As the summer holidays begin, the Baltic Travel Company has found that many families and couples planning their getaways are increasingly opting for holidays with shorter flight times within Europe, backed by a new report indicating that UK visitors are leaning towards destinations closer to home.
Recent research shows that all of the top trending international destinations searched for by British travellers are European, reflecting a shift where visitors want shorter journeys, more authentic and cultural experiences, and locations they may never have been to before.
Changing Travel Habits Influence Summer 2026 Holiday Bookings
While the broader trend points to growing demand for holidays within Europe, another striking finding is that the strongest growth is in emerging destinations or less conventional countries, as more travellers are searching for breaks off the beaten track, often away from all-inclusive resorts. The data shows that:
- Searches for Croatia holiday packages have risen by 273% year-on-year
- Searches for Albanian holidays have increased by 92%
Both locations have seen among the highest interest from travellers, and, interestingly, both are known for their natural landscapes, coastal scenery, and diverse activities and excursions, such as hiking and water sports.
For UK holidaymakers, the shorter flight times have also likely contributed to the appeal of these options, as guests have greater flexibility to book short weekend getaways or week-long holidays.
Established European destinations like Italy, Portugal and Spain have continued to perform well, but travel specialists have noted that many holidaymakers are increasingly keen to explore lesser-known regions.
Why British Travellers Are Searching for Emerging Holiday Destinations
Croatia’s Adriatic coastline is rapidly establishing itself as one of Europe’s most sought-after holiday destinations, with its crystal-clear waters, historic towns, charming small villages and the option to island-hop to visit multiple destinations within one holiday.
At the same time, Albania’s Riviera has been steadily building a reputation over recent years for pristine beaches, breathtaking mountain ranges and excellent value for money. One common factor is that both places offer an alternative to some of the busier Mediterranean resorts.
Managing Director, Birthe Nielsen from the Baltic Travel Company says, ‘We’re seeing a huge amount of interest from travellers who want more from their breaks, and to find exceptional scenery and warm weather within a relatively short travel time.
Many want experiences, rather than only sunshine, whether that’s enjoying quieter beaches with their children, being able to hike through mountain passes and valleys, or spending their holidays browsing boutiques, cafes and markets in ancient old towns.
It is no surprise that both Croatia and Albania have become significantly more popular, as they’re countries that are easily accessible from the UK but offer something a little different from the norm!’
Expectations for Ongoing Changes to Traveller Priorities
Across the travel sector, demand for short-haul holidays has grown steadily, as travellers increasingly look for convenience alongside authentic travel experiences.
Alongside Croatia and Albania, locations that offer a similar backdrop of outdoor excursions, short flights and authentic culture, such as Estonia, Latvia and Lithuania, have seen upticks in bookings and enquiries, all of which are within a three-hour flight of most major UK airports.
More information about the destinations mentioned, places to visit, accommodation options and top attractions, as well as details of travel packages and customisable itineraries, is available on the Baltic Travel Company’s website or by contacting the business directly.
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