Greece is among the most popular holiday destinations for summer 2026 for Austrian TUI travelers, who are already rushing to secure their spot on the beach.
Bookings for summer 2026 are significantly up compared to last year. TUI Austria is recording a “clear trend toward early bookings,” as CEO Gottfried Math stated during a press conference at the opening of the Vienna Holiday Fair.
Traditional Mediterranean destinations are once again attracting the greatest interest. In addition to Greece, strong demand is also being recorded for Turkey, Spain, Italy, and Croatia, as well as long-haul destinations such as the United States, Thailand, and the Indian Ocean.
It is no coincidence that, based on TUI’s flight program, the three top destinations from Austria are Antalya, Heraklion, and Rhodes. In total, 370 departures from Austria will be offered to 46 destinations in 12 countries.
The appetite for travel remains particularly strong in the Austrian market. Eighty-five percent of Austrians plan to take at least one trip in 2026, and more than half say they will travel more frequently or for longer durations than last year. Beach holidays clearly dominate preferences, with 76% choosing them as their primary type of vacation, while more than one third plan to visit a continent they have never experienced before.
The picture emerging from early bookings points to a market moving strongly toward cost certainty and organized holidays. Nearly six in ten TUI travelers have already opted for all-inclusive packages, an increase of three percentage points compared to last year, confirming that financial predictability remains a key priority for summer 2026.
All-inclusive and clubs for affordable prices and “holistic holidays”
At the same time, club holidays and cruises are showing impressive momentum. A YouGov survey in Austria indicates that 30% of travelers are considering holidays in organized clubs, while 29% are considering a cruise for 2026, with TUI seeing this segment grow faster than the overall travel market. Notably, four out of the five top accommodations booked by TUI guests for summer 2026 are TUI Magic Life Clubs.
The shift toward all-inclusive and club holidays is not only about cost, but also about the type of experience travelers are seeking. As highlighted by the CEO of TUI Hotels & Resorts, Bernd Mäser, guests want “all-in-one” holidays: food, activities, wellness, and social experiences, with multigenerational family holidays, wellness, longevity and wellbeing travel gaining ground. At the same time, solo travel is also on the rise, as 31% of those planning holidays in 2026 say they will travel alone, while individual bookings at TUI have increased by 6% compared to last year.
Promotions also play a key role in the strong early-booking momentum, with discounts of up to 40% and special family packages allowing children to travel from as little as €149. The share of families in early bookings for summer 2026 has already risen to 42%, four percentage points higher than last year.
At the same time, TUI is strengthening its hotel portfolio with 15 new properties worldwide, across brands such as TUI Blue, TUI Kids Club, and Riu, adding new family resorts and beachfront hotels in the Mediterranean, Turkey, and long-haul destinations such as Mexico, Zanzibar, and Curaçao.