ADARA recently released data showing that half of holiday travelers delay booking until the last minute. Drawing on global travel signals from nearly 100 major travel brands, ADARA found that about 50% of holiday flight bookings occur after November 17, while half of holiday hotel reservations are made after December 14. The primary reason appears to be travelers waiting for better deals.
Elizabeth Harz, President of Media at ADARA, advises travel marketers to target these late-booking consumers with timely flight and hotel offers. “The most effective period to reach holiday travelers is during the flight search window between November 17 and December 14,” she says, highlighting a key promotional opportunity for suppliers.
The report also shows distinct differences by traveler type. Solo travelers tend to wait the longest before purchasing airfare, while families often secure flights much earlier—sometimes up to 70 days in advance. This pattern suggests families prioritize the flight experience and may book air travel well ahead, while delaying hotel bookings. In fact, many family travelers make hotel reservations only a week or so before departure.
For travel brands, these insights point to a twofold strategy: ramp up targeted flight promotions in the mid-November to mid-December window to catch the larger share of flight searches, and maintain flexible, last-minute hotel offers to capture the significant portion of travelers who book rooms closer to their travel dates. Emphasizing dynamic pricing, clear cancellation policies, and value-added perks can help convert cautious shoppers who are waiting for a perceived better deal.
Marketers should also consider segmenting campaigns by traveler profile. Solo travelers may respond to last-minute fares and single-traveler bundles, while families could be reached earlier with family-friendly flight options and bundled packages that simplify planning. Tailoring creative and timing based on these behaviors can improve conversion rates and optimize inventory management during the holiday season.
In short, ADARA’s findings underline the importance of timing and personalization in holiday travel marketing. With a sizable share of bookings shifting closer to travel dates, suppliers that adapt their pricing, messaging, and promotional cadence to these patterns are best positioned to capture late demand and maximize revenue.