Slow travel and solo travel are growing among European travellers

More than half (53.2%) of European travellers say they are interested in so-called slow travel. For 63.6%, it is about a more relaxed way of travelling, while 58.3% would rather have a few memorable experiences than fit in as much as possible.

Just over half (55.4%) also want more time to get to know the local culture, nature and people. Almost one in two (48.9%) also see their holiday as an opportunity to switch off from social media and digital distractions.

Sweden among the countries most interested in slow travel

Among the 4,256 respondents interested in slow travel, 58.5% say they prefer a slower pace in order to experience the destination without stress. Fifty-two per cent associate slow travel with greater wellbeing and less stress.

Austria tops the list when it comes to wanting more time at the destination, at 67.3%, followed by Norway at 66.5%. Sweden stands at 65.6%.

The report also points to the emergence of JOMO – “Joy of Missing Out” – where travellers prioritise a less packed itinerary and fewer, more meaningful experiences.

Almost three in ten would consider travelling alone

Solo travel is another clear trend. Almost 30% of Europeans say they are likely to travel on their own during the next 12 months.

Interest is greatest among single people, with 37.6 per cent considering a solo trip. But the trend is broader than that: around one in four married people or those in a committed relationship say the same.

Germany ranks highest at 36.1 per cent, followed by Sweden at 35 per cent, France at 32.2 per cent, the United Kingdom at 29.8 per cent and Poland at 28.9 per cent.

DERTOUR Group's booking data also shows that solo travellers stay longer than average: 10.4 days compared with 8.9 days for travellers overall. They also travel more often outside the peak season. Sixty-five per cent of solo trips take place outside June to August, compared with 56 per cent of all trips.

Solo – but not alone

Travelling alone does not necessarily mean wanting to be alone. Among those considering a solo trip, 38.4 per cent are looking for hotel or room options tailored to one person. Some 27.9 per cent want to be able to travel with like-minded people, while 26.9 per cent are looking for personalised offers and curated experiences.

The development is also evident in DERTOUR Group's offering. At Apollo, the majority of guests on Apollo Sports fitness holidays are said to travel on their own, while training and activities create opportunities for social interaction.

About the survey

The European Travel Trend Survey combines booking data from DERTOUR Group across 16 European markets with an online survey conducted by Appinio among 8,000 people in 13 European countries from 2 to 6 February 2026. Respondents were aged 18–65 and nationally representative in terms of age and gender. In Sweden, 500 people took part.