<p>According to Hopper’s 2023 Travel Trends Report, people are booking holidays at the last minute more than ever before.  </p> <p>In this mini “sun-lounger” podcast, we ask whether this a good thing for marketers when it comes to thinking about shoulder season? Is there still time to market to those people who haven’t yet booked for September and beyond? </p> <p>And can we avoid shoulder-season discounts? </p> <p>We delve into consumer behavioural changes, community networks and the true meaning of value to answer these questions. </p>