Published on
September 19, 2025
Turkey, Italy, Egypt, Spain, Tunisia, Thailand, Germany, the UAE, and Greece have emerged as the leading destinations in the latest Dertour study, showcasing their continued popularity for both family vacations and luxury travel. Greece stands out, securing third place for family vacations and holding the top position for luxury travel. While Greece leads in the luxury sector, countries like Turkey, Italy, and Egypt remain strong contenders for family travel, offering appealing options for a wide range of vacationers. This report highlights the growing trend towards both upscale travel experiences and family-friendly destinations, with Greece firmly at the forefront in both categories.
The Dertour report, which tracks booking trends and travel preferences, shows a clear trend of consistent visitor numbers and a significant increase in pre-booking periods. Greece ranks third among the most popular short- and medium-haul destinations, as well as family destinations. Surprisingly, it also holds the top spot as the most recommended destination for luxury travel.
The analysis conducted by DERTOUR dives deeper into visitor behaviors, highlighting popular travel destinations, the rising demand for family-friendly vacations, and preferences for vacation areas, hotel types, and meal options. This data provides a comprehensive look at shifting travel habits and evolving preferences.
According to the report, nearly 90% of travelers opted for nearby destinations. Among these, Turkey stood out, with a large share of visitors heading there. The distribution between short, medium, and long-haul destinations remained relatively stable. Approximately 89% of travelers chose short or medium-haul destinations, while only 11% selected long-haul trips. This shift resulted in a slight decrease in long-distance travel, with the share dropping by one percentage point in favor of short- and medium-haul flights.
Turkey maintained its position as the top short- and medium-haul destination, followed by Spain in second place, and Greece securing the third spot. Egypt, noted for its attractive price-performance ratio, saw an impressive 23% increase in demand, propelling it up the rankings to fourth place. Germany, which ranked fourth last year, dropped to fifth this year, now sharing the spot with Italy, which held its place from the previous year.
Top Short- and Medium-Haul Destinations:
TurkeySpainGreeceEgyptGermanyItaly
In terms of long-haul travel, the Indian Ocean emerged as the most popular destination for summer 2025, surpassing North America, which dropped to second place. This decline in demand for North America was partially influenced by negative media coverage of U.S. immigration policies, which affected travel sentiment. Thailand, on the other hand, saw the most significant growth in demand among long-haul destinations, increasing by 15% and moving to third place. The UAE remained steady in fourth, while the Caribbean dropped two positions but continued to be among the top five long-haul destinations.
Indonesia and East Africa, which had ranked within the top five for long-haul travel last year, held their positions with stable demand. However, Japan, Vietnam, and Sri Lanka experienced remarkable growth in long-haul demand. Japan saw a 70% increase, moving to the ninth position, while Vietnam and Sri Lanka also experienced solid growth rates of 24% and 21%, respectively, climbing to eighth and seventh places.
Family bookings through DERTOUR and its partner brands saw a 6% increase compared to the previous summer, indicating a growing preference for family-friendly vacation options. Destinations offering great value for money or particularly attractive pricing were especially popular among families. The top family destinations remained largely unchanged, with Turkey, Spain, Greece, Egypt, and Tunisia holding the top five positions. Italy moved up from sixth to share fifth place with Tunisia, reflecting a slight shift in family travel preferences.
Top Family Destinations:
TurkeySpainGreeceEgyptTunisiaItaly
Interestingly, four long-haul destinations also made it into the top 10 family destinations. The Indian Ocean, which improved from ninth to seventh place, saw a 25% increase in family bookings, while Thailand experienced the most significant growth in demand among long-haul family destinations. A 32% increase in family bookings propelled Thailand from twelfth to eighth place. The UAE shared tenth place with both North America and Austria, highlighting the growing popularity of family travel in these regions.
In terms of hotel preferences, there was a clear trend toward more upscale accommodations. For summer 2025, 33% of guests chose five-star hotels, marking a 3% increase compared to the previous year. The share of guests selecting lower-tier hotels declined, with 52% opting for four-star hotels (a 1% decrease) and 15% choosing three-star accommodations (a 2% decrease). All-inclusive packages continued to be the most popular meal plan, with 57% of guests selecting this option. Half-board and breakfast were also popular, chosen by 20% and 23% of guests, respectively.
As for luxury travel, Greece firmly retained its position as the top destination for high-end vacations. The country saw a 21% increase in guest numbers, making it one of the biggest winners in luxury travel. This growth was fueled by the resurgence of classic luxury spots and the opening of new, high-end resorts. Spain and Germany also experienced significant growth in luxury travel, solidifying their positions as key destinations for affluent travelers.
Top Luxury Travel Destinations:
GreeceSpainGermanyIndian OceanUAEItaly
Greece’s dominance in the luxury travel sector can be attributed to the revival of well-known luxury spots, such as Amanzoe and Porto Elounda, along with the introduction of new high-end resorts like Isla Brown Corinthia in Peloponnese, Nikki Beach Resort & Spa in Porto Heli, and JW Marriott Crete. These developments have reinforced Greece’s appeal as a luxury destination and contributed to its continued success in the sector.
Turkey, Italy, Egypt, Spain, Tunisia, Thailand, Germany, the UAE, and Greece lead the latest Dertour study, with Greece ranking third for family vacations and first for luxury travel. The report highlights these countries’ strong positions, reflecting their continued appeal for both family-friendly getaways and high-end travel experiences.
Overall, the Dertour study highlights key shifts in travel preferences, with an increasing trend toward family vacations, higher-end accommodations, and luxury travel. The popularity of short- and medium-haul destinations remains strong, with countries like Turkey, Spain, and Greece continuing to lead the rankings. At the same time, long-haul destinations like the Indian Ocean and Thailand are gaining traction, offering travelers a variety of options for both family and luxury getaways.
