Learn From My Selection

Travelers in 2026 are increasingly booking directly, utilizing loyalty programs to offset rising accommodation costs.  Despite higher accommodation expenses, overall travel demand remains strong, as travelers are reallocating funds to experiences, dining, or longer stays. Hotels are responding by focusing on targeted pricing, promoting direct bookings, and emphasizing value propositions to meet changing consumer behaviors.

In the first two weeks of March, new bookings in Germany dropped sharply (CW 11 & 12: -16-20%), while demand is increasingly shifting towards western destinations. Bookings for the U.A.E. and traditionally strong destinations such as Türkiye and Egypt are also experiencing noticeable declines. Travellers seeking alternatives face rising holiday prices, limiting replacement bookings.

Türkiye aims to boost its thermal tourism revenue to $20 billion annually by 2028. The Government plans to achieve this through infrastructure modernization and new legislation that expands wellness services beyond traditional health tourism. The  new law aims to shift toward a comprehensive wellness industry in six provinces: Erzurum, Bolu, Samsun, Sıvas, Rize and Nevşehir.

Despite global uncertainty, Türkye continues to increase its share of international travel, with stakeholders in both the public and private sectors closely monitoring developments and responding swiftly to shifts in demand from key markets. An optimistic outlook for 2026.