Home Capital Raising & Corporate Finance The CFOs of Summer
For these CFOs, summer is where the year is won or lost.
This article appears in the July/August issue of Global Finance Magazine.
Every spring, airlines, cruise lines, travel booking platforms, golf tour operators, race promoters and other seasonal businesses begin trying to answer the question that will define much of their year: How is summer shaping up? For their CFOs, a few months of peak demand often determine whether the entire year meets expectations.
This year, the early signals have been broadly encouraging. Despite conflict in the Middle East that rattled European and Asian bookings, travel advisories in Mexico, and lingering concerns about consumer sentiment, many travel companies reported strong demand. Europe’s TUI Group reported its best-ever first half , with 7.9 million summer bookings already in place, while Expedia posted its highest first-quarter EBITDA margin in 15 years.
But the stakes remain unusually high because many of these businesses generate a disproportionate share of their annual revenue in a relatively short window. Whether they operate airlines, racetracks, or golf tours, their finance chiefs spend months forecasting demand, managing labor and capital, and preparing for risks—from weather disruptions to geopolitical shocks—that could derail the season.
Today, by contrast, consumers want to travel, and the booking window is holding steady. That signal is especially important to the CFOs at companies whose fortunes depend on summer travel.
Max Mertz is CFO and co-owner of Alaska Seaplanes , which operates a fleet of 20 aircraft based in Juneau and serves communities throughout southeast Alaska. Summer brings millions of visitors to the state, many seeking flights over glaciers, bear safaris, and trips to remote fishing lodges.
“June, July, August, and then, if you add the shoulder season, which starts around mid-May and lasts until about a week after Labor Day, account for two-thirds of our revenue. It’s critical, honestly,” Mertz says.
Bookings at his company’s tourism subsidiary arrive months in advance, enabling year-over-year comparisons. Fishing lodges commit capacity based on their own guest projections. Strong retail sales and corporate bonus cycles in the Lower 48 states translate into lodge demand. Construction projects and gold and silver mines in remote communities create predictable demand for cargo and charters.
The seasonal concentration is all about costs.
“Aviation is a high fixed-cost industry,” Mertz says. “On a per-flight, per-unit basis, obviously the higher your volume, the more you cover fixed costs, so you’re making a good chunk of your bottom line as well.”
What makes Alaska Seaplanes unusual — even among seasonal businesses — is the extent to which weather inserts an uncontrollable financial variable. Anyone who has flown in Alaska knows how its dense cloud layer and mist can quickly form, grounding aircraft for days. Mertz has invested in reliability. Alaska Seaplanes has spent multiple seven-figure sums on specialized navigation systems that increase aircraft safety and reliability.
Weather also matters to Mike Morrisey. As CFO of Green Savoree Racing Promotions for the past 31 seasons, he oversees four motorsports race properties: Mid-Ohio; a newly built circuit in Markham, Ontario; St. Petersburg, Florida; and Portland, Oregon. “The summer is where you make your revenue,” he says.
Often, a big race weeken…