Travel in Europe: the new “high season” is here (and hotels can win)

From an excessively hot summer to autumn taking center stage: trends, data, and strategies to increase occupancy and revenue ✈️🏨

1) 🌡️ Summer is changing: less “dream,” more effort

European tourism is undergoing a clear change in habits: many travelers (especially Americans with high spending power) are postponing their big European getaways because the summer months of July and August are increasingly marked by high temperatures, overcrowding, and a desire for quieter and more meaningful experiences. In other words, demand is not disappearing: it is shifting. And those who run hotels now have a real opportunity to reposition their offers and scheduling, promoting periods that until recently were considered “secondary.”

2) 🍁 Autumn becomes premium: the data that really matters

The signal is strong and measurable: autumn travel from the United States to Europe has increased by 25% year-on-year.

Not only that, but flows from the United Kingdom to the continent are also growing, with a network of UK agencies recording a 28% increase in sales in the September-October period.

This trend confirms a broader movement: more and more travelers are deliberately choosing the low season or off-season, and almost three-quarters of consultants affiliated with a global luxury travel network observe this on a recurring basis.

3) 🏛️ Rome and Florence prove it: September and October ‘surpass’ the classic months

The new seasonality is not just theory: for several hotels in Rome, September and October surpassed May and June in terms of occupancy and turnover.

And culture is following the same curve: the Uffizi Galleries recorded their busiest September ever, with an increase of over 26% compared to pre-pandemic figures (from almost 400,000 to just under 500,000 visitors).

This means that the “high season” is really getting longer: a trend that the industry has long desired, because it helps reduce crowding and stabilize occupancy and rates.

4) 💶 Rising prices and early booking: the lever that rewards guests and hotels

With stronger demand in traditionally quieter months, hotels have started to raise prices for what until recently was considered the low season.

Last-minute bookers may be affected, but those who plan ahead can still reap concrete benefits: Early Booking “can pay off” even in this new high season.

For properties, this trend is a clear invitation: design rates and packages that incentivize early booking, perceived value, and longer stays.

5) 🚀 What to do now: 5 steps to capture new European demand

1. Rethink the calendar: promote September-October as top months (not as a “fallback”).
2. Anti-heat packages: slower, cultural, and “meaningful” experiences, in line with the search for tranquility.
3. Early Booking Strategy: clear benefits (upgrades, F&B credit, transfers) for those who book early.
4. “New high season” communication: position autumn as a premium period, not low season.
5. Cooler and less crowded alternatives: prepare content and proposals for those “escaping” from the scorching Mediterranean to milder climates.
   
   

📩 Want to turn autumn into a new peak in revenue for your hotel?