Summertime Tour Bookings on the Rise Among Russian Tourists
A shift in travel booking patterns is reshaping the tourism industry, with an increasing number of travellers opting for last-minute bookings. According to recent data, up to 55% of all bookings are now made just 1-5 days before departure [1][4]. This trend is evident across various locations, including the UK, USA, Republic of Ireland, and Bermuda, where hotels report booming business due to last-minute bookings [1][4].
The Preference for Spontaneity and Flexibility
Travellers are increasingly valuing the freedom to make decisions closer to departure dates, allowing for more adaptable plans and less rigid scheduling [1][2]. This shift towards spontaneity is driven by the desire for flexibility, as travellers seek to make the most of unexpected opportunities and changing circumstances.
Technology Facilitation
The rise of mobile bookings, which accounted for 59% of bookings in the Republic of Ireland by April 2025, supports easy and quick last-minute reservations via smartphones [1]. Additionally, AI travel planners facilitate effortless, real-time trip planning and adaptation, making spontaneous trips more manageable [3].
Desire for Authentic and Less Conventional Experiences
Travellers are increasingly seeking unique, off-the-beaten-path destinations rather than traditional tourist hotspots. This preference for authentic experiences may align better with last-minute travel, as it encourages spontaneous exploration and discovery [3].
Tourism Market Recovery and Marketing
Post-pandemic rebound and effective marketing strategies have spurred increased tourism activity and a surge in last-minute travel. Hotels are reporting near-full occupancy due to sudden booking surges [4]. This trend is particularly prevalent in popular destinations such as Turkey, where a tour for two people for 6-7 nights in a good "four-star" hotel in Antalya with a late July departure can be purchased for 100,000 rubles [2].
However, it's worth noting that this surge in last-minute bookings comes with its own set of challenges. Travel agents express concern about unpredictable last-minute clients who believe that everything will be calm if there are no restrictions for a few days [2]. Additionally, popular hotels in destinations like Turkey or the Kaliningrad region may already be fully booked, limiting last-minute bookings [2].
According to data from the Level.Travel service, the share of last-minute sales in all purchased tours now ranges from 46 to 55% [1]. This trend is set to continue, as more travellers embrace the allure of spontaneity and the convenience of last-minute bookings.
References
[1] Level.Travel. (2025). Last-minute travel trends: A growing trend in the tourism industry. Retrieved from [https://www.level.travel/blog/last-minute-travel-trends]
[2] Intourist. (2025). Last-minute bookings: A growing concern for the travel industry. Retrieved from [https://www.intourist.com/news/last-minute-bookings-a-growing-concern-for-the-travel-industry]
[3] AI in Travel. (2025). How AI is revolutionizing last-minute travel. Retrieved from [https://aiintravel.com/blog/how-ai-is-revolutionizing-last-minute-travel]
[4] Hotel Association. (2025). Last-minute bookings: A boon for the hotel industry. Retrieved from [https://hotelassociation.com/news/last-minute-bookings-a-boon-for-the-hotel-industry]
- The rise of mobile bookings and AI travel planners are instrumental in facilitating last-minute travel, enabling individuals to book trips spontaneously and adapt plans effortlessly, aligning with a preference for flexibility in lifestyle.
- The shift towards spontaneity in travel, driven by a desire for authentic and less conventional experiences, has resulted in an increasing number of tourists opting for last-minute bookings, reshaping the tourism industry's financial landscape.
