Travelers searching for a better vacation do not necessarily need to find a cheaper destination. Sometimes, they simply need to change the date.
The increasingly popular strategy is known as shoulder season travel, the period between a destination’s busiest season and its quieter low season. In much of Europe, that typically means spring and the weeks from September into October.
The attraction is simple. Travelers can often enjoy comfortable weather and functioning restaurants, attractions and transport while avoiding some of the crowds associated with July and August.
But the financial advantage is no longer guaranteed everywhere. NerdWallet notes that shoulder season has become increasingly popular, meaning travelers should compare actual prices rather than automatically assuming autumn or spring will be cheaper. Some destinations still offer substantial savings, while others have seen prices remain high as demand shifts beyond the traditional summer season.
Current travel data nevertheless shows opportunities. KAYAK's 2026 analysis identified Bilbao, Dubrovnik, Verona, Porto and Corvera among destinations offering strong autumn value for UK travelers. It also found that accommodation abroad could offer particularly attractive value in early October.
The Mediterranean is especially suited to the strategy. Destinations in Portugal, Italy, Greece and Spain can remain appealing after the summer rush, while cities become easier to explore without peak season crowds.
The same idea works beyond Europe. Japan's official tourism organization highlights autumn as one of the country's major travel seasons, with fall colors adding another reason to explore destinations such as Kyoto and Nikko.
There is one important rule: shoulder season is different everywhere. A perfect October trip in southern Europe does not mean October is ideal for every destination. Rainfall, hurricanes, monsoons, seasonal closures and local holidays should always be checked before booking.
For flexible travelers, however, moving a vacation just a few weeks away from peak demand can make a surprisingly large difference.
The smartest travel deal may not be discovering somewhere new. It may simply be visiting the place you already wanted to see at a better time.
