01 — Global Destination Rankings
Global Destination Rankings
Share of total booking volume by world region — H1 2026 actuals vs H2 2026 on-the-books forecast.
H1 Actual
H2 Forecast
H1 Actual · Jan – Jun 2026
1
Southern Europe49.3%
2
Central / Northern Europe30.5%
3
Latin America8.7%
4
North America3.3%
5
Asia3.1%
6
Africa2.7%
7
Middle East1.8%
8
EMEA (Other)0.53%
9
Oceania0.10%
H2 On-The-Books · Jul – Dec 2026
1
Southern Europe44.7%
2
Central / Northern Europe32.3%
3
Latin America9.1%
4
Asia ▲ from #55.3%
5
North America4.7%
6
Africa2.0%
7
Middle East1.4%
8
EMEA (Other)0.28%
9
Oceania0.10%
B2B Agency Channel
Top Countries — B2B
Most-sold destinations via Travel Agencies — H1 actuals vs H2 forecast
H1 2026 — Actual
4
United States
9.45%
United States
9.45%
5
Brazil
6.82%
Brazil
6.82%
6
Colombia
4.64%
Colombia
4.64%
7
Japan
4.31%
Japan
4.31%
8
Morocco
3.97%
Morocco
3.97%
9
Argentina
3.71%
Argentina
3.71%
10
Dominican Republic
2.50%
Dominican Republic
2.50%
H2 2026 — Forecast
4
France
8.58%
France
8.58%
5
United Kingdom
6.93%
United Kingdom
6.93%
6
Japan ▲ from #7
4.77%
Japan ▲ from #7
4.77%
7
Colombia
4.16%
Colombia
4.16%
8
Brazil
3.57%
Brazil
3.57%
9
Greece
3.43%
Greece
3.43%
10
Mexico
2.41%
Mexico
2.41%
03 — Booking Habits & Traveler Profiles
Booking Habits & Traveler Profiles
Booking window analysis and traveler segmentation across B2C and B2B channels — H1 2026 data.
Booking Window
How far in advance do travelers book?
B2B agencies book significantly earlier than direct consumers — a structural difference in purchasing behavior.
B2C Direct
26
avg. days in advance
11
median days
Half of direct consumers book with just 11 days to spare — a last-minute profile that favors mobile-first and impulse purchases.
B2B Agency
49
avg. days in advance
31
median days
Half of agency clients book over a month ahead — reflecting itinerary planning cycles and group coordination needs.
Average Booking Lead Time
B2C Direct26 days
B2B Agency49 days
Agencies book 88% earlier than direct consumers on average.
Top B2C Profile
32.21%
Couples
The dominant booking profile in both channels, making couples the primary target for direct digital acquisition.
Traveler Profile Breakdown · H1 2026
Profile Type
B2C
B2B
Couples
32.21%
27.51%
Undefined / Other
24.52%
32.77%
Groups of Friends
15.94%
12.35%
Families (Older Children)
12.53%
13.62%
Solo Travelers
9.59%
7.28%
Families (Young Children)
5.21%
6.37%
Notable Insight
Solo travelers are significantly more represented in B2C (9.59%) vs B2B (7.28%), while Families with Young Children show a higher B2B share (6.37% vs 5.21%) — suggesting agencies curate more family-friendly packages.
