“Do you think we’ll ever have a normal summer of travel?” asks a colleague across the office, just as another article is published on the impact of geopolitical developments on where and how we travel. And this is a fair question, one explored in a related Condé Nast Traveller piece by Sarah Allard.
What the data show
Despite geopolitical uncertainty, Europe is showing resilience and in some cases increased demand, particularly in countries such as Spain, Italy, France and Portugal, which continue to rank high in searches and bookings.
“Europe is seen as a safe option because it’s close for Britons, without major fuel surcharges and familiar in times of uncertainty,” says Tom Barber, co-founder and brand director of Original Travel. “We’re seeing its popularity rise, with clients choosing it over long-haul destinations.”
Another tourism industry executive records a similar picture, noting that “geopolitical tensions are boosting intra-European travel rather than restricting it,” with bookings up 17% year on year.
Skyscanner data also show increased demand across the continent, with the same countries dominating searches by British travellers. However, price remains a decisive factor in decisions, as travellers now combine destination and cost considerations.
A new profile of more cautious travellers
“Generally optimistic, but more cautious” is how today’s travellers are described by Debra Fox of Abercrombie & Kent. She notes that clients continue to travel, but spend more time researching before booking.
Despite longer preparation times, the average spend per trip has risen, as those who decide to travel do so with more comprehensive planning. Cancellations remain rare, with many travellers showing greater flexibility on destination, as long as the trip happens.
Greater flexibility in bookings
Flexibility is now a key priority. According to Skyscanner, there has been a 66% increase in the use of stopover filters, as travellers try to better manage their options.
They seek options that allow changes, while leveraging tools to compare dates, airports and flights to achieve better combinations of cost and convenience.
At the same time, there is growing interest in private villas and more independent forms of accommodation, particularly in countries such as Greece, Italy, France and Spain, while access to local concierge and personalised services enhances the sense of safety and flexibility, according to industry experts.
Perception and reality in Europe
In some parts of Europe, demand is affected more by perception than by the actual situation, particularly in areas close to geopolitically sensitive zones.
Countries such as Cyprus, Turkey and Greece are cited as regions where growth initially slowed, without significant cancellations being recorded. And now, with the situation in the Middle East stabilising, conditions are improving and recovering day by day.
Experts stress that the overall picture remains stable, with small variations in booking rates rather than dramatic shifts.
The shift towards the West and North
At the same time, there is increased interest in Western and Northern European regions. Italy remains a strong destination, while emerging areas of Spain such as Galicia, Asturias and Cantabria are gaining ground over more saturated regions. France is also recording increased demand, while Portugal and the Balkans continue to strengthen their position on the European tourism map.
How will the summer be?
The defining characteristic of the European traveller in 2026 appears to be flexibility, more than caution.
Travellers are adjusting their plans rather than cancelling them, opting for more flexible solutions and different destinations. As experts note, the desire to travel remains strong, even if the original planning changes.
This article first appeared, in Greek, in Hermes Airports' online newsletter Flight Mode. Click here to view it.