The economic context continues to weigh on travellers’ choices.
According to data observed by Petit Futé, travel agencies registered 8% fewer bookings in July and August, while the average basket rose slightly to 2,098 euros (+1.2%).
Nevertheless, the French do not give up on traveling: after a 30% drop in reservations between March and May, those made between June and August rose by 56%. For the season overall, reservations show a 6% increase.
The short-haul segment also grows by 8%, while France holds firm with a decline limited to 0.8%.
According to data observed by Petit Futé, travel agencies registered 8% fewer bookings in July and August, while the average basket rose slightly to 2,098 euros (+1.2%).
Nevertheless, the French do not give up on traveling: after a 30% drop in reservations between March and May, those made between June and August rose by 56%. For the season overall, reservations show a 6% increase.
The short-haul segment also grows by 8%, while France holds firm with a decline limited to 0.8%.
“23°C rather than 39°C”: coolness becomes a criterion of choice
Beyond the budget, the question of temperatures could permanently reshape the geography of summer holidays.
The traditional sun-soaked getaway no longer necessarily means seeking the highest temperatures. Brittany and Normandy record a 10% growth in the market data cited by Petit Futé.
Searches on petitfute.com notably rise by 11% in Finistère, 5.2% in Côtes-d’Armor, 4.5% in Calvados and 4% in Manche.
This pursuit of coolness also crosses borders. The Asturias, Cantabria, Galicia and the Basque Country emerge as alternatives to the more southern Spanish destinations, combining coast, mountains and milder temperatures.
Further north, Norway, Scotland and Ireland also benefit from this trend, sometimes referred to as a “coolcation.”
The traditional sun-soaked getaway no longer necessarily means seeking the highest temperatures. Brittany and Normandy record a 10% growth in the market data cited by Petit Futé.
Searches on petitfute.com notably rise by 11% in Finistère, 5.2% in Côtes-d’Armor, 4.5% in Calvados and 4% in Manche.
This pursuit of coolness also crosses borders. The Asturias, Cantabria, Galicia and the Basque Country emerge as alternatives to the more southern Spanish destinations, combining coast, mountains and milder temperatures.
Further north, Norway, Scotland and Ireland also benefit from this trend, sometimes referred to as a “coolcation.”
The mountains also take center stage in summer
Another shift noted by Petit Futé: the mountains confirm their appeal during the summer period. 30% of French people took a mountain holiday between spring and autumn.
This dynamic is reflected in petitfute.com’s audiences, with notable increases of 11% in Ardèche and 3.4% in Savoie.
Nature, outdoor activities and more moderate temperatures contribute to making the mountains an alternative to coastal destinations that are highly exposed to extreme heat. For Petit Futé, this trend could now become a lasting part of summer habits.
This dynamic is reflected in petitfute.com’s audiences, with notable increases of 11% in Ardèche and 3.4% in Savoie.
Nature, outdoor activities and more moderate temperatures contribute to making the mountains an alternative to coastal destinations that are highly exposed to extreme heat. For Petit Futé, this trend could now become a lasting part of summer habits.
Albania and Montenegro among the destinations to watch
Abroad, Albania and Montenegro show a 10% increase in bookings in 2026. Two destinations that could continue to gain ground in 2027.
In Montenegro, Petit Futé particularly bets on Kotor and Perast, but also on the combination of Adriatic coastline and mountainous landscapes.
In Albania, the enthusiasm for Ksamil could give way to a new phase of discovery of the country. Himarë, Berat, Theth or Valbona could thus benefit from a shift of demand toward less frequented territories.
This search for alternatives does not necessarily mean travelers are abandoning major destinations. Another logic seems to be emerging: continue traveling in well-known countries, but favoring their less-touristed regions.
In Montenegro, Petit Futé particularly bets on Kotor and Perast, but also on the combination of Adriatic coastline and mountainous landscapes.
In Albania, the enthusiasm for Ksamil could give way to a new phase of discovery of the country. Himarë, Berat, Theth or Valbona could thus benefit from a shift of demand toward less frequented territories.
This search for alternatives does not necessarily mean travelers are abandoning major destinations. Another logic seems to be emerging: continue traveling in well-known countries, but favoring their less-touristed regions.
Which destinations for 2027?
Based on the trends observed this summer, Petit Futé identifies several territories likely to gain in attractiveness next year. Scandinavia could especially benefit from the search for coolness, while Poland aims to go beyond the image of a simple city-break thanks to its Baltic coast, its lake region and mountainous ranges.
The same dynamic is seen in Northern Spain, where Asturias, Cantabria, Galicia and the Basque Country bring together several of the expectations observed in 2026: nature, ocean, gastronomy and milder temperatures.
Romania, with Transylvania and the Danube Delta, as well as Slovenia, with its lakes and the Julian Alps, are also among destinations to watch.
In France, Brittany, Normandy and the Cotentin, but also the Jura and the Vercors, could continue to benefit from this shift in travelers’ behaviors.
The same dynamic is seen in Northern Spain, where Asturias, Cantabria, Galicia and the Basque Country bring together several of the expectations observed in 2026: nature, ocean, gastronomy and milder temperatures.
Romania, with Transylvania and the Danube Delta, as well as Slovenia, with its lakes and the Julian Alps, are also among destinations to watch.
In France, Brittany, Normandy and the Cotentin, but also the Jura and the Vercors, could continue to benefit from this shift in travelers’ behaviors.
