European travelers increasingly want to slow down, stay longer and prioritise fewer but more memorable experiences. At the same time, solo travel is developing from a niche segment into an established part of the travel market.
These are among the findings of DERTOUR Group’s new European Travel Trend Report. The results are also relevant to tour operators selling the Nordic and Baltic regions. Scandinavia, Finland, Iceland and the Baltic countries are well suited to programs combining nature, regional encounters and more time in fewer places.
According to the report, 53.2% of European travellers are interested in slow travel. For 63.6%, it represents a more relaxed way of travelling, while 58.3% would prefer a few memorable experiences instead of fitting as much as possible into one trip.
Getting to know the destination is another important motivation. More than half of respondents, 55.4%, want additional time to experience local culture, nature and people. Almost one in two also see their holiday as an opportunity to disconnect from social media and other digital distractions.
This development is sometimes described as JOMO, or the “Joy of Missing Out”. It reflects a conscious decision to avoid an overloaded itinerary and leave more unplanned time during a holiday.
Among respondents interested in slow travel, 58.5% prefer a slower pace so they can experience a destination without stress. A further 52% associate this type of travel with greater wellbeing and lower stress levels.
Austria shows the strongest preference for spending more time at the destination, at 67.3%. Norway follows at 66.5%, with Sweden close behind at 65.6%.
For Nordic tourism, the findings support programs that do not require guests to change location every day. Fewer accommodation changes, longer stays and deliberately unplanned time may provide more value than an extensive list of daily activities.
Almost three in ten Europeans are considering a solo trip
Solo travel is also becoming more widespread. Almost 30% of Europeans say they are likely to travel alone during the next 12 months.
Interest is highest among single people, at 37.6%. However, the segment is broader than relationship status alone: around one in four married respondents or those in committed relationships would also consider travelling independently.
Germany ranks highest, with 36.1% considering a solo trip. Sweden follows at 35%, ahead of France at 32.2%, the United Kingdom at 29.8% and Poland at 28.9%.
Solo travel is therefore a relevant product segment both in major European source markets and within Nordic destinations.
Solo travelers stay longer and travel outside the peak season
DERTOUR Group’s booking data shows that solo travellers stay for an average of 10.4 days. Across all travellers, the average is 8.9 days.
Solo trips are also more likely to take place outside the summer peak. Around 65% occur outside June, July and August, compared with 56% of all trips.
This creates opportunities for Nordic destinations beyond their traditional peak periods. Autumn, winter and spring programs focused on nature, regional food, culture, outdoor activities or creative workshops could be particularly suitable for this market.
Solo travelers also have specific product requirements. Among those considering a solo trip, 38.4% are looking for hotels or rooms designed and priced for one person. Around 27.9% want opportunities to travel with like-minded people, while 26.9% are interested in personalised offers.
The findings suggest that many guests want to book and arrive independently without spending the entire holiday alone.
Small groups, shared meals and optional activities can create opportunities for social interaction. At the same time, programs should leave enough space for guests to decide when they want to join the group and when they prefer time on their own.
Slow travel and solo travel should not be viewed as separate developments. Both point towards smaller groups, longer stays, fewer changes of location and programs that enable social connections without scheduling every moment of the trip.
The findings offer several practical directions for product development:
The development does not necessarily mean that travelers want to experience less. Instead, their understanding of a rewarding holiday is changing. The quality of time spent at the destination is becoming more important than the number of activities included.
The European Travel Trend Report combines DERTOUR Group booking data from 16 European markets with an online survey conducted by Appinio. A total of 8,000 people aged between 18 and 65 were surveyed in 13 European countries from 2 to 6 February 2026. The samples were nationally representative by age and gender. In Sweden, 500 people participated.
More on the report of slow travel and solo travel..
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