Labor Day kicks off fall travel surge as wealthy people avoid crowds

Autumn has become the new peak season for luxury travel, as wealthy people continue to move their holidays to September and October to avoid summer crowds, according to a new study.

According to Virtuoso, a global luxury travel network, bookings for fall luxury travel and experiences are up 59% year-over-year, and sales have soared 69%. September is currently the peak month, with sales increasing by 77%. Sales in October and November increased by 54% and 71%, respectively.

Virtuoso calls the shift of wealthy people’s typical summer vacations to the fall a “fallcation.”

“We’re seeing big gains this fall, especially for the high-net-worth and ultra-high-net-worth groups,” said Misty Bells, a vice president at Virtuoso. “September is really eclipsing August. That shoulder season isn’t really shoulder season anymore. It’s becoming a peak season in its own right.”

Travel experts say the fall transition has been going on for years, but accelerated in 2025 and 2026.

Summer heatwaves in Europe are making travel in July or August even more unpleasant. Rising wealth and a shift in spending from goods to things has led to an increase in luxury travel, and popular destinations such as southern Italy and France continue to attract more tourists. Summer trips to Europe are often disappointing, as popular hotels and restaurants are often fully booked and prices are becoming increasingly expensive.

Demographics also play a role. Today, most of the wealth is held by baby boomers, who often retire and enjoy world travel. Gen Xers are joining them, as their children are older and often no longer tied to school calendars. Add in office-bound Millennials and Gen Z digital nomads, and you’ve got a growing population of affluent travelers who can skip the traditional summer for fall.

“Wealthy travelers have more experience. They’re experiencing destinations in the summer,” Bells says. “They know it’s hot. They know it’s crowded. They know there aren’t many great times to visit destinations, so they’re shifting to fall because the lines are shorter, the crowds are less, and the temperatures are milder.”

The most popular destinations for wealthy Americans this fall are primarily Europe, Virtuoso said. The top destination is Paris, followed by the Amalfi Coast, Cote d’Azur, Tuscany, and New York. London, Lake Como, Italy, Maui, Hawaii and Rome are also popular.

But there are signs that fall vacations are replicating some of the same problems travelers try to avoid in the summer. Travel experts say September hotel prices in Europe are currently close to summer prices, with some hotels charging even more. According to Virtuoso, average daily hotel room rates have increased by 131% in the Greek Islands, 78% in Italy’s Puglia region and 179% on the Riviera of the Cote d’Azur.

Crowds in southern Europe, especially at wealthy resorts, could start to rival July and August.

“I don’t think they expected there to be a crowd,” Bells said. “But they’re expecting a better experience than they had in the summer, and I think that’s going to continue for a while.”

Bells recommended traveling in November to avoid the crowds of September and October, but bookings for November have also increased by 70%.

More broadly, the demand for luxury travel is driving up the price of luxury hotel rooms around the world. Hotel reservations costing $1,500 or more per night are up 37% compared to last year. The average nightly price for international luxury hotels is now $1,653, up from $985 in 2019, according to Virtuoso.

“Prices (for luxury hotels) are rising faster than lower-cost hotels, which speaks to the emphasis on experience,” Bells said. “Demand is certainly strong.”