European Holiday Destinations See Surge in Popularity
European holiday destinations are expected to become even more popular this year as British travelers opt for closer-to-home trips, especially in light of the ongoing Middle East conflict. The tension between Iran and the States has sparked concerns among travelers who have planned trips to the region or have travel plans that involve a stopover in a Gulf country.
International flights faced significant disruptions throughout March as airlines suspended services and airspaces were closed due to airstrikes carried out by the US, Israel, and Iran. Although a conditional ceasefire is currently in place, the evolving situation has led British holidaymakers to favor “reliable” and familiar destinations closer to home.
It is still too early to determine the full impact of the conflict on travel, but travel companies have observed an increase in interest in European holiday destinations compared to last year. According to Loveholidays’ CEO Donat Rétif, “Travel continues to show its resilience.” He added, “We know that even in periods of uncertainty, holidaymakers aren’t willing to forgo their time away – instead, they adapt their choices.”
Spain and Other European Favorites
Spain, which is already the most popular destination visited by Brits according to the latest ONS statistics, is set to see a greater increase in tourism. Holiday price comparison website TravelSupermarket reported that searches for Mallorca have increased by 168 per cent during the first three weeks of March compared to the previous three weeks, indicating a return to “reliable” favorite destinations among Brits.
On the Beach noted a 36 per cent average increase in demand for Costa Blanca, Costa Brava, and Costa Dorada compared to last year. Loveholidays’ CEO Donat Rétif stated that mainland Spain, the Canary Islands, the Greek Islands, and the Balearic Islands have each seen an increase in bookings share in recent weeks compared to the same period last year, as customers gravitate towards familiar favorites.
He explained that while European destinations have always been popular, “many have seen an even greater increase in demand in recent weeks compared to last year.”
Lastminute.com has drawn similar conclusions from search data, with travelers showing a greater focus on “perceived safer” destinations in Western and Southern Europe, particularly the Canary and Balearic Islands. Lastminute.com’s early April data suggests that customers are taking longer to book holidays, which they describe as a “wait and see” approach over cancelling plans altogether.
A spokesperson claimed that there has not been a drop in appetite for travel, “but a change in how people approach it.” They added, “For example, the shift to Spain and the pivot to Portugal as preferred destinations. Travellers may take more time, weigh options carefully, and look for reassurance as well as value.”
Yvonne Moynihan, the UK managing director of budget airline Wizz Air, said it’s still early to draw definitive conclusions, but some shifts in booking behavior in recent weeks show that British travellers currently have a preference for destinations closer to home. She mentioned that they are also seeing a particularly strong demand for Spain, including Barcelona, Madrid, Seville, and Valencia.
“As we prepare for the busy summer season, what’s clear is that Brits are placing greater emphasis on value, familiarity, and flexibility when choosing where to travel,” she added.
Turkey, Cyprus, and Egypt
Travelsupermarket and Lastminute.com have also noticed a huge increase in interest in Sardinia, with the former stating that the Italian island has been leading trending rankings with searches up by 236 per cent.
Many travel companies have also noted the stability of interest in holidays to Turkey, Egypt, and Cyprus, countries that the UK’s Foreign Office has deemed safe to visit, but have also been given a “regional risk” warning statement by the department.
TravelSupermarket said that in Turkey, Bodrum’s search share is up 138 per cent, while Wizz Air says there’s a sustained interest in Turkey and Egypt. Loveholidays said it is “beginning to see a strong recovery in bookings for Turkey and Cyprus, which remain affordable options for holidaymakers wanting to maximise their budgets.”
Lastminute.com shared similar insight: “Some destinations like Turkey and Egypt were perceived as risky, even if not directly impacted, but demand for these destinations is recovering.” Customers booking through On the Beach in the past few weeks have increased bookings by five per cent to Sharm El Sheikh compared to last year, while Tunisia has seen a 17 per cent rise.
Long Haul Destinations Remain Popular
An increase in interest in Mediterranean holidays does not mean that long-haul destinations are totally ruled out. The Caribbean is home to a number of trending destinations, including the Dominican Republic, Jamaica, and St Lucia, while Hays Travel says it has also seen an increase in customers choosing a cruise holiday.
The travel agent added that long-haul destinations Japan, Australia, and South Africa are still selling well, while Tui said that destinations it runs direct flights to from the UK, like Phuket and Goa, are still popular.
