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Booked nights across Norway, Sweden, Denmark and Finland increased by double digits every month between June and September compared with the same periods in 2025. Demand also softened in some of Southern Europe’s hottest destinations early in the summer, although the anticipated sharp decline in bookings did not materialise.
The strongest shift was recorded in September, with booked nights increasing across almost every market analysed, including destinations ranging from Murcia in Spain to Bergen in Norway.
In Italy, demand increased by between 9% and 11% year on year from June through August. Southern regions recorded higher growth in some months, with Calabria registering a 20% increase in July and Basilicata, home to Matera, recording an 18% increase during the same month.
Demand growth in Italy was stronger for September, with booked nights up 28.9% nationally compared with the same month in 2025.
France recorded continued growth despite temperatures reaching 40°C in large parts of the country. Booked nights increased between 4.1% and 7.0% during the summer months, while September bookings are currently up 15.2% year on year.
In Spain, booked nights initially declined by 4.4% in June and 4.6% in July compared with the previous year. The decline coincided with a reduction of around 10% in short-term rental supply following the Registro Único regulation.
Murcia recorded declines of more than 20%, while the Canary Islands recorded a decrease of up to 12.4%. Demand returned to growth in August, with booked nights increasing by 0.7% nationally.
Booked nights growth year on year, 2025–26
| Country | June | July | August | September |
| Denmark | +23.8% | +21.9% | +25.0% | +35.1% |
| Finland | +14.8% | +19.1% | +22.6% | +46.8% |
| Norway | +13.2% | +16.7% | +15.6% | +22.7% |
| Sweden | +12.0% | +16.1% | +14.3% | +14.1% |
| Italy | +9.2% | +11.4% | +11.2% | +28.9% |
| France | +4.1% | +7.0% | +5.6% | +15.2% |
| Spain | -4.4% | -4.6% | +0.7% | +18.0% |
Source: PriceLabs
For September, Spanish demand is currently 18% higher than during the same period last year. Murcia recorded growth of 20.9%, while the Canary Islands recorded an increase of 9.6%.
Nordic markets recorded double-digit growth throughout the summer. Denmark registered increases of 21.9% in July, 25.0% in August and 35.1% for September bookings compared with the corresponding months of 2025.
Finland recorded the strongest acceleration, with booked-night growth increasing from 14.8% in June to 46.8% for September. Norway recorded growth ranging from 13.2% to 22.7%, while Sweden recorded increases between 12.0% and 16.1% during the same period.
Richie Khandelwal, Co-Founder of PriceLabs, said: “With one heatwave after another, many expected travellers to swap the Mediterranean for the North Sea this summer. However, the data shows another strong summer for most of Europe, north and south. While growth slowed in some hotter areas, demand is accelerating into September across almost every market we analysed – both north and south, suggesting travellers are increasingly building trips around cooler weather, not just cooler destinations.”
Tags: Richie Khandelwal PriceLabs
