Travel advisors have weighed in on summer booking trends, and the consensus is: It’s a mixed bag when it comes to which destinations are hot this summer.
Unsurprisingly, Europe continues to be a top seller for travel advisors, while destinations such as the Caribbean, Greece, Hawaii, Japan and Mexico are also proving popular with travelers, along with cruise vacations.
Europe Bookings Remain Strong
Peggy Purtell, owner of Purtell Travel, an affiliate of Travel Experts, says summer bookings for her agency continue to be dominated by Western Europe, with Italy and France accounting for approximately 75% of all bookings.
“These two countries have consistently been my most-requested destinations for more than 10 years,” she said. “I believe clients gravitate toward the familiar destinations when there is uncertainty in the world.”
The Next ‘It’ Destinations
As travelers increasingly seek out less-crowded European destinations, Purtell notes that she is witnessing considerable interest among her clients in discovering the next “it” destinations — and Slovenia is one of the countries topping the list.
Mark Faldmo, owner of Blue Planet Vacations, is also finding that Europe is a top summer destination for his agency.
“The big surprise to me is that it’s mostly people traveling for a specific purpose,” he said. “Many of my Europe bookings have been to explore family history, with more visits to smaller villages, train travel and private drivers than in previous years.”
Prioritizing Experiences and Ease of Travel
Japan is a popular destination option this summer. Pictured, the Toji Temple in Kyoto. (Source: Adobe Stock/coward_lion)
For Tyson Wharton, owner of Sioux Empire Travel, Japan and Greece are two of his agency’s strongest sellers this year.“
“Japan continues to attract travelers looking for a unique cultural experience, incredible food and strong overall value compared to other long-haul destinations,” he said. “Greece remains extremely popular due to its combination of scenery, history, island-hopping appeal and social media influence.”
At Zenbiz Travel, CEO Laurence Pinckney says Europe continues to lead — particularly the Mediterranean and Italy, along with the Caribbean. Cruises, he notes, remain the strongest industry segment for the agency, followed by all-inclusive resorts and direct land itineraries.
“I think travelers are prioritizing experiences and ease of travel — destinations with strong airlift, perceived value and the ability to see multiple places in one trip continue to perform well,” he said.
On the all-inclusive resort front, the Dominican Republic has been performing very well for Zenbiz, Pinckney adds.
Value, Convenient Flight Options
“Clients are gravitating toward the value, upgraded resort product and convenient flight options from the Midwest,” he said.
Like Wharton, Pinckney says that Japan is proving to be a popular destination for clients, alongside Egypt and Ghana.
“Interestingly, I expected health concerns around cruise travel and regional tensions in the Middle East to slow demand, but for my clients, interest in both cruising and Egypt has remained surprisingly resilient,” Pinckney said.
The ‘Why’ Behind Travel Has Shifted
According to Jonny Drubel and Matt Solomon, founder and chief operating officer of The TravelWell Group, respectively, clients of the luxury agency — an affiliate of Global Travel Collection — are gravitating toward perennial favorite destinations, including Hawaii, Mexico, the Caribbean and Western Europe.
“What’s notable this year is the ‘why’ behind it,” Drubel and Solomon said. “In a moment of seemingly endless global uncertainty, there’s genuine comfort in the known — a resort where the staff remembers you, or a destination where you know exactly what to expect. Adventurousness hasn't disappeared, but the appetite for the predictable has grown. For our clientele, ‘playing it safe’ still means extraordinary travel; it just means extraordinary travel somewhere they trust.”
Cruise Vacations Surge
The TravelWell Group is also witnessing surging interest in cruise vacations, thanks to new ultra-luxury entrants such as Four Seasons Yachts, Orient Express Corinthian, and Aman at Sea.
“For a client who wants the intimacy of a boutique hotel, the flexibility of a private journey and the comfort of a known quantity all in one, these products are enormously compelling,” Drubel and Solomon said. “It’s a space we're actively investing in from a knowledge and relationships standpoint, and one we think will define a meaningful part of luxury travel’s next chapter.”
‘Thoughtful Recalibration’
While it should come as no surprise that clients are steering away from more far-flung and exotic destinations in light of geopolitical concerns, what has been more interesting to observe is the nuance in how travelers are making those decisions, according to Drubel and Solomon.
“It’s less about fear and more about a thoughtful recalibration,” they said. “Our clients are weighing accessibility, regional stability and contingency more carefully than they used to. Travel spend hasn't softened meaningfully, but the deliberation around where to travel has become more intentional.”
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