Can we reverse a trend?

Can we reverse a trend (that we also secretly like)?

At SeilNorge, the sails are up, and the planning is in full swing!

In recent years, we’ve noticed a growing trend: folks booking their summer holidays later and later. This autumn, our team has been reflecting on how this shift came about—and, more importantly, how we can gently steer the course back. Because while we treasure spontaneity and flexibility as much as the next adventurer, running a smooth operation also depends on a touch of foresight.

So, can we make it happen? Can we strike a balance between spontaneity and the foresight needed to secure unforgettable experiences? We’d love to hear your thoughts!

In this blog, you’ll explore:

Founder Emil’s take on planning vs. spontaneity
How the pandemic reshaped our approach to flexibility and horizons
Insights into how we plan at SailNorge
Our strategies to encourage early bookings
Questions we have for you, our readers

Planning versus spontaneity

Gradually, I have gone from being someone who planned a lot to becoming someone who likes to take things on the spur of the moment. It has been a good journey. I think it started when I used up all my planning energy at work, leaving little room for planning my free time. Without rigid plans, I’ve found freedom and openness to whatever life brings. Now, I even enjoy challenging the spontaneity of others.

For instance, I like inviting people to a birthday party just the day before. I also love calling my friend late at night with, “I’m standing outside your door—can I stay over?”. Now he preempts me by answering “Want to stay the night?” before I have even asked. That’s love. It’s like when we were kids, calling each other only when we had playful or exciting plans in mind.

The pros and cons of spontaneity

I experience a lot of positive responses to spontaneous initiatives. Friends and colleagues seem to appreciate the unpredictability, finding it refreshing. I do think we often let schedules dictate too much. Invitations are accepted based on when they arrive, not the meaning or importance of the event itself. My friend (Winnie the) Pooh, on the other hand, breaks the mold, often managing to attend all three parties he’s invited to on the same night!

Still, spontaneity has its limits. Keeping your word matters. If you’ve committed to something, you should honor it. Being opportunistic isn’t a goal—it’s about finding balance, enjoying the freedom of spontaneity while respecting the commitments you’ve made.

No, the main point should rather be that we must be aware of how plans can limit us; when plans we already have limit what we think is possible to achieve.

I’m glad to have evolved to embrace change and be more spontaneous!:)

I probably miss the joy of looking forward to planned things. Not least I notice it in those around me, especially mother and father, and my own children. It’s not so important how long it is until we go to the water park, but it’s important that we plan it!:)

What happened to our flexibility during the pandemic?

Before the pandemic, any change in plans—like adjusting a trip’s departure time—was typically met with resistance. It was nearly impossible! But during the pandemic, everything shifted. Suddenly, just being able to travel at all felt like a win. Afterward, flexibility became second nature. These days, our participants are far more understanding about changes, embracing the unpredictability with ease.

Planning during Corona was something different! Hosting a party felt futile—you never knew how many guests you were allowed to have or whether people would be upset by the very idea of gathering. And if anyone did show up, you were left guessing: should you hug, shake hands, or keep a safe distance?

Yet, amidst the chaos, something changed in us. The constant uncertainty taught us to treasure the simple things—meeting family, hugging a friend. For us at SeilNorge, the pandemic was a crash course in flexibility, one that left us far more adaptable and open to change than ever before.

How we plan at SeilNorge

At SeilNorge, planning is part of our DNA. Yet, we’ve also learned not to overplan. Things are always shifting—boats, schedules, crew availability—so there’s little point in trying to lock in every detail too early. Instead, we’ve become experts at “planning just enough.”

We operate with a mantra: “Planning is everything; plans are nothing.” By staying flexible, we’re better prepared to handle the unforeseen and solve problems on the fly. Ironically, it’s because we’ve planned so thoroughly that we can pivot when the unexpected arises.

But recently, we’ve started to question our approach. Does this juggling act truly make our trips better? Or would planning earlier and in more detail create even more incredible experiences?

If our guests booked their trips sooner, could we spend more time refining each journey to make it exceptional? Would our participants also benefit from deciding earlier, with more time to anticipate and prepare?

We’re not entirely sure, but we think it’s worth exploring. Perhaps it’s time to challenge the status quo and see if we can strike a better balance. Can we make it happen?

What are we doing to reverse the trend?

We’re not entirely sure if we can reverse the trend of last-minute bookings, but we’re giving it our best shot. To encourage early planning, we’ve introduced discounts for those who book their summer holidays in advance.

If you sign up before 1st of February, you’ll receive 10.000 in discount, and if you book before 1st of June, you’ll get 5.000 in discount. That’s how much we value early commitments from our guests!

The numbers are in Norwegian kroner, NOK.

This approach is similar to how train or plane tickets work, making it intuitive and hopefully effective. That said, spontaneity and flexibility are on the rise—even within our own team! So, it’s bound to be an interesting challenge.

What we love about this new system is that it rewards those who make our planning easier, rather than offering last-minute discounts. We hope it will also enhance the overall experience—by deciding early, our guests can enjoy the anticipation, prepare more thoroughly, and savor the journey from start to finish.

We can’t wait to see how it unfolds. Summer 2025—here we come!

Questions for you

What do you think about all this? Gossip and woof? Canned talk from a half-educated band of robbers?
Do you think we will succeed in reversing the trend? Should we push on or give up already now, and rather roll in the spontaneity of the time and last-minute planning?
What does your planning horizon look like for next summer?

We look forward to hearing what you think!