notitur.com September 14, 2026
Revenue & Distribution1 min read

11% of Europeans won't travel in 2026 over energy costs

JSBy Joan SanzCurated by Joan Sanz. · July 31, 2026 · Follow on LinkedIn
Voice reading · ~1 min

European holiday plans for summer 2026 are being shaped by the economy and geopolitics, according to Hosteltur, which cites a YouGov survey of 14,249 people. 11% of Europeans say they will not travel because of energy costs, peaking at 15% in Germany and France.

Price also rules the choice: 31% pick a destination based on cost, rising to 37% among 18 to 34 year olds. In that same group, 24% prefer short trips within Europe. Same wanderlust, lower budget, fewer days.

My take: the industry has room to reposition. It's not that Europeans will simply spend less. It's that they will decide with more rational criteria. Whoever offers nearby getaways, transparent pricing and clear value will win 2026.

Quick questions

How many Europeans won't travel in 2026 due to energy costs?
11%, according to the YouGov survey reported by Hosteltur. Germany and France show a higher rate, 15%.
How does price impact European tourism in 2026?
31% of respondents pick a destination based on price. Among 18 to 34 year olds, that share rises to 37%.
What kind of trip will win this summer according to YouGov?
Short trips within Europe. 24% of young Europeans already plan shorter getaways.
Why are Europeans changing their travel plans?
Because of the economy and geopolitics, according to the survey. Energy costs push 11% to skip travel, while price shapes destination choice for 31%.
What can the industry do about this shift?
Refocus the offer on short trips, clear pricing and value. Brands that adapt quickly can gain share in 2026.

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