Europeans embrace shoulder season travel
Europeans embrace shoulder season travel

Europeans embrace shoulder season travel

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Diverging Reports Breakdown

Europeans embrace shoulder season travel

More than three-quarters of Europeans plan to travel between June and November 2025. 55% are actively seeking less popular destinations for their next holiday. September is now planned by 22% of travellers, suggesting greater openness to off-peak travel motivated by milder weather, fewer crowds and better value. 65% of Europeans are opting for cross-border trips within Europe, representing a 6.5% year-on-year increase. The Mediterranean remains the most sought-after region, with Spain leading as the top choice at 13% (up 5% year on year) Air travel is the most popular transport mode, valued for speed (27%) and affordability (21%). However, car travel is increasing, with 32% now choosing this option for its flexibility and easier access to lesser-known destinations.

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New research reveals that Europeans are developing a growing preference for quieter destinations and shoulder season travel, with September emerging as popular alternative to peak summer months. Olivia Palamountain reports

More than three-quarters of Europeans plan to travel between June and November 2025, with a growing preference for off-the-beaten-path destinations over traditional tourist hotspots, according to new research from the European Travel Commission (ETC).

The latest “Monitoring Sentiment for Intra-European Travel” report shows 77% of Europeans intend to take at least one trip during the period, while 55% are actively seeking less popular destinations for their next holiday—up from 48% in spring 2025.

The data reveals a notable shift in travel patterns, with September emerging as a strong contender to traditional peak months. Whilst July and August remain the most popular choices (each selected by 25% of Europeans), September is now planned by 22% of travellers, suggesting greater openness to off-peak travel motivated by milder weather, fewer crowds and better value.

Miguel Sanz, president of ETC, says: “Our latest data shows that, even amid shifting economic and social realities, Europeans are not willing to compromise on travel, and they increasingly prefer quieter destinations and trips outside peak seasons.”

The research shows 65% of Europeans are opting for cross-border trips within Europe, representing a 6.5% year-on-year increase. Overall, 91% intend to travel within the continent, while just 8% are considering trips beyond Europe.

The Mediterranean remains the most sought-after region, with Spain leading as the top choice at 13% (up 5% year-on-year), followed by Italy (10%), France (8%) and Greece (6%).

Travel demand remains strongest among Europeans aged 55 and over, with 82% planning trips, followed by those aged 45-54 (79%) and 35-44 (78%). Younger travellers aged 18-24 show lower intent at 66%, commonly facing financial and time-related barriers.

Despite economic uncertainties, 62% of Europeans plan to maintain steady travel budgets through November 2025, whilst 22% expect to spend more. The €1,500-€2,500 per person range has become the most commonly cited budget, up 3% compared to summer 2024.

The research highlights growing awareness of overtourism, with concern about “too many tourists” at preferred locations rising 3% since summer 2024. Choosing less crowded destinations is now a priority for 11% of travellers, up 4% from last year.

Interest in traditional tourist hotspots has declined proportionally, now chosen by 45% of respondents compared to 55% seeking alternative destinations.

Sanz adds: “Destinations should take advantage of this trend by promoting less crowded, off-the-beaten-track experiences, particularly during shoulder months, and by enhancing their sustainable marketing efforts aimed at European travellers.”

Air travel remains the most popular transport mode (53%), valued for speed (27%) and affordability (21%). However, car travel is increasing, with 32% now choosing this option (up 4% year-on-year) for its flexibility and easier access to lesser-known destinations.

When it comes to spending priorities, accommodation (32%) and food and drinks (24%) top the list, though preferences vary by age group. Travellers over 45 prioritise comfort and quality dining, whilst those under 35 focus more on activities, shopping, wellness and lifestyle upgrades.

The research analysed sentiment across ten major European markets: Germany, the UK, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria.

Source: Globetrender.com | View original article

Source: https://globetrender.com/2025/07/22/europeans-embrace-shoulder-season-travel/

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