Tourexpi
In
a recent episode of the Travel Hero Podcast by ITB Berlin, Charlotte Lamp
Davies, founder of the consultancy A Bright Approach, discussed this year’s
summer air travel trends with Olivier Ponti, Director of Intelligence &
Marketing at ForwardKeys.
The
data is clear: Europe is on track for a record-breaking year. The first half of
2025 has already seen a 7% increase in arrivals compared to 2024, with another
6% growth expected over the summer months. This is particularly striking given
the already high base numbers from the previous year.
The
strongest growth is coming from increased air capacity in Central and Eastern
Europe (+9%) and Southern Europe (+7%). Standout markets include Poland (+14%)
and the United Arab Emirates (+10%). Italy, Turkey, and the United States are
also investing heavily in air connectivity with Europe, expanding access to
both the EU27 and the UK.
Cities
such as Warsaw are seeing exceptional growth, with a 20% capacity increase.
Alicante and Milan are also notable, with increases of 9% and 8%, respectively.
France presents an interesting case: despite the cancellation of 40 routes,
overall capacity has remained stable due to a focus on higher-demand routes and
increased seat numbers per flight.
Beyond
capacity, travel behavior is becoming a key metric. Search data from
ForwardKeys reveals strong growth in interest for Belgium (+28%) and Poland
(+13%). Less prominent destinations such as Menorca are outperforming larger
competitors in their regions, opening the door for secondary and tertiary
destinations to gain market share.
The
rise of remote work is also reshaping travel patterns. Already, 43% of European
destinations have developed strategies to attract digital nomads, supporting
longer stays, year-round visitation, and new visitor segments.
Ponti
underscores the strategic importance of data: destinations that recognize early
indicators — such as search and booking behavior — can act quickly to launch
campaigns, forge partnerships with airlines, and introduce new routes. This is
especially effective during low-demand periods or on underperforming routes,
where targeted interventions can yield high impact.
The
conversation highlights a shift in thinking: success is no longer about simply
increasing the number of flights, but about strategically aligning supply with
demand and traveler expectations. To stay competitive, destinations must
embrace flexibility, scenario planning, and a deeper understanding of what
motivates modern travelers.
The
full podcast episode is available on itb.com
and all major podcast platforms.
Image
Credit: © AA
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