How B2B Agents Can Tap Europe’s Shoulder Seasons
For B2B travel agents and tour operators, Europe has always been a top-selling destination. However, high-season demand often comes with its own challenges: sky-high rates, overbooked hotels, limited availability, and crowded attractions. This is where Europe’s shoulder seasons can be your secret weapon to drive more bookings and satisfy clients seeking value and comfort.
In this blog, we’ll cover what shoulder seasons are, why they’re an opportunity for B2B agents, practical strategies to sell them effectively, and how partnering with the best DMC for Europe can give you a competitive edge.
What Are Europe’s Shoulder Seasons?
Shoulder seasons refer to the travel periods between peak and off-peak times. In Europe, this typically means:
- Spring: March to May (excluding Easter holidays)
- Autumn: September to mid-November
These periods offer pleasant weather, fewer tourists, and better rates compared to the summer high season (June to August) and the Christmas/New Year holiday rush.
Why Sell Shoulder Seasons?
Promoting shoulder seasons brings multiple advantages for B2B agents:
Better Pricing: Hotels, flights, and local services are often cheaper, allowing you to craft attractive packages with higher profit margins.
More Availability: Easier to secure group bookings, premium rooms, and popular experiences that might be sold out in peak season.
Unique Experiences: Clients can enjoy destinations without crowds — think Tuscany’s vineyards in autumn or cherry blossoms in Amsterdam in spring.
Client Satisfaction: Delivering a more relaxed, authentic experience leads to repeat business and positive word-of-mouth.
Key Destinations for Europe’s Shoulder Seasons
Certain destinations shine during shoulder seasons. Here are a few ideas B2B agents can promote:
- Italy: Visit Rome, Florence, and Venice without summer crowds. Autumn is ideal for wine harvest tours in Tuscany.
- Spain: Cities like Seville and Barcelona have mild weather and vibrant local festivals in spring.
- France: Explore Paris and the French Riviera with pleasant temperatures and fewer tourists.
- Central Europe: Prague, Budapest, and Vienna look stunning in spring blooms or autumn colors.
- Greece: Islands like Santorini and Crete are still warm in April-May and September-October.
By highlighting seasonal activities (like food festivals, wine harvests, or spring flower gardens), you can add compelling hooks to your packages.
How to Market Shoulder Seasons to Clients
Here are proven ways B2B agents can position shoulder season travel to their network of retail agents or direct corporate clients:
Educate Your Partners:
Host webinars or share marketing kits explaining the benefits of traveling during shoulder seasons. Many clients simply don’t know this option exists.
Highlight Savings:
Promote cost comparisons showing the price difference between peak and shoulder season packages.
Create Limited-Time Offers:
Use early-bird discounts or value-added perks like complimentary excursions, upgrades, or local experiences to drive urgency.
Focus on Niche Interests:
Tailor packages for honeymooners, senior groups, or special interest travelers who value fewer crowds and immersive experiences.
Leverage Social Proof:
Share testimonials or case studies of happy groups who traveled during shoulder seasons and loved it.
Operational Tips for B2B Agents
To make shoulder season tours smooth and profitable:
- Work with Flexible Suppliers: Airlines and hotels are more open to negotiating group rates and special deals.
- Be Weather-Smart: Some regions can be rainy or chilly — set proper expectations and plan weather-appropriate activities.
- Offer Customization: Shoulder season means more supplier flexibility — offer clients choices for accommodation, dining, and excursions.
- Use Local Expertise: Partner with the best DMC for Europe to access local knowledge, reliable guides, and up-to-date seasonal insights.
How the Best DMC for Europe Adds Value
A trusted Europe DMC (Destination Management Company) is your best ally for planning flawless shoulder season tours. Here’s how they help:
- Negotiated Rates: Access better group deals with hotels, transport providers, and attractions.
- Unique Experiences: Offer off-season-only local festivals, seasonal culinary experiences, or private vineyard visits.
- On-Ground Support: Ensure smooth operations and 24/7 assistance for your groups.
- Destination Updates: Get real-time updates on weather, local events, or any sudden closures.
Choosing the best DMC for Europe means your packages stand out in terms of quality, reliability, and exclusivity.
Example Shoulder Season Packages You Can Sell
To help you get started, here are a few ideas to pitch:
Romantic Spring Escape: 7 nights in Paris and Amsterdam during tulip season with wine tastings and canal cruises.
Autumn Wine & Dine Tour: 10-day culinary journey through Tuscany and Provence, featuring vineyard tours and cooking classes.
Cultural Capitals: A week-long small group tour covering Budapest, Vienna, and Prague, highlighting local arts, music, and off-peak city walks.
Conclusion
Europe’s shoulder seasons are a golden opportunity for B2B travel agents to boost sales, offer better value to clients, and stand out in a competitive market. By crafting smart packages, educating partners, and collaborating with the best DMC for Europe, you can make shoulder season sales a consistent revenue stream.
