Passengers are fleeing airport crowds, and cruises are becoming a haven for couples
New data from the Advantage Travel Partnership revealing tectonic shifts in consumer behaviour in the European market. While the introduction of the new European Entry/Exit System (EES) is causing chaos at some borders, demand for packages that guarantee a fixed cost and a smooth journey without administrative hurdles is growing.
Greece's manoeuvre with the EEA redirects tourist flows
The introduction of the EES biometric system within the Schengen area has become one of the biggest logistical challenges this spring, but Greece's decision to temporarily suspend These complicated checks for British citizens proved to be a top commercial move. According to data from the Advantage consortium, Greece's share of total sales jumped from 7.71% in mid-April to almost 10.1% by the end of the same month.
This rapid growth is a direct consequence of travellers' desire to avoid the lengthy waiting times at border crossings that have been recorded at some other European airports. On the other hand, traditionally dominant markets such as Spain and its islands are experiencing a slight decrease in market share. For travel agencies and tour operators, this is a clear signal: predictability and ease of reaching the destination have become as important as the price of the package itself.
Cruises as an independent niche immune to inflation
While the family segment, under macroeconomic pressures and rising fuel prices, increasingly seeks security in all-inclusive packages (which currently account for 38% of all bookings, predominantly in Turkey and Spain), a completely different group of consumers is emerging on the market. Circuit tours have transformed into a separate, significantly less price-sensitive segment dominated by couples.
Shipping companies and agencies that sell cruises are posting excellent results, and this sector is currently generating a staggering 15% in total booking revenue for the summer season. The main drivers of this growth are split into three areas: demand for non-flight departures (direct from home ports) is rising, fly-cruise packages to the Mediterranean are being booked early, while long-haul and extended itineraries are recording significantly higher average transaction values. Couples are clearly seeking premium experiences and are willing to pay more for luxury and personalised service.
Market resilience and late bookings influenced by geopolitics
Despite instability in the Middle East and inflationary pressures, the desire to travel remains exceptionally resilient, but the booking window has drastically shortened. Agencies are observing extremely strong demand for departures at very short notice – bookings within the next 12 weeks account for more than 41.1% of total traffic.
An interesting trend is also evident in premium intercontinental travel to the US and the Caribbean, where the average booking value has increased by 71% compared with last year. Even the closure of airspace in the Middle East, which has significantly extended flight times to the Far East, has not deterred luxury travellers. Instead of giving up, clients have simply redefined priorities and are investing more in the destination itself, seeking the flexibility, peace of mind, and expert guidance throughout the planning process that only experienced agents can provide.
