Advantage Travel Partnership says bookings to Greece are up 20% this summer, in part due to its decision to delay the rollout of the new EU-wide entry system, which is causing delays for Brits arriving at airports in some other EU countries.
Its latest 2026 Summer Trading Report reveals Greece is the highest-growing summer holiday destination.
Turkey, which is outside the EU, has also seen an increase in last-minute bookings, according to the report.
However, the Canary Islands is the top holiday destination for short-haul breaks, while Florida is the top long-haul choice.
Overall, Advantage said it has seen a 15% increase in long-haul bookings, though bookings for Dubai are down 40%, with some business diverted away from the Gulf to the Caribbean and Far East, including Thailand.
Family bookings are up 3% year on year for the summer school holidays, with all-inclusive making up 38%. The biggest growth in all-inclusive bookings is being seen in Turkey, the Canaries and mainland Spain, said Advantage.
Late bookings, up to 30 days before departure, are up around 28%, making up 12% of all summer sales. “Couples are booking more late getaways than any other group, making up 45% of bookings made within 14 days, whereas families represent just 10% of bookings made within 14 days, reflecting the need to secure school holiday availability well in advance,” said Advantage.
The average spend is up 5%.
Advantage said it has not seen any evidence of customers seeking cooler destinations, despite the recent heatwave in the UK.
Cruises account for 12% of all summer holiday bookings, up from 10% last year, it added.
