Travelers pack their bags but are mindful of their budgets. 72% of respondents in a recent American Express survey say they choose to save money for a major trip rather than spend it on going out with their friends. 89% plan to travel off-peak to cut costs.
“Booking data shows a 20% rise in fall travel bookings vs. last year across airlines, hotels, and tour operators. Fall hotel occupancy rates are 15-20% higher. Flights to popular destinations are selling out faster than ever. Travel providers are launching many fall promotions and discounts to meet this demand,” says Justin Crabbe, CEO and Founder of Jettly, an entrepreneur, commercial pilot, and travel agent.
Budget-conscious explorers aren’t the only ones happy about this trend. Zicasso, a luxury travel company, reports a 24.8% increase in luxury trip requests for fall 2024 compared to fall 2023. That’s a much more significant spike than the 5.0% increase between summer trips in 2023 and 2024.
Japan Snatches the Title of Premiere Fall Destination Again
Japan remains Airbnb guests’ top trending international destination for fall. Their report accounts for part of its popularity due to its unique blend of tradition and modernity.
Japan’s fall season is famous for its breathtaking autumn leaves, known as “koyo,” especially in regions like Kyoto, Nikko, and Hokkaido. Llewelyn Thomas, Managing Director of walking tour company Walk Japan, reports a significant increase in U.S. customers visiting during autumn, with 60% more U.S. guests booked this season than last year.
Japan’s “onsen” hot springs also become popular as the weather cools. Japan has an astounding 27,000 hot springs, with more than 3,000 developed into hot spring resorts. One of the most famous is Hakone, a town renowned for its therapeutic onsen experiences. Comparatively, the United States has about 1,700 hot springs.
Japan attracts all kinds of international travelers as multiple platforms report increased interest in traveling to the country this fall.
Eleanor Moody, travel expert and spokesperson at HomeToGo, also highlights surging interest in Japan as a fall destination. The vacation rental company says searches for Japan increased 147% year-over-year, making it their third-most popular fall destination.
Japan is also among the top fall destinations for luxury travelers, according to Zicasso. The company reports a 28.4% increase in fall trips compared to last year.
Budget and luxury travelers love Japan, and honeymooners do, too. “For nearly ten years, September and October have been the most popular wedding months among Honeyfund couples, representing more than 30% of annual weddings on the platform,” says Sara Margulis, founder of Honeyfund. Margulis mentions Japan is one of the top destinations for fall honeymoons and reports a 300% increase in Japanese destinations compared to last fall.
Maybe dedicating 2024 to U.S.-Japan tourism paid off. This year, the U.S. and Japan collaborated to promote travel and cultural exchange. The countries’ giveaway, offering a chance to win a free trip to Japan for U.S. residents, closes on September 30.
Luxury Travelers Make a Beeline for Southern Europe This Fall
Zicasso CEO Brian Tan notes that Southern Europe is the brand’s premier fall destination; all of Zicasso’s top five destinations — Italy, Greece, Spain, Portugal, and France — are in Southern Europe.
Debbie Raswosky, senior curator at luxury travel-tech company Scenset, also confirms a significant increase in fall travel bookings, noting a 25% surge in reservations from September through November compared to previous years. “Clients are drawn to the blend of pleasant weather, exclusive experiences, and the personalized attention that comes with off-peak travel. Iconic European destinations like Italy and France have become particularly popular,” she says.
“Fall is also a great time to travel for foodies and oenophiles,” says Phil Cowie, Head of Sales at luxury travel brand Jacada Travel. “Getting a table at some of the most sought-after restaurants is easier. In fall, the grape harvest is also in full flow, creating a celebratory atmosphere across much of Europe, particularly Tuscany, Rioja, Burgundy, and the Douro Valley.”
Luxury travelers also love a good bargain, admits Elizabeth Kaczka, a luxury travel advisor at Fora. Kaczka, who assisted two honeymooning couples with stays at the luxurious Canaves Oia Epitome in Santorini in October, says the newlyweds benefitted from a substantial 50% discount compared to the rates for the same accommodation during the peak summer season in August.
Africa’s Wildlife Draws Travelers This Fall
South African game reserves have long drawn wildlife enthusiasts due to the opportunity to see the “Big 5” safari animals in their natural habitat. However, other African countries are becoming equally sought-after fall season locales.
Lezl Swart of Go2Africa, a B Corp-certified tour company, highlights fall as an exceptional time to visit, particularly for wildlife enthusiasts interested in seasonal occurrences like Botswana’s zebra migration. She adds that lower prices outside peak season also mean guests can stay longer.
Fall travel increased 35% from last year, says Jamie Mehrotra, Global Head of Sales for award-winning tour company Extraordinary Journeys. With more than 50 years of safari and adventure travel knowledge, they believe the best time to be anywhere is when everyone else isn’t.
Timbuktu Travel, a modern, tech-focused travel company specializing in African travel, reports a 40% year-over-year increase in fall safari bookings. Kenya and Tanzania stand out as key destinations.
According to Timbuktu Travel Specialist Jessica Klauzenberg, the region’s unique wildlife experiences — especially the Great Migration culminating in September — make this time of year particularly attractive. “By early November the peak season rates have fallen as the short rainy season starts in East Africa. It’s a magical month for a safari, with lower rates, lower tourist numbers, and some seriously unique sightings.”
While many families schedule vacations during summers when school is out, fall travelers are often individuals or couples without children. But Klauzenberg notes a growing trend of families traveling during winter breaks, capitalizing on school holiday flexibility and the benefits of off-peak travel.
Fall travel in 2024 booms as budget-conscious and luxury travelers take advantage of off-peak opportunities. Booking trends show U.S. travelers are embracing shoulder seasons’ cost savings, fewer crowds, and unique experiences. In response, the travel industry tailors promotions, offerings, and innovative packages to meet growing demand.
