Is There Still Summer After August 20th? What can we do with the last two weeks of the season?

For many hotels, August 20th marks the end of the high season. But the days following Hungary’s national holiday still hold plenty of potential. This is the time of spontaneous travellers, those who are simply waiting for the right offer to make the most of what’s left of summer. The end of the season is not just a window to fill – it can be an especially valuable period. But only if we communicate at the right time and in the right way.

This year, August 20th falls on a Wednesday.

There’s no long weekend, no four-day escape, and most families are already preparing for back-to-school. At first glance, it may seem like a quiet, less relevant stretch of time – not worth focusing on. But we see it differently.

This is a perfect opportunity to target specific traveller segments – those who haven’t yet given up on summer and are just now thinking: “Could we squeeze in one more break?”

This is the era of the spontaneous guest.

Those who are just now browsing, looking for a quick getaway. Those who don’t plan weeks in advance, but book immediately when the right deal catches their eye. And those who’ve stayed with you before, had a great time, and now want a short recharge.

These guests can be reached – and in fact, must be reached.

What does the data tell us?

In recent years, demand has remained strong in the second half of August. But it takes a different offer and tone to engage potential guests. Forget the classic “Book now before summer ends” message. By now, guests aren’t looking for long holidays – they’re after bite-sized experiences:

• One last dip in the pool
• A night or two of wellness
• A wine dinner that doesn’t require a long journey
• A quick romantic escape – with or without the kids – while it’s still easier to arrange than in September.

Focus on nearby guests – they’re your best bet now.

Travellers from the region who arrive by car are particularly valuable at this time. They don’t need heavy persuasion – just a good reason to think, “Why not now?” If they see a well-priced, easy-to-book, close-by offer, they’ll click. And if you link this to an autumn promotion – like an early booking discount for September weekends – you’ve just filled two periods with a single campaign.

The season doesn’t end where the calendar marks a national holiday. If August 20th passes and you fall silent, then yes – summer truly fades. But if you stay active, with creative, relevant, well-targeted messaging, you still have two valuable weeks ahead. Two weeks that many others have already let go.