As the Christmas holiday market enters its final stretch, European travelers booking through travel agencies appear to be torn between the timeless charm of festive European cities and a new trend toward more savvy choices in long-haul destinations, according to data from the B2B accommodation, flight and transfer booking platform RateHawk regarding hotel bookings from December 22, 2025 to January 5, 2026.
Traditional Christmas markets and holiday events continue to attract European travelers seeking a festive atmosphere. Bookings for destinations within Europe account for 35% of total bookings made by European travel agents worldwide. The top five European destinations are France, Spain, the United Kingdom, Italy and Germany. These countries remain key choices for travelers wishing to experience holiday traditions, local cuisine and traditional crafts. Beyond major capitals, top choices also include Munich, Frankfurt, Strasbourg, Salzburg, Colmar and Bordeaux.
The top five long-haul destinations for European travelers are the United States, Thailand, the United Arab Emirates, Japan and Mexico. The average transaction value for hotel bookings is 1,487, with an average stay of four nights.
Despite an overall decline in visitors to the United States throughout the year, the country remains one of the most popular Christmas destinations among Europeans booking their holidays through travel agencies. RateHawk records a significant increase in interest for cities such as New York and Orlando during the festive season.
Another popular long-haul destination is Thailand, with peak beach holiday season coinciding with the winter holidays in Europe. New direct flights from European countries to Bangkok and Phuket, introduced by airlines such as Air France and Norse Atlantic, have made the country even more accessible. Beyond classic destinations, more and more travelers are choosing places such as Takua Pa, known for its historic old town, and Chiang Rai, famous for the impressive White Temple.
The United Arab Emirates are another popular choice for travelers seeking a sunny getaway, especially among visitors from the United Kingdom, Italy and Spain. Dubai and Abu Dhabi are the cities with the highest number of bookings, offering a wide range of experiences. From these hubs, travelers can enjoy cultural attractions such as the Louvre Abu Dhabi, as well as natural sights like Hatta Lake and the Jebel Jais mountains.
Japan rounds out this years booking season with a 188% increase in hotel bookings made through RateHawk compared to last Christmas season. While cities such as Tokyo, Kyoto and Osaka remain popular, travelers are also exploring quieter locations, such as Kanazawa, known for its winter cuisine, the hot springs of Hakone, and the winter illuminations of Matsumoto. Japans mountainous regions, such as Hokkaido, are becoming increasingly popular for ski holidays.
Astrid Kastberg, CEO of RateHawk, commented: This year, we are seeing more travelers seeking new experiences and choosing less crowded cities, even in well-known destinations. We offer travel agents access to more than 2.9 million carefully selected accommodation options. With such a wide choice and useful search filters, agents can find the best options to suit different needs and assist with last-minute bookings.
A 5th booking cycle with 5 permanent clients in Europe:
- Italy
- Czech Republic
- Hungary
- United Kingdom
- Japan
