Research by ASTOI and Fiavet depicts a season recovering after a difficult spring. Italians’ desire to travel has not changed, but the timing and criteria behind their decisions have. For travel agencies, last-minute booking is becoming the new normal they must learn to manage.
Summer 2026 is revealing a profound transformation in the purchasing habits of Italian travellers. Following a spring affected by geopolitical tensions, particularly the crisis in the Middle East, the holiday market has returned to growth, although booking behaviour has changed significantly.
The most relevant trend, highlighted by the ASTOI Confindustria Viaggi Observatory, is the increase in bookings made close to departure. Italians continue to regard holidays as a priority, but they are waiting longer before confirming their travel plans.
The trend is also confirmed by the Fiavet Confcommercio Observatory, according to which 67% of travel agencies have recorded a strong shift towards late and last-minute bookings.
Customers are not giving up their holidays. Instead, they are planning closer to the departure date and relying on the advice and protection offered by travel agencies to identify what they consider the best available opportunities.
Not a Crisis, but a Change in Behaviour
The figures must be interpreted carefully to avoid premature conclusions. Fiavet reports that 59% of travel agencies have recorded a decline in bookings of more than 15%. However, ASTOI, taking into account the recovery that began in June, estimates a much more limited average decrease of around 5% compared with the same period in 2025. As ASTOI president Pier Ezhaya has emphasised, the market is experiencing a complex phase, but it has not suffered structural damage. The desire to travel remains strong, while consumers are becoming more cautious and selective. This caution translates into specific behaviours. Travellers wait longer, seek clear information, assess destinations and booking conditions more carefully, and favour products offering flexibility, reliability and tangible protection. This type of traveller is particularly receptive to the expertise and support provided by the travel agency channel.
The Season’s Most Popular Destinations
In terms of destinations, the market confirms several established preferences alongside some emerging trends. Within the Mediterranean, Italy, Greece, the Balearic Islands and Cape Verde remain key destinations, while Egypt and the Red Sea are showing signs of recovery. Long-haul travel continues to perform strongly. Japan is experiencing a significant surge in demand, while China is also among the most requested destinations, together with East Africa, the Caribbean and South America. According to ASTOI, distance is not necessarily a deterrent when a destination is perceived as stable and attractive. Cruises remain a solid product category. Some 59% of travel agencies report stable sales, while 11% have recorded a substantial increase, suggesting that cruise holidays are perceived as safe and predictable. The honeymoon segment also demonstrates the adaptability of the agency channel. In 45% of cases, couples were able to retain their chosen destination by reorganising flights and connections.
The Impact of Rising Prices
The market is also being affected by rising costs, particularly fuel prices and airfares. However, the observatories highlight an important factor supporting customer confidence: price increases mainly affect new bookings, while packages that had already been purchased have not been subject to changes. Overall, increases passed on to the final customer remain limited and, in most cases, do not exceed 5%, despite rising costs across the tourism supply chain. Average package prices range from €900 to €1,200 per person for short-haul travel and Italian seaside holidays, rising to more than €4,000 for long-haul and tailor-made trips.
What This Means for Travel Agencies
The message for the travel agency channel is clear: late booking is not a temporary anomaly, but a trend around which businesses must reorganise their operations. It requires greater operational flexibility, the ability to prepare quotations quickly and communication capable of reassuring customers about the value of relying on a professional. Paradoxically, the same uncertainty that encourages travellers to book at the last minute also makes the role of the travel agency more valuable. Assistance, alternative travel arrangements and customer protection are becoming the central arguments on which agencies can build trust during a season that is changing the rules of the market.