As the 2025 Europe season begins to take shape, advisors say booking momentum is building, with some expecting their business to exceed that of the last two years and others predicting it will remain on par with 2023 and 2024.
As of now, my total sales have risen by 32 percent compared to 2024, with Europe comprising about 70 percent of this growth, said Rich Dessureau, director of group & European sales at Latitude 21 Travel. Looking ahead, I anticipate reaching a 35 to 40 percent increase by year-end, with 75 to 80 percent of that surge driven by European travel.
Im seeing high demand for Europe as usual. Popularity for Americans traveling to Europe for short stays and extended stays will be at an all-time high. Especially for Italy, Spain, France, and Greece, said Matt Wahlgren, owner of Matt Travel, an affiliate of KHM Group.
At Churchill & Turen, Northern Europe C specifically Scandinavia C is up 15 percent, said Richard Turen, the luxury agencys managing director. We expect 2025 to come in at about the same percentage of our business as 2024.
Kim Goldstein, president of Journeys Inc., is also predicting that booking levels will be par with the last two years. With Europe being a top seller for the last two years, we all knew it would settle back to more of a normal booking pattern, which it has in 2025, she said. Were still getting a variety of requests for Europe, just not quite as many as the last two years.
Geopolitical Issues
The great unknown is how widespread concerns about anti-Americanism will affect the non-luxury traveler, Turen said. We are starting to see increased consumer concerns about difficult questions we may be facing this summer in Europe.
Similarly, Wahlgrensaid that 2025 is a little irregular compared to the last couple of years. There is uncertainty about the state of the economy and world affairs. Many of my regular clients are a little cautious and more comfortable booking for 2026 or 2027 dates rather than 2025.
Whats Booking
The 2025 Europe season is attracting both seasoned globetrotters returning to explore lesser-known destinations like Croatia and Portugal, as well as newcomers eager to experience the charm of classic favorites such as Italy, France and Ireland, Dessureau said.
Travelers are avoiding well-known touristy areas and are willing to pay more for unique accommodations and experiences, said Wahlgren They are curious about smaller towns that offer a more authentic feel, and they are looking at villas and yachts more than Ive seen in previous years.
Many of Goldsteins clients are booking vacations that include multiple destinations. Each booking is pretty large and involves multiple stops, she said. And like Wahlgrens clients, her customers seem to be looking for some stops that are a little more off-the-beaten-path instead of the large cities full of tourists.
The Pricing Picture
Rates are rising in Europes most popular destinations, Wahlgren said, adding that airfare is going to hurt the pocketbook more than usual.
There are, however, ?opportunities to keep costs within the clients budget if they are open to other destinations such as Croatia, Montenegro, and other eastern European countries, he said.
Turen is also witnessing rising prices. We are seeing that more at the FIT level than in the cruise or escorted tour sectors, where educated consumers seem more willing to accept the reality of price increases, he said.
While Goldstein has seen prices rise a little higher in some cases, she has yet to witness a huge increase from 2024. One segment that offers great value, she said, is river cruising, which is always a great way to see a lot in a shorter period of time and tend to price well.
At Latitude 21, prices are holding steady. Italy has seen a slight uptick this year due to the Jubilee, yet, broadly speaking, there hasnt been a significant change in pricing for 2025, Dessureau said. This stability is encouraging for sales, as it continues to attract travelers who seek value without unforeseen price hikes.
Client looking for more attractive pricing would be well-served to travel in the off-season. We believe that October is the new July in much of Europe, Turen said. Many clients feel that September is the ultimate month to travel abroad, as they expect sizeable price drop while also avoiding the summer heat and crowds.
Booking Windows
We're seeing a balanced mix. While European travel isnt typically booked as close to departure as some of our all-inclusive packages, spontaneity isnt entirely absent, Dessureau said. For instance, Ive had families organize an eight-night itinerary in Italy just 40 days before departure.
On average, Churchill & Turens customers book out in the eight-to-12 month range. Our client Intel reports have featured several accounts of the realities of trying to make last-minute arrangements in desirable worldwide destinations, Turen said.
A lot of my regular clients have planned well in advance and are glad they did, Wahlgren said. New clients that have waited too long to make their travel decisions are feeling the pain. Air options arent great for last minute bookers and quality hotels are hard to find or come at a really steep rate.
In the end, the myriad attractions and experiences that Europe vacations deliver remains undiminished. We expect that Europes rich tapestry of history and modern vibrancy will continue to captivate and attract a diverse array of visitors eager to weave their own stories into the continents storied past, Dessureau said.
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