Despite Swedish travellers booking their summer holidays with record-early timing, there are still good opportunities for spontaneous travellers. According to tour operator Sunweb, there is now a clear increase in last-minute bookings for summer 2026.
Earlier in the year, Sunweb reported that bookings for the summer had increased by 60 percent compared to the same period the previous year, but at the same time, a group of travellers are choosing to postpone their decisions.
– Last-minute bookings have started strongly this year, and we're seeing that the booking window has become somewhat shorter. This suggests that travellers are increasingly wanting a better overview of the global situation before booking their trip, says Jan Lockhart, Nordic manager at Sunweb.
One in ten books at the last minute
According to Sunweb's own research, approximately ten percent of travellers plan to book their summer holiday at the last minute.
The company thus sees two clear behaviours in the market: firstly, those who book well in advance to secure their first choice, and secondly, those who wait until the last minute to adapt to the external situation, the economy, or current offers.
"It’s easy to believe that everything is fully booked if you haven’t booked early, but that’s not the case. For those who are flexible with dates or destinations, there can still be attractive options, even if the availability is more limited than earlier in the season," says Jan Lockhart.
Flexibility is key
For spontaneous travellers, the opportunities largely revolve around being open to alternative destinations or departure dates.
– The difference is that as a spontaneous traveller you need to be more open in your choices. This can involve travelling at different times or discovering new, exciting destinations, says Jan Lockhart.
Most booked last-minute travel destinations 2026
According to Sunweb, the three most popular last-minute destinations so far this year are:
- Crete
- Rhodes
- Zakynthos
The Greek islands therefore continue to dominate Swedes' holiday plans, even among travellers who wait the longest to book.
According to the press release.
