by Mia Taylor
Last updated: 3:05 PM ET, Wed July 16, 2025
As the impact of President Trump’s new tariff policies start to take effect, consumer prices are ticking steadily back upward. Reports this week showed that in June, prices rose 2.7 percent from the same time one year ago, which marked the quickest price growth since February.
The rising cost of living for Americans is having impacts far and wide, including within the travel industry. Consumers are increasingly shifting their travel plans and looking for ways to cut costs in order to still enjoy a getaway.
A new survey just released by TRAVELSAVERS and NEST shows that one of the approaches travelers are increasingly using to cut costs is opting shoulder season getaways instead of traveling during the peak summer season.
About one-third of advisors affiliated with the TRAVELSAVERS and NEST networks say their shoulder season bookings are up from last year. That’s compared to 27 percent who said their shoulder season business is down. In particular, the survey showed the following with regard to shoulder season bookings.
Shoulder season bookings
- 12% up 10% or more from last year
- 20% up between 1% and 9% from last year
- 35% the same as last year
- 16% down between 1% and 9% from last year
- 11% down 10% or more from last year
- 6% “There’s no shoulder season anymore – every season is the same now!”
“Booking
shoulder-season trips allows travelers to be more spontaneous and
reserve closer to the time of their vacation, as inventory is more
readily available compared to peak season,” says Kathryn Mazza-Burney, TRAVELSAVERS chief sales officer and NEST president.
“Travelers can enjoy the flexibility
to adapt their destinations with changing circumstances such as weather
or pricing,” Mazza-Burney added.
The survey results also reveal a
growth in last minute bookings with one in five advisors reporting a
higher-than-normal number of these types of reservations.
The experts at TRAVELSAVERS and NEST aren't the only ones highlighting the growing importance of shoulder season travel for budget-conscious consumers.
Going, the travel app focused on finding flight deals, issued a press release today calling fall 2025 "a season of quiet opportunity."
With kids back in school and summer crowds fading, September stands out as the best-value window for travel, offering nearly 19 percent savings on domestic flights and 8 percent savings internationally compared to November, according to Going.
How travel advisors are responding to shifting demand
Amid the current inflationary and highly cost-conscious environment, designing
trips where clients can anticipate their budget is key for some
advisors. That includes Malori Asman, founder and chief amazement
Officer at NEST affiliate Amazing Journeys.
“Sell shorter, rather
than longer, trips,” Asman advises. “Sell cruises, where local currency
fluctuations have little effect on the destinations you visit, as it
would with a land trip. Sell domestic rather than international
destinations if clients have concerns about exchange rates or situations
in other countries.
Another strategy agencies are employing is connecting with clients to help them rediscover the joy of travel.
“We
are starting a program to go through our database and make contact with
anyone that has not traveled in the last two years, then work our way
forward,” says Molly Friend, owner of TRAVELSAVERS affiliate Friendly
Travel.
Providing a personal touch helps Christine Hardenberger,
owner of NEST affiliate Modern Travel Professionals, earn client trust:
“I check in with past clients - no sales, just to reconnect. I surprise
them with small gifts and recommend curated vacations based on past
trips.
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