ADARA recently revealed new data indicating 50 percent of travelers wait until the last minute to book their holiday plans. ADARA produces global travel data with the intention of influencing future travel buying trends. Compiling information from almost 100 major travel brands, they revealed about half of total holiday flights are booked after Nov. 17, with half of holiday hotel rooms booked after Dec. 14. The reason? More travelers are holding out for better deals.

Elizabeth Harz, president of media, ADARA, recommended travel marketers take advantage of these last-minute shoppers through relevant flight and hotel specials. “According to the data,” she says, “the sweet spot for suppliers to target holiday travelers is during the flight search window, which is fast approaching, between Nov. 17 and Dec. 14.”

The study also revealed solo travelers are most likely to wait the longest before booking airfare, while families often book their flights up to 70 days in advance. This is attributed to families placing higher priority on their air travel experience than their accommodations, as these same travelers often make hotel bookings as little as a week prior to their trip.