-All Inclusive, cruises and club holidays lead demand – Strong interest in Greece
– Few accommodations available!
The year 2026 starts off with particularly positive messages for TUI Austria, as demand for the summer of 2026 is significantly higher than last year, confirming the strong travel mood of Austrians. As Gottfried Math, CEO of TUI Austria, stated at a press conference to mark the start of the Wiener Ferien-Messe, the current period is one of the strongest in terms of bookings, with a clear trend towards early planning.
The need for price and scheduling security is predominant, especially among families, who choose to book their 2026 summer vacations early. It is no coincidence that the percentage of family bookings has already reached 42%, an increase of four percentage points compared to the previous year.
All Inclusive and club holidays: A constant value for Greece
TUI data show that All Inclusive continues to gain strength, becoming a key selection criterion for travelers. 58% of TUI customers book All Inclusive packages, marking a three percentage point increase year-over-year. This model is directly linked to Greece, which traditionally holds a strong position in this product, especially through organized resort and holiday clubs.
According to a YouGov survey on behalf of TUI, 30% of respondents said they were considering club vacations, while 29% were thinking of taking a cruise in 2026. An indication of the dynamism is that four of the top five hotels already booked for the summer of 2026 are TUI Magic Life Clubs, several of which are located in Greek destinations.
As Bernd Mäser, CEO of TUI Hotels & Resorts, pointed out, modern travelers are looking for a holistic package of experiences: quality gastronomy, sports activities, wellness, and shared experiences. There is a particular rise in multigenerational tourism, wellness, and longevity, trends that directly benefit Greek destinations with strong tourism infrastructure.
Greece: Consistently among top choices
Greece remains one of the main pillars of TUI’s summer program. Along with Turkey, Spain, Italy, and Croatia, it is one of the most popular Mediterranean destinations, while the classic Greek destinations of Crete (Heraklion) and the Dodecanese (Rhodes) also show particular dynamism.
It is characteristic that 76% of travelers say they choose beach vacations, while 85% of Austrians plan to take at least one trip in 2026. More than half of them even say they will travel more or more often than last year. At the same time, more than one-third plan to visit a destination they have never seen before, which opens up new opportunities for less-prominent Greek regions.
Cruises: Dynamic development and Greek ports
The growth of cruises remains particularly strong, and according to TUI Cruises, it is growing faster than the overall travel industry. As Wybcke Meier noted, the attractiveness of cruises is based on the combination of budgetary security and high-density experiences, with Austria being a strategic market for the group. Greek ports, as key stations for Mediterranean routes, benefit directly from this trend.
Strong flight program to Greece
The summer program of TUI Austria includes 370 flights to 46 destinations in 12 countries, departing not only from Vienna, but also from Salzburg, Graz, Linz, and Innsbruck. Top destinations include Antalya, Heraklion, and Rhodes, highlighting Greece’s central role in TUI’s tourism mix.
Offers and saving tips
TUI is currently offering up to 40% discounts for early bookings, and through its family offer, children can travel from €149, valid until January 19. According to Gottfried Math, early booking ensures not only a better price, but also greater availability, which is particularly crucial for popular Greek destinations.
At the same time, flexibility in the day, hour, or departure airport, as well as the choice of high-quality four- or three-star hotels, can offer significant savings. All Inclusive remains the safest choice for cost control, although for some travelers, half board or self-catering may prove to be more economical.
Summer 2026 is shaping up to be an extremely dynamic tourist period, with Greece maintaining a leading role in TUI’s portfolio. The focus on all-inclusive, club holidays, and cruises, combined with a strong intention to plan ahead, sets the stage for another strong year for Greek tourism – both in terms of arrivals and quality revenue.
The YouGov survey was conducted online among a sample of 1,001 people in Austria between December 17 and 29, 2025, and is weighted to be representative of the population.
