Virtuoso group reports hotel bookings extending into September and October as holiday habits change

Hotel bookings are stretching into September and October across Spain and Portugal
Over 45pc of travellers factor climate concerns into holiday scheduling
Autumn bookings have surged due to heat avoidance and overtourism concerns
Traditional last-minute autumn discounts have largely vanished
November and early December rates still drop by 30pc to 45pc

Hotel bookings for the summer season are stretching into September and October according to recent industry reports, with travellers shifting their plans to the autumn months. Demand remains solid even as the traditional high season ends, helping operators to smooth occupancy levels. The trend reflects later holiday taking and continued interest in Spanish and Portuguese destinations beyond August.

Data from luxury travel network Virtuoso shows that autumn bookings across Europe have surged, driven by a major cultural shift in how and when people choose to vacation. Record-breaking summer heatwaves reaching over 40°C in Spain and Portugal have sparked a trend called “coolcations,” with more than 45pc of travellers now factoring climate concerns into their scheduling and explicitly choosing September and October to avoid severe summer heat. Travellers are also actively trying to bypass intense summer crowds that clog major cities and resort destinations during July and August.

The influx of early autumn travellers has changed the market dynamics. Properties that historically sat at low occupancy in October are seeing high occupancy months in advance, and automated hotel systems raise prices early, meaning traditional last-minute autumn discounts have largely vanished. September and October rates are firming up early, making autumn nearly as expensive as July or August in premium hotspots like Barcelona or Lisbon. Travel advisors suggest shifting travel to November or early December where rates still drop by 30pc to 45pc, moving to secondary cities like Porto, Valencia or Bologna, and locking in reservations months ahead.

Virtuoso group shared “Autumn bookings across Europe have surged, driven by a major cultural shift in how and when people choose to vacation, with record-breaking summer heatwaves sparking a trend called coolcations. Properties that historically sat at low occupancy in October are seeing high occupancy months in advance, and automated hotel systems raise prices early.”