Irish travel agents are reporting a surge in late holiday bookings, indicating a shift in consumer behavior due to economic pressures. Customers, traditionally organized with summer plans by February, are now actively seeking deals closer to the travel date. Unlike previous years, price is now the primary driver for holiday choices, outweighing concerns about factors like destination heat, geopolitical conflicts, or rising fuel costs. This “lates market” suggests the Irish middle class, feeling financially squeezed, are still prioritizing summer getaways but are highly sensitive to cost. Agents note a strong demand despite broader economic uncertainties, with travelers prioritizing affordability over specific destinations or amenities. The trend highlights a willingness to travel, but only within budgetary constraints. This indicates a potential reshaping of the Irish tourism landscape, with value-focused packages gaining prominence.