom whether they planned to jet-set during the next few months, 75% said yes. Turns out high season may not be over quite yet.
Here are the top trends hospitality businesses should keep in mind as they prepare for shoulder season and beyond:
While the months of September, October, and November usually mean a slowdown in business, it looks like travelers are taking advantage of lower prices and (theoretically) smaller crowds for their trips. 95% of travelers are planning to travel as much, if not more, compared to last fall, with Gen-Z and Millennial travelers most likely to travel more.
Most respondents (81%) plan to take one or two trips this season, though Americans have slightly higher travel demand, with 35% planning to take three or more trips, which is 84% higher than the average across all markets.
Why go now? 37% of travelers cited off-season discounts as one of the reasons they chose this time to go; 28% plan to travel during a national holiday such as Autumnal Equinox Day in Japan (September 23) or Indigenous People’s Day in the U.S. (October 9).
While fall travelers plan to visit a variety of destinations, they’re leaning into the season. 85% of travelers plan to travel for a specific seasonal reason over the next few months. Of these, 23% cite fall foliage and 18% say harvest or food festivals, most common during this time of year, as their reason for hitting the road. Now is a great time to promote local partnerships, highlighting seasonal ingredients, charming scenery, and upcoming events.
In addition to seasonal offerings, travelers seek familiarity and comfort. For September, October, and November, domestic travel is more popular. 70% of respondents are planning at least one domestic trip. And over two thirds are planning to visit a destination they’ve been to before. If you haven’t yet reached out to guests who have stayed or dined with you in the past, consider running an email campaign to encourage them to visit you once again.
64% of respondents across all markets prefer to stay in a hotel over other forms of accommodations, though vacation rentals are becoming more popular with younger travelers. Across all markets, hotels are most popular with Japanese travelers (15 points above average).
Now is the time to show off the amenities only hotel guests can receive — like access to pools, spas, restaurants, and cleaning services — to try and capture more of that younger demographic.
When travelers think about an upcoming trip, 62% say they’re most excited about food.
This excitement transfers over to the types of plans travelers make as they craft their itineraries. 58% plan to prioritize restaurants or food tours throughout their trip, the most popular choice ahead of shopping (45%), cultural tours (41%), or outdoor activities (30%).
When it comes to making plans, 40% of travelers book restaurants ahead of their trip, with Gen-Z and Millennial respondents more than twice as likely to do so than older travelers. Since almost 9 in 10 travelers book activities prior to departure, consider opening up your reservations further in advance than a few weeks — and making sure travelers checking out your Tripadvisor profile can easily book a table online.
Most travelers plan their fall trips one to six months in advance, depending on their destination. When they do, they turn to the more than 73 million reviews and opinions on Tripadvisor to guide their decision.
This year, travel is back and in a big way, and hospitality businesses will continue to feel that high demand. Stand out from the crowd with Tripadvisor for Business solutions that can enhance your listing, help more travelers find your business, and more.
Source: Tripadvisor Fall Travel Survey, August 2023
