HF Holidays is advancing its shoulder season travel offerings.

• The company has experienced growth in bookings during off-peak months.
• New destinations include the UK, Montenegro, Elba, and Tuscany.
• Travel trends are shifting towards less crowded travel experiences.
• HF Holidays’ new itineraries aim to provide enriching travel experiences.

HF Holidays is strengthening its commitment to expanding travel opportunities during the shoulder season, a time traditionally seeing fewer tourists. In recent years, bookings for the months of April, May, September, and October have increased slightly from 42% in 2019 to 44% in the current year. This trend highlights a growing preference among travellers to avoid peak summer crowds and explore destinations at a more relaxed pace.

To cater to this demand, HF Holidays is introducing a range of new travel itineraries. These include domestic trips across the UK as well as international destinations such as Montenegro, Elba, Tuscany, Albania, and Austria. The expansion of its ‘Discover More’ range is a direct response to a noticeable shift in traveller preferences for unique experiences away from traditional tourist hotspots.

Rob Carroll, the product general manager, commented on this trend, noting, “Many of HF Holidays’ customers have the flexibility to travel outside school holiday seasons, choosing to avoid the tourist hordes.” Instead, they are selecting travel dates that allow for a more intimate and relaxed exploration of their chosen destinations. Carroll emphasised the importance of meeting this ongoing demand by developing products focused on offering guests deeper and more enriching experiences.

This strategic move comes as the mainstream travel sector observes a similar shift towards off-the-beaten-path travel. Factors such as heatwaves, high costs, and overcrowded destinations are driving more tourists to consider alternative travel periods. HF Holidays is positioning itself at the forefront of this movement, designing trips that align with these evolving traveller desires.

HF Holidays is leading the charge in promoting off-peak travel, fulfilling a demand for enriched experiences.