It’s one of the most predictable events in the retail calendar. Every year, as January rolls in cold, dark, and relentlessly grey, something else reliably follows: a surge in holiday searches and bookings. The travel industry knows this period well. It’s called Travel Peaks.
Typically, the period runs from Boxing Day through the end of February, Peaks fuelled by post-Christmas fatigue, winter blues and the very real need for something sunny to look forward to. We see that early-mid January’s ‘Sunshine Saturday’ is usually the busiest time, when travel websites nearly crack under the pressure of millions of people simultaneously trying to escape their reality.
Remember when COVID was a thing? We know… that was so 2020! But do you remember the uncertainty of it all? Well, since 2023, travel brands have grown from strength to strength, even providing the most record-breaking years for some companies. Peaks are back with a bang, but they’re evolving. Travellers planning 2026–2027 trips aren’t just booking holidays – they’re curating experiences, inspired by social media and carefully tailored to what they love. And when winter hits, wanderlust kicks in: scrolling, dreaming and planning!
The Pressure of Travel Peaks in CRM
At WeDoCRM, we understand that the travel industry’s peak booking season can be both an opportunity and a challenge. Many of us have a background in the travel industry, so we’ve seen the silly season firsthand!
This period has always been crucial for business, with some brands estimating that their January sales account for up to 40% of their entire year’s bookings. Which is why they throw everything at it to stand out from the competition – not only the best prices of the year, but additional incentives too, like upgrades and free child places.
However, the sudden surge in marketing, bookings, and customer interactions can put a huge strain on resources for many CRM teams, often making it difficult to take full advantage of that extra traffic. This is especially true if you’re already struggling with limited people power.
Yes, planning campaigns in advance does help (and if you haven’t started reviewing your historical data from previous years, take this as your sign to get going now). But it also requires a huge amount of resources to get the campaigns optimised and out the door when you’re in the thick of the action.
Get Cost-Effective CRM Support
Think of us as your CRM co-pilots during Peaks! We work with brands to provide on-demand CRM support to handle the pressure of the increased activity. We can help you maximise every potential opportunity by supporting you with:
- Data Management: Crucial for personalised experiences. We can clean and organise data, ensuring that you have accurate information for targeting and communicating with customers effectively.
- Scalability: Ad-hoc support will allow you to quickly scale your CRM operations to meet this increased demand. Whether you need support for a few weeks, a month, or just a few days during specific peak periods, we’re happy to tailor to meet your needs.
- Specialised Expertise: With our team of CRM experts, you’ll be able to tap into the specific skills you need to address your unique Peaks challenges across strategy, operations, technical, and content.
Let’s Make Travel Peaks Your Smoothest Season Yet
If you’re looking for CRM support that helps you turn winter browsers into confirmed bookers, get in touch with us. Drop us an email, give us a call, or use our contact form and let’s talk about how to make CRM work harder for your travel business.
