Peaks unpacked: Why the traditional peak selling season is shifting in the luxury sector

Every new year the UK travel trade braces itself for a surge in bookings. Historically running between January and March, the peak selling season – or ‘peaks’ – sees tour operators and travel suppliers launch a range of campaigns and exclusive offers to help agents book their clients’ next trips. 

Naturally, the noise has always been quieter in the luxury sector. Agents deal in higher value and lower volume, so there’s less of a frantic rush to get bookings over the line – although there’s still a clear opportunity to secure strong early-year sales.

In recent years, however, the sector has seen a shift, with agents and operators reporting a rise in unpredictable booking patterns and habits. The result is a peaks season that still plays an important role for the luxury travel trade, but one that is increasingly becoming far less decisive than it once was.