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Shoulder season travel trends: What UK travellers want to see and do outside of peak season

12th February 2026

Shoulder-season holidays are an alternative to peak summer travel, but new UK search data suggests interest in travelling during spring and autumn is growing, for reasons beyond just avoiding the crowds.

UK searches for broader shoulder-season travel search queries have increased by an average of 49.8% over the past three years, showing a clear shift in how and when people are choosing to travel.

Searches for “Shoulder season travel” have risen by 140%, highlighting a rising interest in holidays outside the traditional summer window.

For many UK travellers, off-peak holidays are driven by the desire to experience specific seasonal moments, such as wildlife activity, natural spectacles, changing landscapes, and early- or late-season conditions, rather than visiting destinations at quieter times.

Looking at UK searches, the tailor-made North America holiday experts at Journeyscape have analysed which seasonal experiences travellers are searching for during spring and autumn, showing how travel priorities are evolving, and where in the USA and Canada these in-demand experiences can be found.

Key takeaways from our research

UK interest in shoulder season holidays is on the rise, with average search growth of 49.8% over three years
Travellers are chasing specific seasonal moments, not just destinations
Experience-led searches like desert blooms (+123.5%) show a clear surge
Timing is a key part of decision-making, particularly for long-haul travel like trips to the USA and Canada

The 5 months UK travellers care about most when planning trips

Late-spring travel is clearly gaining momentum. Searches for “Best places to visit in May” have risen by 51.6% over the past three years, reaching 134,660 UK searches, and this growing interest is mirrored in Journeyscape’s bookings, with May departures increasing by more than 500% year on year.

Over the last four years, the most searched-for months have been concentrated around the shoulder seasons, particularly October and November.

“Best places to visit in October” leads with over 256,000 UK searches, followed closely by “Best places to visit in November” (241,520 searches). These months are perfect for experiencing autumn colour, wildlife migration, and quieter conditions in many destinations. Spring is also a popular travel season, with April (172,080 searches) and May (134,660 searches) attracting the most search interest. This shows strong demand for milder weather, seasonal landscapes and early access to outdoor experiences.

September received 169,420 searches, showing interest in travelling just after the summer peak.

Rank	Search Term	4-year UK Searches
1	Best places to visit in October	256,220
2	Best places to visit in November	241,520
3	Best places to visit in April	172,080
4	Best places to visit in September	169,420
5	Best places to visit in May	134,660

A 50%+ rise in searches for “Best Time to Visit the USA” brings attention to North America

Alongside rising interest in experience-led travel, UK travellers are also showing strong attention to timing when planning long-haul holidays. Searches for “Best time to visit the USA” have increased by 54.4%, while “Best time to visit Canada” is up 45.8%.

For destinations across North America, where the time of year impacts the landscape, this shift is particularly important. Travelling outside the peak summer months can offer travellers experiences not possible at other times, such as seeing migrating wildlife and quieter coastlines.

North America is the solution to a growing trend in UK travel. Rather than just travelling to the USA or Canada, it’s about travelling at the right moment for what you want to experience.

Planning travel around the perfect moment

As tailor-made North America holiday specialists, Journeyscape designs bespoke itineraries built around specific experiences rather than fixed seasons or standard routes. Their travel experts work closely with clients to create flexible journeys, allowing travellers to follow wildlife migrations, time autumn colour displays, or avoid peak crowds, making experience-led travel far easier to achieve.

This approach reflects wider UK search behaviour. Over the last three years, average interest in timing-based trips has surged, with searches for “Best places to visit in September” up 33.0%, “October city breaks” rising by 46.6%, “Best places to see fall colours” increasing 44.4%, and “Whale watching” growing by 42.1%. Together, these trends highlight how travellers are increasingly planning holidays around specific natural events and seasonal windows rather than fixed summer departures.

Autumn foliage

Autumn colour is a consistently popular shoulder season draw, and British Columbia holidays give you expansive forests and mountain landscapes that transform during a relatively short window. Travelling in autumn means visitors can experience these changes without peak summer crowds.

Alberta holidays offer a similarly impressive seasonal transformation, particularly in Banff and Jasper National Parks, where golden larch trees light up alpine valleys and wildlife becomes more active ahead of winter. September and early October are especially ideal for scenic drives along the Icefields Parkway, glacier-fed lakes framed by fall colour, and crisp hiking conditions in the Canadian Rockies.

Josh Salter, Journeyscape Travel Expert shares insights on how to best experience the Autumn season in British Columbia

“Autumn is, for me, the most rewarding time to experience British Columbia. I’ve travelled through the province during the fall and found that the shift from summer brings a completely different atmosphere—cooler air, softer light and a sense of calm that allows the landscapes to really shine. From late September through October, the scenery evolves week by week as forests turn through layers of red, orange and deep amber. In regions such as the Okanagan, the Sea-to-Sky corridor and Vancouver Island, maples, aspens and larches change at different elevations and times, creating a rolling progression of colour rather than a single peak moment.

“What I enjoy most about travelling in this shoulder season is the ease it brings. Trails are quieter, viewpoints feel unhurried and there’s more freedom to explore without the pressure of summer crowds. The lower autumn sun gives the scenery a warm, golden glow that enriches the colours and makes even simple moments feel cinematic. One of my standout experiences was hiking the high-altitude trails around Whistler, where the alpine larches were glowing a vivid yellow against the cooler mountain landscape—a brief but unforgettable sight.

“A little planning goes a long way at this time of year. I’ve found early mornings and late afternoons offer the most beautiful light, particularly around lakes where reflections are at their strongest. Building flexibility into your itinerary is also worthwhile, as peak colour can shift slightly depending on weather conditions. And if you’re visiting in October, I’d strongly recommend spending time in the Okanagan wine region; walking through vineyards framed by autumn foliage during harvesting is a wonderfully relaxed way to round off a day.”

Whale watching

Spring and autumn migrations bring increased whale activity along the coastline, making New England holidays especially appealing during the shoulder seasons. These months often provide prime viewing conditions while avoiding the busiest summer travel period.

Dominique Kotsias, Journeyscape Product Manager explains how to have an unforgettable whale watching experience

“In New England, shoulder season transforms whale watching from a popular excursion into a genuinely immersive experience. Having sailed from Boston in both May and September, I’ve found these migration months consistently deliver the most memorable encounters. Spring marks the whales’ return to the feeding grounds, often alongside calves, resulting in energetic displays and fascinating glimpses of nurturing behaviour. Come early autumn, the atmosphere shifts again as humpbacks, fin whales and minke whales begin their journey south, frequently joined by playful dolphins and the occasional seal. The seas are typically calmer, the air still warm, and September in particular strikes an ideal balance between comfort and spectacle.

“What elevates these sailings beyond peak summer is the space—both physical and emotional. Boats are less crowded, boarding is smoother, and once at sea there’s no jostling for position. This breathing room allows you to fully absorb the moment, whether it’s the sound of a blow nearby or the sudden appearance of a fluke cutting through the surface. One standout memory was watching a humpback breach against a softly lit evening sky, a moment that felt quietly dramatic rather than rushed.

“A few practical considerations can make all the difference. Try not to schedule your trip for the very end of your stay, as many operators offer a complimentary return if no whales are sighted. Sunset sailings are particularly rewarding, adding atmosphere to an already powerful experience. If seasickness is a concern, departures from Provincetown on Cape Cod are a great alternative—the feeding grounds are closer, making for a shorter and smoother journey.”

Unexpected shoulder season moments

Beyond well-known seasonal highlights, there’s also growing interest in lesser-known experiences. One example is Beluga AquaGliding in Manitoba, which offers a rare, close-up wildlife encounter that’s only possible at specific times of year, reinforcing the appeal of travelling for moments rather than months.

Over 6.7 million searches: The experiences UK travellers don’t want to miss

Across the last four years, searches for seeing the Northern Lights have dominated. There were nearly 6.8 million UK searches, cementing aurora viewing as one of the most popular seasonal experiences.

This demand extends beyond curiosity alone. Interest in “Best places to see Northern Lights”, “Best time to see Northern Lights”, and “Aurora Borealis holidays” collectively totals over 800,000 searches, showing that travellers are planning how and when to experience this phenomenon.

Canada features heavily in these aspirations, particularly for those looking at more remote, immersive options such as tailor made holidays in the Northwest Territories. The territorial capital, Yellowknife, is widely known as the ‘aurora capital of North America’ and is regarded as one of the best locations in the world to see the Northern Lights, with displays visible on up to 240 nights of the year.

Seasonal-focused experiences also perform well, with “Autumn leaves” attracting over 618,000 searches in the last four years, reinforcing the appeal of short-lived natural transformations.

Rank	Experience	4-year UK Searches
1	Northern Lights	6,790,000
2	Autumn Leaves	618,500
3	Best places to see Northern Lights	294,700
4	Best time to see Northern Lights	277,100
5	Aurora Borealis Holidays	260,000

Benefits of shoulder season travelling

While travelling outside peak summer months can unlock experiences only possible during narrow seasonal windows, shoulder season holidays can also bring economic and environmental benefits. Local businesses gain support outside the high season, and destinations experience reduced pressure on infrastructure and natural resources. Travellers also benefit from a more relaxed pace, with better access to attractions and immersive experiences.

Cindy Aguilar at Visit Tucson explains the wider impact of shoulder season travel in Arizona:

“In Tucson, shoulder season typically runs from April to May and September to October. Traveling during these periods supports the local economy by fostering year-round jobs and spreading predictable income beyond peak winter surges. Slower, more authentic travel also allows for deeper and more respectful interactions between visitors and locals, helping to support the preservation of local traditions.

“There are clear environmental benefits too. Less traffic congestion leads to lower carbon emissions, while reduced water and energy demand eases pressure on local resources. Lower foot traffic helps prevent damage to sensitive natural and cultural sites, and local wildlife experience less stress due to the reduced volume of visitors in our national and state parks.

Dennis Edwards, President and CEO of Visit Raleigh, shares how visiting North Carolina outside peak months benefits both the destination and its visitors:

“Shoulder season travel supports the local economy and small businesses by giving people an opportunity to visit Raleigh during milder temperatures, with less humidity. This allows businesses to serve more guests on patios and at outdoor events, which are a key part of the city’s atmosphere.

“Traveling outside peak summer also helps the beaches of North Carolina combat overtourism and supports beach renourishment by spreading visitation more evenly throughout the year. During peak season, we see far more family travel while children are out of school. Visitors planning solo or adult-focused trips often find shoulder season more appealing, with fewer family crowds.”

The appeal of travelling outside peak summer also extends further south. Deep South holidays in states such as Louisiana, Mississippi and Georgia are particularly well suited to spring and autumn travel, when temperatures are more comfortable and coastal wetlands come alive with birdlife. These quieter months allow visitors to explore plantation trails, jazz-filled cities like New Orleans and Gulf Coast beaches without the heat and humidity of midsummer.

Plan your perfect shoulder season holiday with Journeyscape

As UK travellers increasingly embrace moment-led travel, the data shows that shoulder season holidays aren’t just about avoiding the crowds; they’re about experiencing destinations at their most special times.

This approach means you can experience anything from autumn road trips through New England to desert landscapes in Arizona. Texas holidays planned for April, May or October allow travellers to enjoy hill country wildflowers, vibrant city food scenes in Austin and Dallas, and Big Bend National Park’s hiking trails without extreme summer heat.

From wildlife holidays that spotlight autumn bird migrations to expedition cruises in Alaska, the search trends reveal that UK travellers value experiences that can only be enjoyed at specific times of the year.

Methodology

Journeyscape is a leading travel company that helps people create their perfect tailor-made holiday in North America, and is dedicated to understanding how UK travellers plan and experience holidays.

An initial seed list of experience-led search terms was created, focusing on experiences typically associated with spring and autumn.

Using Google Ads Keyword Planner, historical UK search volume was gathered for each term over a four-year period (December 2021 to November 2025), split into rolling 12-month windows. The percentage change over three years was calculated by comparing search volume from the earliest 12-month period (December 2021 to November 2022) with the most recent 12-month period available (December 2024 to November 2025).

To provide a broader context, we also analysed searches for general shoulder-season terms.

All information was compiled by Journeyscape.

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