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A New Kind of Summer Is Taking Shape
For years, the traditional European holiday calendar seemed almost unbreakable: June, July and August belonged to beach resorts, packed airports and expensive flights, while September marked the beginning of the quiet season. But that pattern is changing.
September is increasingly becoming the month travellers choose when they want sunshine without the worst of the summer crowds. Instead of squeezing a holiday into the busiest weeks of the year, more people are deliberately waiting until late summer and early autumn, when temperatures can remain pleasant, popular destinations can feel less crowded and travel costs may fall.
ABTA’s Travel Trends 2026 report has given this growing movement a name: “Super September.” Its research shows that the proportion of people intending to take an overseas holiday in September increased from 17% in 2023 to 23% in 2024 and 24% in 2025. ABTA expects the momentum to continue into 2026.
That shift is more than a simple change in the calendar. It reflects a broader transformation in the way people think about holidays, value, weather, flexibility and even the experience of travelling itself.
The Rise of the Shoulder Season
The period between a destination’s busiest and quietest travel periods is known as the shoulder season. September sits in an unusually attractive position for many European destinations because it can retain much of summer’s appeal while avoiding some of its disadvantages.
The beaches are still open, restaurants and attractions remain active, and many destinations continue to experience warm weather. At the same time, the enormous crowds associated with the July and August rush begin to thin out.
For travellers, that can mean a more relaxed holiday. Museums may be easier to visit, restaurants can feel less frantic, roads may be less congested and famous attractions can become more enjoyable.
ABTA’s research suggests the appeal is broadening across age groups. Its 2026 report found particularly strong September travel intentions among older travellers, while younger age groups have also shown notable increases.
September Is No Longer the “Leftover” Month
The psychological image of September is changing too.
Once associated with the end of summer and the return to school, September is increasingly being treated as a destination in its own right. Travellers are beginning to see it not as the month after the holiday season, but as one of the best opportunities to travel.
This matters because travel behaviour is often shaped by expectations as much as prices. When enough people begin to believe that September offers a better holiday experience, demand can reinforce the trend.
ABTA’s figures demonstrate that this is already happening. The jump from 17% in 2023 to 24% in 2025 represents a seven-percentage-point increase in just two years.
Spain Takes the Lead
Among travellers booking September trips through eSky, Spain is emerging as the strongest favourite.
According to the latest eSky figures reported by Euronews Travel, Spain accounted for 27.9% of September customer bookings. Greece followed with 17%, Italy with 10%, Türkiye with 6.5% and Bulgaria with 6%.
The ranking makes sense. Spain offers an unusually broad combination of beach destinations, major cities, islands, food, culture and late-season sunshine.
A traveller looking for a traditional Mediterranean beach holiday can choose one of Spain’s coastal resorts, while someone seeking culture and architecture can head for Barcelona or Madrid. Others can explore northern Spain, where the climate and landscapes offer a very different experience.
That flexibility makes Spain particularly well suited to shoulder-season travel.
The Price Difference Can Be Significant
One of the biggest attractions of September is potentially lower airfare.
eSky’s figures show substantial differences between July and September fares on several routes from Brussels to Spain. Malaga fell from €278 in July to €148 in September, while Madrid dropped from €219 to €114. Asturias, represented by Oviedo, showed the largest decline, falling from €299 to €106. Valencia experienced a smaller reduction, from €241 to €217.
Converted approximately at a €1-to-$1.17 exchange rate, those examples represent roughly:
Malaga: about $326 in July versus $173 in September
Valencia: about $282 versus $254
Madrid: about $257 versus $133
Oviedo/Asturias: about $350 versus $124
These are route-specific examples rather than universal September prices. Airfares fluctuate according to demand, airline schedules, booking time and availability, so travellers should not assume every September flight will be dramatically cheaper.
Nevertheless, the examples demonstrate why the shoulder season can be attractive to price-conscious travellers.
Asturias Shows How Big the Opportunity Can Be
The Asturias example is particularly striking.
A reported fall from €299 to €106 represents a decline of approximately 64.5%. That is the kind of difference capable of changing the entire economics of a trip.
A traveller who would normally spend hundreds of dollars more on airfare during peak season might instead use September to redirect part of the savings toward accommodation, restaurants, excursions or longer stays.
However, this should not be interpreted as a guaranteed 64.5% discount for everyone. The figures reflect specific fares observed by eSky and should be treated as an example of potential price movement rather than a promise.
Barcelona Offers More Than Beach Weather
Spain’s September appeal is not limited to sunshine.
Barcelona’s La Mercè festival provides one of the country’s most famous examples of why September can combine warm-weather travel with cultural experiences. The event brings performances, parades, fireworks and traditional Catalan celebrations across the city.
That creates a different kind of holiday from the classic July beach escape. Instead of spending every day beside a swimming pool, travellers can combine sightseeing, food, architecture, nightlife and local traditions.
For people increasingly looking for experiences rather than simply destinations, this combination can be powerful.
Asturias Brings a Different Kind of September
Northern Spain offers another perspective.
Asturias is known for greener landscapes and a different cultural character from the country’s Mediterranean coast. Its September celebrations, including America Day, add another reason for travellers to consider the region outside the traditional summer rush.
This illustrates a larger point about shoulder-season travel: September does not have to mean repeating the exact same summer holiday at a cheaper price.
It can be an opportunity to discover a destination differently.
Greece Remains a Major Competitor
Spain may be leading
With 17% of
September can also be particularly appealing for travellers who find the height of Greek summer too hot or crowded. The opportunity to enjoy island life without the peak-season intensity can make a major difference to the overall experience.
Italy Keeps Its Place in the Race
Italy’s 10% share demonstrates that the September trend is not simply a Spanish phenomenon.
Italy offers perhaps one of
For travellers who want their holiday to involve more than lying on a beach, September can provide a useful compromise between comfortable weather and manageable sightseeing conditions.
Türkiye and Bulgaria Complete the Top Five
Türkiye accounted for 6.5% of
Both countries offer another important characteristic of the September trend: travellers have more choices than ever when searching for warm-weather value.
Türkiye can combine beaches, resorts, historical attractions and large cities, while Bulgaria offers Black Sea resorts alongside cultural and natural attractions.
The common thread is not simply geography. It is the ability to offer travellers something that feels like summer without requiring them to travel during summer’s most expensive and crowded period.
A 57% Booking Increase Sends a Strong Signal
The most striking figure in the eSky data may be the reported 57% year-on-year increase in September bookings.
That is a major increase, although it should be interpreted carefully. It reflects eSky’s own booking data and does not represent the entire European travel market.
Even so, when combined with
September is becoming increasingly important to the travel industry.
Why Travellers Are Moving Away From Peak Summer
The reasons behind the change are relatively straightforward.
July and August can bring extreme heat, crowded attractions, expensive accommodation and heavy demand for flights. Families with school-age children often have little choice but to travel during these months, creating intense pressure on prices and availability.
Travellers with more flexibility can escape that pressure by moving their holiday a few weeks later.
The result is a simple equation: similar holiday experience, potentially lower cost and fewer people.
That equation is becoming increasingly attractive.
Climate Is Also Changing Holiday Timing
Weather is another important factor.
Europe has experienced increasingly intense summer heat in recent years, making the traditional July and August holiday window less comfortable for some travellers.
September can provide a useful middle ground. In many Mediterranean destinations, temperatures remain warm enough for beaches and outdoor activities while becoming more manageable for walking and sightseeing.
ABTA itself identifies September as attractive partly because travellers can still expect enjoyable weather while gaining better value and conditions for activities such as hiking and cycling.
September Could Change How Cities Are Experienced
There is also a qualitative difference between visiting a famous European city during peak summer and visiting it in September.
A city such as Barcelona, Rome or Madrid can become exhausting when millions of visitors converge during the hottest part of the year.
By September, the experience can become more balanced.
There may still be plenty of tourists, but the environment can feel less dominated by mass tourism. Travellers can spend more time walking, eating outdoors, visiting cultural attractions and exploring neighbourhoods without constantly feeling trapped inside a summer rush.
Families Are Not the Only Travellers Driving the Trend
The September boom is particularly interesting because the month naturally excludes some families with school-age children.
That means the growth is being driven disproportionately by people with greater flexibility, including older travellers, couples, retirees, remote workers and adults without children at home.
ABTA’s research supports this pattern. Its 2026 report found September particularly popular among people without children at home, while also recording increases across younger age groups.
This could eventually influence how hotels, airlines and destinations market September holidays.
The Economics of “Super September”
From an industry perspective, September could become strategically important because it helps extend the tourism season.
Hotels and resorts do not want demand to disappear immediately after August. Airlines also benefit when aircraft continue flying at strong capacity into autumn.
If more travellers move into September, businesses can maintain activity for longer without relying exclusively on the extreme peaks of July and August.
This could create a more sustainable commercial model for destinations that traditionally experience dramatic seasonal swings.
The Catch: September May Not Stay Cheap Forever
There is an important paradox hidden inside the “Super September” trend.
If travellers increasingly discover that September is cheaper and less crowded, demand will naturally increase.
And when demand increases, prices can eventually rise.
The same mechanism that makes shoulder-season travel attractive could therefore weaken the price advantage over time.
If September becomes
The industry could gradually create a new peak season without intending to.
Spain Could Feel the Pressure First
Spain’s position at the top of eSky’s September booking list makes it particularly vulnerable to this effect.
If travellers continue moving from July and August into September, destinations such as Malaga, Barcelona, Valencia and Madrid could experience stronger late-season demand.
That would be good news for businesses but potentially less good news for travellers hoping to preserve the quiet atmosphere that initially attracted them.
The concept of “hidden value” becomes difficult to maintain once millions of people discover it.
The September Traveller Wants More Than a Cheap Flight
Another important change is the evolution of what travellers consider value.
Value no longer necessarily means finding the absolute cheapest flight.
A cheaper flight is useful, but travellers increasingly appear interested in the overall quality of the experience: manageable weather, cultural events, shorter queues, better restaurant availability and more flexibility.
September can deliver several of these benefits simultaneously.
That makes its appeal much stronger than a simple airfare discount.
Deep Analysis
September Is Becoming a Strategic Travel Window
The most important development is not that September is becoming popular. It is that travellers are beginning to deliberately target it.
That distinction matters.
A holiday month selected because it is the only affordable option is very different from a month selected because travellers believe it offers the best overall experience.
The latter creates a durable travel trend.
ABTA and eSky Tell Different Parts of the Story
ABTA provides evidence of changing travel intentions among its surveyed audience, while eSky provides booking data from its own customer base.
Neither dataset alone proves that September has become Europe’s new universal peak season.
Together, however, they provide two complementary signals: travellers are increasingly considering September, and bookings through one major online travel platform have also risen substantially.
That makes the trend considerably more interesting.
The 24% Figure Is More Important Than It Looks
The increase from 17% in 2023 to 24% in 2025 represents a seven-point increase.
In percentage terms, that is roughly a 41% rise relative to the 2023 level.
The important detail is that this happened across only two years.
Travel habits generally change slowly, so a movement of this scale suggests that something fundamental is influencing traveller behaviour.
Peak Summer Is Losing Some of Its Exclusivity
July and August are unlikely to stop being popular.
Families, students and many workers will continue travelling during the traditional summer holiday period.
But September no longer needs to replace July or August to become important.
It only needs to capture a larger portion of travellers who have flexibility.
That is enough to transform the economics of the month.
Climate Could Accelerate the Shift
Hotter summers could become one of the strongest long-term forces behind the September trend.
If travellers increasingly associate July and August with uncomfortable heat, September becomes more attractive even when prices are similar.
A cooler but still sunny holiday can be preferable to extreme heat.
That could gradually make September a lifestyle choice rather than merely a budget strategy.
Remote Work Changes the Equation
The growth of flexible and hybrid work also gives some travellers more options.
Someone who can work remotely for part of a trip may be able to avoid the busiest periods and travel when demand is lower.
Even a modest increase in flexibility across millions of workers can have a meaningful impact on seasonal tourism.
This is one reason the traditional school-holiday calendar may become less dominant for adult travellers.
September Could Become a Premium Experience
There is another possible future.
Instead of remaining the cheap alternative to summer, September could become a premium period because travellers discover that the experience is better.
Hotels could eventually charge more for September weekends, popular festivals could drive demand higher, and airlines could adjust capacity and pricing accordingly.
The industry is likely to respond to demand rather than preserve September as a permanently discounted month.
Cultural Tourism Benefits From the Shift
The September trend could also redistribute tourism away from pure beach destinations.
Travellers visiting Spain, Italy and Greece during September may be more willing to explore cities, museums, hiking routes, historical sites and festivals.
That can spread tourism spending more widely.
Instead of spending nearly every day inside a resort, travellers can move through surrounding communities and contribute to restaurants, museums, transport providers and local businesses.
Destinations Have an Incentive to Promote September
Tourism authorities have a strong reason to embrace this trend.
A longer tourism season means more employment, more business activity and potentially less extreme concentration of visitors during a few summer weeks.
If successful, September can act as a bridge between the intense summer season and the quieter autumn period.
That is valuable for both destinations and businesses.
Crowding Could Move Rather Than Disappear
There is also a warning.
Shoulder-season travel does not eliminate tourism pressure. It can simply move it.
A destination that is overcrowded in August and increasingly busy in September may eventually face a longer period of intense tourism.
That could create new challenges involving housing, infrastructure, transport and environmental pressure.
The success of September travel therefore needs to be measured not only by booking numbers but also by how destinations manage increased demand.
Spain’s Lead Could Become a Competitive Advantage
Spain’s 27.9% share of eSky September bookings gives the country a strong position.
Its combination of beaches, cities, culture and regional diversity means it can accommodate different types of September traveller.
However, that advantage also creates a responsibility.
If Spain wants to maintain
Greece Has an Opportunity to Close the Gap
Greece’s 17% share shows that Spain does not have the September market locked down.
Greek islands and mainland destinations can appeal to travellers seeking warmth, food, beaches and history.
If Greece successfully markets September as a calmer alternative to August, it could capture even more shoulder-season demand.
Italy Has a Different Strength
Italy may be especially well positioned to benefit from travellers who are shifting from beach holidays toward experience-driven trips.
September offers opportunities for food tourism, cultural travel, city breaks, countryside holidays and coastal escapes.
Its diversity means it does not need to compete purely on sunshine.
The Biggest Winner May Be the Flexible Traveller
Ultimately, the greatest advantage belongs to people who can choose when to travel.
The ability to avoid school holidays, move dates by several days or travel in September rather than August can unlock opportunities that are unavailable to everyone.
That flexibility is becoming a form of travel currency.
The Industry Is Watching Behaviour, Not Just Prices
The reported 57% rise in eSky September bookings is particularly important because it suggests the trend is translating into actual purchasing behaviour.
Intentions can change.
Bookings are harder evidence of what people are actually doing.
Still, the figure represents
September Could Become the New “Smart Traveller” Season
The cultural perception of September may ultimately change.
Instead of saying, “We
That psychological shift could be more powerful than any temporary discount.
When travellers begin seeing a month as strategically superior, demand can become self-sustaining.
The Long-Term Question Is Whether September Can Stay Special
The biggest question surrounding “Super September” is whether it can preserve the qualities that made it popular.
Lower prices.
Fewer crowds.
Comfortable weather.
Greater flexibility.
Once enough travellers arrive, some of those advantages inevitably weaken.
The travel industry will therefore be walking a fine line between promoting September and over-commercialising it.
What Undercode Say:
The Holiday Calendar Is Being Rewritten
The traditional European holiday calendar was built around school schedules, weather and established habits. But travel is becoming more flexible, and September is benefiting from that transformation.
The data suggests this is not merely a temporary post-pandemic travel phenomenon. The upward movement has continued across several years.
Price Is Only Part of the Story
The biggest mistake would be to view “Super September” simply as a cheap-flight trend.
The stronger story is about value.
Travellers are comparing the entire experience: airfare, accommodation, weather, crowd levels, cultural events and comfort.
September performs well across several of those categories simultaneously.
Spain Is Currently the Clear Benchmark
With 27.9% of
Its advantage is diversification.
A traveller can choose beaches, cities, islands, mountains, food, festivals or architecture without leaving the country.
The 57% Increase Deserves Attention
A 57% year-on-year increase in September bookings through eSky is too large to ignore.
It does not prove that all European travellers are moving their holidays into September, but it does show that demand is accelerating within eSky’s customer base.
Combined with
The Biggest Threat Is Success
September’s greatest enemy may be its own popularity.
If travellers flood destinations that were previously quieter, prices will eventually rise and crowds will return.
The industry could accidentally turn the shoulder season into another peak season.
Travellers Should Not Wait Until September Is “Officially” Popular
People who already have flexibility should understand the economics of the trend now.
The best opportunities are often available before a market becomes fully saturated.
Once September becomes universally recognised as Europe’s smart travel month, some of today’s bargains may disappear.
Airlines Will Adapt
Airlines monitor demand closely.
If September bookings continue rising, carriers have an incentive to increase capacity on popular routes.
That could create more flight options initially, but strong demand could also support higher fares on the most desirable dates.
Hotels Will Adapt Too
Hotels have an even stronger reason to respond.
If September occupancy rises, accommodation providers can reduce discounts and eventually treat parts of the month as a premium period.
The current price advantage therefore cannot be assumed to last indefinitely.
September Could Spread Beyond Southern Europe
Spain, Greece, Italy, Türkiye and Bulgaria currently dominate the cited eSky ranking, but the underlying concept is not limited to Mediterranean countries.
Portugal, Croatia, southern France and other destinations could also benefit if travellers increasingly prioritise mild weather and lower seasonal pressure.
The Future May Be About “Distributed Summer”
Instead of millions of people travelling during the same six to eight weeks, tourism could become more evenly distributed across late spring, summer and early autumn.
That would be a significant change for Europe.
It could reduce extreme seasonal peaks while giving travellers more choice.
Travellers Are Becoming More Strategic
The modern traveller increasingly behaves like a consumer comparing value rather than simply following tradition.
If September provides a better combination of price and experience, there is little reason to insist on July or August.
That is the fundamental force behind the trend.
“Super September” Is More Than a Marketing Phrase
ABTA’s terminology captures something measurable.
Its research shows a clear upward movement in September travel intentions, from 17% in 2023 to 24% in 2025.
The phrase therefore has substance behind it.
But “New Peak Season” Would Be Premature
It would be too early to claim that September has already replaced July or August as Europe’s main holiday season.
The available figures show momentum, not complete replacement.
That distinction matters.
The Smartest Strategy Is Flexibility
For travellers, the lesson is simple.
If you can travel outside traditional peak dates, September deserves serious consideration.
The potential combination of warm weather, cultural events, fewer crowds and lower fares can make it one of Europe’s most attractive travel windows.
✅ ABTA’s September trend is accurate: ABTA’s official Travel Trends 2026 report records September travel intention rising from 17% in 2023 to 23% in 2024 and 24% in 2025, describing “Super September” as an increasingly popular trend.
✅ The eSky destination ranking is supported: eSky data reported by Euronews places Spain first at 27.9% of September bookings, followed by Greece at 17%, Italy at 10%, Türkiye at 6.5% and Bulgaria at 6%.
❌ September is not guaranteed to be cheaper everywhere: The reported fare reductions are specific Brussels-to-Spain examples from eSky, so they should not be interpreted as universal September discounts across Europe or on every route.
✅ The 57% booking increase is reported: eSky’s representative cited by Euronews reported a 57% year-on-year increase in September bookings, although this reflects eSky’s booking data rather than the entire European travel market.
Prediction
(+1) September is likely to become even more important to European tourism over the next few years. ABTA already expects the upward trend to continue, while booking data indicates that demand is moving in the same direction.
(+1) Spain is likely to remain one of the strongest September destinations. Its combination of Mediterranean beaches, major cities, cultural events and regional diversity gives it an unusually powerful shoulder-season proposition.
(+1) Airlines and hotels will increasingly build their strategies around late-season demand. More capacity, promotions and specialised September packages are likely as businesses recognise the opportunity.
(-1) The cheapest September fares may become harder to find. If demand continues rising rapidly, airlines and accommodation providers will have less reason to maintain deep discounts.
(-1) Popular Spanish and Mediterranean destinations could become crowded again. The very success of shoulder-season travel could gradually reduce the quiet atmosphere that initially attracted visitors.
(+1) The broader travel industry is likely to move toward a longer holiday season. Rather than concentrating demand into July and August, destinations may increasingly promote May, June, September and October as attractive alternatives.
(+1) For travellers with flexible schedules, September could become one of the smartest months of the year to travel. The combination of weather, cultural experiences, potential value and reduced peak-season pressure makes the month increasingly difficult to ignore.
The real story behind “Super September” is therefore not that summer is disappearing. It is that summer is expanding. The traditional holiday season is being stretched beyond its old boundaries, and September is emerging as the bridge between peak summer and autumn. If current trends continue, the question in the coming years may no longer be why people travel in September, but why they ever waited until July or August.
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