The operator has praised agents for their efforts to educate their clients on the benefits of travelling outside peak booking periods, which is translating into strong business for the specialist.
It follows a 30% year-on-year increase in June bookings. Demand for late-summer and autumn is also up, with bookings for September up by 21% year-on-year and October +30%.
CV Villas, which specialises in villa holidays to Europe, North Africa, the Caribbean and southeast Asia, has pinned the uptick on its focus on the trade.
"The appetite for villa holidays remains stronger than ever, but what's exciting is seeing our agents successfully educate clients on the immense benefits of travelling outside of the most in-demand weeks,” said Chris Etheridge, senior business development manager.
“A 30% increase for June and October is remarkable and testament to the value a great travel agent brings to the booking conversation."
Etheridge said promoting shoulder season offers typically meant better flight options, more accommodation options and a more relaxing holiday experience in destination owing to there being fewer tourists there.
CV said the jump in shoulder season bookings was particularly evident in typically warmer southern European destinations like Puglia and Croatia, both of which experienced temperatures near-40C temperatures in July 2025.
The operator's findings support data suggesting shoulder season travel is central to an increasingly "value-focused mindset" among consumers, keen to lock in lower prices and travel during cooler periods.
New data from YouGov, issued this week, reveals 40% of British leisure travellers will "scale back" their holiday plans next year due to the rising cost of international travel.
