January 12, 2026
Every January, the travel industry gets loud.
“Inbox-filling” Wave Season emails.
Headlines warning that prices are going up.
And plenty of pressure to book something—anything—before it’s “too late.”
But here’s the honest truth from where I sit:
Wave Season isn’t about urgency.
It’s about leverage.
For thoughtful travelers, January is one of the most strategic times of year to design a trip—especially when experience, pacing, and long-term value matter more than chasing a promotion.
What Is Wave Season? A Luxury Traveler’s Perspective
Wave Season typically refers to the first quarter of the year, when airlines, cruise lines, and hotels release inventory, adjust pricing, and introduce incentives.
What it is:
- A planning window with the widest range of options
- A moment when preferred room categories and itineraries are still available
- A chance to shape travel intentionally rather than reactively
What it isn’t:
- A guarantee that everything is cheaper
- A reason to book a trip that doesn’t align with how you actually want to travel
- A race to lock something in “just in case”
For luxury travelers, the real advantage of Wave Season isn’t the deal—it’s the positioning.
Why Wave Season Matters for Luxury Travel Planning
Luxury travel is rarely just about the destination.
It’s about:
- The right room, not just the hotel
- The flow of an itinerary, not just the stops
- Service consistency, not just a brand name
Wave Season matters because it’s when those elements are still flexible. As the year progresses, inventory tightens and choices narrow. By summer, many travelers aren’t choosing between great options—they’re choosing between what remains.
What I Learned Touring Luxury Hotels During Wave Season
Over the past year, I’ve spent time touring and staying in properties many travelers only see online.
And I can say this confidently:
Wave Season decisions matter more when you’ve actually been on the ground.
Here’s what doesn’t show up in photos:
- Two rooms in the same category can feel entirely different depending on location
- Some “preferred” rooms are preferred in name only
- Service varies more by property culture than by brand reputation
- Smaller, design-forward hotels often outperform larger, well-known names
As a luxury travel advisor, Wave Season is when I evaluate not just pricing, but experience—room location, service flow, seasonal staffing, and how a property performs when it’s full. Those details shape a trip long after a promotion expires.
What to Book During Wave Season — and What’s Better to Plan First
Wave Season isn’t about booking everything immediately. It’s about knowing what deserves commitment now and what benefits from patience.
Worth Booking or Holding Now
- High-demand travel periods (summer Europe, holiday travel, peak safari seasons)
- Milestone trips (anniversaries, birthdays, once-in-a-lifetime journeys)
- Cruises and small-ship itineraries with limited availability
- Trips requiring specific room categories or connecting rooms
Better to Plan Before Booking
- Trips with flexible timing
- Destinations with abundant hotel inventory
- Travel where pacing and experience matter more than exact dates
The goal is clarity—not speed.
The Most Overlooked Wave Season Advantage: Time
The greatest benefit of Wave Season isn’t a discount.
It’s time.
Time to:
- Compare options thoughtfully
- Ask better questions
- Stress-test an itinerary for flow and comfort
- Avoid booking something you’ll later wish you’d done differently
By spring, many of those decisions are already made.
A Thoughtful Way to Approach Wave Season
If you’re considering travel later in 2026—or even early 2027—January is an ideal moment to explore ideas without pressure.
The best planning conversations I have during Wave Season usually begin with:
- “Here’s what we don’t want.”
- “We want this to feel easy.”
- “We’re open, but we want it to be right.”
Those conversations lead to better trips. Every time.
Wave Season FAQs (Luxury Travel Edition)
Is Wave Season really the best time to book luxury travel?
Wave Season is one of the best times to plan luxury travel because options and availability are strongest. Whether you should book immediately depends on destination, timing, and goals.
Do luxury travelers actually get better deals during Wave Season?
Sometimes, but access is often more valuable than price. Securing the right room or itinerary early can matter far more than a short-term promotion.
Is it helpful to work with a travel advisor during Wave Season?
Wave Season is when professional guidance is often most valuable. Strategic planning now can prevent rushed decisions later, when options are limited.
Final Thought
Wave Season doesn’t require urgency.
It rewards intention.
If you value clarity over noise and experience over impulse, January is a powerful place to begin.
If you’d like to talk through travel ideas for later this year and approach Wave Season thoughtfully—not reactively—I’m always happy to start the conversation. You can schedule a complimentary discovery call here: Complimentary Discovery Call
