European Travelers Prioritize Safety, Simplicity, and Relaxation in 2026

As geopolitical tensions and economic uncertainty persist, European travelers are increasingly prioritizing safety, ease of planning, and restorative experiences when booking vacations, according to a novel report from the Dertour Group. The Travel Trend Report, based on a survey of 8,000 individuals across 13 European countries conducted in early February 2026, reveals a shift in travel motivations, with a greater emphasis on well-being and security.

Vacation Remains a Priority Despite Economic Headwinds

Despite economic challenges, travel remains a significant expenditure for many Europeans. The Dertour report indicates that 38% of Europeans prioritize travel spending over other discretionary purchases like fashion or technology. In Germany, this figure rises to 43%.

A Shift in Travel Motivations: From Experience to Well-being

The nature of travel desires is evolving. Christoph Debus, CEO of Dertour, notes that travelers are no longer solely focused on maximizing experiences. Instead, they seek a sense of security and improved well-being. Many are actively looking for balance, tranquility, and personal time during their vacations.

Rest and Mental Recovery Top Travel Motivations

Relaxation is the primary driver for travel for a majority of European respondents, with approximately 58% aiming to unwind and recharge. In Germany, 53% share this sentiment. Mental well-being is also a key consideration, with 39% of German travelers citing stress reduction as a major reason for travel – the highest percentage among European countries.

Demand for Flexible and Unstructured Travel

The trend towards prioritizing well-being is reflected in travel preferences. For 2026, 34% of respondents favor trips without fixed schedules or activities.

Packaged Holidays Remain Popular for Convenience and Security

All-inclusive packaged holidays continue to be a popular choice, driven by the desire for simplified booking processes. 38% of travelers cite complete booking convenience as the most important reason for choosing this option, while 36% value the price-to-performance ratio and 31% appreciate the reduced planning effort. Debus explains that packaged holidays offer “planability, security, and a sense of calm even before the trip begins,” aspects that are particularly important in uncertain times.

Price and Safety are Key Decision Factors

Travelers are increasingly budget-conscious, with 61% considering price-to-performance ratio a crucial factor in their vacation planning. Safety is also a significant concern, cited as a key factor by around 36% of respondents when choosing a destination.

Personalized Travel Advice Gains Importance

Many travelers are seeking expert guidance when planning their trips. 42% currently utilize personalized travel advice, and an additional 32% express interest in doing so. Security is a major driver for this demand, with one-third of travelers valuing assistance in crisis situations. 30% trust advisors to identify the best options, and 29% appreciate having a reliable point of contact for problem-solving. Debus emphasizes that guests desire support not only during their trip but also during the booking process.

Nature as a Growing Travel Motivator

Immersing oneself in natural landscapes is becoming an increasingly important travel motivator. Nearly one-third of travelers cite experiencing nature as a key reason for their vacations, with around 23% specifically planning outdoor activities for 2026. In Germany, this figure rises to 26%. Debus notes that a common thread across all surveyed nations is a longing for relaxation and a desire to escape daily routines and recharge.