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Affluent Americans Shift Luxury Travel From Summer to Autumn
Many wealthy Americans are changing when they take their big vacations.
Instead of traveling mainly in July and August, they are choosing September and October.
This trend is being called a “fallcation.”
Autumn bookings rose sharply compared with last year.
Travelers prefer cooler weather, shorter lines, and fewer summer crowds.
Retired people and remote workers can travel more easily outside the school calendar.
Popular destinations include Paris, the Amalfi Coast, the French Riviera, Tuscany, and New York City.
However, more autumn visitors are making hotels and streets busy again.
Luxury travelers are still paying high prices because they prefer the autumn experience.
Autumn bookings by high-net-worth U.S. travelers rose 59%, while sales increased 69% year over year.
September sales climbed 77%, surpassing August as a leading luxury travel month.
Travelers are avoiding Southern Europe’s summer heat, crowds, high prices, and limited availability.
Retirees and remote-working younger professionals have greater flexibility to travel in September and October.
Europe remains the main draw, but autumn demand has pushed some hotel rates above summer levels.
- Who
- High-net-worth American travelers, including retirees and remote-working professionals.
- What
- They are shifting luxury vacations from midsummer to autumn, creating a trend called the “fallcation.”
- Where
- Europe is the main destination, including Paris, the Amalfi Coast, the French Riviera, and Tuscany; New York City is also popular.
- When
- Demand is rising especially in September and October, with increases also reported for November.
- Why
- Travelers are seeking milder weather, fewer crowds, shorter lines, and better overall experiences than those available during peak summer.
Key facts
- Autumn bookings
- Up 59% year over year among high-net-worth U.S. travelers.
- Autumn sales
- Up 69% year over year.
- September sales
- Up 77%, making September a leading luxury travel month.
- October sales
- Up 54%.
- November sales
- Up 71%; November bookings were tracking 70% higher.
- International hotel average
- $1,653 per night, compared with under $1,000 in 2019.
- Selected rate increases
- September rates were up 179% on the French Riviera, 131% in the Greek Isles, and 78% in Italy’s Puglia.
Sources
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