Shoulder seasons challenge peak periods as year-round hotel demand strengthens in 2025: SiteMinder
Sydney, Australia – A new report by SiteMinder, the world’s leading guest acquisition and revenue platform, shows hotel arrivals beyond traditional peak periods strengthened in 2025, creating more consistent year-round demand. SiteMinder’s Hotel Booking Trends, based on more than 130 million hotel bookings, reveals that 65% of markets saw their busiest month account for a smaller share of annual arrivals in 2025. Major peak periods, including July in Italy (10.77% of annual check-ins), August in Spain (11.19%) and Portugal (11.84%), and December in Thailand (10.12%), all became less concentrated as shoulder periods intensified. SiteMinder’s VP of ecosystem and strategic partnerships, James Bishop, says the findings reveal an accelerating shift in traveller booking behaviour. The findings come as SiteMinder’s survey of 700 hoteliers recently revealed that 36% of properties still update their rates either monthly or less frequently. Further analysis of SiteMinder’s 2025 data shows:The data shows a clear and ongoing evolution in booking patterns,
says Bishop. Despite record peak periods, shoulder seasons are gaining significant momentum as travellers distribute their stays more evenly throughout the year in search of more unique experiences, less crowds and better value. This trend means hotels can no longer rely on static, seasonal approaches to acquiring their guests and must stay responsive to new demand as it emerges.
The annual SiteMinder’s Hotel Booking Trends report is the most authoritative analysis of hotel bookings across 20 of the world’s most established destinations. It is powered by SiteMinder’s platform, which serves more than 50,000 hotels, generating 250 million+ room nights and over A$85 billion in revenue for its hotel customers each year.
These findings point to a travel industry that has found a consistent rhythm after years of large-scale shifts,
says Bishop. Travellers are booking earlier, cancelling less and spreading their stays more evenly throughout the year, while hotel rates continue to rise across most markets. For hotels, this creates both stability and opportunity, but only if they have the insights and tools to respond to changing demand patterns as they happen, rather than weeks or months after the fact.
SiteMinder’s Hotel Booking Trends report, including the Top 12 hotel booking revenue-makers of 2025, is available here.
SiteMinder Limited (ASX:SDR) is the name behind SiteMinder, the world's leading hotel distribution and revenue platform, and Little Hotelier, an all-in-one hotel management software that makes the lives of small accommodation providers easier. The global company is headquartered in Sydney with offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London, Manila and Mexico City. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 125 million reservations worth over US$50 billion in revenue for its hotel customers each year. For more information, visit siteminder.com.
Contact
Luke McCabe
Communications Manager
Email: luke.mccabe@siteminder.com
Organization
SiteMinder
https://www.siteminder.com
Bond Store 3, 30 Windmill Street
Millers Point, NSW 2000
Australia
Email: media@siteminder.com
Recent News
 Hotel dynamic pricing: Definition, examples, and strategies to use |
 Shoulder seasons challenge peak periods as year-round hotel demand strengthens in 2025: SiteMinder |
|
SiteMinder launches 20th anniversary year with major sweep at 2026 HotelTechAwards |
