Insight Sessions

Understanding when and why travellers choose to visit Europe is essential to building demand beyond the high season. This webinar explores seasonality patterns across major European source markets, highlighting how travel behaviour is evolving in response to pricing, climate, school holidays, flexible working and changing consumer preferences.

Industry experts will share insights into peak, shoulder and off-peak booking trends, emerging travel windows, and opportunities to attract visitors at quieter times of year. Attendees will gain a clearer picture of where demand already exists — and how it can be better aligned with destination capacity.

Takeaways:

• Understand seasonality trends across key European source markets
• Identify growth opportunities in shoulder and off-peak periods
• Use demand insights to inform product planning and marketing strategies

Panellists: 

• Ged Brown, CEO, Low Season Traveller

Many European destinations experience overcrowding in peak months while valuable capacity remains underused during the shoulder and off-peak seasons. This webinar examines current patterns in off-peak availability, product development and visitor experiences across Europe.

Through destination case studies and industry perspectives, we will explore what works outside high season — from cultural tourism and nature-based experiences to events, gastronomy and regional travel, and share innovative new products to help drive this.

Takeaways:

• Understand current off-peak product and availability trends across Europe
• Discover successful examples of shoulder and low-season tourism development
• Learn how to align supply with changing traveller behaviour

Panellists:

• Dan Evans, Regional Manager UK & Ireland, GetYourGuide

Creating year-round travel demand requires more than simply promoting lower prices. This webinar focuses on proven marketing strategies that encourage travellers to explore Europe outside the traditional high season.

Experts will discuss messaging, storytelling, partnerships, digital campaigns and distribution approaches that successfully shift consumer behaviour. From repositioning destinations to targeting niche audiences and leveraging seasonal motivations, attendees will gain practical ideas to apply immediately.

Takeaways:

• Learn effective marketing approaches for shoulder and off-peak travel
• Understand how to reposition destinations beyond summer tourism
• Identify tools and channels to influence travel timing and behaviour

Changing demographics are reshaping how, when and where people travel. In this SHOP Fast Track session, our tourism statistics expert David Edwards explores key population trends — including ageing travellers, evolving family structures and workforce patterns — and how they are influencing demand for European travel today and in the years ahead.

With:

• David Edwards, ETOA Tourism Stats Expert

What drives travellers to choose Europe outside the high season? In this SHOP Fast Track session, Data Appeal’s Hannah Babineau will share fresh insights into off-peak and low-season travel demand, exploring how booking patterns, traveller sentiment and destination choice are evolving across European markets.

Using real-time data and behavioural analysis, the session will highlight emerging travel windows, shifting motivations and the destinations benefiting most from year-round interest. Attendees will gain practical intelligence to better target audiences, refine product offerings and shape marketing strategies that align with how travellers are actually planning and experiencing off-peak travel.

With:

• Hannah Babineau, Head of Partnerships, The Data Appeal Company

Arival’s Douglas Quinby presents their latest research into multi-day trends across Europe, with a focus on sustainability, adventure activities, small groups and off the beaten track choices.

With: 

• Douglas Quinby, Co-Founder & CEO, Arival