Summer holidays will always have a strong appeal, but they often bring crowded destinations, extreme heat and higher prices. Now, travellers are increasingly choosing a different time of year to travel instead, one that until recently has largely flown under the radar.
What is shoulder season?
Shoulder season is the transition period between peak and off-peak travel. It offers quieter holidays and cooler weather, often for better value. Travellers are starting to choose shoulder season travel, with September emerging as a particularly popular month to go away. Demonstrating this, ABTA has reported that the intention to travel in September has increased +7% annually, and it is projected to continue to grow.
Why are consumers choosing to travel off peak?
Travellers are now appreciating how shoulder season brings the perfect mix of warm days and cooler evenings, meaning morning hikes and outdoor activities are much more enjoyable. People are seeking comfortable warmth, with high heat being something that Brits experience increasingly during UK heatwaves. It is also a much quieter time to go away, avoiding busy airports and destinations while still embodying all the perks of summer travel.
How flexibility is changing the way we travel
As well as this, remote and flexible working means that travelling at different times is easier than ever, and people aren’t as confined to the summer season. Research from the UK Government reveals that as of 2025, 79% of employees have access to flexible working arrangements[1]. This has allowed travellers greater flexibility to avoid peak travel times and extend weekends away, meaning people can make the most of shoulder season.
The shift towards more meaningful travel
The shift to shoulder season also reflects a wider change in consumer attitudes, where people are now craving slow travel and meaningful holidays. The quiet calm that shoulder season brings means holidays can be relaxed and immersive while still embodying the buzz of being abroad. It allows for a personalised experience, with space to enjoy activities without having to book in advance and wait in endless queues. And while you’re getting better deals, you’re also getting a more luxurious-feeling holiday.
Our research has shown that Brits are rejecting traditional passive holidays, with the number of travellers intending to go on fitness holidays rising by 2.5% in 2025, nature-led holidays increasing by 1.2%, and sailing holidays increasing by 1.1%. Shoulder season lends itself naturally to these activities in a way that the summer months struggle to.
Seeking culture without the crowds
When choosing to travel, Brits are also prioritising cultural exploration, something that feels more authentic and fulfilling in quieter seasons. September offers something that summer often can’t, the chance to slow down and soak everything in. People can find the quiet spots, speak to more locals and just have more space to fully embrace the destination.
What does this mean for travel brands?
The rise in popularity for shoulder season invites valuable new opportunities for the travel industry. As traveller behaviour shifts, brands have the chance to rethink when and how they engage with audiences instead of focusing all their energy on peak summer months. While others are mourning the end of summer, shoulder season travellers are just getting started, and brands should be making the most of this.
For travel brands, this is also a chance to adapt communications around what travellers are looking for, whether that’s better value, quieter holidays or more culturally immersive experiences. By tapping into these changing attitudes, brands can stay in the spotlight beyond summer and into shoulder season. At Hatch, we help brands turn shifting travel trends into campaigns that help connect with audiences at the right time.
[1] https://www.gov.uk/government/publications/survey-of-employees-and-self-employed-workers-2024-to-2025/survey-of-employees-and-self-employed-workers-2024-to-2025
Interested in learning more about traveller behaviour change and mapping your customer journey? Get in touch at hello@hatch.group.
