The central role that the “sun and sunbed” concept played in German holidays is coming to an end, as revealed by a recent TUI survey, according to which modern travelers are not satisfied with “old-fashioned” holidays but are also looking for greater flexibility, meaningful experiences and personal fulfillment.
The major tour operator predicts, based on what the survey showed, that themes such as nature, fun and personalization will shape the way Germans plan their holidays in 2026. These trends reflect a new model of vacation, where flexibility, sustainability and personal discovery turn every trip into a life experience.
“The travel trends for 2026 show how holidays are perceived today: For some, relaxation is of primary importance. For others, discovering new cultures and unique moments is of primary importance. Above all, however, we see that these ideas are not mutually exclusive. An all-inclusive trip to a dream beach is increasingly being combined with excursions and local activities so that [guests can] experience the landscape and culture of the holiday destination first hand,” points out Benjamin Jacobi, CEO of TUI Germany.
The survey, conducted among 2,000 Germans by the research institute Appinio, identified 5 travel trends…
Back to nature
Around 35% of respondents say that the landscape and contact with nature are the most important motivation for a vacation, and almost 29% share images from nature more often on social media. From hikes in forests to relaxing by lakes, travelers are looking for peace, health and “disconnection”. Women seem to prefer peace and quiet in nature even more during their vacation.
Multi-stop vacations
One trip, many destinations. A third of those surveyed prefer to travel to cities. Vacations with multiple stops – for example, through Andalusia with stops in Malaga, Granada and Seville – are absolutely in fashion. It is no longer just about enjoying a single destination, but about combining many attractions, whether it is idyllic beaches or city centers. In addition, trips to several smaller cities, away from the big metropolises, are becoming increasingly popular. Among TUI’s up-and-coming destinations for this autumn are Palermo, Bilbao, Dresden, Leipzig and Kiel.
All-inclusive with… ecological awareness
All-inclusive holidays remain a favorite among Germans and are experiencing a revival, especially among younger people. For 38% of 18 to 24-year-olds, the preference for all-inclusive accommodation is even higher than the average of those surveyed (35.3%). Similarly, hotels are by far the most popular accommodation (51.5%) – even among young people. Sustainable options in all-inclusives are also becoming increasingly important. Many hotels have improved demand planning to minimize food waste. Cooking options in open kitchens, where fresh dishes are prepared according to guests’ preferences, are also expanding. All-inclusive allows for stress-free relaxation and predictable costs, a crucial factor for many holidaymakers, especially in these times.
Gastronomic tourism
The search for local flavors is now a key travel motivation. Culinary delights are the key to happiness on vacation: Even vegetarians and vegans sometimes change their eating habits in favor of local delicacies. Italy is particularly sought after when it comes to gourmet travel. With the Field to Fork program, the TUI Care Foundation is building a bridge between authentic taste and sustainable enjoyment: Guests try local specialties on site, support local producers and experience the destination’s cuisine in its authentic form. So, culinary delights on vacation are not only enjoyable, but also contribute to the creation of local value.
Independent Travel
45% of travelers are looking for… solo travel and 59% are consciously giving up comfort in favor of special experiences. Whether it’s a solo trip or a road trip, independent travel represents freedom and authentic experiences and is ideal for anyone who wants to plan and carry out their trip independently — either alone or with like-minded people.
