Hospitality industry faces shifting seasonality patterns

The hospitality industry is experiencing a shift in traditional seasonality patterns. While school holidays and summer vacations still drive demand in leisure destinations, a more fragmented calendar is emerging. New peaks in occupancy are being created by music festivals, sporting events, gastronomic festivals, and the rise of hybrid work models that combine business and leisure travel.

Marcos Vilasboas, president of ABIH-SP, notes that while the gap between high and low seasons remains, it has become less pronounced, particularly over the last three years. In the state of São Paulo, leisure destinations in coastal and inland areas are seeing more consistent occupancy outside of traditional holiday periods. Additionally, corporate hubs like São Paulo and Campinas are seeing reduced declines during historically slow months such as January and July.