According to ETG, individual travellers booking via ZenHotels most frequently selected the United States, Turkey and Spain for leisure trips. Travel agents using RateHawk arranged the highest volume of trips to Italy, the United States and Spain. Corporate clients booking through Roundtrip most often chose the United States and Italy for business travel, with Germany completing the top three
“As expected, last year, travelers preferred a variety of leisure
experiences, choosing both beach holidays and city breaks. In Turkey, the most
popular choices were Antalya for seaside vacations and Istanbul and Ankara for
city vacations. In Spain, travelers booked Barcelona and Alicante for beach
holidays and Madrid for cultural trips. In the United States, the most popular
destinations were urban New York, as well as Orlando and Las Vegas, known for
their entertainment activities.” said Simone Large, Head of Direct Supply at Emerging Travel
Group.
“This year, we are seeing a significant increase in demand for both Italy and the United States among travel agents, likely driven by major 2026 events in the countries, such as the Winter Olympic Games in Italy and the football championship in the USA. Bookings during the events are already up 13% in Italy and 14% in the USA compared to last year. Trips like these are often easier to plan with the help of travel professionals, helping with the complexities of trip organizing. Also, as our data show European countries and the US remain key business travel destinations, which is reflected in their ongoing popularity among our corporate clients.” she added.
In terms of average daily rate (ADR), Italy recorded the highest nightly
spend at $260, followed by Spain at $243, the United States at $235, Turkey at
$224 and Germany at $166.
Accommodation preferences indicate a strong inclination toward
upper-upscale segments. Four- and five-star hotels accounted for 51% of
bookings in Italy, 49% in Spain, 47% in Turkey, 33% in the United States and
35% in Germany.
Tags: Simone Large, Emerging Travel Group
