How cultural moments, consumer preferences, and financial flexibility have changed travel season forever.
With expert commentary from Colleen Finch Schmidt, VP, Commercial Strategy at Adyen, her piece explores how financial flexibility is redefining when – and how – we travel.
“Travel booking isn’t following the old rules anymore. With flexible payment options like Buy Now, Pay Later (BNPL), alternative currencies, and seamless digital payments, travellers are booking on their terms—without waiting for peak seasons or traditional budget cycles.
For decades, the industry relied on predictable travel patterns—summer vacations, winter ski trips, and seasonal pricing. But today, evolving consumer behaviour, remote work, and financial flexibility have reshaped when and how people travel.
As affordability and access become more fluid, the concept of a fixed “travel season” is fading. Instead, the travel economy is adapting to travellers’ new realities—where payments and preferences dictate the calendar, not the other way around.
The rise of year-round travel
We’re seeing a shift in how people prioritize their trips. Rather than planning around fixed holiday windows, many travellers are now placing a greater emphasis on unique experiences, flexibility, and affordability. People can now take advantage of off-peak pricing, avoid crowds, and explore destinations on their terms.
One of the biggest drivers of this change is remote work. With fewer professionals tied to office schedules, the traditional rush to travel during peak seasons has dissipated. In fact, a Deloitte survey found that travellers now add an average of six extra days to their trips thanks to the flexibility of remote work.
The way people pay for travel has contributed to this shift greatly. The rise of flexible payment options has made it easier for travellers to plan and book trips year-round without being restricted by financial constraints. Alongside this, modern travel loyalty programs have evolved beyond traditional airmiles to include broader rewards like points for hotel stays, dining, or even everyday purchases, which can be redeemed more flexibly. Together, these developments have made travel more accessible, helping to smooth out demand beyond the usual peak seasons.
The destinations themselves are changing as well. According to Simon-Kucher, 75% of travellers now choose less crowded locations to avoid peak season congestion. This preference signals a move away from traditional calendar-driven toward more individualized travel patterns, where timing is dictated by personal preference rather than conventional seasonality.
How pop culture and social media shape the jet setter’s journey
A destination doesn’t need a peak travel season to see a surge in visitors anymore—it just needs to trend. Often, a viral moment, a hit TV series, or a social media post can inspire a traveller’s next destination.
Take social media for instance, 75% of travellers say content they’ve seen online influenced their travel choices in 2023, according to Statista. That’s a staggering shift in how people decide where to go.
Pop culture plays a similar role. When season 3 of The White Lotus was announced, travel searches for Thailand spiked. And just like that—film locations, celebrity vacations, and even trending restaurant scenes can turn a quiet destination into the next must-visit spot overnight.
Then there’s the power of TikTok and Instagram, which have taken the “destination of the moment” effect to new levels. A single viral video showcasing a hidden beach, an underrated city, or a unique experience can drive thousands of bookings, disrupting traditional travel patterns and making travel seasons feel increasingly irrelevant.
Global events fuel the rise of micro-travel seasons
From sports to music to cultural gatherings, major global events create their own micro travel seasons, reshaping when and why people pack their bags.
Think about it: fans don’t wait for summer to fly out for the world’s events. Travelers book months in advance for a once-in-a-lifetime chance to see their favourite athletes and entertainers live. Formula 1 races spark mini travel booms in cities like Monaco, Singapore, and Shanghai. Each event turns a specific week—or even a weekend—into a travel hotspot.
The same goes for music. Festivals like Coachella, Glastonbury, and Tomorrowland don’t just draw local crowds; they drive international demand, with fans flying in from around the world. These moments aren’t just cultural—they’re commercial, sparking massive spikes in bookings, local spending, and demand for everything from accommodations to digital payment options.
During high-demand event windows, unnecessary friction at payments means lost revenue. According to Adyen’s Hospitality Index, 37% of consumers have abandoned a booking because their preferred payment method wasn’t available.
For the travel industry—and especially for payments—these micro seasons represent high-value, high-intent moments. They compress demand into short, intense windows where convenience, speed, and flexibility matter more than ever. Travelers aren’t just booking tickets; they’re moving fast, spending fast, and expecting seamless experiences from checkout to check-in.
Travel is evolving, and so are payments
As travel becomes more fluid, the way people pay is keeping pace. Flexibility isn’t just about where or when people travel—it’s also about how they pay for it.
Take BNPL, for example. The number of travellers choosing it grew by 50% in the past year alone, according to UnivDatos Market Insights. It’s a clear signal that financial flexibility is becoming a key enabler of spontaneous trips and dream vacations alike.
Loyalty still plays a big role too. According to the Hilton Group, over 60% of travellers now say they book with the same brand or credit card to maximize their rewards. Among Millennials, that figure jumps to 67%—a reminder that points, perks, and member-exclusive rates are powerful motivators that shape booking behaviour.
As the traditional travel calendar dissolves, payments must be just as adaptable as the travellers they serve. Whether it’s a thoughtfully planned two-week escape or a last-minute weekend getaway, people expect payment options that work on their terms. That means split payments, rewards integration, instant approvals, and seamless checkouts—online and in-app.
How digital platforms are redefining journeys
From planning to booking to paying, online travel agencies (OTAs) have become the go-to for modern travellers who want control, convenience, and clarity.
These platforms are shaping the way people experience the entire travel journey. In 2024, over a quarter of travellers used an OTA to research flights and more than a third booked their flights through one. The influence runs even deeper when it comes to accommodations and experiences: 43% turned to OTAs to book hotels, and 28% used them for paid activities.
It’s not just about variety or cost comparison anymore. OTAs are becoming one-stop shops—bundling flights, stays, insurance, and excursions into seamless, mobile-first journeys. With 65% of all travel bookings now happening online—and 35% via mobile—OTAs are no longer just digital storefronts. They’re ecosystems built for speed, simplicity, and personalization.
Cash-free travel is rising alongside this trend. As digital payments become the default, the booking experience is getting faster and more frictionless. Whether it’s credit cards, digital wallets, or BNPL, travellers expect payments to be as seamless as the scroll. No waiting, no guesswork—just book and go.
The bottom line: every season is travel season
The idea of a fixed travel calendar is no longer relevant. Today, cultural moments, financial flexibility, and consumer-driven preferences are the real forces behind when and how people travel.
And the numbers back it up. The global online travel industry, made up of hospitality, airlines, and online travel agents, is expected to more than double in value, from $512.5 billion in 2023 to $1.26 trillion by 2032, with airlines accounting for $1 trillion in volume alone. Meanwhile, 80% of travellers now prefer to book online, and mobile is leading the charge, driving 68% of that traffic.
The opportunity for travel and hospitality brands is huge—but only if they evolve alongside their guests.
Let’s not forget that travellers are quick to abandon their plans if the experience doesn’t meet expectations—whether that’s because their preferred payment method isn’t accepted or the checkout flow is clunky.
In a world where every day could be someone’s next adventure, businesses that can deliver fast, intuitive, and inclusive experiences—from search to checkout—will be the ones travellers keep coming back to. Because in this era, every season is travel season—and every payment moment matters.”