A mixed summer for travel agencies

It is time for travel agencies to take stock as they look back on a season complicated by the geopolitical situation, high fuel prices and last-minute bookings, whilst trends for the autumn-winter season are beginning to take shape. Overall, summer 2026 saw a fall in revenue compared with last year, but operators had feared the worst. This was the sentiment of 84 per cent of those surveyed, who had predicted a downturn for the season; however, in the final analysis, 67 per cent reported lower sales than in 2025, though for the most part the declines were modest. Around a third of agencies, however, ended the period with stable or rising sales. This is the assessment of the Aidit Federturismo Confindustria Observatory, which surveyed 230 member agencies across the country between September and October.

“A season of ups and downs, with the final outcome less severe than initially feared,” comments Domenico Pellegrino, president of Aidit Federturismo Confindustria. The work of the travel agencies made all the difference: finding alternatives to cancelled flights, rebooking customers onto other destinations, and resolving heatwave-related emergencies within a matter of hours. It is when things go wrong that you realise what a travel agent is for. Today’s customers make last-minute decisions and want to be able to change their minds: this isn’t just a temporary effect of the crisis; it’s the market we’ll have to work with.” The outbreak of war in the Middle East caused bookings to the Red Sea and North Africa to plummet, halted long-haul routes to the Far East that passed through the region’s major hubs, whilst flight prices have soared due first to high oil prices, followed by fears of a jet fuel shortage. Consequently, in April, 78 per cent of agencies cited North Africa, including Egypt, as one of the areas hardest hit by the crisis. By the end of the summer, however, Egypt had become the best-selling destination for almost two-thirds of travel agencies. This was followed by Italia (57 per cent), Spain and the western Mediterranean (56 per cent), then Greece, Croatia and Turkey (39 per cent). Further behind were Japan and Asia (28 per cent) and Northern Europe (19 per cent), chosen partly for its cooler climate. The UAE, Qatar and Oman, on the other hand, were the only region that had not recovered: 72 per cent of agencies cited it as the area with the most marked decline. The prevailing climate of uncertainty has favoured last-minute bookings, with 70 per cent of agencies reporting that customers booked closer to their departure date. The most popular options were seaside holidays abroad in the Mediterranean (57 per cent) and cruises (51 per cent), ahead of beach holidays in Italy (48 per cent) and long-haul trips (38 per cent), whilst one in two agencies had to deal with flight cancellations and rearrange itineraries. Despite everything, at the end of the season 82 per cent of agencies still gave a very positive assessment of their customers’ satisfaction. AI has become part of everyday life, used primarily to research destinations, create content and prepare quotes. Customers, on the other hand, are lagging slightly behind: itineraries created with an AI assistant remain the exception, and social media is still the main source of inspiration.

Data from the Aidit Observatory on booking trends for the 2026–2027 winter season show demand in line with last year’s or even higher, but ‘it is too early to confirm a trend’, Pellegrino points out. Spending remains steady, and for around half of the agencies, a booking is worth an average of more than 2,500 euros, both in winter (52 per cent) and in summer (49 per cent). Geopolitical factors will continue to weigh heavily in the new year, prompting caution: 40 per cent of agencies consider any forecast to be premature, whilst 30 per cent expect stability, although the uncertainty surrounding flight costs remains a concern. Demand for next year is focused on the western Mediterranean and Egypt and, for long-haul destinations, on Japan and South Korea. Solo travel is on the rise, cited by 43 per cent of agencies, as are destinations with cooler climates (36 per cent), ranging from the Nordic countries to Iceland; Cape Verde is also among the emerging destinations. The latter is a destination seeing growing interest and has, to all intents and purposes, become an emerging destination according to Skyscanner’s ‘Travel Trends Report 2027’, with the island of Sal taking the top spot in the top 10 trending destinations for Italian travellers, with a triple-digit increase in search queries (+339 per cent year-on-year). The report highlights how Italian travellers express a clear preference for destinations that offer a strong sense of identity and an authentic experience. These characteristics find a solid commercial response in Sal, thanks to a consistent summer climate all year round, excellent accommodation facilities – including resorts operated by leading tour operators such as, for example, Alpitour and Veratour, and a network of direct flights that spare customers the stress of long lay-overs.

Data compiled by the Veratour Research Centre for the months of October, November and December – excluding the Christmas period – show that demand is increasingly focused on destinations that combine a favourable climate, a reasonable distance and cost-effectiveness. The Red Sea is by far the most popular choice: Egypt accounts for 41 per cent of confirmed bookings for the period. Cape Verde is also performing well, with 15 per cent, whilst Zanzibar and Kenya together account for 12 per cent. Demand for certain long-haul destinations, such as the Caribbean (the Dominican Republic, Mexico and Jamaica), which account for 8 per cent, and the Maldives and Mauritius, which together make up 5 per cent, is lower than last year. Rising transport costs and their consequent impact on the final price of holiday packages are driving some customers towards closer and more cautious choices. “2026 is a complex year: the market is inevitably influenced by what is happening in the world,” comments Stefano Pompili, Co-CEO of Veratour. “International instability, rising costs and greater caution on the part of families are affecting people’s choices. However, there is one figure that remains particularly significant for us: over 40 per cent of our customers return to choose a Veraclub within 18 months of their previous holiday, a percentage that exceeds 60 per cent at some resorts. Autumn also offers us a clear indication: at a time when price and distance weigh more heavily on people’s choices, the ability to build a lasting relationship with the customer becomes even more important.”

Another operator focusing on the archipelago is CaboVerdeTime, which concentrates exclusively on the Cape Verde archipelago and is a leading name in Italia because the island of Sal is a destination that combines the charm of unspoilt nature with the great convenience of a medium-haul flight with virtually no time difference, ideal for those seeking a break from the daily grind.