Holiday plans 2026: prices and crowding weigh more heavily
Holiday intention for 2026 remains high and stable among travellers, although there are clear differences between markets. On average, 88% of respondents intend to go on holiday in 2026, a slight decrease compared with a year ago (90%). Among Dutch, German and Spanish travellers, holiday intention is comparable to last year, while it has declined among Belgians, Britons and Americans. This is shown by the latest results of our Holiday Sentiment Monitor.
A third have already booked, mainly for early 2026
Around one third of respondents (33%) have already booked a holiday for 2026, the same proportion as last year. Britons are the most likely to book in advance (38%), although this share is lower than a year ago. Among Belgians, the proportion of early bookers is the lowest (27%). Of those holidaymakers who have already booked, three quarters will depart in the first half of 2026. At the same time, there is still considerable market potential: 55% have the intention to go on holiday in 2026 but have yet to book. Of this group, 57% are already actively researching their options. Popular travel months are May and July, followed by April and June.
Limburg and Gelderland popular for holidays at home
Almost a quarter of Dutch holidaymakers (23%) choose the Netherlands as the destination for their next holiday, similar to last year. Holidays elsewhere in Europe remain the most popular option (58%), while 15% are planning an intercontinental trip. Spain is once again the favourite European destination among Dutch, German and British travellers. Italy, France and Greece also rank highly. Within the Netherlands, Limburg and Gelderland are most often considered, followed by North Holland and Drenthe. Domestic holidays usually last four to seven nights. Notably, Dutch travellers aged 65 and over often choose the Netherlands as the destination for their longest holiday of the year.
Train gains popularity among Germans
The plane remains the most commonly chosen mode of transport for European holidays (59%), especially among the British and the Spanish. Among Dutch, Belgian and German travellers, the car also remains an important means of transport. Notably, German holidaymakers are more likely than last year to consider travelling by train.
Prices increasingly influence holiday choices
On average, 50% of holidaymakers say they are adjusting their holiday behaviour due to rising prices, an increase compared with last year. Common ways to save include choosing cheaper accommodation or taking holidays less frequently. Belgians and Germans are more likely to cut costs during the stay itself, for example by eating out less often. Notably, the Netherlands and Belgium are seen as destinations offering good value for money in terms of accommodation, while the United Kingdom is perceived as relatively expensive.
More and more travellers avoid crowded destinations
Crowding is also playing an increasingly important role in the choice of holiday destination. On average, 51% of respondents avoid certain destinations due to negative reports about overtourism. This share is highest among the Spanish, but it is also close to half for Dutch and American travellers.
Curious to explore all insights from the Holiday Sentiment Monitor (HSM)? View the most recent and previous editions of the HSM here.