This article originally
appeared in the September issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
There was a time when winter vacation planning was
predictable. Clients could head for the slopes, or escape the cold on a
Caribbean beach.
Increasingly, however, the question of where to go this
winter has a much broader answer: almost anywhere.
From summer escapes in Australia and New Zealand to powder
skiing in Japan, Christmas markets in Europe and warm-weather adventures across
Southeast Asia and Latin America, winter has become one of the most diverse
periods on the travel calendar.
Changing weather patterns and concerns about overtourism are
contributing to the shift. Travelers who once automatically planned European
vacations for July or August are discovering the advantages of traveling
outside the traditional peak season, while more adventurous clients are looking
farther afield for destinations where the Northern Hemisphere’s winter
coincides with some of the year’s best conditions.
It’s clear that for travel advisors, the old definition of a
winter vacation may need an update.
A Winter Wonderland of Options
Avanti Destinations is already seeing a dramatic change in
where its clients are heading.
"The destination lineup for 2026-27 winter FIT bookings
is looking quite different for us than in the past," said Paul Barry, CEO
of Avanti Destinations.
Europe is typically Avanti’s best-selling region, but
non-European destinations now account for 60% of winter bookings, he says.
Australia has become the company’s No. 1 winter destination for independent
travelers, followed by Italy, Japan, Germany, France, New Zealand and Thailand.
For travelers seeking sunshine, the Southern Hemisphere
provides an obvious alternative to the traditional Caribbean escape. Australia
and New Zealand are in summer just as temperatures drop across North America,
while Southeast Asia and Latin America enter some of their most appealing
travel months.
"Southeast Asia and Latin America are in peak season
October to April, when the weather is pleasant," Barry said.
Japan presents a different proposition. Rather than escaping
winter, travelers are embracing it. Barry points to clear skies and views of
Mount Fuji, snowy temples, seasonal cuisine, fresh sake during peak brewing
season and, of course, skiing as reasons to visit.
"Japan is an excellent destination in every
season," he said.
European Travel, Reimagined
The shift is also occurring in destinations traditionally
associated with summer.
Tom Rowntree, vice president of global luxury brands for IHG
Hotels & Resorts, says the company is seeing growing demand for Southern
Europe outside the traditional summer months, particularly from October through
February. Asia is also growing rapidly during the Northern Hemisphere winter,
with especially strong interest in Vietnam, Malaysia and Japan.
"Travelers are not necessarily looking to check another
destination off a list; they’re looking for a reason to return to places they
love and see them through a new lens." — Wesley D’Silva, president of
Regent Seven Seas Cruises
At the luxury end of the market, seasonality itself is
becoming part of the travel decision.
"I think the luxury travel calendar is becoming much
more fluid," said Wesley D’Silva, president of Regent Seven Seas Cruises.
"Our guests have greater flexibility around when they travel, and they’re
using that freedom to be more creative about how and when they see the
world."
For the first time, Regent will keep Seven Seas Navigator in
the Mediterranean for the full 2026-27 winter season — a decision made in
response to existing guest demand, rather than trying to create a new travel
season, according to D’Silva.
For well-traveled luxury clients, winter can also provide a
reason to revisit familiar places.
"They’re not necessarily looking to check another
destination off a list; they’re looking for a reason to return to places they
love and see them through a new lens," D’Silva said.
That can mean Christmas markets and illuminated city
squares, religious traditions, local festivals, seasonal foods and wines, or
simply more time to explore museums, archaeological sites and historic
neighborhoods.
"Winter is increasingly developing an identity of its
own," D’Silva said.
European river cruising offers another indication that the
travel season is stretching. AmaWaterways has extended its sailing season as
demand grows for Christmas market cruises, New Year’s celebrations and other
winter experiences. The company has added capacity to its Christmas market
program, while its newer City Escapes sailings give travelers another way to
experience European cities outside the traditional peak season.
"Our sailing season over the years has definitely
extended," said Toni Stoeckl, chief creative and marketing officer for
AmaWaterways. "It used to end in October; we would pick up again in the
spring. That’s definitely gone, because the interest is there to go into the
Christmas markets and spend Christmas or New Year’s with us onboard."
Climate and Crowds Reshape the Calendar
The movement beyond traditional peak seasons isn’t happening
in a vacuum.
Intrepid Travel is seeing travelers increasingly consider
shoulder and cooler seasons as extreme heat, wildfires and other climate
impacts affect when and where people want to travel. Avoiding school-holiday
crowds can also offer better flight options and opportunities to experience
destinations differently.
"The ‘coolcation’ is very popular," said Leigh
Barnes, president of the Americas for Intrepid. "We are seeing a lot of
people traveling to Northern Europe and Scandinavia, and Canada is very popular
with American travelers. We are also seeing people traveling for unique
experiences in the winter months, such as the European Christmas markets."
Extending the season can benefit destinations, too. Intrepid
has found that local partners generally welcome opportunities to operate for
longer periods, bringing more consistent employment and spreading tourism’s
economic benefits beyond a short peak season.
Selling Winter Differently
Perhaps the biggest shift isn’t where travelers are going,
but why.
Today’s winter trip might revolve around skiing in Japan,
wandering a Christmas market, celebrating the holidays in Rome, experiencing
Australia’s summer or exploring Southeast Asia during its more comfortable
months.
As Regent’s D’Silva put its, the question for today’s
traveler is no longer simply, "Where do I want to go?" but also,
"When will this destination give me the experience I want?"
That’s an important distinction for travel advisors. Instead
of beginning a winter vacation conversation with a choice between snow and
sunshine, advisors can start with a different question: What do you want to
experience?
Because if current booking patterns are any indication, the
answer to what’s hot this winter may simply be: the world.
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