September is emerging as the new favorite month for travel, as the heat waves, overtourism and high prices of the two-month period of July-August seem to be shifting demand towards the first month of Autumn, a fact confirmed by the latest eSky data, according to which travel reservations for this September have increased by 57% on an annual basis, with Spain being the most popular destination and Greece following in second place.
With September offering milder temperatures, less crowds, and better value for money, more and more Europeans are postponing their vacations outside of the high summer season.
“We are observing a clear change in the way European travelers are approaching the beginning of the interim period,” Marcin Starkowski, group PR director at online travel agency eSky.com, told Euronews Travel.
As he said, the so-called “shoulder season”, which refers to the quieter months before and after a destination’s peak season, offers visitors fewer crowds and, potentially, better value for money.
“September is becoming an increasingly attractive month for travel, as it combines favorable weather conditions with lower prices, fewer crowds and greater flexibility compared to the peak summer months,” added Mr. Starkowski, also noting the 57% increase in bookings in this September, compared to the same month last year.
Greece among the winners
Spain “leads” in bookings this September, accounting for 27.9% of bookings through eSky, with Greece following in second place with a 17% share, seven percentage points ahead of Italy, which accounts for 10% of bookings.
With considerably smaller shares of 6.5% and 6%, Turkey and Bulgaria follow, in fourth and fifth place, respectively.
In the spotlight is “Super September”
With the increased interest in travel in September, the Association of British Travel Agents (ABTA) has highlighted a new travel trend in its Travel Trends 2026 report, which it calls “Super September”.
According to the Union’s data, since 2023, travelers’ intention to take a vacation abroad in September has steadily increased, with almost a quarter (24%) stating in 2025 that they plan to take a vacation this month, compared to 23% in 2024 and 17% in 2023.
A sharp drop in airline ticket prices
In addition to mild temperatures and fewer crowds, the more affordable airfares for travelers also play an important role in the movement of travel in September, compared to the high summer season.
According to eSky data for flights from Brussels to Spanish destinations, price differences between July and September “shoot” up to 64%. More specifically:
The price of a return ticket to Malaga fell from 278 euros in July to 148 euros in September, a 46.8% drop. Similarly, to Madrid it fell from 219 euros in July to 114 euros in September, a 47.9% drop, and to Valencia it fell from 241 euros in July to 217 euros in September, a 10% drop. Meanwhile, an impressive 64.5% drop was recorded to Asturias (Oviedo), with the cost of a return ticket falling to 106 euros in September from 299 euros in July.
The destinations with the most bookings in September via eSky
- 1. Spain: 27.9%
- 2. Greece: 17%
- 3. Italy: 10%
- 4. Turkey: 6.5%
- 5. Bulgaria: 6%
Source: money-tourism.gr