The European travel sector is experiencing a surge in growth at the beginning of 2026 that exceeds all expectations regarding consumer spending. According to a comprehensive study by the Dertour Group in 13 key European markets, travel currently ranks unchallenged as the top priority for planned household expenditures. Even ahead of traditional priorities such as saving, private investments, healthcare, or purchases in fashion, home furnishings, and technology, people are preferentially investing their disposable income in organized holiday experiences.
Christoph Debus, Head of Europe at the Dertour Group, emphasizes in this context that travel has become a fundamental need for Europeans in an increasingly volatile world. This development is directly reflected in the company's financial figures: In 2025, the group achieved organic guest growth of seven percent in its 16 source markets in Central, Northern, and Eastern Europe. This trend is continuing in the current summer season, with particularly strong demand for value-for-money destinations in the Mediterranean and long-haul trips to Southern Africa.
Structural change in booking behavior and relevance of package holidays
A significant shift is evident in the timing of travel planning. Contrary to the long-standing pattern of a classic booking peak in January, tour operators recorded exceptionally high booking numbers even before the Christmas holidays in 2025. Families, in particular, are increasingly taking advantage of attractive early booking offers to secure planning certainty and price benefits. The current number of guests for summer 2026 across Europe is already four percent higher than the already strong level of the previous year. A significant increase is also emerging in the German market, where Dertour operates as the second-largest group after TUI.
The industry attributes this success primarily to the high relevance of organized package tours. In times of global uncertainty, consumers are increasingly seeking uncomplicated solutions that offer legal security and reliable value for money. While the Package Tour Initiative is bringing these arguments more into the public eye, Dertour, although operating independently, benefits from the same market trend. Another phenomenon is the staggering of the travel season: More and more holidaymakers are opting for the off-season in May, as well as late summer and autumn, leading to better utilization of tourist infrastructure.
Destination trends for short- and medium-haul flights
When choosing holiday destinations for summer 2026, clear favorites are emerging. For short- and medium-haul flights, destinations known for their competitive pricing are dominating. Egypt leads the list of rising stars with a 14 percent increase compared to the previous year. The country on the Nile is benefiting from massive investments in hotel infrastructure and stable demand from all European source markets. Turkey, Italy, Portugal, and Bulgaria follow closely behind.
These destinations cater to the need for classic beach holidays, but increasingly also offer specialized options for active holidaymakers and those interested in culture. The industry observes that while budget sensitivity remains high when planning holidays, customers are willing to pay more for quality and safety with established brands, provided the return on investment is clearly evident.
Growth markets in long-haul travel and the spirit of discovery
Despite rising airfares, long-haul travel remains a sustained driver of the industry. For over 50 percent of European travelers, discovering new destinations is a primary motivation. Interest in Southern Africa is currently growing particularly strongly. South Africa and Namibia have recorded a 24 percent increase in visitors, attributable to improved flight connections and the demand for customized tours. The Indian Ocean, with destinations such as the Maldives and Mauritius, as well as the Gulf region with Dubai, Oman, and Jordan, are also showing robust growth.
India and the Caribbean complete the picture of an expanding long-haul market. This demonstrates that long-distance travel is no longer a niche product, but rather an integral part of vacation planning for broad segments of the population. The trend towards the luxury segment and exclusive nature experiences supports the margins of tour operators.
Challenges in the North American business
A contrasting picture emerges when it comes to travel to the USA. European customers remain reluctant to book trips there. The main reasons cited are the significant price increases of recent years and the current news situation. This leads to bookings for the USA being made much more last-minute than in other segments. Neighboring regions such as Canada, but also southern Africa, are benefiting from this weakness and are perceived as attractive alternatives for long-haul travelers.
To counteract the uncertainty, Dertour has set up a specialized hotline offering expert advice around the clock for travelers to the USA. This measure underscores the service-oriented nature of the major tour operators, who are trying to maintain or regain market share in challenging destinations through targeted information and advice.
Corporate strategy and market consolidation
The Dertour Group has significantly expanded its market position through strategic acquisitions. At the end of August 2025, the group acquired Hotelplan, representing a substantial leap in growth. This acquisition also includes the tour operator Vtours, further strengthening its presence in the dynamic package holiday sector. With 200 companies and approximately 15.000 employees in 16 European markets, the group possesses enormous purchasing power and operational flexibility.
Interestingly, the reported growth figures for 2025 reflect purely organic growth, as Hotelplan's figures are not yet included in these statistics. This underscores the fundamental strength of the business model. Through the integration of Hotelplan and Vtours, Dertour is solidifying its status as a major European player and preparing itself for intense competition with other large corporations. The strategy encompasses both the traditional tour operator business and a strong hotel division, which, under the leadership of Ingo Burmester, is driving vertical integration within the group.
Economic outlook and significance for trade
The high priority given to travel in Europeans' consumer budgets has far-reaching consequences for other sectors. Since funds for vacations are firmly allocated, savings must be accepted in areas such as fashion, consumer electronics, and the automotive industry. For the travel industry, this means a comfortable starting position for the current year. The industry is profiting from a societal trend in which experiences and personal time off are valued more highly than material possessions.
Despite the positive signs, risks remain due to geopolitical tensions and fluctuating energy prices. Major travel companies are addressing these challenges through broad diversification of their destinations and flexible allocation management. Focusing on top-performing destinations like Egypt and Turkey is proving to be an effective hedge against economic downturns in individual source countries. Overall, European tourism is heading for a record year, in which people's desire to travel will dominate the economic landscape.