The cliffside village of Atrani at sunset on the Amalfi Coast, Campania, southern Italy.© Marco Bottigelli | Moment | Getty ImagesFall is the new peak season for luxury travel, as the wealthy continue to move their vacations to September and October to avoid summer crowds, according to a new study. Fall bookings for luxury travel and experiences are up 59% compared to last year, while sales are up 69%, according to Virtuoso, the global luxury travel network. September is now a peak month, with sales up 77%. October and November sales increased by 54% and 71%, respectively. Virtuoso calls it the “falca”, since the rich move their typical summer getaways to the fall. “Especially for the high and ultra-high net worth group, we are seeing huge gains for the fall of this year,” said Misty Belles, vice president of Virtuoso. “September is really eclipsing August. That shoulder season isn’t really a shoulder season anymore. It’s becoming a peak season in itself.” While the shift toward fall has been going on for years, it accelerated in 2025 and 2026, travel experts said. Summer heat waves in Europe have made traveling in July or August increasingly unpleasant. Rising wealth and the shift in spending from goods to experiences have fueled more luxury travel and growing crowds in popular destinations such as southern Italy and France. The best hotels and restaurants are often full and charging increasingly high prices, making a summer trip to Europe often an exercise in disappointment. Demographics also play a role. Most of the wealth is now in the hands of baby boomers, who are often retired and enjoy traveling around the world. Members of Generation X are joining them, as their children are often older and no longer tied to the school calendar. Add in millennial and Gen Z digital nomads, who aren’t tied to the office, and the population of wealthy travelers who can ditch the traditional summer months in favor of fall is growing. Get Inside Wealth delivered straight to your inbox “Wealthy travelers are more experienced. They’ve experienced destinations in the summer,” Belles said. “They know it’s hot. They know it’s crowded. They know it’s often not the best time to see a destination, so they’re switching to fall because the lines will be shorter, less crowded, and the temperatures will be more moderate.” The most popular destinations for wealthy Americans this fall are primarily in Europe, according to Virtuoso. Paris is the top destination, followed by the Amalfi Coast, the French Riviera, Tuscany and then New York. London, Lake Como, Maui and Rome are also popular. However, there are signs that the bug is recreating some of the same problems that travelers try to avoid in the summer. European hotel rates for September are now approaching summer rates, with some charging even more, travel experts said. Average daily hotel rates increased by 131% on the Greek islands, 78% in Puglia and 179% on the French Riviera, according to Virtuoso. ©Marco Bottigelli | Moment | Getty Images Crowds in southern Europe could begin to rival July and August, especially in wealthier resorts. “I don’t think they’re expecting crowds,” Belles said. “But they expect a better experience than what they would see in the summer and I think that will continue for a while.” Belles recommended traveling in November to avoid the crowds of September and October, although bookings in November also increased by 70%. More broadly, demand for luxury travel is driving up high-end hotel rates around the world. Bookings at hotels charging $1,500 or more per night increased 37% compared to last year. International luxury hotels now average $1,653 per night, up from $985 in 2019, according to Virtuoso. “Rates are growing at a faster rate [for luxury] “Demand is certainly strong.” Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.
