Affluent U.S. travelers are shying away from Europe during its busiest summer months, according to a new report from the travel company Enchanting Travels.
Data from the company’s State of Luxury Experiential Travel report shows that peak-season European travel among U.S. travelers dropped from 47% of trips in 2023 to 40% in 2025.
This shift in luxury travel habits contrasts with broader travel patterns, highlighting a trend of intentional seasonality at the upper end of the market.
Instead of dealing with hot weather and large crowds in the popular summer months, luxury travelers are opting for shoulder-season trips to avoid crowds and improve the overall experience.
"We are seeing a clear shift toward 'intentional seasonality,'" said Parik Laxminarayan, CEO and co-founder of Enchanting Travels. "While the pull of iconic moments like Japan's cherry blossoms remains non-negotiable for many, there is a growing sophisticated traveler who views Europe's shoulder season not as a compromise, but as a strategic choice for deeper, crowd-free connection."
The report analyzed data from more than 10,000 guests and found that time is the primary constraint for this demographic, not money. By avoiding the busy season, luxury travelers gain more control over their itineraries and give themselves access to shorter lines, smoother transfers and frictionless travel.
This shift is particularly relevant in destinations that typically struggle with overtourism, including countries such as France and Italy, where cities and landmarks can experience significant crowding during peak months.
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