A growing number of British holidaymakers are changing their travel habits, increasingly avoiding traditional summer trips to southern Europe due to rising temperatures and the growing threat of wildfires. According to the travel industry, more tourists are now opting to travel during the “shoulder season” — the months of September to November — when the weather is milder, crowds are thinner, and travel costs are lower.
Climate Concerns Reshape Travel Trends
Persistent heatwaves surpassing 40°C across southern Europe, particularly in countries like Greece and Turkey, have disrupted peak season tourism. Wildfires in these regions have already forced evacuations this year, reinforcing concerns about the risks of travelling during the height of summer.
A recent survey by the European Travel Commission, conducted in July, revealed that 9% of European travellers have shifted the timing of their holidays due to extreme weather linked to climate change — a slight increase from 8.5% the previous year.
“Travelling in the shoulder season is more popular than before. We’re seeing more flights and increased airline capacity,” said Dimitris Manikis, European President of Wyndham Hotels & Resorts.
Economic Pressures Drive Seasonal Flexibility
Beyond climate concerns, economic factors are also influencing travel choices. With many households facing rising inflation, stagnant real wages, and tightened budgets, the affordability of off-peak travel is drawing attention.
According to UK travel agency Hays, moving a trip from August to October can reduce costs by up to 38%, offering a compelling option for those able to travel outside school holidays.
“People might delay purchasing a car or renovating their home, but their passion for travel remains strong,” said Dame Irene Hays, CEO of Hays Travel.
Increase in Off-Peak Bookings
Travel booking data reflects this shift. Online agency loveholidays reported a 30% increase in October bookings to Ibiza, while overall bookings across European destinations for October and November are 20% higher than the same period last year.
Data from AirDNA, an international travel analytics firm, indicates that the share of trips to Spain, France, and Italy between June and August has been steadily declining since 2018, suggesting a broader post-pandemic adjustment.
“People are finding the off-season more appealing — it’s less crowded, more affordable, and the climate is more comfortable,” said Bram Gallagher, analyst at AirDNA.
Tour Operators Adapt to New Demand
Tour operators are responding to changing preferences by extending seasonal offerings. TUI, Europe’s largest tour operator, has expanded its holiday availability in some southern Mediterranean destinations. This year, flights to Crete will continue until mid-November, a notable extension compared to last year’s schedule.
Hotel chains are also adjusting. Wyndham Hotels & Resorts, which operates more than 8,300 rooms globally, has widened availability at its properties in Greece from the previous April–October window to February–November, citing growing concerns over extreme summer temperatures.
“Shoulder season travel is becoming more appealing — the weather remains good, and people’s increased flexibility in work arrangements makes off-peak travel more accessible,” noted Kenton Jarvis, CEO of easyJet.
A New Era in Leisure Travel
Travel spending has rebounded to pre-pandemic levels, with many travellers opting for multiple trips per year. While families with school-age children are expected to maintain high-season travel, additional trips — such as couples’ getaways or solo vacations, which have grown in popularity — are increasingly being scheduled in the shoulder months.
As the travel industry adapts to shifting climate patterns and economic realities, a clear trend is emerging: off-peak travel is no longer a compromise — it is becoming the preferred choice for a growing segment of tourists seeking value, comfort, and flexibility.
