Off–peak is the new peak: The summer holiday rulebook is being rewritten

There was a time when summer holidays followed a familiar script: pack your bags in July or August, brace yourself for the crowds, and hope the heat didn’t melt your plans. But 2026 is turning that tradition on its head.

Irish holidaymakers are quietly rewriting the rules. We’re ditching the peak-season rush in favour of something altogether more appealing: softer sunshine, quieter destinations, and a little more breathing room. And honestly, who can blame us?

So… when is peak season now?

If you’re planning a trip next year, you might already feel it – that urge to go a little earlier, or wait until things cool down. You’re not alone.

Our latest research shows that June (29%) has now overtaken July (25%) as the most popular month for holidays. And just as telling, September (22%) has edged ahead of August (19%).

It’s a subtle shift, but an important one.

Instead of one intense peak, we’re seeing a gentler curve. A longer, more forgiving holiday season that runs from late spring into early autumn.

Same destinations – different approach

The destinations themselves haven’t changed all that much.

64% of Irish adults are still choosing short-haul trips to Europe, with Southern Europe (45%) leading the way. But there’s also a growing pull towards Northern Europe (19%), where the temperatures are cooler, and the pace feels slower.

Because increasingly, it’s not just about where you go – it’s about how it feels when you get there.

Travel is spreading across the year

One of the most interesting things about the data is how evenly travel is now spread:

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It paints a picture of something more flexible. There’s less pressure to get it “right” in one go, and more freedom to travel when it suits.

Who’s behind the change?

This shift isn’t happening for just one reason or one type of traveller. It’s coming from all directions.

Older holidaymakers are gently stepping away from the height of summer. For over 65s, holidays start earlier, peaking in April (27%) and then again in September (36%) when things feel calmer. Those aged 50–64 follow a similar rhythm, building through May (21%) and June (24%), with September still a favourite (28%).

People with medical conditions are also travelling more thoughtfully. While 89% are planning a holiday in 2026, many are choosing quieter months – June (24%) and September (26%) ahead of August (20%). Most are heading to Europe (59%), while 33% are going further afield.

Couples without children are leaning into flexibility, with no school calendars to work around, just the freedom to choose what feels right. For them, June (29%) and September (26%) come out on top.

Parents of toddlers are getting ahead of the rush. May (29%) offers that sweet spot – cooler weather, fewer crowds – compared to just 16% travelling in July. And then there are families with teenagers, who are still tied to school holidays, with July (37%) and August (28%) holding strong.

What’s driving it?

When you step back, it all feels pretty simple. People are starting to realise they don’t have to travel at the busiest, and often most expensive, time of year. Going a little earlier or later can mean better prices, gentler temperatures, and a much calmer experience overall.

Because let’s be honest – the height of summer isn’t always as relaxing as it sounds. The heat can be intense, the queues are longer, and everywhere feels just that bit too full. And more than anything, people want a holiday that actually feels like a break. The kind where you’re not rushing to beat the crowds or weaving through packed beaches.

What this means for travel insurance

With more people travelling at different times – and often more than once a year – the way we think about travel insurance is shifting too.

As Peter Clark, Director at JustCover, explains: “It’s clear from our new data that Irish holiday trends are changing. As the dominance of July and August recede, the picture that emerges points towards a new-look ‘peak season’ that will be more broadly spread across a five-month period. It is also apparent from our data that some people are having more than one holiday abroad. These metrics certainly underscore the value of people buying annual multi-trip travel insurance, which is designed for people that enjoy multiple trips throughout the year, rather than one main holiday.

“We also note from our data that older people and those with medical conditions contribute to this trend to holiday outside the peak summer months. At JustCover, we include specialist medical cover within our policies. This is a major step forward for the Irish market. With so many Irish holidaymakers travelling abroad with medical conditions, there is an urgent need for these people to have access to quality cover they need - cover that fills the gaps that private health cover and EHIC doesn’t cover.”

So… when will you go?

Maybe the real takeaway here isn’t about June or September winning. It’s that there’s no longer just one “right” time to travel. You can go earlier. Or later. Or more than once a year.

And you might just find that the best trips happen slightly off-peak, when everything feels a bit calmer, and a lot more like a holiday.