Beyond the Holiday: How August Enables a Sustainable Lifestyle

Published on

June 20, 2025

The Rise of Conscious Travel

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Growing pressure to adopt sustainable travel practices and reduce our environmental footprint has transformed how we choose our holidays. From people choosing alternate modes of transport over air travel, to avoiding peak seasons to reduce over-tourism; eco-friendly travel can take on various forms. But making those sustainable decisions can be challenging, especially when travelling abroad.

This is where August takes the lead. By enabling co-ownership of five homes across Europe, August makes sustainable living and travel not only accessible, but effortless.

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A Lifestyle, Not a One-Off Trip

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With August, Homeowners experience a long term and sustainable lifestyle. Through the points-based system, families can spend up to 20 weeks across their five homes and continuously experience the August way, building routines and traditions.

Because homeowners return to the same communities, they naturally support local economies year-round. These homes are meaningfully used rather than sitting empty, and guests often travel between them in a more sustainable way, thanks to their close proximity.

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Keeping Homes Occupied, Communities Thriving

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Most second homes are left vacant for the majority of the year. As Visit Britain, Visit England states, English vacation homes were left unvisited for 54% of the year. In parts of the South of France, over 50% of vacation rentals also continue to lie empty (Airbnb). Furthermore, occupancy also relies heavily on high-seasons, as in Europe, homes are used from 70-80% during the summer, versus only 38% at off-peak times.

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Therefore, while owning a vacation home is a dream for many, maintaining consistent occupancy and implementing sustainable property management practices remain major challenges for vacation homeowners.

In contrast, August homes achieved a 75–80% occupancy rate from January to November 2024, a notable improvement compared to the European average of just 30–50%.

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This near-constant occupancy of the August homes leads to local communities also benefitting, as they are provided with a consistent stream of visitors, which in turn supports local businesses, services, and infrastructure.

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Embracing Off-Peak and “Coolcation” Travel

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Another sustainable trend is what experts call “coolcations”, where travellers choose milder summer destinations or visit the Mediterranean during the cooler months.

The August Model reflects this trend as off-peak travel requires fewer points in the booking system, allowing owners to enjoy their homes for longer throughout the year. As a result, Homeowners are naturally incentivized to travel during off-peak times to explore destinations beyond the typical high-season rush.

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Many North Americans prefer this approach, one of the company’s largest client groups. As Hugo Jenkins, Head of North America at August, explains: “On average, our U.S. owners visit Europe for 8 weeks per year, usually in the shoulder seasons of May–June and September–October. They avoid crowds and enjoy the very best of each region.”

Whether owners spend the winter in the South of France or relish the fresh Chamonix alpine air during the quieter summer months, August homeowners enjoy longer, quieter, more meaningful stays.

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Sustainable Travel Between Destinations

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Alongside the rise of sustainability, travellers have also expressed the desire to reduce flights, as noted by My Lighthouse. Also supported by a 2022 Statista report, stating that 60% of American travellers and 69% of European travellers are willing to switch to lower carbon-emission modes of transportation.

Conscious travel has also been adopted by August homeowners and by August itself. For instance, owner John shared they: “bought a new camper van to travel between August properties from southern England to Calais, then down to Cannes, Chamonix, and Tuscany with [their] three dogs”.

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This emerging slow travel trend is only capable through August’s thoughtfully selected locations as their proximity allows for it. Whether by train, car, or ferry, moving between homes can be seamless and low-impact.

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Travel with Purpose: The Rise of Experiential Sustainability

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Lighthouse also reports that travellers are increasingly seeking personalized, values-driven experiences which are also sustainable. Valuable experiences - especially if sustainable - play a major role in travellers' choice of destination.

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Eco-friendly and community-driven activities are abundant in August destinations:

Hike the Serra de Tramuntana in Mallorca
Cycle through vineyards in Tuscany
Join village fêtes and artisan markets in Provence

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As the CEO of August, Mélie Dunod explains best: “August is committed to redefining holiday home ownership to enhance the homeowner experience while also actively supporting and integrating the local communities that make these regions so special”. Furthermore, she adds: “By creating a model that encourages engagement with local culture, businesses, and traditions, we enable our owners to feel truly at home in their communities”.

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Conclusion

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August offers not just holiday homes, it facilitates a sustainable way of life. Through consistent use, thoughtful modes of travel, and regular visitations, August Homeowners engage not only in a mindful way of living, but also self-fulfilling.

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