Jutanuch Wanachote
As the summer draws to a close, travel patterns shift — and with them, the opportunities for destinations to attract visitor segments. ForwardKeys data reveals an interesting seasonal trend: while August is dominated by family travel, September increasingly belongs to couples and solo travellers.
In August, families take advantage of the school holidays, making up 26% of all international flight bookings for groups of three to five passengers. By September, that share drops sharply to just 15%. In their place, itineraries booked by couples and solo travellers surge, representing 73% of all bookings compared with 64% in August.
For destinations, this shift is more than a curiosity — it’s a commercial opportunity. Couples and solo travellers often seek very different experiences to families: quieter escapes, immersive cultural activities, wellness, gastronomy, or city breaks. With school holidays over, September offers the perfect conditions to attract these segments — more competitive prices, greater availability, and a calmer travel experience.
Hotspots for September travellers
The world’s favourite urban icons — London, Tokyo, Paris, Rome and New York — continue to shine. But looking at year-on-year growth, the stars of the season are Shanghai (+35%), Tokyo (+20%), Osaka (+18%) and Paris (+5%). These cities are capturing the momentum of solo and couple travellers eager to make the most of the post-summer lull.
Who’s driving the surge?
Origin markets are shifting too. The United Kingdom ranks second globally for outbound solo and couple travel in September, posting +4% growth year-on-year. Strong increases are also seen from Japan (+14%), Argentina (+8%), Taiwan (+4%), Italy (+4%) and Australia (+3%).
But it’s not only leisure fuelling September’s wave. Business profiles now account for 22% of all solo and couple bookings, up from 17% in August — a five-percentage-point increase that reflects the return of corporate itineraries after the summer pause. Leisure still dominates, however, making up 67% of bookings in this segment, underlining September’s appeal for short breaks, city trips and cultural getaways.
Why it matters for destinations
Understanding and anticipating such seasonal variations is vital. Families might drive higher spend per trip in August, but couples and solo travellers can fill the September gap, supporting year-round sustainability and reducing the strain of peak-season seasonality. This shift highlights why destinations and travel businesses need accurate, predictive data: it empowers them to adapt offers, target campaigns, and refine experiences with precision.
“ForwardKeys’ insights reveal the nuances of global travel behaviour. By analysing real-time air bookings and applying predictive intelligence, we help destinations and brands stay ahead — spotting trends, identifying growth markets, and turning insights into action. Having access to this intelligence can be the difference between reacting and leading.”
Olivier Ponti, Director of Intelligence & Marketing at ForwardKeys
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