Summer once had clearly defined boundaries. July and August belonged to holidays, crowded beaches and long journeys, while September signalled a return to routines, quieter resorts and the gradual arrival of autumn. That familiar calendar is now beginning to change, as growing numbers of travellers deliberately postpone their main holiday until after the traditional summer peak.

The trend has become strong enough to acquire its own name: Super September. Rather than treating the month as a compromise between summer and autumn, travellers are increasingly choosing it for its combination of warm weather, fewer crowds and greater flexibility. The change is particularly visible across southern Europe, where destinations such as Greece, Spain and Italy can continue offering summer experiences long after schools reopen and the busiest weeks of August have passed.

From shoulder season to a major travel month

The expression “shoulder season” traditionally describes the quieter periods immediately before and after a destination’s high season. These months have usually attracted travellers looking for lower prices and a calmer atmosphere, but September is no longer behaving like a marginal part of the travel calendar.

According to ABTA’s Travel Trends 2026 report, 24% of respondents said they planned to take an overseas holiday in September 2025, compared with 23% in 2024 and 17% in 2023. Although the figures reflect travel intentions within the UK rather than the entire international market, the seven-percentage-point increase over three years indicates a meaningful change in when people want to travel. ABTA expects the trend to continue during 2026.

The shift is also appearing in current booking data. Online travel agency eSky has reported a 57% year-on-year increase in September bookings, while SiteMinder’s mid-year hotel report forecasts that demand will peak globally during September, with European bookings running 11.7% higher than the previous year. These figures come from individual travel platforms and should not be interpreted as a complete measurement of the global market, yet together they suggest that Super September extends beyond a single survey or country.

Why travellers are moving beyond August

Part of September’s appeal is practical. Travellers who are not restricted by school holidays can avoid some of the most crowded weeks of the European summer, when flights, accommodation and major attractions operate under intense pressure. Restaurants may be easier to reserve, beaches become less congested and historic centres begin to recover their everyday rhythm.

Weather is another increasingly important factor. During recent years, periods of extreme summer heat have made sightseeing across parts of southern Europe uncomfortable and, in some circumstances, unsafe. Moving a journey into September does not guarantee mild conditions, particularly during the first half of the month, but it can reduce the likelihood of encountering the most intense temperatures associated with July and August.

The change can also be seen among premium travellers. Air Canada, for example, expects record September and October revenue as more passengers move European and Japanese trips away from the hottest and most crowded summer weeks. What began as a strategy for finding lower prices is therefore developing into a broader preference for comfort, space and a less exhausting style of travel.

At the same time, flexible and remote working arrangements have made it easier for some travellers to extend a summer break or combine work with a longer stay. Couples without school-age children, older travellers and independent visitors have traditionally dominated the shoulder season, but September is now attracting a wider range of age groups and travel styles.

Southern Europe remains at the centre of the trend

The Mediterranean remains the natural focus of Super September because the transition from summer to autumn is often gradual. Coastal destinations can continue to offer warm days, swimming and outdoor dining, while cities and archaeological locations become more comfortable to explore.

Among eSky customers travelling in September 2026, Spain accounts for 27.9% of bookings, followed by Greece with 17%, Italy with 10%, Türkiye with 6.5% and Bulgaria with 6%. The figures do not represent the entire European travel market, but they reveal the continuing appeal of destinations capable of combining late-season sunshine with culture, food and city experiences.

Spain offers coastal resorts alongside destinations such as Madrid, Barcelona, Valencia and Seville, where a September trip can combine urban exploration with festivals and regional culture. Italy provides a similar balance, particularly in Sicily, Puglia, Sardinia and the southern mainland, while Türkiye extends the beach season along its Mediterranean and Aegean coasts.

The attraction is not limited to the best-known destinations. Albania, Montenegro, Bulgaria and parts of Croatia are increasingly included in late-summer itineraries, particularly by travellers looking for coastal landscapes and historic towns beyond Europe’s busiest routes.

Why Greece is made for Super September

Greece occupies a particularly strong position within this changing travel calendar. The islands remain active during September, ferry connections continue across major routes, and the sea retains much of the warmth accumulated during the summer. At the same time, the atmosphere begins to change as the intensity of August gradually gives way to a slower rhythm.

The first half of September can still feel distinctly summery on islands such as Crete, Rhodes, Kos, Naxos and Corfu. Beach businesses, restaurants and accommodation remain operational, while cultural sites are generally easier to visit than during the hottest and busiest part of the year. Larger islands are especially suitable for later travel because their economies and local life do not depend exclusively on the short summer season.

September also gives travellers more freedom to combine different types of experience. A journey can include beaches and swimming without being limited to a conventional resort holiday, while archaeological sites, mountain villages, vineyards and historic towns become more appealing as temperatures begin to moderate.

Athens benefits from the same transition. The city remains lively, but visitors can combine museums, neighbourhood walks, open-air venues and excursions to locations such as Delphi, Nafplio or Cape Sounion without organising every activity around the midday heat. September therefore works not simply as an extension of a beach holiday, but as one of the most versatile periods for exploring Greece.

The end of the guaranteed shoulder-season bargain

The popularity of September creates an obvious contradiction. Travellers choose the month partly because they expect lower prices, but increasing demand is beginning to make those savings less predictable.

AirDNA’s July 2026 review of Europe’s short-term rental market shows September demand running 6.9% ahead of the previous year. The average daily rate for September bookings stood at approximately €152, representing a year-on-year increase of 12.9%. In other words, travellers may still pay less than during the height of August, but many are now paying prices close to the summer peak in exchange for a quieter experience.

Hotel pricing also varies considerably by destination. Expedia data indicates that autumn rates outside the UK fall by an average of 7%, with locations such as Mykonos and Kos offering reductions of up to 30%. However, prices rise in several major cities and high-demand destinations, demonstrating that “shoulder season” no longer automatically means inexpensive travel.

Flights may still offer clearer savings once peak summer demand subsides, but the final cost depends on the route, departure city, local events and how early the trip is booked. A September festival, conference or major cultural event can push accommodation prices well above the seasonal average, even when flights remain relatively affordable.

The smartest approach is therefore to compare exact dates rather than assuming that every September journey will cost less than an August one. Flexible departures, midweek flights and destinations with a longer tourism season are more likely to provide genuine value.

What Super September means for destinations

For destinations and travel businesses, a longer season can create opportunities to distribute visitor demand more evenly throughout the year. Hotels, restaurants, transport providers and cultural attractions can operate beyond the narrow July and August peak, while local economies gain a wider window in which to welcome visitors.

However, extending the season does not automatically solve overtourism. If demand simply moves from August into September without being spread geographically, famous islands and cities may remain crowded for longer. Sustainable seasonality requires more than keeping hotels open for an additional month; it also depends on directing visitors towards different regions, supporting local infrastructure and protecting places already facing environmental pressure.

The emergence of Super September nevertheless shows that travellers are becoming more flexible. The ideal European holiday is no longer tied exclusively to the traditional summer calendar, and destinations capable of combining reliable services, cultural experiences and a comfortable climate are likely to benefit most.

How to plan a Super September journey

Travellers considering a September holiday should begin by deciding whether they want a continuation of summer or the first signs of autumn. Early September is better suited to swimming, islands and coastal resorts, but it can still be busy and hot. The second half of the month generally brings a calmer atmosphere and better conditions for sightseeing, although weather becomes less predictable and some seasonal services on smaller islands may begin to reduce their schedules.

Transport connections should also be checked carefully. Major European destinations continue operating normally throughout the month, but ferry frequencies, regional flights and seasonal bus routes can change towards the end of September. Flexible accommodation policies are valuable, particularly for island itineraries that may be affected by wind or changing sea conditions.

Most importantly, travellers should not approach September as a guaranteed discount version of August. Its growing appeal lies in the quality of the experience: warm seas without the height of the summer rush, cities that are easier to explore, and destinations beginning to rediscover their local rhythm.

Super September is not bringing summer to an end. It is changing where that ending is placed. As more travellers look beyond the traditional holiday calendar, September is emerging not as the season’s quieter epilogue, but as a major travel month in its own right.