Peak season often gets framed as something you either planned months ago or missed entirely. If you fall into the latter camp, the good news is there is still time to influence enquiries and bookings if you stay focused and make smart moves now. These actions are not about overhauling everything, they are about tightening, polishing and showing up where interest already exists.
1. Boost your best posts
So often we’re told that churning out a constant stream of new posts on social media is the be all and end all. But if you’ve got an existing post that’s performed well and is still relevant, it’s worth giving it a boost to get it seen by more people. Even if it is a month or two old, most of your audience probably missed it first time round – especially if the algorithms didn’t work in your favour.
On that note, Amazon is reportedly rehashing a Christmas ad from a few years ago (remember the tobogganing grannies?) simply because it worked. If one of the biggest companies in the world is confident enough to do it, there is no reason the rest of us cannot follow suit.
2. Send some emails!
Sounds glib, but with interest building ahead of the new year booking rush, warming up your email list now keeps your brand top of mind. You don’t need to go hard and heavy on sales just yet. Instead, focus on helpful content, reminders, inspiration and nudges, so when peak hits, you will have already laid the foundations, meaning you won’t be left in the starting blocks when peak period comes round.
3. Check your website stats
GA4 can still feel like a bit of a minefield but it’s worth having a close look at your data to see which pages are attracting the most traffic right now. It might be an old blog you wrote months ago or a useful content page you forgot about.
Rather than changing things elsewhere, it’s better to work with the traffic you already have and polish the pages getting the most attention. You may find that a clearer message or a sharper CTA can go a long way.
Some agents might be using Wordpress with simpler dashboards but whatever the technical set up, it's worth having a poke around to see what’s what.
4. Get your data in check
For your paid media campaigns to be successful, or at least hit the targets you've set, you need to feed data back to the big platforms. Both Google and Meta rely on quality data signals to help improve the targeting of the campaigns you run. The process of getting your data right can be fiddly and time-consuming, yet sorting it now will pay off during peak. If you leave it until Q1 2026, you’ll most likely be playing catch-up just as momentum starts to ramp up.
5. Build out your video assets
Travellers are turning to video more than ever to help them gain inspiration into where and when to travel, and who to travel with. Strong imagery still matters, but having great video assets will be an advantage over your competitors and allow you to reach people on YouTube, Instagram and potentially TikTok. Even Google PMax campaigns benefit from having video in the asset mix instead of relying only on text and images. The sooner you build a small bank of useful video assets, the better placed you will be when it matters most.
6. Test key website pages
Peak traffic is invaluable, so it pays to ensure your most valuable pages make it as simple as possible for travellers to make that all-important booking.
This is not about ripping anything apart. Small CRO changes can make a difference. Test different colours or fonts, refine CTAs, tweak button copy and check your mobile experience. Even minor improvements in clarity or speed can boost conversion rates. Just make sure you do this ahead of peak period.
Final thoughts
Planning for peaks in Q4 requires intent and action rather than last minute scrambling about or knee jerk reactions. Use the audience you already have, tighten your foundations, and give your strongest-performing content another moment in the spotlight.
