New data: 5 summer travel trends and top destinations in Europe for 2023

From surprising trending destinations to the explosive boom of business travel, eviivo and RateGain break down the most significant travel trends for summer 2023.

Travel is back in full swing post-pandemic, and travelers are returning to timeless — and emerging — destinations, “working from roam” for business, and checking into more short term rentals.

87% people across the world plan on traveling this summer, according to Real Research, and flight searches are up 25% for this summer, according to eviivo partner Expedia. Furthermore, Airbnb announced guests have already planned stays in over 72,000 cities and towns this summer.

eviivo collaborated with RateGain Travel Technologies Limited (RateGain), a global provider of SaaS solutions for travel and hospitality, through its recent data analysis using Adara, one of the world’s largest travel data platforms,” to offer key data insights determining the top travel trends in Europe for Summer 2023.

There’s been a remarkable recovery in the European travel market in the first quarter of 2023. The market is projected to grow by 20% in 2023, reaching pre-pandemic levels by the end of the year. Popular destinations in Europe have already surpassed pre-covid travel figures (see table in No 4 below).

In Europe, the popularity of domestic and regional travel is back with the resurgence of business travel and the continued demand for leisure travel. Beyond these factors driving growth in the European travel market, a high demand for leisure travel also came from the U.S., which enjoyed a strong purchasing power with a strong USD.

In Europe, nights booked for Q2 are up 15.4% and ADR has increased by 13.2% year-on-year, jumping from €125.17 to €141.64. Occupancy is up 10.2%, while RevPAR has increased by 24.7%.

In the UK, hosts are enjoying a 15.2% increase in ADR, from £139.06 to £160.20, and a 14.4% increase in nights booked compared to last year. Occupancy has jumped up 9.4% and RevPAR has increased by 26%, now settling at £52.83. 

eviivo partner Key Data, a US-based platform that sources and analyzes the most accurate, real-time vacation rental data available to the industry, reported on May 24, 2023, Q2 stays in the short-term rental industry is up 16% globally. The number of nights booked for global Q2 stays is up 15.9% annually, with 22.6 million more nights sold than at the same point last year. The average daily rate (ADR) is also up 1.4%.

“We have certainly seen tremendous growth of bookings and reservations from our hoteliers, hosts and property owners, many who have rooms booked for several weeks straight through summer,” says eviivo CEO Michele Fitzpatrick. “After three years of Covid, travelers have saved money, booked business and leisure trips as far back as winter based on our data, and now, they have the perfect weather for their travels in inspiring places throughout Europe.”

Expedia released an annual report that indicated 81% of travelers worldwide pledge to travel in 2023, “no matter what.” 

According to the report, the top three types of accommodations travelers will book are hotels (24.71%), resorts (17.15%) and vacation rentals such as Airbnb and Vrbo (12.24%). 

Business travel is regaining its position pre-pandemic levels with many businesses keen to resume face-to-face meetings and build relationships with clients. This development has led to a sharp increase in demand for business travel in major cities, as well as nature-bound settings in many cases. 

“The ‘work from roam’ generation is helping accelerate business travel in an extraordinary way,” says eviivo CEO Michele Fitzpatrick. “People are eager to meet in person and travel to events, conferences and business meetings while extending their time in the destinations. Airbnbs, vacation rentals and other short-term rental properties offer them convenient, modern luxuries — kitchens, outdoor spaces, fast WIFI, multiple rooms — to truly turn their business trip into a leisure one. Many eviivo property owners have seen this trend increase significantly in 2023.”

The post-pandemic world has also given way to changed traveler preferences and demands. Travelers are bringing their pets ( “pet friendly” is now one of the top-searched filters on booking sites), and guests are seeking more remote places. 

At Adara, RateGain has access to billions of data points from more than 300 trusted partners to track the traveler’s journey and gain travel intent insights. Here are the top key insights:

• The U.S. contributes to the highest intercontinental leisure travel bookings in EMEA.

• France, the U.K., Spain, Portugal, and Germany show a high surge in exchange of travelers.

• The U.S. contributes to the highest searches made for most EMEA destinations.

• High leisure demand from Denmark and Sweden for European destinations.

• Germany emerges as an important business destination for EMEA.

• Couples prefer traveling to Spain, Italy, France, and Greece.

• Italy, France, and Greece emerge as top origins contributing to family travel in Europe.

Based on RateGain International Inbound Flight Bookings for June-Aug’23, here is where most travelers are heading to this summer in Europe. 

Portugal emerged at the top position as the most-visited destination in Europe for summer 2023, climbing up three places.

The second highest bookings are made for Spain. Spain lost its position to Portugal, which has become the most economically viable destination in 2023.  

Italy is third on the list and has maintained a strong position in the post-pandemic years. 

The U.K. has seen a rise in flight bookings post-COVID period. It is in the 4th position in 2023. 

France is in the 5th place this summer as Portugal and the U.K. climb up the chart in international flight bookings. 

Portugal is at the top of the list regarding flight bookings for travel to Europe in summer 2023. Portugal has become a lucrative destination for business with its economic viability. Flights to Portugal from the Americas and other parts of Europe are more economical than any other European destination.

Both Portugal and Spain claimed the crown for top business and leisure destinations, with Italy coming in at third in all sectors. 

“I’m thrilled to see Portugal, Spain and Italy the top three most visited countries for summer 2023 since they are truly special, beautiful and inspiring destinations,” says Philp Comunello, eviivo Regional Director of Iberia and Italy. “Eviivo has significantly grown in these regions as more hosts, owners and hoteliers are opening vacation rentals, boutique hotels, Airbnbs and casitas to meet the demand of travelers.”

Lisbon is the most popular leisure travel destination, attracting tourists from Europe as well as the Americas. 

Serving as a center for Business meetings and a hub for traveling to other leisure destinations in Portugal, Lisbon has surpassed some of the most popular destinations in Europe in terms of international arrivals this summer. 

London comes next, with a high number of arrivals from the U.S. 

Paris, one of the most visited places in the world, has the third highest international arrivals expected in summer 2023.

(Based on confirmed online bookings with stay dates between 15 Jun 2023 – 15 Aug 2023 via eviivo internal data, June 1, 2023)