Escaping the Heat: Why Shoulder-Season Travel Is Gaining Ground

Introduction

As extreme heatwaves and crowd surges redefine traditional peak-season travel, savvy planners at travel management companies are increasingly steering clients toward shoulder-season trips—offering smoother, safer, and more cost-effective journeys.

1. Climate Concerns Catalyze a Seasonal Shift

Rising temperatures and wildfires across southern Europe have prompted British travelers to avoid the hottest months. Instead, many are opting for the shoulder season—September to November—for more comfortable weather and fewer risks.
Similarly, Australia’s Intrepid Travel reports that 55% of its bookings for European travel now fall in shoulder months, surpassing those in peak season—a marked shift driven by climate anxiety and a desire for calmer experiences.

2. Real Results: Booking Trends Soar

The numbers speak for themselves: bookings in May–June 2025 are up 13% compared to 2024, while September–October sees a jump of 20%. Destinations like the Algarve, Crete, and Lake Garda report substantial increases in shoulder-season reservations, with some hotels seeing up to 30% growth.

3. The Value Proposition for Shoulder-Season Travelers

• Lower Costs & Better Value: Travelling outside of school holidays can reduce prices by as much as 38%, making shoulder-season trips financially attractive.

• More Enjoyable Experiences: Destination management becomes easier with smaller crowds—like strolling through Rome, London, or exploring national parks with space to breathe and fewer pace constraints.

• Extended Seasonal Offerings: Hotels and tour operators are adapting to meet demand across previously unserved months—offering authentic, seasonal experiences such as olive-harvest tours in Crete or serene walks by Lake Garda in spring.

4. Strategic Opportunity for Travel Management Companies & MICE Providers

Travel management companies are well-positioned to capitalize on this trend by recommending shoulder-season alternatives that balance comfort, sustainability, and cost. Similarly, Tours and travel firms can curate region-specific, crowd-light experiences that highlight hidden gems during quieter months.
For MICE Travel Services—corporate incentives, meetings, and events—the shoulder season offers smoother logistics, improved availability, and venues at better rates, while still maintaining appeal and prestige for attendees.

5. Planning Tips for Professionals & Travelers

• Be Flexible: Suggest clients shift typical peak season dates to early spring or late autumn to optimize value.

• Promote Unique Activities: Package offerings around seasonal events—like fall foliage treks or early blooms—adding exclusivity.

• Emphasize Safety & Comfort: In proposals, highlight how lower temperatures and crowds improve wellbeing, especially amid climate concerns.

• Offer Tailored Solutions: For MICE, create hybrid itineraries combining work and leisure that leverage quieter periods for both productivity and relaxation.

Conclusion

Shoulder-season travel is rapidly becoming the new standard for eco-conscious, value-driven, and comfort-focused journeys. Whether designing group tours or orchestrating meetings and incentives, travel managers and MICE specialists have a prime opportunity to lead clients toward smarter, trend-savvy experiences.