The analysis identifies five distinct traveller profiles: ‘Off-beat Destination Seekers,’ who avoid crowds; ‘Gen Z Remote Adventurers,’ who combine travel with work; ‘Hassle-free Holidaymakers,’ who prioritise comfort; ‘Impact-aware Travellers,’ with heightened environmental awareness; and ‘Eco-responsible Explorers,’ the most environmentally conscious group.
The findings show that 64% of Europeans already adopt at least one responsible travel behaviour, while maintaining a strong willingness to travel and spend. Specifically, eight in ten plan a trip within Europe, and four in ten expect to spend more than €1,500.
These travellers tend to favour alternative destinations, longer stays and off-peak travel. Notably, 51% choose less popular destinations and 10% opt for more remote areas. Travel is also more carefully planned, with 50% selecting stays of more than seven nights and 67% travelling during shoulder or low seasons, contributing to a more balanced distribution of tourist flows.
The trend spans different types of trips. Around 22% opt for sun-and-sea holidays, while 15% choose city breaks, cultural experiences or nature-based activities, and 10% select wellness-focused travel.
At the same time, key criteria for choosing a destination remain consistent: safety (45%), reliable weather conditions (35%), attractive offers (30%) and the hospitality of locals (28%).
Concerns about overcrowding are also growing, with 25% of respondents saying they are worried about the large number of visitors and 26% deliberately choosing less crowded destinations.
