Luxury holidays are booming, all-inclusive even more so - coolcation, on the other hand, remains primarily a media phenomenon. If you would like to find out more about the travel behaviour of DERTOUR guests and are curious about the trends, you can find our DERTOUR travel barometer here.
It has become a tradition: every year, DERTOUR analyses the booking and travel behaviour of its guests. This time, the summer months of June to the end of September 2025 were analysed in comparison to the same period last year. "We were particularly interested in how pronounced the last-minute trend actually was this summer," says Sven Schikarsky, Managing Director and Head of Product at DERTOUR and its sister brands ITS, Meiers Weltreisen and Travelix Last Minute. The survey also analysed which destinations were particularly popular, how demand from families developed, which holiday regions were most popular with them and which hotel categories and types of catering were preferred.
The desire to travel remains unbroken: Despite a challenging market environment and an exceptionally successful previous year, DERTOUR and its sister brands were able to maintain their guest numbers at a high level (+1%). "The fact that we were even able to slightly increase the high guest numbers of the previous year is a remarkable result. In a highly competitive market with high expectations on the part of guests, the increase is an expression of customer satisfaction and a continuing desire to travel," says Sven Schikarsky. While numerous former customers of the insolvent tour operator FTI had ensured strong growth in the previous year, the renewed increase in guests is a clear sign of customer satisfaction.
„The stable growth this summer shows that we have been able to gain the trust of our customers in the long term. High-quality travel experiences and the all-round service of package holidays remain in demand.“
Many market observers were expecting a very pronounced last-minute summer. However, the booking data shows a different picture: at DERTOUR and its sister brands, the average advance booking period has risen again - to 135 days before departure. This corresponds to an increase of +8 days compared to the previous year. Most summer holidays were booked in January.
"We are observing two opposing trends: On the one hand, very early bookings with early booking discounts, and on the other, spontaneous last-minute decisions," explains Sven Schikarsky. "However, the early booking trend is much more pronounced: never before has booking behaviour been as early as it is for summer 2025. Early booking is not only the cheapest option, but also offers planning security and guarantees the desired accommodation - especially in regions and travel periods that are in high demand."
The distribution of destinations between short-haul, medium-haul and long-haul travel changed only slightly: 89% of guests opted for a short-haul or medium-haul destination, while 11% chose a long-haul trip. The proportion of long-haul trips therefore fell slightly by one percentage point - in favour of short and medium-haul trips. One destination was once again particularly popular this summer: almost a quarter of all guests (23%) went on holiday to Turkey.
Short and medium-haul: Egypt and Bulgaria booming, no trend towards coolcation
Turkey maintains its top position in the short and medium-haul segment. Spain holds 2nd place and Greece also defends 3rd place. Egypt, which is particularly appreciated for its attractive price-performance ratio, stands out with an increase in demand of +23% and thus moves up one place in the ranking to 4th place, where it displaces Germany in 5th place, which it shares this year with Italy, which holds its position from the previous year.
Bulgaria recorded the greatest increase in demand on short and medium-haul routes. The attractively priced destination recorded +38% more guests and held 7th place in the ranking. Tunisia, which also scored with attractive prices, is in 6th place.
„Coolcation remains a much-discussed topic, but is not a real trend. The classic beach holiday in warm regions remains the dominant holiday motif.“
DERTOUR does not see a trend towards coolcation. This is also confirmed by the booking data: in 2025, fewer guests actually tended to spend their summer holidays in the Nordic countries than in the previous year.
The Indian Ocean leads the ranking of the most popular long-haul destinations. It displaces North America in second place, where negative headlines about the entry policy in the USA led to a drop in demand after a strong early booking start. "The currency trend has improved and demand is stabilising," explains Sven Schikarsky. "Germans love the USA as an extremely diverse travel destination. I am convinced that demand will increase again in the medium term - also due to the favourable exchange rates."
Thailand recorded the strongest growth in demand among the top 5 long-haul destinations at +15%. The destination, which is valued for its excellent value for money, moved up one place on the popularity scale to take third place, while the United Arab Emirates (UAE) retained fourth place, which it shared with Thailand in the previous year. The Caribbean dropped two places, but remains among the top 5 long-haul destinations. The main reasons for the weak demand were the lack of direct flights to Cuba and reduced flight connections to Mexico.
The number of family bookings at DERTOUR and its sister brands has risen by +6% compared to the previous summer. "The classic beach holiday in summer is a firm favourite with families. Their demand has even risen more strongly than the general booking trend," explains Schikarsky. "This is not surprising - families in particular need to relax, as they have multiple responsibilities, such as work and childcare." There was particular demand for holiday destinations with a very good price-performance ratio or those that are particularly attractive in terms of price.
„Families are keen to travel, but at the same time they are cost-conscious.“
In the ranking of the most popular family destinations, there were hardly any changes compared to the previous year: Turkey, Spain, Greece, Egypt and Tunisia once again occupy places 1 to 5, while Italy moved up from 6th to 5th place, sharing it with Tunisia.
Two value-for-money destinations are experiencing a real boom among the most popular family destinations: Egypt, still in 4th place, recorded growth of +30%. Bulgaria is even up +37% and climbs one place in the ranking to 6th place, which it shares with Germany, which leaves the top 5. "The very changeable coastal weather in Germany this year led to a drop in demand," says Sven Schikarsky.
There are also four long-haul destinations among the 10 most popular family destinations. Two of them recorded strong growth: the Indian Ocean improved from 9th to 7th place with an increase of +25%, while Thailand experienced the biggest boom in demand among long-distance family destinations: +32% more family bookings catapulted the country with excellent value for money from 12th to 8th place.
As in previous years, the majority of holidays were booked through travel agencies in summer 2025: 62% of guests opted for personal advice from travel experts. 38% booked their holiday online. Although the proportion of travel agency bookings fell by -4 percentage points compared to the previous year, this was a special effect: "The FTI insolvency led to an above-average proportion of bookings with a personal contact last year," explains Sven Schikarsky. A look at summer 2023 confirms this: The share of travel agency bookings in 2025 was +2 percentage points above the figure at that time. "Guests continue to value the experience of travel agency experts who know many destinations from their own experience. They save themselves hours of online research and have a direct contact person in the event of changes or queries," says Schikarsky.
Travel agency bookings ensure higher holiday satisfaction
The survey of DERTOUR guests after their return also shows that those who booked their holiday at a travel agency and received advice were significantly more satisfied on average than guests who booked their trip independently online. "Personalised advice plays a key role in ensuring that individual wishes are better taken into account," explains Sven Schikarsky. "This helps to avoid typical booking errors, such as unfavourable flight times, unsuitable hotel offers or a location that does not meet expectations. Travel agency experts pay close attention to such details."
Hotel categories: One in three guests booked a 5-star hotel.
The trend towards higher hotel categories continued in summer 2025: 33% of guests opted for a five-star hotel in summer - an increase of +3 percentage points compared to the previous year. In contrast, the proportion of lower categories declined: 52% (-1 percentage point) chose a four-star hotel, while 15% (-2 percentage points) of guests booked three-star hotels.
"We are observing a reciprocal increase: on the one hand, the proportion of five-star hotels is rising due to the strong demand for value-for-money destinations such as Turkey, Egypt and Thailand, where luxury is affordable. At the same time, these destinations are particularly popular because they offer comfort and excellent service at attractive prices," explains Sven Schikarsky.
All-inclusive remained the most popular type of catering in summer 2025 and even increased: 57% of guests (+2 percentage points) opted for AI in summer - more than ever before. Half board and breakfast were chosen by 20% and 23% of guests respectively - a slight decrease of -1 percentage point in each case.
Length of holiday remained largely constant
The average duration of short and medium-haul beach holidays in summer 2025 was 9 days, exactly the same as in the previous year. The duration of long-haul beach holidays fell slightly - by -0.5 days to 12.5 days. The average duration of luxury holidays remained unchanged at 8 days.
The luxury travel segment recorded an above-average increase in demand of +15% in summer 2025. "As with the advance booking period, there are two trends here too," explains Sven Schikarsky. "On the one hand, demand is increasing for destinations with a particularly good price-performance ratio or attractive prices, and on the other hand, interest in exclusive luxury holidays is growing. This confirms that we can continue to offer a broad holiday portfolio for different budgets and target groups."
DERTOUR recognises four overarching trends in the luxury segment: privacy and individuality, design and lifestyle, authenticity and sustainability as well as holistic wellbeing. "Accordingly, luxurious villas, suites with private pools, luxury hotels located in historic buildings with modern interior design and iconic reopenings are in demand, as are local cuisine and nature experiences as well as spa and detox offers," says Schikarsky.
While all destinations in the ranking of the most popular luxury travel destinations have recorded guest growth, the UAE, Germany and Greece stand out in particular with a disproportionately high increase in demand.
Greece maintains its top position among the most popular luxury travel destinations and is one of the winners in the ranking with an increase in guests of +21%. Germany is one of the fastest growing luxury destinations and benefited from new five-star resorts in the Alps, on the North and Baltic Seas and in cultural metropolises such as Munich and Hamburg. It recorded an increase of +30% and holds 3rd place.
The Indian Ocean, which shared third place with Germany last year, moved down one place this year to fourth place despite an increase in guest numbers. "The Maldives, Seychelles and Mauritius are among the most exclusive and sought-after luxury destinations in the world and offer an exceptionally high level of service," explains Sven Schikarsky. The Indian Ocean shares fourth place this summer with the United Arab Emirates. At +50%, it recorded the strongest growth among luxury travel destinations and moved up one place in the rankings.
Top luxury holiday destinations
- Greece (Summer 24: 1st place)
- Spain (Summer 24: 2nd place)
- Germany (Summer 24: 3rd place)
- Indian Ocean (Summer 24: 3rd place) & UAE (Summer 24: 5th place)
- Italy (Summer 24: 4th place)
As part of the guest survey after returning from holiday, DERTOUR determines which destinations holidaymakers were most satisfied with. Aspects such as the smooth running of the holiday, personal support and the quality of the local service are taken into account.
Thailand tops the satisfaction ranking: The holiday destination impressed with its exceptional quality of service, well-organised procedures and varied itineraries. Vietnam followed in second place, also scoring highly for its high level of service, personalised service and diverse excursion options. The Maldives took third place, while the Seychelles and Dubai shared fourth place. The destinations were praised for their outstanding organisation, very good value for money and excellent on-site support. Cyprus completes the ranking in 5th place: the good choice of hotels and the all-round successful holiday experience were particularly appreciated here.
Top travel destinations with highest satisfaction
- Thailand
- Vietnam
- Maldives
- Seychelles & Dubai
- Cyprus
All the results of the DERTOUR Travel Barometer Summer 2025 can be found at www.dertour.de/trendreisen/reisetrends-sommer-2025.
Editor's note: The evaluation is based on bookings with DERTOUR and its sister brands ITS, Meiers Weltreisen and Travelix Last Minute with travel dates in the period from 1 June 2025 to 30 September 2025 compared to bookings with travel dates in the period from 1 June 2024 to 30 September 2024 as of 11 August 2025 and 11 August 2024 respectively. The evaluation of the average advance booking period is based on the data as of 25 August 2025 and 25 August 2024 respectively.