Zeno Thinks: The Booking Lag: Why the Gap Between Intention and Action is the Space for Strategic Influence

It’s July, peak travel season on paper, yet many would-be holidaymakers are still on the fence. Not about going - but about when, where and - crucially - whether to book at all.

Recent data reveals a striking trend: while just 30%* of travellers had booked their summer holidays by May, a further 28%* plan to book between July and September. For travel brands that represents a clear opportunity.

This delay in decision-making - or the 'booking lag', as I’ve coined it - is less about disinterest and more about deliberation. Travellers are keen but cautious, navigating affordability pressures, shifting work patterns and unpredictable climate conditions before confirming their plans.

What’s emerging is a new consumer mindset: calculated optimism. Today’s traveller is less impulsive and more informed - actively waiting for the right trigger, the right reassurance or the right deal before acting.

And they’re not just bargain-hunters. In fact, 42%* of consumers in the highest income group say they plan to spend more on holidays this year compared to 2024. Meanwhile many are still taking time to weigh up their options; comparing destinations, scanning for flexible cancellation policies or simply waiting to see how the summer unfolds.

This pause is where comms becomes powerful. Traditional peak-season campaigns often lean heavily on early bookings and January dreams. But 2025 requires a second wave - a sharp, timely comms push that lands when the undecided are most receptive.

Late-stage storytelling is about relevance, not reach. Messaging should respond to the moment: calm the planner’s anxiety, inspire the hesitant traveller and position your brand as a trusted, flexible option.

Think content that showcases disruption-resilient destinations, stories grounded in real-time travel, or practical features like late booking benefits, family-friendly logistics and smooth refund policies.

Equally, consider the emotional cues. Reassurance is key - and not just in the small print. Bring forward messages around adaptability, transparency and experience that make the consumer feel seen and supported.

Importantly, the comms opportunity extends beyond short-term wins. Brands that show up when travellers are in 'decision mode' - not just dreaming - have the chance to build longer-term trust and relevance.

This shift in travel behaviour is something we’ve seen play out across travel and tourism client work at Zeno London. Engagement is no longer a front-loaded effort, but a continuous opportunity. 

So, as we move deeper into the heart of summer, the question isn’t whether travellers will book. It’s who will influence that moment of action. The booking lag is a live window - and the most responsive brands are the ones that will own it.

*Data source: Agenda 25 Report, June 2025 by TTG Media and PwC.