According to a study by Virtuoso, the global luxury travel network, fall has emerged as a peak season for luxury travel, with bookings for September and October showing remarkable increases. Specifically, September bookings are up 77%, while October and November have seen increases of 54% and 71%, respectively.
Misty Belles, vice president at Virtuoso, noted that this trend has been accelerating since 2025 and 2026, driven by factors such as rising temperatures in summer months and a demographic shift among wealthy travelers. Many affluent individuals, particularly baby boomers and Gen Xers, are now able to travel outside the traditional summer months, leading to a growing preference for fall vacations.
Popular destinations for wealthy Americans this fall include Paris, the Amalfi Coast, and the French Riviera. However, this shift is also causing hotel rates in these regions to rise significantly, with average daily rates in the Greek Isles up 131% and in the French Riviera up 179%.
As demand for luxury accommodations increases, hotels charging $1,500 or more per night have seen a 37% rise in bookings compared to last year. Belles suggests that while travelers may encounter some crowds in the fall, they expect a more enjoyable experience than in the summer, and she recommends considering November for travel to avoid peak fall crowds.
Overall, the luxury travel market is adapting to these changing preferences, indicating strong demand for high-end experiences