By: Stuart Kerr, Travel Correspondent
Published: 08/09/2025 · Updated: 08/09/2025
Contact: editorial@holidaymate.com
For decades, autumn in Europe was considered the “shoulder season”—a quieter period between the packed summer holidays and the festive winter rush. Traditionally, it was the preserve of retirees and budget travellers looking for lower prices. But in 2025, something has changed. Gen Z is transforming autumn into a season of its own, embracing off-peak luxury escapes that balance affordability with glamour. This is not about traditional extravagance, but rather a new form of smart, experience-rich travel.
The Rise of Shoulder-Season Chic
According to Airbnb’s fall travel report, searches from Gen Z travellers for autumn holidays are up 26% compared to last year. These are not fleeting weekend breaks. Instead, younger travellers are booking longer stays, often two weeks or more, and choosing international destinations that deliver both style and value. Autumn has become their season of choice to explore Europe without the crowds.
Globetrender notes that 80% of Gen Z cite affordability as their top factor when booking trips. Yet affordability does not mean cutting corners. The trend is towards “affordable luxury”—boutique hotels, stylish Airbnbs, spa retreats, and gourmet experiences that feel aspirational but don’t break the bank. Paris tops Airbnb’s trending destinations list for this autumn, joined by other urban and cultural hotspots that shine brighter without the summer throngs.
Travel as a Lifestyle Priority
Unlike previous generations, who saw travel as an occasional indulgence, Gen Z places it at the centre of their lives. Travel + Leisure reports that despite earning less on average than older cohorts, Gen Z is travelling more frequently and for longer durations. They are willing to sacrifice in other areas—housing, shopping, even dining out at home—to protect their travel budgets.
The Guardian captures this mindset with the concept of “soft saving,” a strategy of careful budgeting that still allows for indulgence in areas that matter most, such as travel. Autumn, with its lower prices and quieter streets, is the perfect backdrop for this lifestyle, enabling young travellers to enjoy cultural depth and luxury touches without the summer price tag.
The Experience Economy
The Ibis 2025 trends report highlights a generational preference for experiences over possessions. For Gen Z, autumn offers the chance to chase cultural festivals, wine harvests, and wellness escapes. This is less about lying on a beach and more about immersive itineraries: a week in Bordeaux learning about winemaking, or a wellness retreat in the Carpathians. The season’s rhythm aligns with Gen Z’s desire for balance, offering glamour without chaos.
Our coverage on Top Wellness & Digital Detox Retreats reinforces this point. These retreats thrive in autumn, when cooler weather and lower demand make them more accessible. Gen Z’s appetite for wellness-focused luxury—spas, yoga centres, or digital detox hideaways—is perfectly matched to the season’s calm.
Culture Beyond the High Season
Autumn also brings a cultural renaissance across Europe. From Berlin Art Week to the Venice Biennale’s final months, the calendar is full of festivals, exhibitions, and concerts. For Gen Z, who grew up online and crave authentic experiences, these events are irresistible. Crucially, they can attend without the tourist crush that often dilutes summer experiences.
This trend reflects what we discussed in Travel in 2025: Why Europe Is Bracing. Europe’s tourism industry is adapting to new demands, and autumn is emerging as a testing ground for diversifying beyond peak seasons. Hotels, tour operators, and airlines are leaning into shoulder-season marketing, positioning it not as a compromise but as a luxury in itself.
Overtourism and Its Antidote
The surge in Gen Z autumn travel is not happening in a vacuum. It is a direct response to the challenges of overtourism. As we explored in Is Europe Full?, iconic destinations like Venice, Santorini, and Barcelona are straining under the weight of summer crowds. By shifting their focus to autumn, young travellers are carving out space for more authentic interactions. They enjoy the same historic streets and cultural icons, but with room to breathe.
This movement also benefits the destinations. Autumn travellers extend the tourism season, providing vital revenue for local businesses beyond July and August. They spend money in restaurants, galleries, and shops that would otherwise see footfall dwindle. For communities grappling with seasonal swings, Gen Z’s off-peak enthusiasm is a lifeline.
Luxury Redefined
What does “luxury” mean to this generation? Not marble lobbies or gilded suites, but a combination of style, authenticity, and wellness. For Gen Z, luxury is sipping organic wine in a rustic Tuscan villa, taking a thermal bath in Budapest, or attending an underground music festival in Prague. It is affordable, but still glamorous. It looks good on Instagram but feels good in real life.
This redefinition challenges traditional hospitality. Big chains are rethinking their offerings, while boutique operators are thriving. The winners are those who can deliver curated, Instagrammable moments without alienating travellers with prohibitive costs.
Looking Ahead
If 2025 is any guide, autumn is no longer a shoulder season—it is a season of choice. Gen Z’s embrace of affordable luxury is rewriting Europe’s travel calendar. It offers destinations a chance to spread visitor flows more evenly, reduce summer strain, and extend cultural programming into months once overlooked.
For travellers, the appeal is clear. Autumn promises authenticity, glamour, and affordability all at once. For Europe’s tourism industry, it signals a generational shift that could redefine the rhythms of travel for years to come.
About the Author
Stuart Kerr is a travel correspondent for Holidaymate.com, specialising in European slow travel, island escapes, and sustainable tourism. Contact him at editorial@holidaymate.com.
Read more about Stuart here →
