Off-season holidays 'becoming more popular' among travellers

The finding comes from a recent survey carried out by luxury agency network Virtuoso, which found the majority of travellers said they’d be willing to visit a popular destination during the off-season.

Seven of the top ten international destinations this summer were in Europe, with Italy and France leading the way.

The surge in bookings has some destinations, like Italy, concerned about the effects of overtourism, and as a result, travel professionals are urging visitors to travel in the off-season.

The brand’s 2023 Travel Trends report also found 74% of travellers are willing to pay more to travel sustainably if they know where their money is going, and 70% agreed travelling sustainably enhances their holiday experience.

In response to a pent-up demand for leisure trips, travellers are now also booking their trips an average of 58 days in advance for domestic hotel stays, and 80 days for international trips – compared to 2019’s 44 and 60 days, respectively.