Super September: Why September Travel Is Having a Moment

September travel is no longer a niche choice.

For years, travelling once the schools went back was almost shorthand for quieter destinations and lower prices.

That picture is changing. ABTA says intention to holiday abroad during September has risen by seven percentage points over three years. One in four people surveyed planned a September holiday in 2025.

The shift is particularly strong among people who are not tied to school holidays. ABTA reports that 37% of people aged over 45 with no children at home planned to travel abroad in September.

This is not simply an older traveller trend either. Intention to travel in September has increased across every age group measured by ABTA.

What makes September such an appealing time to travel?

The attraction is not difficult to understand.

Across much of southern Europe, September can still deliver beautifully warm weather while avoiding some of the intensity of the hottest summer weeks.

September does not automatically mean cheap.

This is the assumption I would be most careful about.

Shoulder season used to be treated almost automatically as the cheaper alternative to July and August. Increased demand means the picture is now more complicated.

Flights can still represent excellent value on many routes, particularly when you have flexibility around dates and airports. Accommodation is more variable. In some popular destinations, September hotel prices can remain surprisingly strong.

Sometimes the best value is getting more from the same holiday.

Value in travel is not simply the lowest number on a screen.

A flight that leaves at a sensible time, a hotel in the right location, fewer unnecessary connections and a destination that suits the weather at that particular time of year can make far more difference than saving a small amount on the headline price.

This becomes especially relevant in September because travellers often have more freedom to move dates around.

Rather than starting with a fixed destination and then trying to force the budget to fit, I often think it makes sense to start with what you actually want from the holiday.

Sunshine or sightseeing? Complete relaxation or somewhere lively? Short haul or something further afield? A particular hotel style? Direct flights essential? Absolute no to an early departure?

Once those priorities are clear, the search becomes much more useful.

September opens up far more than one type of holiday.

Southern Europe remains an obvious choice, with destinations across Spain, Greece, Italy, Portugal, Cyprus and Türkiye attracting travellers looking for late summer sunshine.

But September is equally suited to city breaks, touring holidays, cruises, food and wine trips, wellbeing escapes and more active journeys that might feel less appealing in the height of summer.

For travellers able to go further, September can also be the point where the conversation starts to move beyond Europe.

The right answer depends far more on the traveller than on a list of supposedly perfect September destinations.

September is one of my favourite months to travel.

There is something rather nice about everyone else going back to normal life while you are just getting started.

The weather can still feel like summer, restaurants and resorts remain very much alive, and yet the pace can feel different.

But the rise of Super September also means it pays to be thoughtful rather than simply assuming that travelling after August guarantees a bargain.

Look at the whole journey. Compare the right things. Be flexible where you can. And choose the trip that works for you rather than the one that happens to have the lowest headline price.