Forget the image of September as a time of empty beaches and back-to-school sighs. A quiet revolution is happening in the world of travel, and it’s pointing squarely at early autumn as the new peak season. Think of it as the ultimate insider’s move: you get all the glory of a summer holiday—the sunshine, the long evenings, the relaxation—but without the shoulder-to-shoulder crowds and eye-watering price tags. The data is in, and it’s clear that the savvy traveller is trading the chaos of July and August for the golden calm of September.
According to the latest insights from ABTA, a leading travel association, this isn’t just a fleeting whim. Their Travel Trends report highlights a significant and steady surge in the popularity of September getaways. In 2023, only 17% of travellers were considering a holiday in the ninth month. That number jumped to 23% in 2024, and this year, a remarkable 24% of people are planning to pack their bags for a September escape. It’s a clear upward trajectory, signalling a fundamental shift in how we plan our year. The report suggests this is a trend with staying power. But what’s driving this sudden love affair with a month that was once considered the quiet end of the season?
Marcin Starkowski, Group Manager at the online travel agency eSky, points to a fundamental change in how holidaymakers think. “We are seeing a clear shift in the way European travellers are approaching the beginning of the shoulder season,” he explains. This “shoulder season”—the period nestled between the high summer rush and the quieter winter months—is the sweet spot. It’s the time when the weather is often still gloriously warm, but the frantic pace of peak season has eased. Starkowski highlights the perfect storm of benefits: “September is becoming an increasingly attractive month for travel, combining favourable weather with lower prices, fewer crowds and greater flexibility than during the peak summer month.” It’s the promise of that Mediterranean sunshine without the 40-degree heat, and the chance to stroll through city streets without elbowing past other tourists.
This shift in European travel habits doesn’t happen in a vacuum. The world is changing, and our travel plans are changing with it. The extreme heatwaves we’ve seen across Southern Europe in recent summers have made many people think twice about travelling in July and August. At the same time, with the cost of living remaining a concern for many, finding a holiday that offers better value for money is a huge priority. September delivers on both fronts. You get the beautiful weather you crave, but it’s usually less intense. And because it’s no longer peak season, flights and hotels are often significantly more affordable. There’s also something to be said for the evolved mindset of the modern traveller. We’re no longer just chasing a postcard-perfect tan; we’re often seeking a more immersive, authentic, and comfortable experience, which September provides in spades.
Who is leading this charge? The data shows it’s a cross-section of savvy travellers. It’s couples looking for a romantic getaway without the crowds, families taking advantage of school term-time deals in some regions, and plenty of “empty nesters” who have the flexibility to travel when they choose. They are all drawn to the same idea: a holiday that feels both luxurious and sensible. This group is seeking out destinations that offer “a genuine extension of summer,” a chance to soak up the last of the sun’s rays in a relaxed and unhurried atmosphere. They’re looking for that perfect balance between a traditional summer holiday and an autumnal break, and they’re finding it in a handful of European hotspots.
So, where are these forward-thinking travellers heading this September? The data from eSky paints a clear picture, with Spain taking the crown as the most sought-after destination, capturing a huge 27.9% of bookings for the month. It’s not hard to see why. The Spanish summer doesn’t just stop at the end of August; it lingers, offering warm seas and sun-drenched days well into September. Close behind is Italy, in second place at 17%, offering its own irresistible blend of coast, culture, and cuisine. Greece takes the third spot for eSky’s customers with 10% of the share, a perennial favourite for island hopping and ancient history. Further down the list, we see Türkiye claiming 6.5% and Bulgaria with 6%, proving that the appeal of southern Europe’s warmth is widespread.
But the most compelling reason to book a September holiday might just be the numbers on the price tag. The difference between peak summer prices and early autumn can be nothing short of dramatic. To illustrate this, eSky examined some of its most popular routes to Spain. The results are staggering. Take the flight from Brussels to Malaga: the average price in July was a hefty €278. Fast forward to September, and that same flight drops to just €148—a jaw-dropping 46.8% decrease. The savings don’t stop there. A trip to Madrid from Brussels averages €219 in July but only €114 in September, a 47% saving. Even Valencia, which is a more modest 10% cheaper at €217, shows a welcome reduction. And the winner for the biggest drop is Oviedo, the capital of Asturias in northern Spain. That flight price plummets from €299 down to €106, a sensational 64.5% saving. Imagine what you could do with the money you’ve saved—more meals out, a nicer hotel room, or an extra excursion or two.
Of course, getting a bargain is a fantastic incentive, but it’s not the only draw. A September trip offers a completely different experience. The beaches are less crowded, so you’re more likely to find a peaceful spot. The queues for popular museums and attractions are shorter, meaning you can see more without feeling rushed. The locals are generally more relaxed, too, now that the frantic tourist season is over. It’s a chance to actually feel the rhythm of the place you’re visiting, rather than just being part of the tourist machine. It’s a slower, more authentic, and more personal kind of travel. And if you’re heading to a place like Spain, you’re also in for a cultural treat, as September is jam-packed with festivals and events.
Speaking of which, let’s not forget the pageantry. In Barcelona, September is when the city lets its hair down for La Mercè, its biggest festival. It’s a multi-day, citywide street party celebrating Catalan culture, complete with everything from castells (the incredible human towers) to firework displays, parades, and live music. It’s a vibrant, immersive, and utterly unforgettable experience that gives you a true taste of local life. Further north, in Asturias, you could catch the Descenso Internacional del Sella, a famous and exciting canoe race down the Sella river, which attracts visitors from all over the world. And in Madrid, the San Ginés festival in early September is a celebration of one of the city’s most historic landmarks. Whatever you choose, you get a rich cultural experience that is arguably even more memorable than a typical summer beach day.
What Starkowski says rings true: by choosing September, “travellers no longer have to choose between a traditional holiday and a sunny city break in autumn.” The month bridges the gap perfectly. You can have lazy days on the beach and still enjoy the pleasures of a great city break. “Many destinations combine warm temperatures, attractive prices and a rich range of experiences.” This is the new golden age of travel, where flexibility and savvy planning bring the best of both worlds. “At the same time,” he adds, “travelling during the shoulder season allows tourists to avoid the busiest periods, making sightseeing and exploring destinations more comfortable.”
So, as the summer winds down, the opportunity is just beginning. This September, thousands of Europeans are choosing to extend their summer, not mourn its end. They’re jetting off to Spain, Italy, and beyond, armed with smarter plans and lighter wallets. They have figured out the secret: the best time to go on holiday might just be after everyone else has gone home. So, if you’re dreaming of one last golden getaway, perhaps the smartest move you can make is to look ahead. The sun is still shining, the prices are dropping, and the festivals are just getting started. The “Super September” is here, and it’s inviting you to join the smarter side of travel.
