- From August’s Family Vacations to September’s Demand for Cultural, Gastronomic, and Urban Experiences
After the school holidays are over, the global travel landscape is changing dramatically. According to the latest ForwardKeys data, while in August 26% of international bookings are for families (3–5 people), in September this percentage drops to 15%. They are being replaced by couples and solo travelers, who represent 73% of bookings, compared to 64% in August.
For destinations, this shift represents a commercial opportunity. Travelers without children are looking for quieter getaways, cultural experiences, gastronomy, wellness, or city breaks. September offers ideal conditions: lower prices, better availability, and less crowding.
September’s stars
Traditional hot spots such as London, Tokyo, Paris, Rome and New York continue to be high on the list. However, in terms of growth, Shanghai (+35%), Tokyo (+20%), Osaka (+18%) and Paris (+5%) stand out.
In terms of origin markets, the UK is in 2nd place worldwide for outbound couples and solo trips in September (+4% year-on-year). Japan (+14%), Argentina (+8%), Taiwan (+4%), Italy (+4%) and Australia (+3%) also recorded significant growth.
The share of business travel
It is not only leisure that is driving the traffic. Business trips now account for 22% of bookings in this category, up from 17% in August, confirming the return of corporate missions after the summer. Nevertheless, leisure remains dominant (67%).
Why it matters
Understanding these seasonal variations is critical for destinations. Families spend more per trip in August, but couples and solo bookings fill the gap in September, contributing to greater sustainability and reducing intense seasonality.
As Olivier Ponti, Director of Intelligence & Marketing at ForwardKeys, emphasizes:
“Our data reveals the subtle nuances of travel behavior. Real-time analysis allows destinations and brands to spot trends, understand markets, and turn knowledge into action.”
