British Holidaymakers Favour Short-Haul Destinations for Summer ‘26
by on 21st Apr 2026 in News
Brits are likely to favour short-haul holidays this summer, as inflation and the rising cost of fuel drive up the cost of longer-haul air fares – according to readership data from Taboola.
Data collected from Taboola’s national network of publishers shows that readership figures for articles about European holiday hotspots have risen significantly over recent months, while pageviews for further-flung destinations have declined.
In particular, up-and-coming tourist destinations like Central Europe and the Balkans have seen an especially high readership uplift, as holidaymakers prioritise novelty and affordability.
Regions with the highest readership uplift over the past three months include:
- Hungary – 513%
- Corfu – 372%
- Slovenia – 314%
- Croatia – 313%
- Poland – 145%
At the same time, pageviews for articles about traditional long-haul summer holiday destinations have dropped over the past three months. Readership for Barbados fell 89% in that period, while Thailand was down by 46% and Vietnam dipped 27%.
Meanwhile, British readers are paying keen attention to air travel trends. On 7th April, budget airline Ryanair was the 12th most read-about topic in the UK media, following the announcement that 10% of its services were at risk of being cancelled this summer as a result of fuel shortages.
"Uncertainties around possible fuel shortages and rising air fares could mean more people opt for a short-haul holiday this year – something publications need to consider when planning their travel content," said Dave Struzzi, communications lead at Taboola.
"In particular, holiday destinations along the Ionian Coast and in Central Europe are set to be immensely popular with British holidaymakers this summer. Along with their affordability and natural beauty, recent marketing campaigns and media coverage – including journalist reviews, listicles, and social media influencer content – have helped to bring these regions further into the public eye."
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