European travel trends indicate a significant shift towards vacations during shoulder seasons.
- Mediterranean countries like Croatia, Greece, and Italy lead the change away from peak summer travel.
- Northern European nations also note a rising preference for travel outside the traditional summer months.
- Demographic changes, such as more retirees, are influencing this transition.
- The trend supports continued growth in European tourism, with a focus on experiences.
In a notable development within the European travel industry, newly released data reveals a trend towards holidaying during the shoulder seasons, encompassing the months of May-June and September-October. Traditionally favoured summer months, July and August, are witnessing a declining share of travellers. This trend is particularly prominent in Mediterranean locales like Croatia and Greece, where the allure of milder weather and fewer crowds is proving irresistible.
Even Northern European destinations, including Denmark and the Netherlands, are experiencing a shift in travel preferences. The Mastercard Economics Institute attributes this movement to two major demographic shifts: an increase in retirees, who are not confined by work commitments, and a rise in households without school-aged children, liberating them from the constraints of school holidays. This evolving demographic landscape suggests a broader transformation within contemporary travel philosophies.
Further analysis of data from sources like the Mastercard SpendingPulse, which surveys in-store and online retail activity, underscores an incremental rise in the proportion of overnight stays during these shoulder periods across the European Union. A reported increase of 1.8 percentage points in the last decade indicates this trend’s persistent growth trajectory.
Economist Natalia Lechmanova emphasises the growing inclination towards ‘shoulder’ seasons, positing that this change will facilitate the expansion of Europe’s travel economy. As the capacity of peak summer periods becomes increasingly constrained, these alternative months offer a vital solution, allowing tourists to indulge in more personalised and immersive experiences without the typical hustle of peak-season travel.
Europe’s burgeoning ‘experience economy’ is evident, with spending on experiences reaching 12% of tourism sales, the highest in recent years. UK travellers exhibit a distinct preference for allocating greater portions of their expenditures on experiences and nightlife compared to the global average. This preference highlights a shift towards valuing memorable, unique encounters over traditional sightseeing.
Despite rising inflation, the appetite for travel remains robust, with the total number of overnight stays in Europe increasing in 2023 compared to pre-pandemic levels in 2019. The data identifies Italy as home to over half of Europe’s costliest summer destinations, contrasting with more affordable cities like Bucharest and Warsaw, appealing to diverse traveller segments.
These evolving travel trends signal a sustained expansion of the European tourism sector beyond the summer months.
