Sun, sea and uncertainty: Where in Europe people will travel to this summer

A more considered traveller

“Broadly confident, but more considered,” is how Debra Fox, managing director at Abercrombie & Kent, describes the traveller right now. “Clients are still booking and still travelling, but they’re asking more questions before they commit,” she says. “The research phase is longer; the conversations with our specialists are more detailed.”

That doesn’t mean hesitation – quite the opposite. “Despite the longer research phase, average spend per trip is up,” Fox notes. “When clients do commit, they’re committing fully.”

For all of the specialists I spoke with, cancellations remain rare. “We haven’t had a single cancellation to Europe,” says Barber. “In fact, we’ve seen a rise in popularity.”

“Outright cancellations are relatively rare,” Fox agrees. “People still want to travel, they’re just more open to where.”

Instead, travellers are building in buffers, with flexibility becoming a defining priority. “Clients want as much flexibility as possible on what they are booking,” Barber says, pointing to an increased desire for protection and adaptability amongst travellers.

Skyscanner data reflects this shift, with a 66 per cent increase in use of its layover filter as travellers take a more hands-on approach to navigating disrupted airspace. “Comparing dates, providers, departure airports and destinations will always enable you to find the best deal,” Lindsay adds. “For travellers looking to plan ahead, the key is to remain flexible, stay informed and follow travel advisories.”

And it seems this desire for more control is impacting the types of accommodation people are booking. “We’ve experienced an increase of 50 per cent in villa bookings across Greece, Italy, France and Spain,” says Davidson, “and a 178 per cent increase in demand for serviced villas since the pandemic.”

“Private villas offer a value-driven proposition,” she says, “while also giving travellers privacy and independence.” Fox is seeing a similar trend at the luxury end. “The level of interest in private travel has been notable,” she says. “Not just private jets, but private villa rentals, private guiding, experiences that put distance between a client and unpredictability.”

Unsurprisingly, perhaps, there’s also been a rising interest in on-the-ground support: “Having clued-up local concierges gives clients huge reassurance,” Barber notes.

Perception versus reality in Europe

Across parts of Europe, the story is less about dramatic change and more about shifting perception. Recent reporting has highlighted a softening in demand for destinations in eastern Europe closer to areas of geopolitical tension, with Cyprus, Turkey and Greece spotlighted due to their proximity to countries such as Iran, Iraq and Syria. While official travel advice has not changed, the news cycle is shaping traveller sentiment.

The specialists describe this as a slowdown rather than a drop-off. “Enquiries for Turkey are down 27 per cent year on year and bookings down 11 per cent,” Davidson says. Fox characterises the region as “nuanced”. “Greece, Turkey and Cyprus aren’t seeing dramatic drops, but the rate of growth has slowed compared to the last couple of years.”

“There have been no cancellation requests for travel to Europe to date,” Davidson adds. “A small number of clients travelling to Turkey have enquired about the situation, but all are currently content to wait and see how events evolve.”