Growing up I always used to go on summer hols during August peak season due to school hols. As a young adult I used to go away in June/early July or September to save money. We went to places out of season to save money too (Caribbean in summer for example). But I've come to realise that I actually prefer going in peak season, and that it is peak for reasons other than just school holidays. Destinations have a lot more of a 'buzz' to them. As long as it is isn't so busy that we can't get a restaurant table etc, I love it.