The 2025 charter season is proving tough. Bookings are down, there’s more competition, and clients expect more than ever. Under pressure, many companies turn to the usual solution, cutting prices.
But the truth is, in today’s market, that approach doesn’t work long-term.
The industry’s default reaction: more discounts, less value
When bookings slow, the instinct is to cut prices in hopes of filling the calendar. While this might generate short-term interest, it often undermines long-term business health.
Discounting:
• Erodes perceived value
• Attracts last-minute, low-loyalty clients
• Creates a cycle of dependency on price-based decisions
Ultimately, it leads to more work for less profit, without addressing the root problem.
Strategic investment over reactive cuts
High-performing charter businesses in 2025 are taking a more deliberate approach. Instead of reducing prices, they are investing in brand positioning, marketing visibility, and strong B2B relationships.
A clear example of this is the International Charter Expo (ICE’25). Forward-thinking operators recognize that growth doesn’t happen by accident, it’s planned. ICE provides a platform for meaningful, in-person connections that directly impact next season’s success.
ICE’25: from seasonal pressure to strategic planning
While much of the industry is stuck in reactive mode, ICE’25 offers an opportunity to take control of the future. It’s not just a trade show, it’s where smart businesses go to align with key partners, identify emerging trends, and secure early contracts for the seasons ahead.
By participating, companies are no longer just hoping for a better season, they’re actively creating one.
Discounts don’t build long-term success
It’s tempting to believe that a few last-minute deals will turn things around. But in reality, price-cutting is a short-term fix with long-term costs.
Real growth comes from investment, into brand visibility, strategic networking, and ongoing value creation. ICE’25 is a proven platform where that investment pays off.
If you want better bookings in 2026, the time to act is now.
Don’t wait for the season to slow down, use this moment to build what’s next.
